Atlas Copco Brand Manual - March 2021

Atlas Copco
brand identity
manual
2021 edition
Atlas Copco
Brand Guidelines
2
Contents
1. Introduction....................................................................4 Documentary images..................................................................53 4.7 Email signature...................................................... 100
Product images.............................................................................54 4.8 E-newsletter............................................................ 101
1.2 Mission and Vision.....................................................6
Portrait images..............................................................................55
1.2 Our Purpose.................................................................7 4.9 PowerPoint............................................................. 102
Code.................................................................................................58
1.3 Core values...................................................................8 Product Hero image.....................................................................61 5. R
ules for video and motion branding................... 104
1.4 Messaging framework...............................................9 2.9 Supporting graphics................................................ 62 5.1 Video and motion branding Introduction........ 105
1.5 Corporate message................................................. 10 Icon style.........................................................................................62 Overview...................................................................................... 106
1.6 Employee value proposition................................. 11 Product illustrations.....................................................................63 General guidelines.................................................................... 107
General illustrations.....................................................................64 Effects in templates................................................................... 108
1.7 Brand personality.................................................... 12
Application drawings..................................................................65 Components............................................................................... 109
1.8 Tone of voice and storytelling.............................. 13
Charts and graphs........................................................................66
1.9 Responsibility and contacts................................... 14 Infographics...................................................................................67 6. Event and facility branding..................................... 116
2. Visual identity.............................................................. 15 6.1 Events and Expos................................................... 117

3. Rules for print.............................................................. 68
2.1 Logotype................................................................... 16 6.2 Virtual event........................................................... 118
3.1 Brochure.................................................................... 69
Logotype box.................................................................................18 6.3 Role of facility branding....................................... 119
Event logotype..............................................................................20
3.2 Other printed material........................................... 72
6.3 Facility branding exteriors................................... 120
Logotype background and colors............................................21 3.3 Advertisements........................................................ 73
6.4 Facility branding interiors.................................... 121
2.2 Colors......................................................................... 22 3.4 Roll-ups and posters................................................ 74
6.5 Facility branding signages................................... 122
Primary and complementary colors........................................22 3.5 Billboards.................................................................. 75
6.6 Facility branding facade and roof signages..... 123
Color use specification................................................................24 3.6 Diploma and certificates........................................ 76
6.8 Facility branding flags.......................................... 124
2.3 Typefaces................................................................... 25 3.7 Letterhead................................................................. 77
Typefaces for Chinese, Japanese and Korean.......................25 7. Branded items............................................................ 125
3.8 Business cards........................................................... 78
2.4 Edge........................................................................... 28 3.9 Envelopes and address labels............................... 79
Edge and logotype position......................................................30 8. Products and service................................................. 128
Edge fixed formats.......................................................................32 4. Rules for digital........................................................... 80 8.1 Products and service............................................. 129
Edge flexibility ..............................................................................33 Product branding...................................................................... 129
4.1 Branding in digital channels.................................. 81
2.5 Blueprint.................................................................... 39 4.2 Website logotype, header and footer................. 82
Packaging.................................................................................... 131
Blueprint placement....................................................................40 Vehicles........................................................................................ 132
Blueprint color...............................................................................41
4.3 Social media.............................................................. 83
Trucks............................................................................................ 134
Social media image branding...................................................87
2.6 Branding of entities................................................ 44 Facebook .......................................................................................90 9. Workwear................................................................... 135
2.7 Group co-branding.................................................. 46 Instagram.......................................................................................91
General Co-branding...................................................................46 LinkedIn..........................................................................................92 10. Legal.......................................................................... 138
Outdoor signages........................................................................47 Twitter.............................................................................................93
Tower signages.............................................................................48 YouTube..........................................................................................94
10.1 Name structure...................................................... 139
Company name structure....................................................... 139
Indoor signages............................................................................49
4.4 Apps........................................................................... 97
2.8 Images....................................................................... 50 10.2 Press releases.......................................................... 141
4.5 E-learning.................................................................. 98
Image categories..........................................................................51 10.3 Group/Internal news............................................ 142
Cover images.................................................................................52
4.6 E-learning illustration styles.................................. 99
1. Introduction
The Atlas Copco brand manual is an important steering
document and a core part of The Way We Do Things.
The brand manual is mandatory to follow, but it is also a
living document, which is constantly being reviewed and
updated in order to secure the Atlas Copco brand.
1.2 Mission and Vision.............................................6

1.2 Our Purpose.........................................................7
1.3 Core values...........................................................8
1.4 Messaging framework.......................................9
1.5 Corporate message......................................... 10
1.6 Employee value proposition......................... 11
1.7 Brand personality............................................ 12
1.8 Tone of voice and storytelling...................... 13
1.9 Responsibility and contacts........................... 14
Introduction 1.0
Atlas Copco
Brand Guidelines
A world-leading brand
Brand positioning is the art of creating a clear and unique strengthen the message through modern visuals and graphical
image in the minds of customers and prospects, future and elements with a higher industrial identification. There is
current employees, and all other stakeholders. It is about a stronger focus on the brand personality and storytelling
being persistent and consistent about how we look, what we throughout the visual identity.
say, how we say it and what we do. This challenge applies to
Always follow the rules in this manual – they can never be
all brands in Atlas Copco's comprehensive brand portfolio,
bypassed. If you are not sure about how to implement the
and the objective is to be the first choice of the brand's
rules, ask your communications manager or a member of the
stakeholders. In this manual we focus on the visual identity,
Brand Council. Easiest, however, is if you contact Brand Studio
the messages and the tone of voice of the Atlas Copco brand.
to ensure compliance.
The Atlas Copco brand is unique and enjoys high recognition
With all of us communicating in an orchestrated way, the
in every corner of the world. It represents more than 145 years
Atlas Copco brand will remain strong and, over time, become
of knowledge and experience. Its reputation is built on the
even stronger.
core values – interaction, commitment and innovation – and
a continuous effort to become and remain First in Mind—First
Stockholm, March 2021
in Choice.
The Atlas Copco brand is a strong brand with a proud heritage.
The visual identity program aims at protecting, supporting and Gisela Lindstrand
growing the business with the objective to continuously make
the Atlas Copco brand stronger. Senior Vice President,
Corporate Communications and Governmental Affairs
Our Corporate Identity is built on the core message of
"Home of industrial ideas." We introduce an identity that will
5
Mission and 1.1
Atlas Copco
Brand Guidelines
Vision The overall mission of the Atlas Copco Group is:
A mission states what a company intends To achieve sustainable, profitable growth

to achieve over a period of time. To
achieve our mission, we have established By achieving sustainable and profitable growth for our customers and for ourselves, we will be
our vision to become and remain an attractive brand for our stakeholders over time.
First in Mind—First in Choice for
customers and for all other stakeholders
as well.
Our vision is to become and remain:
A vision defines a company's
First in Mind—First in Choice

long-term objective and should be
a strong internal motivator to
drive the company forward in the
desired direction. Our goal is to become and remain first in mind and first in choice for our customers and
potential customers, current and future employees and other stakeholders. This means being
the first company they think of and the one they choose. This, in turn, brings us the best talent
and results in a successful business.
6
Our Purpose 1.2
Atlas Copco
Brand Guidelines
The role of the purpose statement:

We communicate our purpose through strong messages focusing on how we add value in our 5 main strategies areas:
Our purpose statement explains how People, Innovation, Presence, Operational excellence and Service. Our purpose is closely connected to our three core values
we bring value to our stakeholders and and different parts of the purpose is related to each of the three values.
contribute in a positive way to society´s
challenges. The purpose statement is
used internally and externally and is
addressing all our stakeholders; present
and future employees, customers,
business partners, shareholders, society
and the planet.
Innovation
Our industrial ideas

empower our customers
Comm
to grow and drive society
forward. This is how we
on
create a better tomorrow.
cti
it m
en
ra
e
t Int
7
Core values 1.3
Atlas Copco
Brand Guidelines
and beliefs Our core values and cultural beliefs
Our core values define our business

culture and how we act as employees
Our values
of the Atlas Copco Group. They guide
our decision-making processes and how
we behave both when interacting with Interaction Commitment Innovation
colleagues and in our relationships with
external stakeholders. The core values
• We are connected and • Our customers are core • We embrace challenges
represent a competitive advantage accessible • We keep our promises • We use new technologies
that helps us maintain our leadership
• We collaborate to make • We never hide to stay ahead
position. things happen
• The one closest to the • We encourage initiatives
The core values are clarified by our • We have a family culture problem is the one closest and ideas
cultural beliefs. The beliefs are guide our • We build competent teams to the solution • Our leaders support
• We celebrate success • We believe in freedom with professional growth
actions and help us understand the true
• Asking for help is a sign of accountability • We know that there is
spirit of our unique culture.
maturity • We raise red flags always a better way
We make We are in We grow

We offer We believe We do We have
responsible charge of sustainably
a safe in equal business in an trust in our
use of all our own with a long-term
workplace opportunities ethical way people
resources professional life perspective
8
Messaging 1.4
Atlas Copco
Brand Guidelines
framework Strengthens our Conveys innovation

industrial focus Shows B2B in a human way Easy to use as part
expertise and focus Connects to knowledge, of longer messages
helping customers grow
Home of Industrial Ideas.

We build our messages through
an aligned and unique messaging Short and
Separated from
memorable
framework. The corporate message is core values for clarity
the umbrella message on which we
build stories and communicate who
we are and how we add value as an
industrial group of companies.
The corporate identity platform
What we do and why How we think and act For whom we do it What we say
Purpose Stakeholders Corporate messages
Our industrial ideas empower our customers

to grow and drive society forward. Passionate people create
This is how we create a better tomorrow. exceptional things
Great ideas
Mission Core values
drive development
Interaction
Sustainable Home of
Commitment We
profitable growth All Industrial
Innovation We work side-by-side with deliver
stakeholders Ideas our customers lasting
is where value
Vision Cultural beliefs
We consistently improve
To clarify values products and processes
First in mind–
Storytelling
First in choice
We ensure optimal
performance and provide
To exemplify values
peace of mind
9
Corporate 1.5
Atlas Copco
Brand Guidelines
message When "Home of Industrial Ideas” is used as a stand-alone unit sentence in a text, no capital letters will be used. In all other
or headline, "H," "I" and "I" should be capitalized. In some cases, it is written as in the different examples below. This is
promotional materials it can also be written in a box with all where it begins – Join us at the Home of Industrial Ideas
capital letters. When the corporate message is part of a regular
"Home of Industrial Ideas" can be
used in different ways to promote
Atlas Copco and how we add value. Home of Industrial Ideas : Unit usage Example
When used on premises, in printed
material or online, consistency should Method I
be maintained in how the corporate
message is presented and displayed.
Home of Industrial Ideas
Method II
Home of
Industrial Ideas
Method III
HOME OF
INDUSTRIAL
IDEAS
Method IV (If needed)

SINCE 1873
Home of industrial ideas vector unit can be

downloaded from: https://onevirtualoffice. This is where it begins – Join us at the Here you see examples of
sharepoint.com/sites/theHub_group_comm_ "Home of Industrial Ideas"
forum/SitePages/Home%20of%20Industrial%20
represented on a wall.
Ideas.aspx
10
Employee value 1.6
Atlas Copco
Brand Guidelines
proposition What we say For whom we do it

Corporate EVP message Stakeholders
The Employee Value Proposition (EVP)

Passionate people create exceptional things. All talent
is a dimension of the corporate identity
focused on what we can offer present
Stakeholder specific EVP messages
and future employees. We want to
promote that we have a mission-driven
Start a journey of endless opportunities. Service technician
culture where we are empowered to act
and can drive our own development.
Here you will work with the latest Start a journey toward something greater. Software engineer
technologies in a caring environment
where continuous learning and global
opportunities are parts of the package. Where will your passion take you? Sales manager
Joining Atlas Copco is the start of a long
journey of endless opportunities. This is
Give wings to your dreams. Students/Graduates
where it begins – Join us at the Home of
Industrial Ideas.
This is where it begins – Join us at the Home of Industrial Ideas
Start a journey of
endless opportunities
We believe that passionate people make it happen.
Our leading-edge technology and great ideas
enable us to innovate for the future. Here,
you drive your own professional journey
and are empowered to act.
atlascopco.com
All the communication collaterals can be

found here: https://onevirtualoffice.sharepoint. Give wings
to your dreams
com/sites/theHub_group_comm_forum/ Our caring culture and leading-edge technology enable
us to innovate for a sustainable future. We believe that
SitePages/Links%20and%20templates.aspx
passionate people make it happen.
This is where it begins -

Join us at the Home of Industrial Ideas
EVP images can be downloaded from the

6287_Student fair_roll_up_1000x2000mm.indd 1 07-10-2019 17:49:33
internal photo and video gallery. Search for EVP.

11
Brand 1.7
Atlas Copco
Brand Guidelines
personality Our brand personality is the basis for our tone of voice, how
we say things and our visual identity. You can read more about
our tone of voice in chapter 1.8 and our visual identity in
chapter 2.
Brand personality describes a brand as a
person. It gives the brand richness and
texture. It guides how we communicate Atlas Copco brand personality: The competent visionary
visually, in writing and in speech. It is
distinctive and a point of differentiation
that is difficult to copy. Cutting-edge Thought leader
Visionary
Driven by moving forward Entrepreneurial
Smart Inspiring
Resourceful
At the forefront Industrial
Reliable
Open-minded Sustainable Loving challenges
Friendly
Creative
Collaborative
Dedicated Energetic
Curious
12
Tone of voice 1.8
Atlas Copco
Brand Guidelines
and storytelling Our tone of voice reflects our brand personality, “the
competent visionary.” We primarily use the first person “we”
when talking about Atlas Copco, not the third person “it.” The
language should be simple so that our communication is easy
Just as people have their own to understand for all stakeholders.
communication style, so do brands.
We want to come across as warm and personal, never arrogant.
The tone of voice sets the style by
We strive to keep our tone fun/interesting and entertaining.
determining how we say things in We avoid using technical terms and industry jargon when it is
writing and in speech. not absolutely necessary. We aim to be to the point and direct
but still easy-going and humble.
We use true stories that are emotional
and engaging from all over the world Storytelling describes the social and cultural activity of sharing
stories. Every culture has its own stories, which are shared as
to explain who we are and how we add means of entertainment, education, cultural preservation
value as a powerful way to convey or instilling values. Crucial elements of storytelling include
our messages. plot, characters and point of view. It is the best way to share
experiences, evoke emotions and keep the interest of
an audience.
Characteristics of our tone of voice

(Note that some scales do not mark opposites but perspectives that can
be applied simultaneously)
LANGUAGE TONE
1st person 3rd person Serious Interesting
Complex Simple Cold Warm
Formal Easy-going Personal Distant
To the point Complicated Vague Direct
Informative Entertaining
13
Responsibility 1.9
Atlas Copco
Brand Guidelines
and contacts Atlas Copco Corporate Communications Role of the Atlas Copco Brand Council
Atlas Copco Corporate Communications is responsible for the The Atlas Copco Brand Council safeguards and develops the
visual identity of the Atlas Copco brand, which includes: Atlas Copco brand and trademarks and has representatives
from each Business Area, Corporate Communications and the
• Providing a brand identity manual
Legal department.
• Ensuring the guidelines are clear and easy to understand
and follow More information about the Brand Council can be found in the
Communication Forum in the Hub:
• Keeping the brand manual updated
• Providing training and support to all Atlas Copco https://onevirtualoffice.sharepoint.com/sites/theHub_group/
communication professionals SitePages/AtlasCopcoBrandCouncil.aspx
Divisions Questions and answers

Communications managers in the divisions using the Please contact your divisional communications manager
Atlas Copco brand are trained in the brand positioning or regional corporate communications manager for more
program and will give guidance on the brand guidelines. detailed information.
The communications managers should:
• Safeguard the implementation of the guidelines that apply
to the Atlas Copco brand
• Provide training and support to product companies and
customer centers
• Continually follow up on the guidelines, through internal
audits, and correct any deviation
14
2. Visual identity
Our visual identity shows our brand personality and is
the face of our brand. It is developed to support our
brand positioning and help us build global recognition.
It should be consistent at all times, in all channels and
toward all stakeholders.
Our visual identity is made up of these main

building blocks:
2.1 Logotype........................................................... 16
2.2 Colors................................................................. 22
2.3 Typefaces........................................................... 25
2.4 Edge.................................................................... 28
2.5 Blueprint............................................................ 39
2.6 Branding of entities........................................ 44
2.7 Group co-branding.......................................... 46
2.8 Images............................................................... 50
2.9 Supporting graphics........................................ 62
Logotype 2.1
Atlas Copco
Brand Guidelines
The Atlas Copco logotype is the corporate Our logotype

signature of our company. It has our The Atlas Copco logotype must never be changed or tampered specially designed and drawn, only approved originals
name in a specially designed font, placed with. Building the Atlas Copco logotype into another symbol can be used for reproduction. The Atlas Copco logotype color
between two horizontal bars. or logotype is also forbidden. Always use the original artwork is Atlas Copco blue.
and the correct logotype proportions. Because the logotype is
The logotype helps our products gain the
strong endorsement of the Atlas Copco
brand.
Never remove the bars Never apply any effects

from the logotype. to the logotype.
Never stretch or compress The old logotype cannot

the logotype. be used anymore.
Link to download logotypes for print in the

Communication Forum: https://onevirtualoffice.
sharepoint.com/:u:/r/sites/theHub_group_
comm_forum/Templates/Atlas%20Copco%20
Logotypes%20for%20Print.zip?csf=1&e=xAKgkP
Link to download logotypes for digital in the

Logotypes%20for%20Digital.zip?csf=1&e=TwGXoE
16
Logotype 2.1
Atlas Copco
Brand Guidelines
Free space/restricted area Logotype placement

DO NOT The Atlas Copco logotype has to be clearly visible. By adding The standard guideline for the logotype placement is that it
a restricted area, also called free space, around it, the eye will should be placed in a corner, with the free space making up
• Produce new logotypes
more easily recognize the logotype. The larger the free space, the margin.
• Add another logotype next to the
the greater the visual impact. Other images, text or graphical
Atlas Copco logotype. Adding more Different media and documents have specific rules that
logotypes will dilute the brand value. elements must not interfere with the free space.
supersede this standard guideline. See individual chapters
There are defined exceptions to the restricted area for signs, further on in the manual for specific use.
sales promotional materials and online applications. The
minimum free space on these applications is half the usual
For more information on logotype placement,
refer chapter 2.4.
required free space.
Free space/restricted area
X
X
The free space/restricted area is defined as the distance between the

Link to download logotypes for print in the two bars in the logotype, mentioned as “X” above.
Link to download logotypes for digital in the

17
Logotype 2.1
Atlas Copco
Brand Guidelines
Logotype box
The Atlas Copco logotype is the main carrier of the The logotype box is used to create a distinct background for
Atlas Copco identity, and as such it is crucial to safeguard and the logotype. The size of the box is defined as the same size
protect. To keep the logotype distinct and clearly visible, we as the logotype free space and will as such scale proportionally
use a logotype box whenever feasible. to the logotype size.
Box measurements Logotype box
X
X
The size of the box is as big as the free space around

the logotype, mentioned as “X” above.
Link to download logotypes with box for Never change the size Never apply any
or the shape of the effects to the
print in the Communication Forum: https://
logotype box. logotype box.
onevirtualoffice.sharepoint.com/:u:/r/sites/
theHub_group_comm_forum/Templates/Atlas%20
Copco%20Logo%20with%20Logotype%20Box%20
for%20Print.zip?csf=1&e=Fc2AHh
Link to download logotypes with box for

digital in the Communication Forum: https://
theHub_group_comm_forum/Templates/
Atlas%20Copco%20Logo%20with%20
Logotype%20Box%20for%20Digital.
zip?csf=1&e=WqCWim
18
Logotype 2.1
Atlas Copco
Brand Guidelines
Logotype box colors Logotype box placement

The logotype box is only allowed in Atlas Copco blue or white. The logotype box is always to be placed in a corner, with
For the white logotype, we use a logotype box in Atlas Copco the logotype free space defined as the margin to the edge
blue, and for the blue logotype, we use a logotype box in white. of the surface.
When placed on images, apply a 10% transparency to the box.
Colors
Atlas Copco blue Atlas Copco white

for%20Print.zip?csf=1&e=Fc2AHh Logotype box with 10% transparency on images

digital in the Communication Forum: https://
onevirtualoffice.sharepoint.com/:u:/r/sites/ Never use the Never use any colors other
theHub_group_comm_forum/Templates/ logotype box in than the Atlas Copco
Atlas%20Copco%20Logo%20with%20 a tint color. blue or white.
Logotype%20Box%20for%20Digital.
zip?csf=1&e=WqCWim
19
Logotype 2.1
Atlas Copco
Brand Guidelines
Event logotype
For conferences and events, the Atlas Copco logotype is box has to be used. For the placement of logotype, see the
preferably used with the logotype box so that it is clearly reference picture. When there are multiple logos on a banner
visible. If the background is blue, then a white logotype box or background, it is preferable to use the logo with the
has to be used. In case of white background, a blue logotype logotype box instead of a free-floating logo.
Example

for%20Print.zip?csf=1&e=Fc2AHh
20
Logotype 2.1
Atlas Copco
Brand Guidelines
Logotype background Logotype colors

The most important thing when deciding the logotype You can either use a blue logotype on a white background or
background is that the logotype must be clearly visible. You a white logotype on a blue background. A black logotype is
will have to create an obvious contrast between the logotype permitted only on black and white compositions.
and the background.
Backgrounds Colors
Atlas Copco white Atlas Copco blue Atlas Copco blue Atlas Copco white
Other uses of the logotype

Never use the logotype
in a tint color or make
it transparent.
1–10% black 51–100% black 100% black

The black Atlas Copco logotype
is no longer part of the brand
identity other than for use in
b/w materials.
Link to download logotypes for print in the

The black Atlas Copco Never place the Never use the logotype
logotype can only be logotype in a box just directly on images or
used in b/w materials. to avoid an unsuitable busy backgrounds.
Link to download logotypes for digital in the background color.
21
Colors 2.2
Atlas Copco
Brand Guidelines
Our color palette has 13 colors – Primary colors Complementary colors

2 primary colors and 11 complementary Our primary colors are Atlas Copco blue and Atlas Copco white. The complementary colors should be used to add extra
colors. They are the most important colors in our visual identity, and creativity and spice to the communication material. Use them
either the blue or the white should be the dominant color in all extensively but ensure they do not overpower the dominant
our communication material and other visual applications of colors.
the brand.
Complementary colors are not to be used on high-visibility
brand carriers (such as covers, landing pages, banners and
billboards).
Atlas Copco blue Atlas Copco white

Dark gray Light gray Yellow Violet
Tint Tint Tint Tint
Dark blue Petrol Arctic blue Leaf
Tint Tint Tint Tint
Ruby Orange Peach
Tint Tint Tint
A specified tint per complementary color is allowed for digital

media when used in combination with its main color.
22
Colors 2.2
Atlas Copco
Brand Guidelines
The Atlas Copco color palette has Color palette

13 colors – 2 primary colors and For print media For digital media
11 complementary colors.
COLOR C M Y K R G B #WEB PMS RAL*
Atlas Copco blue 100 0 15 6 000 153 204 #0099CC 313 C 5012
DO NOT
Atlas Copco white 0 0 0 0 255 255 255 #FFFFFF White –
• Make the complementary colors
transparent in any way; they should Dark gray 10 0 0 90 055 061 065 #373D41
– –
always be 100% solid colors Tint 0 0 0 50 147 149 152 –
• Use any of the complementary colors as
the dominant color Light gray 0 0 0 30 187 189 192 #BBBDC0
– –
Tint 0 0 0 10 230 231 232 –
Yellow 0 25 100 0 255 205 000 #FFCD00

– –
Tint 0 10 40 0 255 227 165 –
Violet 67 100 4 5 109 032 119 #6D2077

– –
Tint 27 40 2 2 180 152 192 –
Dark blue 100 60 0 0 000 102 179 #0066B3

– –
Tint 40 24 0 0 150 175 219 –
Petrol 96 3 35 12 000 140 149 #008C95

– –
Tint 38 1 14 5 145 201 208 –
Arctic blue 45 1 0 1 141 200 232 #8DC8E8

– –
Tint 18 0 0 0 202 232 248 –
Leaf 77 0 100 0 067 176 042 #43B02A

– –
Tint 31 0 40 0 179 218 173 –
Ruby 2 100 85 6 200 016 046 #C8102E

– –
Tint 1 40 34 2 237 164 147 –
Orange 0 75 100 0 242 101 034 #F26522

– –
Tint 0 30 40 0 251 189 151 –
Peach 0 55 50 0 246 141 118 #F68D76

– –
Tint 0 22 20 0 252 207 191 –
For websites, complementary colors help us make These colors are slightly altered for
complex information easier to understand and use in digital media to create the
communicate clearly. They are not to be used on best possible appearance. * The RAL color codes given here have
high-visibility brand carriers such as landing pages been matched as closely as possible.
and banners or to denote sectors or product lines. Please use the color proofs/official RAL
color guides for accuracy.
23
Colors 2.2
Atlas Copco
Brand Guidelines
Color use specification

These are general color use specification, not only for the web.
Primary colors Complementary colors
Atlas Copco Atlas Copco

Dark gray Light gray Yellow Violet Dark blue Petrol Arctic blue Leaf Ruby Orange Peach
blue white
Front pages
Headline level 1
Headline level 2 and smaller
Edge
Icons for external websites
Icons for internal platforms
Basic product illustrations
Detailed product illustrations
General illustrations
Charts, graphs, infographics and tables
Patterns for packaging
Chapter dividers
Covers of internal printed material when no

background photo is used
Website colors Core colors for the website
Check the following link for the complete design We lead with Atlas Copco Blue on white pages. We use Atlas Copco Dark Blue to increase the legibility of text on light backgrounds. Yellow is used only as a highlight and
system information on websites: should be applied carefully to help our users navigate pages. Black is used to make text legible and dark gray supports content presentation.
https://designsystem.atlascopco.com/
Atlas Copco Atlas Copco Atlas Copco Atlas Copco Atlas Copco Black
blue dark blue white yellow dark gray
Product colors
HEX #0099CC HEX #0078A1 HEX #FFFFFF HEX #FFCD00 HEX #373D41 HEX #0D0D0D
For the definition of product colors, always use
color samples/specimens. More information on For background For text on white Page backgrounds For highlights to Use to call out For all text on white
product colors can be found in chapter 8.1. colors and pages, buttons and text over dark guide users, applied content and to pages
navigation and icons colors only sparingly create contrast
Check the following link for the complete product feedback (e.g. footer)
branding guidelines as a separate document:
http://viewer.atlascopco.com/ac-product-
branding-guidelines-2020/.
24
Typefaces 2.3
Atlas Copco
Brand Guidelines
Typefaces are important elements of Typefaces for print

the visual identity. Consistent use of our Our corporate typeface for printed material is Georgian, Armenian, Hebrew, Arabic, Thai, and Vietnamese.
corporate typefaces reinforces our Neue Frutiger World.
For Chinese, Japanese and Korean, we use Noto Sans CJK SC
brand identity. The Neue Frutiger World typeface collection is an (simplified Chinese) and Noto Sans CJK TC (Traditional Chinese),
expansive family of fonts that supports more than 150 Tazugane Info (Japanese), Seol Sans (Korean).
Our corporate typefaces are Neue languages and scripts, including Latin, Greek, Cyrillic,
Frutiger World, Source Sans Pro and
Calibri and can be used depending on Font: Neue Frutiger World Typefaces for Chinese, Japanese, Korean and Arabic
the medium. Neue Frutiger World is used Usage: Printed commercial material
(Brochures, advertisements, posters and more)
in all printed material. For websites and Simplified Chinese: Traditional Chinese:
digital platforms, we use Source Sans Pro. Types of headline levels Lorem Ipsum只是打印的虚拟文本。 Lorem Ipsum只是打印的虚拟文本。
Headline level 1
For office documents and PowerPoint Noto Sans CJK SC (For title text) Noto Sans CJK TC (For title text)
presentations, we use Calibri. Lorem Ipsum只是打印的虚拟文本。 Lorem Ipsum只是打印的虚拟文本。
Noto Sans CJK SC / Regular (For body text) Noto Sans CJK TC / Regular (For body text)
Neue Frutiger World Bold —
Headlines: Lorem Ipsum只是打印的虚拟文本。 Lorem Ipsum只是打印的虚拟文本。
Noto Sans CJK SC / Light (For body text) Noto Sans CJK TC / Light (For body text)
All headlines are in bold. The headlines
are in sentence case, which means that
Headline level 2 Japanese: Arabic:
Neue Frutiger World Regular —
you should use uppercase only for the Lorem Ipsumは単に印刷のダミーテキストです。 ‫ لوريم إيبسوم‬Lorem Ipsum
first letter in each sentence both in
headlines and in the body text.
Headline level 3 Tazugane Info stdN / Bold (For title text)
Lorem Ipsumは単に印刷のダミーテキストです。
Calibri bold (For title text)
‫ لوريم إيبسوم‬Lorem Ipsum
Neue Frutiger World Light — Tazugane info stdN / Regular (For body text) Calibri Regular (For body text)
For main headlines (level 1) of printed Lorem Ipsumは単に印刷のダミーテキストです。 ‫ لوريم إيبسوم‬Lorem Ipsum
Body Text Tazugane info stdN / Light (For body text) Calibri Light (For body text)
material, use Neue Frutiger World Bold.
Lorem Ipsum is simply dummy text of the printing and
Korean:
Body text: typesetting industry. Lorem Ipsum has been the industry's
standard dummy text ever since the 1500s, specimen book. Lorem Ipsum은 단순히 인쇄의 더미 텍스트입니다.
For print use Neue Frutiger World Neue Frutiger World Regular — Seol Sans / Bold (For title text)
Regular or Light. Lorem Ipsum은 단순히 인쇄의 더미 텍스트입니다.
Body Text Seol Sans / Regular (For body text)
Lorem Ipsum is simply dummy text of the printing and Lorem Ipsum은 단순히 인쇄의 더미 텍스트입니다.
typesetting industry. Lorem Ipsum has been the industry's Seol Sans / Light (For body text)
standard dummy text ever since the 1500s, specimen book.
Neue Frutiger World Light — When handwriting is needed
Lorem Ipsum is simply dummy text of the printing.
Quotation Dom Casual Std / Bold (For title text)
Typefaces for print can be downloaded from:
Lorem Ipsum is simply dummy text of the printing and Lorem Ipsum is simply dummy text of the printing.
https://onevirtualoffice.sharepoint.com/sites/
typesetting industry. Dom Casual Std / Medium (For body text)
theHub_group_comm_forum/SitePages/
Typefaces.aspx Neue Frutiger World Italic —
25
Typefaces 2.3
Atlas Copco
Brand Guidelines
Source Sans Pro is used for websites Typefaces for websites and digital platforms
and digital platforms such as video and
motion branding, mobile apps and
the Hub. Font: Source Sans Pro
Usage: Websites and digital platforms
Headlines:
For headline use Source Sans Pro Bold. Headline level 1
DESKTOP 42px font size / 42px line height —
Preamble
Lorem Ipsum is simply dummy text of the
Body text:
printing and typesetting industry.
For body text use Source Sans Pro Regular. Headline level 1 DESKTOP 26px font size / 32px line height
Source Sans Pro, Regular, Sentence case
MOBILE 35px font size / 35px line height
Source Sans Pro, Black, Sentence case
Body level
Headline level 2 Lorem Ipsum is simply dummy text of the printing and
typesetting industry.
DESKTOP 36px font size / 40px line height
Source Sans Pro, Regular, Sentence case
Headline level 2
Source Sans Pro, Bold, Sentence case Small text
Lorem Ipsum is simply dummy text of the printing and
Headline level 3 typesetting industry.
MOBILE/DESKTOP 30px font size / 34px line height MOBILE/DESKTOP 16px font size / 20px line height
Source Sans Pro, Regular, Sentence case Source Sans Pro, Light, Sentence case
Typefaces for Arabic Typefaces for Chinese

‫ لوريم إيبسوم‬Lorem Ipsum Simplified Chinese: Traditional Chinese:
Calibri bold (For title text) Lorem Ipsum只是打印的虚拟文本。 Lorem Ipsum只是打印的虚拟文本。
Website typeface
‫ لوريم إيبسوم‬Lorem Ipsum Noto Sans CJK SC (For title text) Noto Sans CJK TC (For title text)
Check the following link for the complete
design system information on websites:
Calibri Regular (For body text) Lorem Ipsum只是打印的虚拟文本。 Lorem Ipsum只是打印的虚拟文本。
https://designsystem.atlascopco.com/ ‫ لوريم إيبسوم‬Lorem Ipsum Noto Sans CJK SC / Regular Noto Sans CJK TC / Regular
Calibri Light (For body text) (For body text) (For body text)
Lorem Ipsum只是打印的虚拟文本。 Lorem Ipsum只是打印的虚拟文本。
Source Sans Pro typeface family can be Noto Sans CJK SC / Light Noto Sans CJK TC / Light
downloaded from: https://github.com/adobe- (For body text) (For body text)
fonts/source-sans-pro/archive/release.zip
26
Typefaces 2.3
Atlas Copco
Brand Guidelines
Calibri is used for PowerPoint Typefaces for office documentation

presentations and office documentation.
Font: Calibri
Headlines: Usage: Office documentation (PowerPoint, Excel, Word and more)
For main headlines (level 1),
Headline level 1
use Calibri Bold.
Typefaces for Chinese
Body text: Calibri Bold — Simplified/Traditional Chinese:
For body text use Calibri Regular. Lorem Ipsum只是打印的虚拟文本。
Headline level 2 Simhei (For title text)

Lorem Ipsum只是打印的虚拟文本。
Calibri Regular —
Simsun (For body text)
Headline level 3
Calibri Light —
Typeface usage at a glance

Body Text
Lorem Ipsum is simply dummy text of the printing and typesetting industry. Neue Frutiger World
Lorem Ipsum has been the industry's standard dummy text ever since the 1500s, Print material
specimen book.
Calibri Regular — Source Sans Pro
Websites and digital
Quotation
Lorem Ipsum is simply dummy text of the printing and typesetting industry. Calibri
Lorem Ipsum has been the industry's standard dummy text ever since the 1500s, Office documentation (including presentations)
specimen book.
Calibri Italic —
27
Edge 2.4
Atlas Copco
Brand Guidelines
The Edge is primarily used in combination with the logotype the margin to the edge of the surface
The Edge is an eye-catching visual
box. The size and placement of the Edge are defined by the • Use the "Z" measurement to create a reference line on the
element. Based on the logotype box size of the logotype box. opposite side of the logotype box
and tilted at 58 degrees, it gives our
• Define the logotype box as 1/5th of the shortest side of • Create the Edge by tilting the logotype box 58º, enlarge
visual identity an edge in high-visibility
the surface it 550% and place the top corner on the reference line at
materials and channels. a height of 45% of the surface
• Place the logotype box as per the guidelines with "Y" as
The Edge is used primarily in high-
visibility brand carriers such as the cover
slide of PowerPoint presentations, Y
the front cover of brochures, printed

materials, advertisements, posters,
billboards and more. It can also be used
Z
as a graphical element on the walls
of office premises and inside pages of
magazines, brochures and more. Logotype box
58˚ rotation
45% at the
document
height 550%
scaling
X Y
Z
X = the logotype free space

Y = the height of the logotype
Z = the height of the logotype + free space
For more on logotype usage, please refer chapter 2.1.

28
Edge 2.4
Atlas Copco
Brand Guidelines
The Edge holds two key elements – the Text within the Edge Edge color
Blueprint and the text. The Edge with The Edge must always contain a headline. Additional texts The font colors can be either Atlas Copco blue or
a 10% transparency has to be in one of are optional. white depending on the color of the Edge. No other colors
are allowed.
our primary colors – Atlas Copco blue or Text margin
white.
The outer text margins of the Edge equal the height of the
logotype, and the top text margin is equal to half the height
of the logotype.
DO NOT
• Tamper with the shape of the Edge
• Make the Edge solid
• Place product images, product
illustrations and general illustrations on Example of the left Edge Example of the right Edge
the Edge
• Use more than one Edge on a surface
• Use the Edge without the Blueprint
• Use colors for the Edge other than blue
or white
Top margin (Y/2)
Y/
2
Headline
Y/
2
Headline
headline headline Headline
Body text
x Y
Z headline headline headline headline
headline headline headline headline
Lorem ipsum dolor sit amet, consectetur adipiscing Lorem ipsum dolor sit amet, consectetur elit,
elit, sed do eiusmod tempor incididunt ut labore sed do eiusmod tempor incididunt ut labore et
et dolore magna aliqua. Ut enim ad minim uat. dolore magna aliqua. Ut enim ad minim uat.
Y Y
Margin
Always use templates for a cohesive look.
29
Edge 2.4
Atlas Copco
Brand Guidelines
Edge and logotype position

Edge position Logotype placement
The Edge can be placed either on the left or right bottom of The logotype is placed diagonally opposite to the Edge at the
the surface. The top corner has to be placed on the reference top left/right corner and always with the logotype box. When
line as shown below (made up of the height of the logotype the Edge is used in its maximum size (75% for portrait and
and the logotype free space). Standard height of the corner 90% for landscape), the logotype can be placed inside the Edge
is 45% of the surface height for portrait formats and 55% for without the logotype box. In this case, it is placed in the corner
landscape formats (for flexibility on sizes, see page 28). opposite the longest slanting side of the Edge.
Y Y Exceptional cases
Y
Z
Z Z
Headline
headline headline
Description goes here. Rovidia nonsequatur aut ut ullab is
moloratem aboreca borrume nust, cones nusa quam lant
hitatur apit ma sum ut re voluptis rem.
Headline Faces dolo bea doluptaqui cus sitiuscia ipicaboreici voluptio intus sit et exercimpe nobisquae porumet, oditi
nis prest, omnis alitatios diaeri blam fuga. Olupisqui deni ommodigeni doloria temporeste sam que volecum

utem faccumendios quost labores ciatur sum ium, omniment, consedia id quod ulleseque ditatias autas
sum dolorio. Faces dolo bea doluptaqui cus sitiuscia ipicaboreici voluptio intus sit et exercimpe nobisquae
porumet, oditi nis prest, omnis alitatios diaeri blam fuga. Olupisqui deni ommodigeni doloria temporeste
sam que volecum utem faccumendios quost labores ciatur sum ium, omniment, consedia id quod ulleseque

ditatias autas sum dolorio. Faces dolo bea doluptaqui cus sitiuscia ipicaboreici voluptio intus sit et exercimpe
nobisquae porumet, oditi nis prest, omnis alitatios diaeri blam fuga. Olupisqui deni ommodigeni doloria
temporeste sam que volecum utem faccumendios quost labores ciatur sum ium, omniment, consedia id quod

ulleseque ditatias autas sum dolorio.sam que volecum utem faccumendios quost labores ciatur sum ium,
omniment, consedia id quod ulleseque ditatias autas sum dolorio.
Faces dolo bea doluptaqui cus sitiuscia ipicaboreici voluptio intus sit et exercimpe nobisquae porumet, oditi
Lorem ipsum dolor sit amet, consectetur adipiscing Lorem ipsum dolor sit amet, consectetur adipisci utem faccumendios quost labores ciatur sum ium, omniment, consedia id quod ulleseque ditatias autas
elit, sed do eiusmod tempor incididunt ut labore elit, sed do eiusmod tempor incididunt ut labore porumet, oditi nis prest, omnis alitatios diaeri blam fuga. Olupisqui deni ommodigeni doloria temporeste
et dolore magna aliqua. Ut enim ad minim uat. et dolore magna aliqua. Ut enim ad minim uat. sam que volecum utem faccumendios quost labores ciatur sum ium, omniment, consedia id quod ulleseque
ditatias autas sum dolorio.
Left Edge (in portrait format) Right Edge (in portrait format)
Atlas Copco AB
x
(publ) SE-105 23 Stockholm, Sweden | Phone: +46 8 743 80 00
Y
atlascopco.com
Z Y
The logotype can be placed inside the
Edge in exceptional cases when the
Z
maximum size of the Edge is used.

Headline
headline headline
headline headline
Lorem ipsum dolor sit amet, consectetur adipiscing
elit, sed do eiusmod tempor incididunt ut labore
et dolore magna aliqua. Ut enim ad minim uat.
Left Edge (in landscape format)

*Apply the same design principle in case of the right Edge (landscape format).
30
Edge 2.4
Atlas Copco
Brand Guidelines
Edge and logotype position

For office branding, events and exhibitions, including roll-ups, logotype is always placed inside the Edge when placed from
the Edge can be used from the top to increase legibility. It the top.
can be placed either in the top-left or top-right corner. The
Exhibition panel
Roll-up
31
Edge 2.4
Atlas Copco
Brand Guidelines
There are fixed formats and sizes for the Edge fixed formats
Edge available as templates. The fixed
document portrait format has the Edge Y Y
Z
at 45% height of the document and the
landscape version at 55% height. The
standard formats are designed to give Z
the best balance between the image Y
and the text.

Z
Headline
headline headline
Description goes here. Rovidia nonsequatur aut ut ullab is
moloratem aboreca borrume nust, cones nusa quam lant
hitatur apit ma sum ut re voluptis rem.
ditatias autas sum dolorio. Faces dolo bea doluptaqui cus sitiuscia ipicaboreici voluptio intus sit et exercimpe
Headline
temporeste sam que volecum utem faccumendios quost labores ciatur sum ium, omniment, consedia id quod
ulleseque ditatias autas sum dolorio.sam que volecum utem faccumendios quost labores ciatur sum ium,

omniment, consedia id quod ulleseque ditatias autas sum dolorio.


ditatias autas sum dolorio.
Lorem ipsum dolor sit amet, consectetur adipiscing Lorem ipsum dolor sit amet, consectetur adipiscing Atlas Copco AB
elit, sed do eiusmod tempor incididunt ut labore elit, sed do eiusmod tempor incididunt ut labore (publ) SE-105 23 Stockholm, Sweden | Phone: +46 8 743 80 00
et dolore magna aliqua. Ut enim ad minim uat. et dolore magna aliqua. Ut enim ad minim uat. atlascopco.com
Portrait 45% (standard Edge) Landscape 55% (standard Edge) Portrait 75% (maximum Edge)
Available fixed formats
Font size (pt) / leading (line spacing) Logotype box (mm)

Headline (min – max) Introduction Width
PowerPoint 22 / 22–30 / 32 14 / 16 use template
Poster 500 × 700 mm 58/ 60–83 / 85 30 / 38 100
Poster 700 × 1 000 mm 85/87–115 / 115 43 / 53 140
US letter portrait 25 / 27–38 / 40 12 / 14 43.18
US letter landscape 25 / 27–38 / 40 12 / 14 43.18
A4 portrait 24 / 26–34 / 36 12 / 14 42
A4 landscape 24 / 26–34 / 36 12 / 14 42
A3 37 / 39–48 / 50 18 / 23 59.4
Templates and Edge .eps files can be
downloaded from: https://onevirtualoffice. A5 18 / 20–25 / 27 9 / 11 29.6
sharepoint.com/sites/theHub_group_comm_ A6 13 / 15–18 / 20 7/9 21

forum/SitePages/Communication%20
Templates.aspx This table has the recommended range of sizes for fonts, the Edge and the logotype box width and line spacing across different formats.
32
Edge 2.4
Atlas Copco
Brand Guidelines
Apart from the fixed formats, the Edge Edge flexibility

offers the advantage of flexibility in its In a portrait layout, the Edge can be proportionately scaled layout, the Edge can be proportionately scaled up from
sizes. The flexible format makes it easy up from 35% to 75% of the document height. On a landscape 50% to 90% of the document height.
to adapt the Edge to specific image and
text requirements.
For portrait formats For landscape formats
Maximum 90% of the

document height
Maximum 75% of the

document height
Standard
Edge 55%
Minimum 50% of the

document height
Standard
Edge 45%
Z
Minimum 35% of the
document height
Templates and Edge .eps files can be

downloaded from: https://onevirtualoffice.
sharepoint.com/sites/theHub_group_comm_
forum/SitePages/Communication%20
Templates.aspx
33
Edge 2.4
Atlas Copco
Brand Guidelines
Portrait layouts – customized formats

Define the logotype box as 1/5th of the width of the surface. box. Create the Edge by tilting the logotype box 58º, enlarge
Place the logotype box as per the guidelines with "Y" as the it to 550% and place the top corner on the reference line at a
margin to the Edge of the surface. Use the "Z" measurement height of 45% of the surface.
to create a reference line on the opposite side of the logotype
Y Y
Z Z
45% of document height

(standard Edge)
Reference line
Headline
headline headline
X Y headline headline
Z Lorem ipsum dolor sit amet, consectetur adipiscing
elit, sed do eiusmod tempor incididunt ut labore

For custom sizes use the Edge .eps files stored

at: https://onevirtualoffice.sharepoint.
com/:u:/r/sites/theHub_group_comm_forum/
Templates/Atlas%20Copco%20Edge%20
Artworks.zip?csf=1&e=KZSWyw
34
Edge 2.4
Atlas Copco
Brand Guidelines
Landscape layouts – customized formats

Define the logotype box as 1/5th of the height of the surface. box. Create the Edge by tilting the logotype box 58º, enlarge
Place the logotype box as per the guidelines with "Y" as the it to 550% and place the top corner on the reference line at a
Y Y
Z Z
55% of document
height (standard Edge)
Reference line
Headline
headline headline
headline headline
Lorem ipsum dolor sit amet, consectetur
elit, sed do eiusmod tempor incididunt ut labo
X Y
Z


35
Edge 2.4
Atlas Copco
Brand Guidelines
Square layouts – customized formats

Define the logotype box as 1/5th of the height of the surface. box. Create the Edge by tilting the logotype box 58º, enlarge
Place the logotype box as per the guidelines with "Y" as the it 550% and place the top corner on the reference line at a
Y Y
Z Z Z

(maximum Edge)
Headline
45% of document height headline headline
(standard Edge) Description goes here. Rovidia nonsequatur
aut ut ullab is moloratem aboreca borrume
nust, cones nusa quam lant hitatur apit ma
sum ut re voluptis rem.
Faces dolo bea doluptaqui cus sitiuscia ipicaboreici voluptio intus sit et
Headline
exercimpe nobisquae porumet, oditi nis prest, omnis alitatios diaeri blam
fuga. Olupisqui deni ommodigeni doloria temporeste sam que volecum utem
headline headline
faccumendios quost labores ciatur sum ium, omniment, consedia id quod
ulleseque ditatias autas sum dolorio.
Faces dolo bea doluptaqui cus sitiuscia ipicaboreici voluptio intus sit et
exercimpe nobisquae porumet, oditi nis prest, omnis alitatios diaeri blam
Description goes here. Rovidia
nonsequatur aut ut ullab is moloratem fuga. Olupisqui deni ommodigeni doloria temporeste sam que volecum utem
aboreca borrume nust, cones nusa quam faccumendios quost labores ciatur sum ium, omniment, consedia id quod
lant hitatur apit ma sum ut re voluptis ulleseque ditatias autas sum dolorio.
X Y
Z


36
Edge 2.4
Atlas Copco
Brand Guidelines
A wide format is defined as a layout Wide layouts – customized formats

with a ratio above 24:9. Define the logotype box as 1/4th of the height of the surface. Create the Edge by tilting the logotype box 58º, enlarge it
Place the logotype box as per the guidelines with "Y" as the 550% and place the top corner on the reference line at a
margin to the Edge of the surface. Use the "Z" measurement to height of 55% of the surface.
create a reference line on the opposite side of the logotype box.
Y Y
Z Z
Z (maximum Edge)
(minimum Edge)
Headline
Headline headline headline
headline headline Description goes here. Rovidia nonsequatur
aut ut ullab is moloratem aboreca borrume .
Description goes here. Rovidia nonsequatur Faces dolo bea doluptaqui cus sitiuscia
Y
aut ut ullab is moloratem aboreca borrume ipicaboreici voluptio intus sit et exercimpe
X nust, cones nusa quam lant hitatur apit ma

sum ut re voluptis rem.
nobisquae porumet, oditi nis prest, omnis
alitatios diaeri blam fuga.


37
Edge 2.4
Atlas Copco
Brand Guidelines
An ultra-wide layout is defined as a Ultra-wide layouts – customized formats

format with the ratio 32:9 or more. Define the logotype box as 1/3rd of the height of the surface. the surface. Create the Edge by tilting the logotype box by
Place the logotype box as per the guidelines with "Y" as 58º, enlarge it to 550% and place the bottom corner on the
the margin to the Edge of the surface. Use the width of the reference line at 45% to 75% of the width of the surface.
logotype box to create a reference line at the bottom of
Logotype box as the measure Logotype as the measure
Y Y
35% of document width (minimum Edge) 75% of document width

(maximum Edge)
Y
X Y
Z 40% of document width

50% of document width

38
Blueprint 2.5
Atlas Copco
Brand Guidelines
The Blueprint is a unique graphic

pattern. It is the artistic outcome of
merging original blueprints from our
business areas, and it reinforces our
industrial identity.
DO NOT
• Distort or alter the Blueprint in any way
Original blueprint .eps files can be downloaded

from: https://onevirtualoffice.sharepoint.
Templates/Atlas%20Copco%20Blueprint%20
Artworks.zip?csf=1&e=RguG5n
39
Blueprint 2.5
Atlas Copco
Brand Guidelines
The Blueprint is always used at an angle, Blueprint placement

and it must not cover more than 45% of
the surface.
45% of the surface

DO NOT
• Use more than one Blueprint on a single
surface
• Distort or alter the Blueprint in any way
• Use the Blueprint on a full surface
The Blueprint can be placed from any of the above given sides When using the Blueprint, ensure it does not occupy more than
or corners. Ensure the Blueprint is only partially used and 45% of the surface.
should not be shown in its entirety.
Example
From left From right From top From bottom
From left bottom From right bottom From top left From top right
40
Blueprint 2.5
Atlas Copco
Brand Guidelines
The Blueprint is always used in white on Blueprint color

a blue background and blue on a white
Blueprint with transparency
background. The Blueprint is used with a
50% transparency.
Facility, premises, vehicles and

merchandise are exceptional cases
where the Blueprint can be used in the
solid form.
White Blueprint on
a blue background
Blue Blueprint on
a white background
41
Blueprint 2.5
Atlas Copco
Brand Guidelines
The Edge, our key design element, is Blueprint in the Edge

incomplete without the Blueprint.
Example
On a blue Edge, the white Blueprint is
used with a 50% transparency. On a
white Edge, the arctic blue Blueprint is
used with a 50% transparency.
DO NOT
• Change the Blueprint position in the Edge
Example of other collaterals
XXXX XXXX XX – EN © Atlas Copco AB, Stockholm, Sweden. Production: Atlas Copco Brand Studio. Print: BrandFactory, April 2018.
Atlas Copco AB
(publ) SE-105 23 Stockholm, Sweden
Phone: +46 8 743 80 00 Atlas Copco AB Atlas Copco AB
Reg. no: 556014-2720 (publ) SE-105 23 Stockholm, Sweden (publ) SE-105 23 Stockholm, Sweden
Phone: +46 8 743 80 00 Phone: +46 8 743 80 00
atlascopco.com Reg. no: 556014-2720 Reg. no: 556014-2720
atlascopco.com atlascopco.com
Original blueprint .eps files can be downloaded

from: https://onevirtualoffice.sharepoint.
Templates/Atlas%20Copco%20Blueprint%20
Artworks.zip?csf=1&e=RguG5n
42
Blueprint 2.5
Atlas Copco
Brand Guidelines
Only branded merchandise sold through Blueprint on branded merchandise

the Profile Store is allowed the use of the
Examples of Profile Store items using the Blueprint
Blueprint.
To order branded merchandise with the

Atlas Copco Blueprint pattern, go to:
https://atlascopco.profilestore.com/
43
Branding of 2.6
Atlas Copco
Brand Guidelines
entities Branding of entities
When Atlas Copco is used as a name in combination with a division or other entity in promotional material, on exhibitions,
The Atlas Copco logotype is a brand ads or in social media it can be used in the box style as a complement to the Atlas Copco logotype symbol. The entity box
symbol and it must never be changed or should always include Atlas Copco in writing (not the logotype) and the entity name.
tampered with. It must also never be
used as part of a name or a sentence, The entity box It can be used together with Atlas Copco logotype box, see examples. The entity box can also be used
instead the entity box should be used without the Atlas Copco logotype box when the logotype is shown elsewhere in the close context like in social media or
with Atlas Copco in writing. on an Atlas Copco website.
For entities, like divisions, it is not allowed

to use the Atlas Copco logotype as part of Formation explained with blue and white logotype box
a division or entity name.
Entity name
in one line
Atlas Copco Atlas Copco
Oil-free Air Oil-free Air
Entity name Atlas Copco Atlas Copco

in two lines Industrial Industrial
Vacuum Vacuum
Entity name
in one line Atlas Copco Atlas Copco
with tagline or Rental Rental
website address Making Agility Count Making Agility Count
To download the entities, download here:

Communications Forum - Templates - By Type of
Document (sharepoint.com) 44
Branding of 2.6
Atlas Copco
Brand Guidelines
entities Branding of entities can be used in sales or event based collaterals, such as business cards, backdrops, standees, stalls etc.
They can be used with white logotype box and with blue logotype box.
Examples for co-branding collaterals Social media posts
Business Card
Atlas Copco
Rental
Event or expo set
45
Group 2.7
Atlas Copco
Brand Guidelines
co-branding General Co-branding
Multiple brands can be represented in in an structured way onsite or online. When the Atlas Copco logotype is included
In the Atlas Copco Group we have a it is crucial to follow the free space and color requirements of the Atlas Copco logotype box.
brand portfolio strategy, meaning that
we have a number of strong brands Examples for co-branding collaterals
within the Group. We always strive to
treat the brands with equal dignity in all
aspects possible.
The multiple logos are placed into a

grid system based on the Atlas Copco
logotype box and the free space
stated there.
46
Co-branding 2.7
Atlas Copco
Brand Guidelines
shared premises Outdoor signages

Outdoor signage on buildings where several brands are hosted should be as equal in size and dignity as possible. Several
examples of how this can be done is available here.
For branding of customer centers and
product companies this means that at
customer where several Group brands When there are more than 4 brands to be displayed
are hosted, we strive to keep the X
co-branding fair and aligned without 75% of X
becoming confusing or messy.
Y Logo place
Examples for equal dignity Examples for more than 4 brands to be displayed
47
Co-branding 2.7
Atlas Copco
Brand Guidelines
shared premises Tower signages

Outdoor signage on buildings where several brands are hosted should be as equal in size and dignity as possible. Several
examples of how this can be done is available here.
Examples for equal dignity
f Main entrance f Main entrance

f Visitors’ parking f Visitors’ parking
g Building A g Building A
f Building B f Building B
h Goods terminal h Goods terminal
f Building C f Building C
f Building D f Building D
h Building E h Building E
f Building F f Building F
Examples
48
Co-branding 2.7
Atlas Copco
Brand Guidelines
shared premises Indoor signages

In indoors like reception areas one brand normally has a larger presence as it would otherwise be confusing and don’t
look good according to branding principles. It is however important that all brands that are hosted in the building are
represented in a nice way that responds to their brand identity and where free space is respected.
Examples
49
Images 2.8
Atlas Copco
Brand Guidelines
Visual treatments Image composition

Our images should also tell a story and
contribute strongly to the messages We work with three visual treatments to create a consistent We work with natural compositions for all our images to
we want to convey. The image style, look of our images. support a natural and honest feeling.
especially for covers, landing pages and • Warm color tones are used to create a feeling of sincerity, • Use natural subjects that are depicted in a positive, active
other high-visibility channels, is defined openness and approachability and friendly way as far as possible
to create emotion, engagement and • A shallow depth of field is used when possible to create • Use natural environments and surroundings as much as
to support our brand personality and focus on a certain value or product possible and avoid unrealistic or artificial surroundings
corporate values. • Backlight is used when possible to add drama to the image • Use a well-balanced mix of creative yet natural angles to
Warm color tones are to be used on all images regardless of create interesting photos
To create an aligned and strong visual image category. This is the base of our image style. A shallow When using people remember to use diversity in all regards –
appearance, the images used in all depth of field and backlight are used when possible and gender, age, ethnicity, professional, and cultural.
Atlas Copco materials and channels relevant for cover and concept images.
need to have a consistent treatment.
For the best possible appearance, we Examples

recommend professional photoshoots
with professional finishes.
Cover images can be downloaded from:

https://photos-videos-internal.atlascopco.com/
search?search=cover+image
50
Images 2.8
Atlas Copco
Brand Guidelines
Our images are divided into four Image categories

categories – cover, documentary,
product and portrait images. Each
category serves a different purpose and
has its own individual guidelines.
Cover images Documentary images

Cover images are used on covers, landing pages, billboards, Documentary images depict our people and the use of our
advertisements, and other highly visible channels. As brand products and equipment. They are used for inside pages
carriers, these images depict the core of our brand and must on any material/channel. These images should be taken by
be consistent in treatment and composition. These images are professional photographers and have a professional finish.
taken by professional photographers and extensively worked
on to give them the right tonality.
Product images Portrait images

Product images are studio/cut-out images of our products Portrait images are photos that feature an individual
with realistic shadows. Product images are typically used in the person. These are used for the annual report, organizational
inside pages of all product-related communication and can be presentations and in such cases where individuals are featured
shot from different angles to create perspective. with name and photo.
51
Images 2.8
Atlas Copco
Brand Guidelines
Cover images are used for high-visibility Cover images

branding places such as cover pages, • The composition should be natural and preferably
General guidelines
landing pages, banners, advertisements, contain people
• Always use warm color tones
posters, billboards, and more. These • If depicting products, they should be in a natural setting
brand carriers must always depict the • Use a shallow depth of field to put focus on the subject,
and, when possible, include people
leaving the foreground and background blurred
core of the brand. All cover images are • The background and surroundings should be clean,
• When possible use backlight
characterized by personality, warmth and uncluttered and give a positive feeling
a dynamic composition. Make sure to
keep the brand personality and
corporate values in mind when taking
these images.
They should always be taken by a

professional photographer and are
extensively worked on to give them the
right tonality and look.
Concept images depict abstract concepts Concept images

and ideas, for example, concepts such as
IT security, Internet of Things, workflows,
marketing concepts, talent acquisitions,
and processes. Concept images depicting
virtual reality (VR), augmented reality
(AR) and artificial intelligence (AI) can
be used as cover images. The photos
must then follow the guidelines of
cover images.
For such images used on inside pages,

the photos must follow the guidelines for • Follow the same guidelines for concept images as cover • Superimpose graphical elements over the photo to bring
documentary images. images (given above) out the concept
52
Images 2.8
Atlas Copco
Brand Guidelines
Documentary images are images Documentary images

showing people, products and services. • If depicting products it should show a natural setting and,
General guidelines
These typically show applications and when possible, include people
• Use warm color tones
daily office interactions. 3D renders can be used to show product environments that
• Use natural subjects that are depicted in a positive, active
otherwise cannot be shown in a satisfactory way. These should
These images are used on the inside and friendly way as far as possible
not include renderings of people and should always be done
pages of most types of material and • Use natural environments and surroundings as much as by professionals and have the same detailed quality as a photo.
channels. For applications they show possible and avoid staged surroundings 3D rendered images follow the same guidelines as images.
product usage depicting customer • Use a well-balanced mix of creative yet natural angles when
environments. For office work they possible. If depicting people keep diversity in mind
should show collaboration and
interactions. It is important to reflect
geographical and cultural connections,
using local photos in local material. Image example
These images are taken by a professional

photographer and given a professional
finish in post-production.
53
Images 2.8
Atlas Copco
Brand Guidelines
Product images are product cutouts Product images

on a white background with a realistic • The colors and branding on our products must be
General guidelines
appearance of shadows. These can be accurately depicted according to the current product
• Use a photo angle to create perspective
shot from different angles to create branding guidelines
• Add a realistic appearance of shadows
perspective.
Product images are typically used on the

inside pages/product pages of sales and
marketing collaterals. Image example
These images are typically taken by a

professional photographer in a studio
or equivalent setting.
54
Images 2.8
Atlas Copco
Brand Guidelines
Portrait images are photos that Portrait images

feature an individual. These are used • Background can be indoors, outdoors or a work
General guidelines
for the annual report, organizational environment. Avoid a single-colored background unless
presentations and in such cases where • Capture the person's eyes and face in sharp focus
required for the purpose the portrait is taken
individuals are featured with name • Use warm color tones
• Shots can be full body, chest-up and close-up portraits
and photo. • Background should be blurred to put focus on the person
Example of
Close-up Chest-up Full body
55
Images 2.8
Atlas Copco
Brand Guidelines
Images – Don’ts
DO NOT
• Create images that are unrealistic
or place products in mismatched
environments.
• Manipulate colors to look unrealistic
• Squeeze and change the proportions
of photos
• Use flat and static compositions
• Use cool color tones
• Use fades in images
56
Images 2.8
Atlas Copco
Brand Guidelines
We strive to use warm color tones in our Warm color tones

images to create a feeling of sincerity, Image example
openness and approachability. It is
important to have a consistent tone across
all images, so ensure to seek professional
help for the post-production of images
before publishing.
Cooler tones Warmer tones
Prefer warm tones such as shown

in the above image.
We use a shallow depth of field for A shallow depth of field
most of our cover images to create Image examples
focus and excitement. The background
or foreground is blurred to only give
an impression of the surroundings.
This effect should be done during
the photoshoot but can be done if
needed by a Photoshop artist in post-
production.
We use backlighting when possible in Backlight

our cover images to create more drama Image examples
and depth in the photo. This effect
should be done during the photoshoot
but can be done in some cases, if needed,
by a Photoshop artist in post-production.
57
Images 2.8
Atlas Copco
Brand Guidelines
Code
Our visual identity signalizes the exciting
combination of our heritage as an
industrial engineering group and our
strong presence in digitalization and
smart-connectivity solutions. The Code
is a new image style in addition to our
visual identity. The Code should be used
selectively on images when we want
to strengthen and signal our digital
presence and competencies. The Code
does not replace the other elements of
the visual identity; instead it can be used
as an addition.
The Blueprint and Edge will still be

used as the visual identifiers of the
Atlas Copco brand.
Code color
Use the Code in its given solid form and do not add
DO NOT transparency to this element. The Code is available in one color
– Atlas Copco white.
• Distort or change the Code
in any way
• Use the Code in any color other than
Atlas Copco white
• Use it on a plain background
• Add transparency to the Code
Original Code .eps files can be downloaded from:

https://onevirtualoffice.sharepoint.com/:u:/r/sites/
Copco%20Code%20Artworks.zip?csf=1&e=YHgsvE Do not use the Code in Atlas Copco blue or any of the complementary colors.
58
Images 2.8
Atlas Copco
Brand Guidelines
The Code is always used in combination Code placement

with the Blueprint Edge. The Code can be placed from the top right or top left. Ensure Code should not cover the entire surface and can occupy a
the Code is used partially and not shown in its entirety. The maximum of 40% of the width or 60% of the height.
DO NOT 40% of the surface. 40% of the surface.
• Rotate or flip the Code
• Distort or alter the Code
in any way
• Use the Code spanning edge
to edge of the display area
Landscape
Portrait
Example
From left top From right top From left top From right top
Original Code .eps files can be downloaded from:

https://onevirtualoffice.sharepoint.com/:u:/r/sites/
Copco%20Code%20Artworks.zip?csf=1&e=YHgsvE
59
Images 2.8
Atlas Copco
Brand Guidelines
The Code should always be used Code usage with the Edge
together with the Blueprint Edge.
Portrait format
Use the standard Edge size: 35–45% for
portrait and 50–55% for landscape.
The Code should always appear behind

the Edge and the logotype box.
Landscape format
In wide and ultra-wide formats, always
place the Code opposite the Edge.
DO NOT
• Use the Code in any color other than
Atlas Copco white
• Use with a maximum-sized Edge
From left top From right top From right top From left top
• Use the Code spanning edge to edge of
the display area
Examples
Advertisement
Brochure Poster Ultra-wide format Roll-up
60
Images 2.8
Atlas Copco
Brand Guidelines
We are an industrial company, and Product Hero image

sometimes in our communication we The product should be in focus and in the foreground. The The setup should be created in 3D to achieve the perfect
may need to portray our product as the background can be a factory setting (high perspective)/ lighting and perspective, and the image should be a
hero. The image should be innovative, cascading effect/abstract setting or something out of the box combination of 2D, 3D and CGI (Computer Generated
engaging and have a futuristic feel. It for making it more dramatic. Imagery).
should also tell a story and contribute
strongly to the messages we want to
convey.
Examples
DOs
• Use a photorealistic product image – 3D
• Create a virtual dynamic space
• Create depth (an infinite feel)
• Backlight must be used
• Use correct perspective and lighting for
the background and the product
Poster
For the creation and approval of the

Product Hero images, contact Brand Studio
or Corporate Communications: Brochure
brandstudio@in.atlascopco.com
61
Supporting 2.9
Atlas Copco
Brand Guidelines
graphics Icon style

All icons are designed to be in small sizes and must have Example of icons
rounded corners. The icons we use for apps and the web are
Our visual elements consist of icons for simple illustrations with a basic level of detailing. They ease
digital use, basic and detailed product navigation on websites and apps. Regular Inverted
illustrations, general illustrations, charts
and graphs, infographics.
Example of a rounded-corner icon

DO NOT
• Use sharp corner icons
• Use cartoons or clipart
• Use detailed illustrations
Colors
The icons can be in Atlas Copco primary and complementary
colors. They can also be presented in an inverted format as
shown in the examples here.
Features
• Low level of detail
• Very simplified shape
• One-dimensional, flat appearance, no perspective
Complementary colors
can be used here.
62
Supporting 2.9
Atlas Copco
Brand Guidelines
graphics Basic product illustrations Detailed product illustrations

Basic product illustrations feature a low level of details and are Detailed product illustrations have a higher level of detail and
designed so that they can be used in small sizes. Basic product can be used both in small and large sizes. They can be used
Product illustrations can be either
illustrations can be used as components in our infographics. to present our products and the features and functions of
basic or detailed. The main colors for They can also be used in animations, interior design and products. They can also be used in animations, interior design
the illustrations are Atlas Copco blue design patterns. and design patterns.
and white. Other colors can be used as
per the guidelines for each category. Features Features
However, only one color can be used • Low level of detail • High level of detail (smallest details may be excluded)
per illustration. • Abstract but recognizable product shape • Photorealistic outer shape
• One-dimensional, flat appearance, no perspective • Objects have depth/perspective
• Same width in strokes and cross-sections • Different width in strokes and cross-sections
DO NOT • Can be used in any of the primary and complementary colors • Can be used in any of the primary and complementary colors
• Change or distort the product
illustrations
• Incorporate the logotype or text in any Examples of basic product illustrations Examples of detailed product illustrations
product illustration
• Make the product illustrations in any Regular Regular
way transparent; they should always be
of a 100% solid color
Inverted Inverted
Basic and detailed product illustrations are

stored in the photo gallery.
If the basic and detailed product illustration
you need is not available, contact your
divisional communications manager. Divisional
communications managers are responsible for
producing their respective detailed product
illustrations via Brand Studio.
63
Supporting 2.9
Atlas Copco
Brand Guidelines
graphics General illustrations

General illustrations can be both basic and detailed. They
represent things that have no explicit connection to our Example of icons
business. They are conceptual and can be used to add visual
DO NOT Regular Inverted
appeal or symbolize something particular.
• Change or distort the illustrations Illustrations can be used in PowerPoint presentations, on
• Incorporate the logotype or a text in any websites, on apps and as infographics. They can also be used in
illustrations animations, interior design and as design patterns.
• Make the illustrations in any way
transparent; they should always be of a Colors
100% solid color
Illustrations can be in Atlas Copco blue or white or any of the
complementary colors as well as in inverted mode.
Features
• Basic and detailed
• Photorealistic outer shape
• The smallest details can be excluded
• Objects have depth/perspective
• Different width in strokes and cross-sections
can be used here.
Illustrations are stored in the photo gallery:

https://www.photos-videos.atlascopco.com/
64
Supporting 2.9
Atlas Copco
Brand Guidelines
Smart
graphics Connected
Application drawings
Aerospace
Colors
Application drawings are used to show Use colors as close as possible to the real colors of products
a product, application or technical or environments.
solution in a detailed and clear manner.
You can also use them to display a
cross-section of a product or user Example
environment.
DO NOT
• Use application drawings on front
covers of brochures or PowerPoint
presentations
Smart
Connected
Bolting
opco Capital Markets Day
65
Supporting 2.9
Atlas Copco
Brand Guidelines
graphics Charts and graphs

General guidelines Guidelines for pie charts
Our charts and graphs are simple, • Font: Neue Frutiger World for print and Source Sans Pro for • Pie chart spacers: White
clean and one-dimensional. General online and digital • Numbers within pie charts: letter color white
guidelines for charts and graphs are • Colors: If you use mixed colors, Atlas Copco blue should
provided here along with specific always be dominant
guidelines for pie charts and bar charts. • Visual expression: One-dimensional, simple and clean Guidelines for bar charts
These guidelines are provided to keep • Guides: Light gray lines
up the visual expression to the best
possible extent. If you use any other
type of graph or chart, follow the
general and specific guidelines that are Examples of chart
applicable to those parts of the chart.
Multi color
Pie chart Bar chart Line chart

DO NOT
6 6
• Make the colors transparent in any way 5 5
25
• Use line charts in a single color
4 4
3 3
2 2
1 1
75
0 0
Category 1 Category 2 Category 3 Category 4 Category 1 Category 2 Category 3 Category 4
Single color
6
5
25
4
1
Complementary colors 75
can be used here. 0
Category 1 Category 2 Category 3 Category 4
For charts and graphs in PowerPoint

presentation, see chapter 4.10.
66
Supporting 2.9
Atlas Copco
Brand Guidelines
graphics Infographics
Our infographic style is refined and modern. It reflects the
elements of our brand. Infographics should be clean, neat and Examples
An infographic is a way of working with self-explanatory.
visual elements to make facts more
accessible, interesting and fun. General guidelines
• Text: Neue Frutiger World Light (print) or
The guidelines for charts and graphs, Source Sans Pro (online and digital)
basic product illustrations and general
• Colors: Atlas Copco primary and complementary colors
illustrations apply also when they are along with shades of gray
used as part of infographics. • Visual expression: One-dimensional, simple and clean
DO NOT
Examples
• Make 3D infographics
• Use colors outside our brand colors
02 03
01 04
06 05
Lorem Ipsum is Lorem Ipsum is

simply dummy simply dummy
2006 2008
2005 2007
Lorem Ipsum Lorem Ipsum is
is simply simply dummy text
can be used here.
67
3. Rules for print
The visual identity must be applied at all times on all
internal and external materials. In this chapter you will
find specific guidelines on how to apply the visual identity
on select online materials.
In this section, you will find the visual identity guidelines

for print media and materials, including:
3.1 Brochure............................................................ 69
3.2 Other printed material................................... 72
3.3 Advertisements................................................ 73
3.4 Roll-ups and posters........................................ 74
3.5 Billboards.......................................................... 75
3.6 Diploma and certificates................................ 76
3.7 Letterhead......................................................... 77
3.8 Business cards................................................... 78
3.9 Envelopes and address labels....................... 79
Brochures 3.1
Atlas Copco
Brand Guidelines
When creating a brochure, start from a Front covers

brochure template.
The front page must have a cover image

in the background and the Edge with a
headline and/or introductory text.
Logotype box with logotype
(Logotype box with 10% transparency)
Select the template with an Edge size
and placement that best suits your image
and text requirements. The logotype box
should always be opposite the Edge. If
the logotype is placed inside the Edge, Cover image
the text must not interfere with the

logotype free space (refer to page 17 for
more on free space).
The above guidelines must be followed

for all brochures regardless of the format.
Standard Edge
(Blueprint with 50% transparency)
Headline Headline
headline headline
Neue Frutiger World Bold
headline headline
Edge
Sed ut perspiciatis unde omnis iste natus error sit (with 10% transparency)
voluptatem accusantium doloremque laudantium,
Introduction totam rem aperiam, eaque ipsa quae ab illo
inventore veritatis et quasi architecto beatae vitae
A good combination size for efficient design and Neue Frutiger World Regular
dicta sunt explicabo. Nemo enim ipsam.
print-on-demand products is the combined A4/
US letter format. This format has the US letter
height and the A4 width.
Brochure templates are available in the

sharepoint.com/sites/theHub_group_comm_forum/
SitePages/Communication%20Templates.aspx
69
Brochures 3.1
Atlas Copco
Brand Guidelines
The back covers of brochures must have Back covers

a logotype in the lower-left corner. The
logotype should be the same size as the
logotype on the front cover. Line width .75 pt Atlas Copco AB
Line height =
Phone: +46 8 743 80 00
An image can be used on the back cover height of the
address
X
Reg. no: 556014-2720
if it carries over from the front cover
atlascopco.com
(wrap-around image). Or you can use the
back for technical data or other supporting
information.
A white logotype is used on blue
backgrounds and a blue logotype is used
on white backgrounds. Atlas Copco blue
back cover
Brochure templates are available on the

Hub in the Communication Forum section:
theHub_group_comm_forum/SitePages/ Printed matter number or
disclaimer
Communication%20Templates.aspx Neue Frutiger World Light
x Y
Z
Atlas Copco Blueprint

Z = the height of the logotype + free space Atlas Copco AB
Logotype Phone: +46 8 743 80 00
Reg. no: 556014-2720
atlascopco.com
Address
More on logotype box usage on page 16

70
Brochures 3.1
Atlas Copco
Brand Guidelines
The back cover of some brochures Back covers

may have an image-wrap. To avoid
compromising the visibility of our Back cover with image-wrap Back cover with text information
logotype, it must then be placed on a
horizontal blue or white band running
across the back cover at the bottom.
This band will have the Blueprint on it in
white. The horizontal band will have a
10% transparency. Sender information
is placed next to the logotype as per the
back-cover guidelines.
If the back cover has text information,

our logotype must have adequate free
space around it.
71
Other printed 3.2
Atlas Copco
Brand Guidelines
material Flyer front and back page Invitations
Our visual identity is consistently seen

across a broad range of printed material.
On the inside pages of magazines,
product sheets, invitation cards,
instruction manuals, and calendars, our
design elements offer the right blend Invitation
of appeal.
Description goes here. Rovidia nonsequatur aut ut
ullab is moloratem aboreca borrume nust, cones
quam lant hitatur apit ma sum ut re voluptis rem.
Faces dolo bea doluptaqui cus sitiuscia ipicaboreici voluptio intus sit et exercimpe nobisquae porumet,
oditi nis prest, omnis alitatios diaeri blam fuga. Olupisqui deni ommodigeni doloria temporeste sam que
volecum utem faccumendios quost labores ciatur sum ium, omniment, consedia id quod ulleseque ditatias
autas sum dolorio. Faces dolo bea doluptaqui cus sitiuscia ipicaboreici voluptio intus sit et exercimpe
Select the template with an Edge size

temporeste sam que volecum utem faccumendios quost labores ciatur sum ium, omniment, consedia id
quod ulleseque ditatias autas sum dolorio.
Date: 00 00 0000
and placement that best suits your venue: eatus vernat molupti
Starting at 00:00 pm
image and text requirements. The Atlas Copco AB
logotype box should always be placed

(publ) SE-105 23 Stockholm, Sweden | Phone: +46 8 743 80 00
atlascopco.com
opposite the Edge. If the logotype is

placed inside the Edge, the text must
not interfere with the logotype free
space (refer to page 17 for more on Product sheets Product cutouts inside the Edge
free space).
DO NOT
• Use product cutouts without drop
shadows
• Use only product cutouts inside the Edge
Headline
headline headline
headline headline
Sed ut perspiciatis unde omnis iste natus error sit
voluptatem accusantium doloremque laudantium,
totam rem aperiam, eaque ipsa quae ab illo
inventore veritatis et quasi architecto beatae vitae
dicta sunt explicabo. Nemo enim ipsam.
72
Advertisements 3.3
Atlas Copco
Brand Guidelines
Edge placement (portrait)

When creating an advertisement,
start from an advertisement template.
Templates are available on https:// Logotype box
onevirtualoffice.sharepoint.com/sites/
theHub_group_comm_forum/SitePages/ Cover image
Communication%20Templates.aspx
Advertisements should always have a
cover image in the background and the Edge
Edge containing all other information. Headline
The logotype box should always be Introduction
diagonally opposite the Edge. If the Neue Frutiger World
Regular
logotype is placed inside the Edge,
the text must not interfere with the
logotype free space (refer to page 17
Body text
for more on free space). Neue Frutiger World
Regular
If a QR code is included, it will have
to be placed inside the Edge at the
right-bottom corner.
Note: Always mention a call to action.

Odd sizes (newspaper advertisements) Odd sizes (newspaper advertisements)
It can be a phone number, an email
address or simply a request to visit
the website.
73
Roll-ups and 3.4
Atlas Copco
Brand Guidelines
posters Example of roll-ups Examples of posters
As most roll-ups are placed in crowded

locations and are viewed from a
distance, the placement of the Edge on
roll-ups is unique.
The Edge on all roll-up formats will

always appear on top of the roll-up
composition.
When creating a roll-up or poster, start

from a roll-up or poster template.
Always use a cover image as the

background and the Edge containing all
other information.
Poster templates can be downloaded from:

74
Billboards 3.5
Atlas Copco
Brand Guidelines
Example of billboards Example of billboards

Billboards can have either a cover image
in the background or a solid Atlas Copco
blue background with the message
at the bottom left and the logotype
diagonally opposite the text. This
applies to all billboard formats.
Please contact Brand Studio for support.
DO NOT
• Use white as the background color
for billboards
Industrial ideas
drive development
At Atlas Copco, we have been turning great ideas
into business-critical benefits since 1873. By listening
to our customers and knowing their needs, we
deliver value and innovate with the future in mind.
75
Diplomas and 3.6
Atlas Copco
Brand Guidelines
certificates General guidelines Examples of certificates
Logotype box
When creating a diploma or
certificate, start from a diploma or
certificate template.
The position of the logotype should Cover image
always be at the top right of the

certificate or diploma. The Edge is
not used. Headline
When an image is used, always use Recipient Name

Neue Frutiger World Light
a cover image as per the image
guidelines. Body Text
Neue Frutiger World Regular
The Blueprint is always used for

diplomas and certificates. The
placement is always from the bottom
up, and it should cover 30% of the blue Date and place Signatory's name
or white area.
10
years of
service
Dear Name,
congratulations to your
10th Working Anniversary!
On behalf of the Group management and all colleagues

in Atlas Copco, I would like to thank you for your contribution
during last 10 years and looking forward to
further fruitful cooperation.
Diploma and certificate templates can be

downloaded from: https://onevirtualoffice. Date: DD/MM/YYYY Signatory’s name
sharepoint.com/sites/theHub_group_comm_ Place: General Manager
forum/SitePages/Communication%20 Anniversary certificate Customer award certificate

Templates.aspx
76
Letterhead 3.7
Atlas Copco
Brand Guidelines
On all stationery, the Atlas Copco 10 mm 26 mm
logotype is placed in the upper-left corner. Logotype Atlas Copco blue

10 mm
The logotype must never be combined There should be no other

objects in the header area.
with a division or company name or any
other type of additional element (except
the pagination in the upper-right corner).
Company names are positioned in the
footer of the stationery together with the
address and telephone information.
For digitally distributed letters, use the

blue or black logotype. Only use the
blue logotype template for printed
Context
letters if your printer can reproduce Calibri Regular 12/auto pt
the Atlas Copco blue color correctly. Black text
Templates for stationery are found in

the Communication Forum.
First column
Guidelines 1st Row: Footer
Operating name, where applicable Include only on the first page
• If you use headers in a letter, use Calibri Bold Calibri Bold 10/auto pt
The column width is not fixed.
• If you need to add enclosures, please list the Spacing after 1.5 pt
You may change the column
Black text
enclosures below the closing paragraph width according to your needs
Line thickness 0.5 pt but never the margins.
• Ensure to insert some space between
Possible area for additional symbol
the closing paragraph and the enclosure but must never be larger than 12 mm The first page of the letter has
information the Atlas Copco logotype a different layout than the
10 mm 36 mm 10 mm
following pages.
• Avoid mixed-language documents
First column Second column Third column Fourth column
• Avoid uppercase text
• The text in the footer may vary, as different 2nd Row: 2nd Row: 2nd Row: 2nd–4th Row:
Legal name Visitors’ address Telephone number Additional information
countries have different standards and needs Calibri Regular Calibri Regular Calibri Regular Calibri Regular
• Local variations are accepted, as different 9/auto pt
Spacing before 1.5 pt
9/auto pt
Black text
9/auto pt
9/auto pt
countries have different standards Black text Black text Black text
3rd–4th Row:
• Paper: White, environment-friendly 3rd–4th Row: Visitors’ address 3rd Row:
Company address information Fax number
information Calibri Regular Calibri Regular
Calibri Regular 9/auto pt 9/auto pt
9/auto pt Black text Black text
Black text
Letterhead print (InDesign) and publisher 4th Row:
templates can be downloaded from: atlascopco.com or
https://onevirtualoffice.sharepoint.com/sites/ atlascopco.com/xxxx
Calibri Regular
theHub_group_comm_forum/SitePages/ 9/auto pt
Communication%20Templates.aspx Black text
77
Business cards 3.8
Atlas Copco
Brand Guidelines
Guidelines
On all stationery, the Atlas Copco
logotype is placed in the upper-left • Paper: White, environment-friendly • You can use a QR code if required on the back side of
• If you need a business card in two languages, print one a single-sided business card
corner. The logotype must never be
combined with a division or company language on one side and the other language on the
other side
name or any other type of additional
element.
Company names and other related

information are positioned in the Front
stationery together with address
and telephone information. Avoid 5 mm 22 mm
1st Row
alternative symbols on business cards or 5 mm
Person name
correspondence cards. If you represent Logotype Atlas Copco blue 9/auto pt
Atlas Copco blue text
additional brands, you may include their Name Surname
Job Title 2nd Row
website addresses on the Atlas Copco Atlas Copco Operating Name Job title
Neue Frutiger World
business card.
- Operation unit
Atlas Copco AB (publ)

Regular
SE-105 23 Stockholm, Sweden 7/auto pt
Visitors’ address: Sickla Industriväg 3, Nacka Black text
Website: atlascopco.com
Telephone: +46 (0) 8 743 8000
Phone dir: +46 (0) 8 743 8000
Mobile: +46 (0) 8 76 000 00 00
Skype: name.surname 3rd Row: Company address
E-mail: name.surname@kz.atlascopco.com
Company name information
Neue Frutiger World Neue Frutiger World
Bold Regular
6/auto pt 6/6.7 pt
Black text Black text
Back (optional)
QR code (optional)
Templates for business cards can be downloaded

from: https://onevirtualoffice.sharepoint.com/
sites/theHub_group_comm_forum/SitePages/
78
Envelopes and 3.9
Atlas Copco
Brand Guidelines
address labels 15 mm 32 mm Envelopes: size C4 324 × 229 mm and larger
15 mm
Logotype Atlas Copco blue on

The Atlas Copco logotype is placed in the white background
upper-left corner on all stationery with There should be no other objects in 10 mm 26 mm Window envelopes: size 240 × 105 mm and larger
the exception of address labels where the the header.
10 mm
logotype is placed in the lower-left corner. Footer

The logotype must never be combined 1st row:
Operating/Legal name
with a division or company name or any Neue Frutiger World Bold 8/auto pt
Black text
other type of additional element. 10 mm 26 mm
2nd row:
Postal address
The company name is positioned in the Neue Frutiger World Regular 7/auto pt 10 mm
Black text
footer of the stationery together with
the postal address and company website 3rd row:
City and country
information. Neue Frutiger World Regular 7/auto pt
Black text
10 mm
10 mm
The format and placement of the address 4th row:
atlascopco.com or
footer function as a basic template. Local atlascopco.com/xxxx
Neue Frutiger World Bold 8/auto pt
variations will be accepted, as different Black text
countries have different standards.

15 mm
Postmark
15 mm
Never use the logotype in the postmark.

If needed, use the web address instead.
Digital templates for stationery can be 10 mm
found in the Communications Forum.

10 mm
Envelopes: size C5 229 × 162 mm and smaller
Footer
1st row:
Guidelines Operating/Legal name
Address labels: size 105 × 74 mm Neue Frutiger World Bold 8/auto pt
• Paper: White, environment-friendly Black text
• If there are specific legal rules for labels 2nd row:

Postal address
on envelopes in your country, these must Neue Frutiger World Regular 7/auto pt
be adhered to Black text
Line thickness
3rd row:
• Local variations are accepted, as different 0.5 pt
atlascopco.com or
countries have different standards 6 mm
atlascopco.com/xxxx
Atlas Copco AB Neue Frutiger World Bold 8/auto pt
16 mm
SE-105 23 Stockholm, Sweden
atlascopco.com
Black text
6 mm 20 mm 6 mm 6 mm
79
4. Rules for digital
Our online channels and materials serve different
audiences – internal, external and a mix of both.
Specific requirements of each application can vary – our
visual identity, however, is constant.
In this section, you will find the visual identity guidelines

for online channels and materials, including:
4.1 Branding in digital channels.......................... 81

4.2 Website logotype, header and footer......... 82
4.3 Social media...................................................... 83
4.4 Apps................................................................... 97
4.5 E-learning.......................................................... 98
4.6 E-learning illustration styles.......................... 99
4.7 Email signature.............................................. 100
4.8 E-newsletter.................................................... 101
4.9 PowerPoint...................................................... 102
Branding in 4.1
Atlas Copco
Brand Guidelines
digital channels Digital communications

In digital channels the Atlas Copco brand comes to life on white background. The top navigation should be aligned
through a branded color scheme, inspiring images, great texts and easy to use and search is central for all online applications.
In order to facilitate Digital and videos and other branding elements and brand . The
Communication, we have a universal logotype is always situated to the upper left, Atlas Copco blue
design system for all Atlas Copco-
branded online platforms and tools.
The mission is to create more consistent
and fulfilling experiences for our
customers and partners while supporting
Atlas Copco teams with streamlining
website production and upkeep.
In this section only a few basic branding

items are shown. For online branding and
codes, visit design system, link below.
For more on designing our corporate site

and business sites, you may visit https://
designsystem.atlascopco.com/
81
Website 4.2
Atlas Copco
Brand Guidelines
logotype, header Free space Alignment and color
and footer In the top header, there should be a minimum of free space
around the logotype. Ensure to apply as much free space as
possible to the right of the logotype.
The logotype is always aligned to the top left corner of the
website. Our logotype is the most important visual element.
It must always appear as the top header on our websites as
a blue logotype on a white background.
The Atlas Copco logotype is our most

important visual element. Therefore, it
is crucial that it is clearly visible in the
top header of the website. Always use a X Top
blue logotype in the top navigation on a

white background. X/2
Left
X/2 = the logotype free space
Header
The font size,
placement and
color scheme of
the footer should
have a consistent
look across all our
websites.
Footer
The font size,
placement and
color scheme of the
footer should have a
consistent look.
For more on logotype box usage, see chapter 2.1.
82
Social media 4.3
Atlas Copco
Brand Guidelines
Social media posts on behalf of the Social media profile logotype and
Group should reflect our vision, values tone of voice
and culture in a positive way and On social media platforms such as Facebook, LinkedIn and
be used as a tool for supporting the Instagram, we need to make sure the correct social media
business and building our corporate profile logotype is used, ensuring the correct colors and free
brand. space. The logotype can be downloaded from the internal
photo and video gallery. Search for “logo social media”
It is important that all our social media to find it.
accounts reflect the core of our brand. Also adhere to the Atlas Copco social media naming
As an increasingly important touchpoint convention: “Atlas Copco country name” (Where country name
with our stakeholders, this is necessary is written in local language). Internal photo and video gallery
to protect our brand. You should also use the brand personality and tone of voice What are you looking for?
when writing for social media. You can read more about brand Search for an image or video. For search tips check the FAQ page Search
personality in chapter 1.7 and our tone of voice in chapter 1.8.
RESET
logo for social media
View only
Images (14698)
Videos (1026)
Filter on
Illustrations and symbols (1453)
Power Technique (8776)
Rental (1383) Logo for social media
Vacuum Technique (367) Size Res. Type

39.7 400 x 400 IMAGE
Industrial Tools & Solutions (8607)
Regions and Countries (700)
Type of file (1117)
General (1520)
Compressor Technique (4297)
More information can be found in the pocket

guide on social media: http://viewer.atlascopco.
com/social-media-pocket-guide-no08-2020/
83
Social media 4.3
Atlas Copco
Brand Guidelines
Ensure the images used in social media Image selection

posts are eye-catching, as they will get
Cover images
more attention than posts with just text.
To ensure the cover image is visible on all devices properly, try
Make sure your posts are visually strong.
keeping the image’s focal point in the "green" zone. The major
part of the image should fall within the "blue" zone (defined
DO NOT on the right).
• Place the cover image such that any
significant portion falls in the "red" zone
Example of cover images Example of images for posts
84
Social media 4.3
Atlas Copco
Brand Guidelines
The Blueprint is a unique graphic pattern The Blueprint

that reinforces our industrial identity. The Blueprint can be placed in either of the four corners of the
Therefore, the Blueprint should be used cover image (as shown on the right). Make sure you use the
for all cover images. white Blueprint for all social media cover images. Ensure that
45% of the Blueprint is visible in the safe zone – defined on
It’s important that our social media page 40.
accounts look the same when it comes The transparency can vary from 30% to 90%.
to branding even though the content
30% 40% 50% 60% 70% 80% 90%
is different.
You can decide the transparency and direction of the Blueprint

as per the cover image.
Examples
85
Social media 4.3
Atlas Copco
Brand Guidelines
Ensure the images used in social media Post design

posts are eye-catching, as they will get Use blue as the dominant color. Avoid busy images. When Example of post design
more attention than posts with just text. using illustrations, refer to the infographic style to create
Facebook post
Make sure your posts are visually strong. your posts.
When text is needed in an image, place the text directly on the
image or on Blueprint band, when using the template with a
text for maximum legibility. Depending on the template the
text can be white or blue in the font defined for social media
(source sans pro). Avoid overpowering the image with text,
so keep the text to a short headline or call to action. The main
message should go in the caption part of the post.
Motion graphics and videos will get even more attention, see
motion branding guidelines for video creations.
Always be mindful that social media content is mostly viewed
on mobile devices, so we need to ensure any messaging can be
easily read and understood on them. LinkedIn post
Instagram post
Twitter post
To download the social media post template

library click here
86
Social media 4.3
Atlas Copco
Brand Guidelines
Types of Social Media post Social media image branding

Blueprint
There can be various kinds of social
media posts, namely: image based, The blueprint can be used in the various kinds of posts, it can
be on a image or a product image, with or without text and
product image based, product illustration
with or without the logo.
based (3D), icon based.
These can be brand aligned and made

consistent through the following ways:
- Blueprint
- Social band and Social band with text
- Icons

library click here
87
Social media 4.3
Atlas Copco
Brand Guidelines
Social media image branding

Social Band The band, if needed to be increased in width, is to be done
Any social media graphics that we create should also carry from the right edge only, as the Blueprint is placed near the
a "Social Band" (as shown below), to maintain consistency left edge.
DO NOT and allude to our industrial identity. The band should span
• Place logo on the social band from the edge to edge of the image in the social media post.
The Social Band is available in Atlas Copco blue and
Atlas Copco white, with a 90% transparency. The height of the
Social Band with text
band is calculated as 10% of image height.
Social Band with text is available in Atlas Copco blue, with a
90% transparency. The height of the social band with text is
2.5 times of the Atlas Copco logo (without the logotype box).

library click here
88
Social media 4.3
Atlas Copco
Brand Guidelines
Social media image branding

Icon based
The icon based posts should be simplified and clean. They can
be a combination of text and icon to make it interesting. It is
suggested to have Atlas Copco logo on the icon based posts.

library click here
89
Social media 4.3
Atlas Copco
Brand Guidelines
Social media cover images should be Facebook

placed in each platform.
Cover specification
To ensure our cover image is visible on all devices, place the major part of the image in the defined "safe zone."
Visible on mobile (24 px height)
Visible on Visible on
Safe zone
360 px
desktop desktop
Visible on mobile and desktop screens
(90 px width) (90 px width)
Visible on mobile (24 px height)
820 px
Post and story size
Sharing images Sharing stories
1200 px X 630 px 1080 px X 1920 px
If you want to publish stories on the social media

platform, please get in touch with the Social
Media desk
90
Social media 4.3
Atlas Copco
Brand Guidelines
Instagram
Post and story size
Instagram is all about the images and videos presented in aim to make a connection with the follower in an impactful
our followers’ feed. The images and videos shared should and thumb-stopping way.
Square images Horizontal images Vertical images
1080 px X 1080 px 1080 px X 566 px 1080 px X 1350 px
Sharing stories
The vertical size is preferred as the image or video

1080 px X 1920 px will take up more screen real estate than the other
sizes, meaning you will create a better connection
with the followers.
91
Social media 4.3
Atlas Copco
Brand Guidelines
LinkedIn
Cover specification
To ensure our cover image is visible on all devices, place the major part of the image in the
defined "safe zone."
1128 px
Safe zone
396 px
191 px
Visible on desktop and mobile screens
Invisible area
1584 px
Post size
1200px X 627 px
1080 px X 1920 px
This size works for LinkedIn posts that share

a photo or a link with an image to a blog
post or article.
92
Social media 4.3
Atlas Copco
Brand Guidelines
Twitter
Cover specification
Invisible area (53 px height)
500 px
Safe zone
Visible on desktop and mobile screens
1500 px
Post size
1200 px X 675 px
1080 px X 1920 px
It’s important to note that Twitter may collapse

your photo into a smaller version to fit it in a user’s
stream. Make sure Twitter displays the portion of the
photo you want followers to see by setting the width
of your image to fit the minimum requirements.
Also, horizontally center your content so the most
important elements of the image are visible in the
collapsed version.
93
Social media 4.3
Atlas Copco
Brand Guidelines
YouTube
Cover specification
TV
(2560 x 1440 px)
(154.5 px width)
(154.5 px width)
Safe zone
Tablet
Tablet
423 px
Desktop max For text and logo (desktop minimum and mobile)
Desktop max
(353 px width) 1546 px width (353 px width)
2560 px
Thumbnail size
1280 px X 720 px
For more information about YouTube, including

structure, translations, governance and channel
management please refer to YouTube guidelines
document here
94
Social media 4.3
Atlas Copco
Brand Guidelines
YouTube thumbnails Logo placement on the thumbnail

YouTube thumbnail
In order to establish a uniform visual identity for the Adding the logotype box to the YouTube thumbnail is a
For each video that is uploaded to the Atlas Copco Group YouTube channels, it is important that crucial parameter to increase our brand awareness.
channel, it is recommended that a the thumbnails follow the same template, consisting of • The logotype box size should not be too big, as it distracts
user-defined thumbnail is selected to three graphical elements: image, logotype box and text from the thumbnail's overall message. It should be
promote the video. (with or without the band). Logotype box and stripe can be compatible with all the devices and screen resolutions.
either in Atlas Copco blue or white colors. • Adding Atlas Copco logo to the corner of the thumbnail
Having unified thumbnail designs image works well, especially if we have other text on the
The text on the stripe is intended to reflect the content of
communicates the channel structure thumbnail.
the video, but need not necessarily be a copy of the title. It
alongside the content of the videos. As • No logo on the right bottom corner, as that's where
can, for example, contain a quote from the video.
such, a customized thumbnail template YouTube displays the length of your video for viewers.
has been produced. The Source Sans Pro font is used for the text and it can be a
• The video title will appear right next to the thumbnail.
combination of Regular and Bold type to highlight part of So, it's ideal for shortening the title to just a few short
the title. words.
Examples: Preferred quality
You can download the thumbnail

template here
https://onevirtualoffice.sharepoint.com/
sites/theHub_group_comm_forum/
SitePages/Communication%20Templates.
aspx
or for direct download click here
95
Social media 4.3
Atlas Copco
Brand Guidelines
YouTube thumbnail specifications Logotype

• The logo will be always in the bottom left and can
be in either white or Atlas Copco blue
• The descriptors on the band will be short
(a gist of the topic) Y
• The band height will be same at the logo height
• The band color and text can be either white
or Atlas Copco blue and will depend on the
background image
Example:
Y
Y Font Size: 50pt
96
Apps 4.4
Atlas Copco
Brand Guidelines
Mobile apps are common today Visual guidelines

and widely used. It is important that our Blue should always be the dominant color of the app design, Use images and graphics extensively for a visually appealing
visual identity is applied in all Atlas Copco specifically to be used for the header and launch pages. To appearance and easy navigation. The logotype placement
apps. Use the building blocks of the contrast the blue header, a gray bottom menu is recommended should always be at the top left in the header with half the
(if bottom menu is used). free space as per digital guidelines.
visual identity relevant for the specific app.
For typeface, use our digital font Source Sans Pro in dark gray
to ensure maximum visibility.
Examples of app UI
Launch screen Search Explore menu List menu Product list style
For guidance and support, contact Web

Competence Group via Service Desk Digicom:
service.desk.digicom@support.atlascopco.com
97
E-learning 4.5
Atlas Copco
Brand Guidelines
E-learnings are widely used, and it is Examples

important that our visual identity is
applied in all Atlas Copco e-learnings. Use
the relevant building blocks of our visual
Logotype
identity when creating e-learnings. It is
important to keep the visuals clean and
user-friendly to give focus to the training
subject. One of the major elements used
is the Blueprint. Course title
option with
up to three lines
Player style
The player style is designed for flexibility Month DD, YYYY
and with a user-friendly focus. The player

menu should be placed either at the
bottom or on the right. The logotype
Edge with course title
always goes at the top but can be placed and play button
Buttons on
either to the far left or to the far right. sidebar
Logotype
Use a cover image and the Edge layout Page title Blueprint
Page title Logotype
with the logotype box on the title page of

the e-learning.
Course title goes here Course title goes here
Page title Page title

Lorem ipsum dolor sit
Consectetur adipiscing elit
Lorem ipsum dolor sit amet
Consectetur adipiscing

T
Consectetur adipiscing
Consectetur adipiscing elit 03/21

T 02/21
Blueprint
For e-learning support or player templates, Buttons on

footer bar Player with buttons at the bottom Player with buttons on the side
contact Brand Studio at:
brandstudio@in.atlascopco.com
98
E-learning 4.6
Atlas Copco
Brand Guidelines
illustration Character facial expressions' examples
styles
To engage learners with the content,
using characters with relatable
expressions serves as powerful graphics.
Depicting different expressions helps to
incorporate the emotional element.
The illustration style is always minimal

and one-dimensional.
Scene examples Character variation examples
99
Email signature 4.7
Atlas Copco
Brand Guidelines
When writing emails, it is important for the receiver

to understand who you are, what your job title is and what
DO NOT your contact details are.
• Add images and animations to
An email signature is mandatory for all internal and
the signature
external emails.
Note: Company information in the signature is subject
to local legal requirements.
Best regards,
Name Surname
Person's job title
Business Area/Service Division

Atlas Copco Airpower n.v.
Address: Ingberthoeveweg 7
2630 Aartselaar - Belgium
Phone: +32 (0) 1 234 56 78 - Mobile: +32 (0) 111 22 22 33 - Fax:+32 (0) 123 45 67 89
E-mail: name.surname@be.atlascopco.com
VAT Reg No: A28000057
Visit us at: atlascopco.com
Follow us at: Facebook - LinkedIn - Twitter - YouTube - Instagram
The email signature generator is available at

http://airsbeap0606.emea.group.
atlascopco.com/Signature/AtlasCopco/
100
E-newsletter 4.8
Atlas Copco
Brand Guidelines
When creating an e-newsletter, start from an e-newsletter

template. The template sets margins, sizes, colors, fonts and
provides a number of possible layouts to give flexibility for all
types of content.
Example
Hi John,
For more information on the Apsis newsletter

tool, please contact Web Competence Group
via Service Desk Digicom.
service.desk.digicom@support.atlascopco.com
101
PowerPoint 4.9
Atlas Copco
Brand Guidelines
PowerPoint
When making a PowerPoint presentation, always start with the Cover image
latest Atlas Copco PowerPoint template.
When making a PowerPoint The cover slide must have a cover image in the background and
presentation, always start with the latest an Edge containing all other information. Remember to always
Atlas Copco PowerPoint template. add the date and your name on the cover slide.
Cover images are stored in the photo gallery.
DO NOT
• Create your own PowerPoint templates Examples
• Use any format other than the
wide-screen template
• Use a PowePoint cover page without Click to add title
the Edge
1. Click to add text
• Change the size of the Edge
Click to add section header
Click to add text
Click to add title

Click to add subtitle
• Click to add text
Chart Title
6
5
5
4
3
3
2 2
2
Series 1
1
Series 2
PowerPoint templates are automatically 0

Series 3 -- Text 1
Category 1 Category 2 Category 3 Category 4 -- Text 2
included in your PowerPoint program on the

-- Text 3
PC. The PowerPoint template is found in the

Communication Forum in the Hub at
4 3
102
PowerPoint 4.9
Atlas Copco
Brand Guidelines
Event PowerPoint template

We have a predefined template for event-specific PowerPoint
presentations. Here font and other layouts are the same,
but we use a different background color (dark gray) to
differentiate it from other PowerPoint presentations.
Examples
Click to add title

1. Click to add text
Click to add section header

Click to add text
Slide with only text Separator slide
Click to add title Click to add section header

C h a r t T i tl e • Click to edit text
6
5
5
3
3
2 2
2
Series 1
1 Series 2 -- Text 1
Series 3 -- Text 2
0
-- Text 3
Category 1 Category 2 Category 3 Category 4
The PowerPoint template can be found in Slide with charts Slide with infographics
the Communication Forum in the Hub at
103
5. Rules for video and
motion branding
Introduction 5.1
Atlas Copco
Brand Guidelines
Atlas Copco motion-branding concept is

the moving interpretation of Atlas Copco
brand personality, translated to kinetic tools
like movement and tempo. Just like body
language, motion affects and communicates
Adobe Library Links to sync
to our subconscious. with your adobe Software
Motion graphics help us convey our story 1. Atlas Copco Latin 4K - 5. A

tlas Copco Arabic 4K -
more creatively. It is an alternative that makes https://shared-assets.adobe.com/link/dd6743ee-a540- https://shared-assets.adobe.com/link/674b97b1-cd39-
4931-5b8e-941121344b81 43d4-7bca-4f1a962d8968
the videos more understandable and easy to
remember. The potential customers can be 2. Atlas Copco Latin Full HD - 6. A
tlas Copco Arabic Full HD -
reached in a more attractive way. https://shared-assets.adobe.com/link/b8a4509b-bf36- https://shared-assets.adobe.com/link/8682dd6b-5b3b-
4d99-46f6-201665a425af 4574-7b6f-0eaaa5c689ba
3. Atlas Copco Latin Square - 7. A
tlas Copco Arabic Square -
https://shared-assets.adobe.com/link/a6f97348-bca5- https://shared-assets.adobe.com/link/3eea1e1a-4970-
40d1-63e0-0f59d3e97881 403d-584e-98abe2ca5055
4. Atlas Copco Latin Portrait - 8. A
tlas Copco Arabic Portrait -
https://shared-assets.adobe.com/link/b338bb2f-10b0- https://shared-assets.adobe.com/link/b70ef0a3-6889-
4caa-6958-509e1ec398ad 46ed-6dff-1dd60621c96a
Follow library to sync the motion templates
All components are Essential Graphics Templates

that can be imported into the existing Adobe
Premiere projects from Adobe Libraries. They
are easily editable in the specifically tailored
interface.
105
Video and 5.1
Atlas Copco
Brand Guidelines
motion Overview
branding All components in the motion branding toolbox are
designed to express the Atlas Copco brand. To guarantee
consistency there are easy-to-use templates for all versions of
the graphic assets.
The Atlas Copco motion branding

concept is a moving interpretation
of the Atlas Copco brand personality,
translated to kinetic tools like movement
and tempo. Just like body language,
motion affects and communicates to Intro minimal Intro full frame Name tag minimal Name tag
our subconscious. Please make sure to
follow these guidelines.
Headline tag Subtitles Background loopable Outro minimal
Outro Outro extended Blue Strip left Blue Strip center
All components are Essential Graphics Templates

that can be imported into the existing Adobe
Premiere projects from Adobe Libraries. They
are easily editable in the specifically tailored Blue Strip right
interface.
The video templates can be downloaded from

this link: https://adobe.ly/333WMjn
106
Video and 5.1
Atlas Copco
Brand Guidelines
motion General guidelines

branding The Atlas Copco motion branding package consists of flexible
templates. They are visually consistent but flexible enough to
fit all kinds of film productions communicating the
Atlas Copco brand.
Templates
Two templates are available:
Minimal template Full-frame template
Which template to use?

This is a creative decision as well as a decision based on what
suits each film best.
Use minimal templates: Use full-frame templates:

• On brand-level films • Full-frame templates may be more suitable for
product-level films
• They work better with clean video footage with controlled
light circumstances and color grade • Busy and crowded video footage also calls for full-frame
templates for best legibility
Note: Avoid mixing full-frame and minimal templates randomly in the same film
or series of films. Be consistent, or alternate between minimal and full-frame
templates deliberately to emphasize a hierarchy of communication.
107
Video and 5.1
Atlas Copco
Brand Guidelines
motion Effects in templates

branding Wipe Opacity
40% 60%
80% 100%
Wipes can be turned off in full-frame templates. Only use In a full-frame template, depending on the brightness and
templates with the wipe turned off when the in-point of the contrast of the underlying video clip, the amount of opacity
graphics is synchronized with the in-point of the underlying may need to be adjusted. Aim for a good balance between
video clip. the video source, blue background and Blueprint. If the
overall impression of the video behind full-frame graphics
becomes too busy, increase the opacity to 100% or use another
template.
108
Video and 5.1
Atlas Copco
Brand Guidelines
motion Components
branding
Intro
Start the video with an intro or place it after a short
attention-grabbing video sequence.
Once you sync the libraries, you will find all
the components on essential graphic panel.
Intro minimal Intro full frame
Note: Aim for short headlines. Maximum 20 characters per line.
109
Video and 5.1
Atlas Copco
Brand Guidelines
motion Components
branding
Headline tag
A simple headline template is to be used to present a new
subject or as a transition between the parts of a live video.
Headline tag minimal
Note: Aim for short headlines. Maximum 20 characters per line.
110
Video and 5.1
Atlas Copco
Brand Guidelines
motion Components
branding
Name tag
To introduce a person with their name and title, we use
name signs. Name signs come in two different templates. For
consistency, only use one name-sign template within the same
video project.
Name tag minimal Name tag
111
Video and 5.1
Atlas Copco
Brand Guidelines
motion Components
branding
Subtitles
To make your content accessible to a larger audience, such YouTube, have a built-in subtitle option. Therefore,
as on social media platforms where viewers may mute the pre-rendered subtitles often can be redundant.
sound, subtitles can be very useful. Many video players, such as
112
Video and 5.1
Atlas Copco
Brand Guidelines
motion Components
branding Blue strip
Stripe templates can be used to create short super based or decrease as per the width of the text. To maintain the
videos. You just need to write your text, and band will increase consistency throughout the video, choose the one color style
of the band.
Blue strip left White strip left
Blue strip right White strip right
Blue strip center White strip center
113
Video and 5.1
Atlas Copco
Brand Guidelines
motion Components
branding
Outro
All Atlas Copco videos end with outros. All outros except outro
minimal contain the animated Blueprint logotype.
Outro minimal Outro extended
Logo on white
This is what the end frame looks like with the Logo on
White button checked.
114
Video and 5.1
Atlas Copco
Brand Guidelines
motion Components
branding
Outro sequence
The outro starts with a diagonal wipe (optional) that fills the
screen with the Blueprint. The outro ends with the Atlas Copco
logo on either the video or white background.
Outro sequence minimal
Outro sequence extended
115
6. Event and facility branding
6.1 Events and Expos.................................................117

6.2 Virtual event.........................................................118
6.3 Role of facility branding.....................................119
6.3 Facility branding exteriors.................................120
6.4 Facility branding interiors..................................121
6.5 Facility branding signages.................................122
6.6 Facility branding facade and roof signages...123
6.8 Facility branding flags........................................124
For facility branding manual, click here

Events and 6.1
Atlas Copco
Brand Guidelines
expos Exhibition stands Maintain a consistent look and experience

At any exhibition or event fair, it is important to create a buzz When more than one Atlas Copco company is taking part
about the stand to increase interest, make good contacts and in the same exhibition, it is important to ensure there is a
strengthen visitors’ impression of the brand. It is also extremely consistent Atlas Copco look and experience. Always collaborate
All aspects of an exhibition, from
important that the stand is a good representation of our with your colleagues prior to an exhibition.
the staff on the stand to the design, brand promise. It should be professional in every aspect, from
furnishings and lighting of the stand and the design, m
aterials and furnishings to our appearance
communication materials, should give and behavior.
the right impression about our company.
Our participation in exhibitions should
always reflect our brand personality and Examples
corporate values consistently.
117
Virtual event 6.2
Atlas Copco
Brand Guidelines
Virtual events are branded based on the

online branding principles and when
applicable on other relevant branding
principles. The Facility branding manual Example
can also be of hep to define the right
look and feel of virtual events.
Atlas Copco
Rental
Making Agility Count
118
Role of facility 6.3
Atlas Copco
Brand Guidelines
branding How facility branding plays a key role in promoting the Atlas Copco brand
The brand experience is composed of four companies, customer centers, distribution centers, application
major components: centers, and innovation centers.
1) How we look To live up to our vision of becoming and remaining first in
mind and first in choice and to signal that we are the home
2) What we say
of industrial ideas, our facilities need to be world class. All our
3) What we do facilities should signal that we are an innovative, successful,
diverse and caring company and a great place to work.
4) What we are committed to
This manual is aimed at giving guidance, inspiration and
All four are equally important for us to become and remain support in the ongoing work to create a world-class brand
First in Mind—First in Choice for our stakeholders. experience in all our facilities and for all stakeholders around
The Atlas Copco Group is a global leader, and we are present all the world.
around the world. This is a unique selling point and a fantastic We are the Home of Industrial Ideas, and all our premises
opportunity to promote and strengthen the brand experience worldwide should signal and support this message.
in each and every place where we are present. It can be product
For more details on facility branding please refer

to the link: http://viewer.atlascopco.com/atlas-
copco-facility-branding-manual-2020/
119
Facility branding 6.4
Atlas Copco
Brand Guidelines
exteriors Impression Warm welcome

Always strive to give the premises an obvious Atlas Copco Take good care of your visitors.
look using the Atlas Copco elements when redecorating. For
A warm welcome linked with a good It should be easy for visitors to find their way to Atlas Copco
example, instead of painting a wall red, use Atlas Copco blue.
(from the airport, train station, so on.) and to find visitors’
visual image in the lobby and reception parking spaces, the main entrance, the reception and other
area of our offices is important to make important buildings. Indoors, it should be easy to find
a good first impression of Atlas Copco, emergency exits and restrooms.
our core values, work style and culture.
If our first impression is good, it is easier
to communicate our message afterward.
Examples
For more details on facility branding, please refer

120
Atlas Copco
Brand Guidelines
interiors Message Videos/Internet

Place a copy of the latest edition of Achieve in the reception If possible, have a screen in the reception or lobby where
together with our newsletters and magazines. This is also an visitors can watch the latest Atlas Copco videos or surf the
Interiors excellent opportunity to c ommunicate who we are, what we Internet. If there is an Internet connection, make sure the
Place the logotype on the entrance do and how we do things by showing up-to-date brochures default home page is an Atlas Copco home page.
door as well as the reception area wall. and other relevant information and pictures. Pictures are an
economical and easy way to decorate the lobby and reception
Additionally, the Blueprint can be placed
area. Choose pictures that are up to date; do not show a
on the wall with or without the Edge. picture of an outdated product.
Lobby and reception

A warm welcome linked with a good
visual image in the lobby and reception
Examples
area gives a good first impression of our
core values, work style and culture.
Logotype
Place the logotype on the entrance door
as well as on the reception area wall.
Reception desk
Keep the reception desk tidy and
decorated with Atlas Copco's table flag.
Provide Atlas Copco pen and notepads
if requested.

121
Atlas Copco
Brand Guidelines
signages Examples
All facility signs are meant to help Neue Frutiger World 3X 3X
Bold
our visitors. Make the signs easy to
Atlas Copco Company
understand. Different buildings require X Atlas Copco Company
2X
f Main entrance with a long name
different types of signs but always use
X
f Visitors’ parking f Main entrance X

the Atlas Copco blue logotype or the Neue Frutiger World
g Building A f Visitors’ parking
Regular
white logotype on the Atlas Copco f Building B g Workshop
blue background. f Building C h Goods terminal
f Building D
When sharing office space with another Text should be e
asily h Building E
brand or company in the Group, you readable from a distance. f Building F
can create combined signs but be sure h Goods terminal
to handle the Atlas Copco elements Other Atlas Copco Other Atlas Copco
correctly and try to incorporate as much company logotypes and company logotypes and
directions directions
as possible of the signage layout.
3X 3X
X Atlas Copco Company Atlas Copco Company

2X
X f Main entrance with a long name
f Visitors’ parking f Main entrance X
g Building A f Visitors’ parking

f Building B g Workshop
h Goods terminal h Goods terminal

122
Atlas Copco
Brand Guidelines
facade and Illuminated signs

roof signages An illuminated sign is often required if it needs to be seen
from a distance. Take particular care when producing
illuminated signs. Colors are altered by the effect of light
passing through them, so the color code must be adapted.
Ultimately, Atlas Copco blue is the visual expression that
Different buildings require different
should be achieved. The s upplier's task is to ensure that
types of signs. On facade signs, you may this is the case, which means that color samples should be
reduce the free space by half, to display provided. Do not simply give a color code.
the logotype in as large a format as Half the free space is allowed on facade signs
possible.
Always use the Atlas Copco blue

logotype on a white background or Examples
the Atlas Copco white logotype on
a blue background. Atlas Copco Company Name
Note: The logotype should be used on Facade sign

its own (without the company name) on
roof signs and on additional buildings, Atlas Copco Company Name
Illuminated facade sign.
but in the main building facade, it can with a long name
be combined with the logotypes of Facade sign
other Group brands.
Atlas Copco Company Name
Facade sign
Illuminated facade sign

with a long name
Facade sign

with a long name
Facade sign Illuminated facade sign
123
Atlas Copco
Brand Guidelines
flags Flag sizes Flags – Sizes for table decoration
The recommended flag size is 1/4th of the flagpole Flag Stand Flag Size (Width × Height)
height for outdoor flag poles. For table flag sizes, 400 mm 160 mm × 100 mm
refer to the table. 500 mm 240 mm × 160 mm
Flags attract attention and are generally
visible from a long distance. When
we raise the Atlas Copco flag at our
facility, we are also raising awareness of
our visual identity. Examples
There must be at least one outdoor

flag at each premise and one table flag
in each conference room and in the
reception area. Flags for indoor use help
us build a stronger brand. If we display
a flag in each conference room and in
the reception area, it shows that we are
proud of w orking at Atlas Copco.
Background colors
We recommend that the logotype is
printed in white against the Atlas Copco
blue background.
To safeguard the identity, flags are sold

through A tlas Copco's webshop at:
https://atlascopco.profilestore.com/
124
7. Branded items
Branded items 7.1
Atlas Copco
Brand Guidelines
Usage of the Atlas Copco logotype Our 10-criteria checklist

Our branded items are used to
promote the Atlas Copco brand and
• The logotype must always have full free space (on very (see The Way We Do Things)
small items where the logotype risks being compromised,
corporate identity, ultimately supporting 50% free space is acceptable) 1. Support and respect of human rights
our vision to become and remain • The logotype is only permitted in the corporate colors: 2. Elimination of all forms of forced and compulsory labor
First in Mind—First in Choice among Atlas Copco blue, white or, as an exception, black. 3. Rejection of child labor
all our stakeholders.
The Profile Store 4. Elimination of discrimination with respect to employment
How to use branded items? and occupation
Atlas Copco offers a wide range of branded items through a
Branded items are used to strengthen webshop, “the Profile Store” managed by an external supplier, 5. Safe and healthy working environment, factory conditions
the Atlas Copco brand and to increase which offers everything from office supplies, clothing and and housing
customer and employee loyalty. The bags to collector's items and giveaways. Just select the item(s) 6. Integrity (GC 10, OECD 9)
you need, add them to your basket, confirm your order and
items will remind the recipient about 7. Freedom of association and the effective recognition of
everything will be properly packaged and shipped directly to
our company also when they are not your selected location. Ordering from the Profile Store is the the right to collective bargaining
using our products or services. It is easiest way to safeguard correctly purchased branded items as 8. Initiatives to promote greater environmental responsibility
important that all our branded items everything in the shop complies with the Atlas Copco Group's
communicate the values of Atlas Copco Code of Conduct and our 10-criteria checklist for responsible 9. A precautionary approach to environmental challenges
sourcing and manufacturing (see the beside list). and the development and diffusion of environment-
and have the same look and feel as
friendly technologies
all other communication materials. Responsible sourcing
This is also the case for items used at 10. Compliance with our prohibited and restricted lists
Atlas Copco puts great effort in offering responsibly
specific events such as product launches, sourced, high-quality products that serve as appreciated Branded items must never
company events or exhibitions. and long-lasting reminders of our company. All items in the • Include project titles, company, division or business
Profile Store are kept and transported climate neutrally. area names
All Atlas Copco branded items must Several items are also made from recycled materials such as
fulfill the following five criteria: used PET bottles. The webshop offers a 3-level sustainability • Use colors other than the official corporate colors
grading to make it possible to consider the environmental (Atlas Copco yellow is used only on collector's items and
• Responsibly sourced product replicas)
aspect of all branded items. For more information about this,
• Correctly branded contact atlascopco@profilestore.com.
• Relevant to and representative of the
Atlas Copco brand
• Quality in line with our own products
and service offer
• Reasonably priced
126
Branded items 7.1
Atlas Copco
Brand Guidelines
Branded items in line with our

Corporate branding Contact
Branded items are very concrete representations of the
corporate messages serve as excellent If you have questions about the Profile Store or would like
Atlas Copco brand and can, besides being given to customers,
conversation starters with all to sign up for the newsletter, please contact
also be used for decorating Atlas Copco offices, equipping
atlascopco@profilestore.com.
stakeholders. Always highlight the our employees or acting as nice tokens when onboarding
sustainability aspects of the items, new colleagues. If you want to be even more engaged or have suggestions for
such as being produced from recycled improvements, you are welcome to contact the Profile Store
Social media Steering Committee (contact details available on the Hub).
materials, and encourage the recipient
to share their user experience on social When handing out branded items, make sure to emphasize Please note that within the European Union, everyone can
Atlas Copco's commitment to sustainability. The sustainable make private purchases from the Profile Store, paying with
media.
sourcing of the Profile Store items helps strengthen this credit card: www.atlascopco.com/giftshop.
message.
Available branded items
You are also welcomed to encourage the recipient to share
The Profile Store offers a continuous
photos of themselves using our items on social media using
range of branded items for various the #atlascopco hashtag. (Internal employees can use
occasions. The assortment is updated on the #insideatlascopco hashtag.)
a regular basis, making sure the offering This further increases our corporate branding on social media.
is always up to date and relevant.
Transportation
Items for specific events
The Profile Store warehouse is located in Sweden, but a large
To meet the short-term need of branded part of the assortment is sourced and manufactured in Asia.
items for specific events, it is possible to There are thus alternatives when it comes to shipping for
produce event-specific giveaways. Such countries outside the European Union, where drop shipments
sometimes are available straight from the production facility.
items are normally not to be promoted
in the public Profile Store. However,
assistance and efficient solutions for
ordering, handling and distribution can
be offered.
For more information, contact:

atlascopco@profilestore.com
To order promotional items, go to:
atlascopco.profilestore.com
127
8. Products and service
Products and 8.1
Atlas Copco
Brand Guidelines
service Product branding

General How is the product branding going to be used?
Our products are the most effective • For brand transitions of the current Atlas Copco branded
What is the intention of product branding?
builders of our brand. Through the range whenever possible
branding of our products, we all • To attract customers
• For all new product design projects
collectively share the responsibility • To increase product value
• For brand transitions from any brand to Atlas Copco
for our brand. • To make our sales people proud
• To unify all our product ranges What is the goal?
To enable our products to build the brand, • To make the Atlas Copco brand recognizable, unique
to increase their perceived value and to and even stronger
ensure the consistency of all encounters
with our brand, we have defined clear
Atlas Copco product branding guidelines.
Examples
Providing hands-on guidance in the
creation of strong common product
branding, these guidelines provide enough
flexibility to be well suited for all existing
products and even products that will
be developed or acquired in the future.
The described branding elements have
been introduced to unify and improve
the products' appearance and to increase
the value, visibility and recognition of the
Atlas Copco brand.
When each visual element associated with

a brand is integrated with the others, the
result can be extremely successful, creating
a brand that is immediately identifiable
and unmistakably individual.
Check below link for complete product

129
Products and 8.1
Atlas Copco
Brand Guidelines
service Our branding has four unifying elements:

White logotype
Main product branding elements Dark gray logotype background 1
Blue tag with white product name
Our product colors 2
Product colors
Each product company is responsible 3
TYPE
for their usage of our four product
colors based on their functionality,
heritage and market. To create a unified
appearance, it is preferable to align the 4
product colors of products within the
same product line or market.
• Our logotype must always be dominant
• The name of our product(s) must not be
larger than the logotype

130
Products and 8.1
Atlas Copco
Brand Guidelines
service Packaging
Examples
A pattern can have a purely decorative
function or help ensure confidentiality,
such as the patterns printed on the Product name
insides of envelopes. Patterns are often 123456789-1234
Genuine Parts
used for packaging. There is only one
accepted Atlas Copco pattern that
includes the logotype. Therefore, never
redraw or alter the proportions of the
pattern. Only an approved original may
be used for reproduction. www.atlascopco.com
When the packaging is used in the

marketing of products, spare parts,
accessories and so on, the Atlas Copco
pattern can be applied. It is
recommended that you use one of
Principle for the construction of the pattern Three color versions of the pattern
the five colors used on products.
To avoid confusion, separate the

product name or trademark from the
Atlas Copco logotype so that both have
maximum visual impact.
On the label, place the Atlas Copco

logotype in the lower-right corner.
Information such as the web a ddress, ⁰
product name and “Genuine Parts”

should be placed on the label.

⁰
131
Products and 8.1
Atlas Copco
Brand Guidelines
service Vehicles
All graphic design elements placed on

Example of service van with or without image
commercial vehicles (both vehicles for
sales and service) must be reproduced
only from approved artwork originals.
The Atlas Copco logotype should be
produced in the Atlas Copco blue color.
Service vehicles should be white or Service care-line
light gray. (603) 5124 6888
The logotype is placed on the front www.atlascopco.com
doors of the v ehicle. Please make sure

that the surface of the doors is flat and
that the logotype is never tilted.
Always display a contact phone number

– a generic service number or a toll-free
company number. Providing the web
address is optional.
Headline Headline
Headline
www.atlascopco.com
132
Products and 8.1
Atlas Copco
Brand Guidelines
service Vehicles
Examples of car
www.atlascopco.com  Call us on 08-743 80 00
133
Products and 8.1
Atlas Copco
Brand Guidelines
service Trucks
Examples of truck branding with and without image

On trucks, place the logotype on the
front doors and, where suitable, on the
sides and back of the vehicle. Make sure Energy efficient compressors
you have enough free space around
the logotype.
www.atlascopco.com
Headline headline
headline headline
Subheadline subheadline subheadline subheadline
subheadline subheadline subheadline subheadline
subheadline subheadline
134
9. Workwear
Workwear 9.1
Atlas Copco
Brand Guidelines
Examples
Service engineers are an important
customer touchpoint. As representatives
of Atlas Copco, high-quality, branded
workwear plays a role in their professional Pipings/details in PMS 313
Pipings/details in PMS 313
appearance and customers’ perception of White Atlas Copco
logotype on Atlas Copco
CSP-label dark gray background
the brand. White Atlas Copco logotype
on Atlas Copco dark gray CSP-label
background
Consistent usage of the corporate colors, Black details on body
and sleeve ends
size and logotype placement is therefore Pipings/details in PMS 313
important. All clothing within the Atlas Copco dark gray

Atlas Copco workwear collection must White Atlas Copco logotype
follow the guidelines. on Atlas Copco dark gray
background
White Atlas Copco logotype
Jackets Trousers Coveralls

Colors: Atlas Copco dark gray with white Colors: Atlas Copco dark gray with white Colors: Atlas Copco dark gray with white
embroidered logotypes embroidered logotypes embroidered logotypes
Atlas Copco blue and black shall be used Atlas Copco blue and black shall be used Atlas Copco blue and black shall be used
for any details such as pipings and bar for any details such as pipings and bar for any details such as pipings and bar
tacks. tacks. tacks.
Note: Our logotype shall be used on the
left leg pocket and rear right pocket.
The full collection is available in the

Profile Store:
www.atlascopco.com/workwear
136
Workwear 9.1
Atlas Copco
Brand Guidelines
Flame-retardant clothing specifies Flame retardant

requirements for protective clothing
from heat and flame, molten metal
splashes, heat of an electric arc
and are anti-static. Flame retardant Pictogram details show
which standards the
garment meets
means resistant to catching fire.
White Atlas Copco
logotype on dark gray
All clothing within the Atlas Copco Pipings/ details in PMS 313 White
Atlas Copco
workwear collection must follow Atlas Copco dark gray
Atlas Copco dark gray logotype
on dark
these guidelines. Pictogram details show
Pictogram details show
gray
which standards the
garment meets which standards the
garment meets
Pictogram Atlas Copco
details dark gray
show which
standards
the garment
EN 1149-5 EN ISO 11611 EN ISO 11612 EN 61482 meets
Multi-functional pockets
Atlas Copco blue 313 C

stitchings
Trousers Coveralls
Colors: Dark gray fabric with white Colors: Atlas Copco dark gray with white
embroidered logotypes embroidered logotypes
Atlas Copco blue and black should be Atlas Copco blue and black should be
used for any details. used for any details.
Note: The Atlas Copco logotype shall be The free space/restricted area for the
used on the left leg pocket and rear Atlas Copco logotype must be taken
right pocket. into consideration.
The full collection is available in the

Profile Store:
www.atlascopco.com/workwear
137
10. Legal
10.1 Name structure............................................... 139

10.2 Press releases.................................................. 141
10.3 Group/Internal news.................................... 142
Name structure 10.1
Atlas Copco
Brand Guidelines
Company name structure

Atlas Copco has a legal structure and an operating structure. In forms and letters, it is important to handle company names
It is important that all company names are handled correctly. correctly from a legal point of view. When there is an operating
name, it should be placed above the line on all stationery,
By legal structure, we mean the way Atlas Copco companies
with the legal name below the line. When there is only a legal
are owned. Each legal entity has its own board of directors.
name, it may be placed above or below the line.
A company's legal name is the same as the company's
registered name. The format for contact details may differ from one country
to another. Please include all the relevant contact information
By operating structure, we mean Atlas Copco companies are
that helps people to reach you.
organized to operate their businesses and the structure of
responsibilities for their operations. Each operating unit has its
own business board.
Name Surname
Job Title
Atlas Copco Operating Name
- Operation unit
Atlas Copco AB (publ)

SE-105 23 Stockholm, Sweden
Visitors’ address: Sickla Industriväg 3, Nacka
Website: atlascopco.com
Telephone: +46 (0) 8 743 8000
Phone dir: +46 (0) 8 743 8000
Mobile: +46 (0) 8 76 000 00 00
Skype: name.surname
E-mail: name.surname@kz.atlascopco.com
On a letter, the legal guidelines determine the company name and structure. On a business card, the legal guidelines determine the
company name and structure.
139
Name structure 10.1
Atlas Copco
Brand Guidelines
Atlas Copco name

We should always use the full Atlas Copco name to strengthen Never shorten the names of our divisions or departments,
the brand. either in writing or in speech.
Never shorten the company name, Atlas Copco, when you Atlas Copco versus competitors
write or talk. Do not use AC or Atlas. This undermines the
brand identity, and the shortened name can be interpreted as To strengthen our brand identity, never include a competitor's
something else. logotype in any material. Instead just write their company name
in competitor comparison documents.
We should also strive to use the Atlas Copco name in front
of product names. By doing so, our products benefit from
Atlas Copco's strong brand.
Product names
When we talk and write about our products, we have to be Trademarks
careful to avoid allowing a product name to become generic.
Devising the rules on how to spell, write, use and handle the
For example, instead of talking and writing about using a product trademarks is the responsibility of each division. Each
Boomer, we should talk about using the Atlas Copco Boomer. division should have a trademark policy and is responsible
for registering and maintaining its own trademarks. Each
If a product name becomes generic, we may lose the right
division should have one person appointed to handle
to have it registered as a trademark.
these registrations, such as the marketing manager or the
communications manager.
The Group's common trademark, Atlas Copco, is registered and
No logotypes must be created for products. maintained centrally by the Legal department at Atlas Copco
The ultimate objective is to raise awareness of AB. (Besides Atlas Copco, the Legal department also manages
the Atlas Copco brand. the Group's Chicago Pneumatic trademark.)
See also The Way We Do Things.
140
Press releases 10.2
Atlas Copco
Brand Guidelines
10 mm 26 mm
A consistent corporate identity requires 10 mm
all our internal and external news Logotype Atlas Copco blue or black
Press Release from the Atlas Copco Group Page number
releases to have a uniform look. “Solid profitability, weaker demand in some customer
Calibri/Regular 12 pt
Black text
segments”
Press release from (operating name)
Press releases are a cost-effective way to Stockholm, Sweden, October 19, 2018: Mats Rahmström comments on Atlas Copco’s Calibri Bold 16 pt
create interest in us as an organisation Black text
Q3 results that were released today. “Our profitability is solid and we continued to
grow the service business in all our business areas, but compared to recent high
levels the demand weakened in some customer segments”.
and/or our products. You can send press “There are more uncertainties in the global economy and that has affected some
Context
customers’ investment decisions”, said Mats Rahmström, CEO and President of the
releases out to the local or international Atlas Copco Group. “As expected, the semiconductor business had a negative order
development in the quarter”.
Heading
Calibri/Bold 16/auto pt
press. The new template for press Compared to previous year, orders received during the third quarter increased 6% to Black text
MSEK 23 440 (22 062), an organic decline of 1%. Revenues increased 13% to MSEK 23
releases can be found in the 675 (21 033), an organic growth of 6%. The operating profit increased to MSEK 5 263 (5
002). Excluding items affecting comparability, the adjusted operating profit margin was Content
Calibri/Regular 12/auto pt
Communication Forum.
22.5% (22.2).
“We continue to introduce innovations that help our customers provide even better
Black text
products and services that increase their productivity. We focus on developing
Quote
Our logotype is placed in the upper left
products that save energy and service solutions that are smarter and more digital,”
said Mats Rahmström.
Calibri/Italic 12/auto pt
corner. Make sure to clearly state the Examples of innovative products that were launched in the quarter is a high-efficient
and energy saving oil-injected screw compressor, and a range of generators that
Black text
reduce emissions and ensure low energy consumption. A new controller for assembly
name of your operating unit responsible applications to support Industry 4.0 and fast tool rebalancing was also introduced.
Footer
for sending the release. The footer, with
“In the quarter, we announced the acquisition of the cryogenics business of Brooks
Include only on the first page Automation. Finding and acquiring companies that bring additional innovation power
and strengthen our existing business is an important part of our strategy for growth,”
our company name and address, is the The column width is not fixed. You may
said Mats Rahmström.
Contact details
change the column width according to
same as that in a letter. Calibri Regular 10/auto pt
For more information please contact:
XXX
your needs but never the margins. Phone number Black text
Sara Liljedal, Media Relations Manager
First column
Only use the blue logotype template 1st Row: At Atlas Copco, we have been turning industrial ideas into business-critical benefits since 1873.
By listening to our customers and knowing their needs, we deliver value and innovate with the future
Boilerplate/Descriptive text
Atlas Copco and Atlas Copco Division
Operating name, if applicable
for printed letters if your printer can Calibri Regular/Bold 9/auto pt
in mind.
Calibri Bold 10/auto pt spacing after 1.5 pt Black text

reproduce the Atlas Copco blue color Black text
Atlas Copco Group Center Boilerplate, see The Way We Do Things,
correctly; otherwise you should use Line thickness 0.5 pt Atlas Copco AB
SE-105 23 Stockholm
Visitors address:
Sickla Industriväg 19,
Telephone: +46 (0)8 743 8000 A Public Company (publ)
Reg. No. 556014-2720
chapter Communications and Branding
the black color.

Sweden Nacka atlascopcogroup.com Reg. Office Nacka
12 mm
Guidelines 10 mm 36 mm 10 mm
• Avoid mixed-language documents First column Second column Third column Fourth column
• Avoid uppercase text 2nd Row: 2nd Row: 2nd Row: 2nd–4th Row:
• Include contact information and date Calibri Regular 9/auto pt Calibri Regular 9/auto pt Calibri Regular 9/auto pt Calibri Regular 9/auto pt
Spacing before 1.5 pt Spacing before 1.5 pt Spacing before 1.5 pt Spacing before 1.5 pt
Black text Black text Black text Black text
3rd–4th Row: 3rd–4th Row: 3rd Row:

Company address Visitors’ address Fax number
information information Calibri Regular 9/auto pt
Calibri Regular 9/auto pt Calibri Regular 9/auto pt Black text
4th Row:
Link to the press release template in the atlascopco.com or
Communication Forum: https://onevirtualoffice. atlascopco.com/xxxx
Calibri Regular 9/auto pt
sharepoint.com/sites/theHub_group_comm_forum/ Black text
SitePages/Communication%20Templates.aspx
141
Group/Internal 10.3
Atlas Copco
Brand Guidelines
news 10 mm
10 mm 26 mm
Logotype Atlas Copco blue

Group News - to be published immediately on the no�ce boards Page number
Calibri Regular 12 pt Black text
Atlas Copco Corporate Communications
Page number only on internal news release
creates internal news releases called Atlas Copco’s Capital Markets Day 2018: Adding customer longer than one page
Group News. They are sent out as and value through leading innova�on
Atlas Copco hosts its annual Capital Markets Day for investors and financial Group News – to be
when the need arises. Group News journalists today. The purpose of the event is to give an update on the strategy and
development of the Atlas Copco Group and its worldwide opera�ons.
Calibri Bold 13 pt Black text
releases are based on the same format The day will give par�cipants a more in-depth understanding of the Group’s overall
ac�vi�es and each of the four business areas will be presen�ng.
Heading
Calibri Bold 16 pt Black text
as a letter, with the logotype on the “We will demonstrate innova�ons that enable our customers to con�nue to create
value through increased efficiency, energy-saving and connec�vity,” said Mats There should be no other objects
top left, a footer with the name of the Rahmström, President and CEO of the Atlas Copco Group. “Going forward, a�er the
successful spin-off of Epiroc, we have a solid founda�on for con�nuous growth and an in the header area
company and contact information .

even stronger focus on industrial customers”.
Content
The Capital Markets Day includes presenta�ons by all four Business area Presidents.
The Group President and CEO, Mats Rahmström, supported by members of the Group Calibri/Regular 12/auto pt
Management team, will explain Group strategy, the focus areas and company goals. Black text
The Corporate Communications team The program also includes a tour of innova�ons showing how we create value for
customers.
alone can send Group News, but the Mats Rahmström confirms Atlas Copco’s most recent outlook statement, that
customer demand is expected to be somewhat lower, mainly due to the
same template can be used for other Footer

semiconductor and automo�ve industries.
Presenta�on material is available at h�ps://www.atlascopcogroup.com/se/investor
internal newsletters by the divisions too.

rela�ons/events-calendar/cmd-2018
Include only on the first page
Sickla, Sweden, November 15, 2018
The divisions’ newsletters such as The column width is not fixed. You may
Daniel Althoff
change the column width according to
“News from the xxx division” should
Vice President Investor Relations
your needs but never the margins.
clearly state the name of sender at First column

the top and the bottom. For more 1st Row:
information on this, see chapter 10.1 Operating name, if applicable
Calibri Bold 10/auto pt Spacing after 1.5
Name Structure. pt Black text
Atlas Copco Group Center
Line thickness 0.5 pt Atlas Copco AB Visitors address: Telephone: +46 (0)8 743 8000 A Public Company (publ)
Guidelines
SE-105 23 Stockholm Sickla Industriväg 19 Reg. No: 556014-2720
Sweden Nacka atlascopcogroup.com Reg. Office Nacka
12 mm
• White, environment-friendly paper

has to be used 10 mm 36 mm 10 mm
• Avoid mixed-language documents First column Second column Third column Fourth column
• Avoid uppercase text 2nd Row: 2nd Row: 2nd Row: 2nd–4th Row:
Calibri Regular 9/auto pt Calibri Regular 9/auto pt Calibri Regular 9/auto pt Calibri Regular 9/auto pt
Spacing before 1.5 pt Spacing before 1.5 pt Spacing before 1.5 pt Spacing before 1.5 pt
Black text Black text Black text Black text
3rd–4th Row: 3rd–4th Row: 3rd Row:

Company address Visitors’ address Fax number
information information Calibri Regular 9/auto pt
Calibri Regular 9/auto pt Calibri Regular 9/auto pt Black text
4th Row:
Templates can be downloaded from: atlascopco.com or
atlascopco.com/xxxx
https://onevirtualoffice.sharepoint.com/sites/ Calibri Regular 9/auto pt
theHub_group_comm_forum/SitePages/ Black text
142
© Atlas Copco AB, Stockholm, Sweden. Production: Atlas Copco Brand Studio. March 2021.
Atlas Copco AB
Phone: +46 8 743 80 00
Reg. no.: 556014-2720
atlascopco.com

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Atlas Copco

2. Visual identity.............................................................. 15 6.1 Events and Expos................................................... 117

1.2 Mission and Vision.............................................6

Vision The overall mission of the Atlas Copco Group is:

A mission states what a company intends To achieve sustainable, profitable growth

First in Mind—First in Choice

The role of the purpose statement:

Our industrial ideas

and beliefs Our core values and cultural beliefs

Our core values define our business

We make We are in We grow

framework Strengthens our Conveys innovation

Home of Industrial Ideas.

Our industrial ideas empower our customers

Method IV (If needed)

Home of Industrial Ideas

Home of industrial ideas vector unit can be

proposition What we say For whom we do it

The Employee Value Proposition (EVP)

All the communication collaterals can be

This is where it begins -

EVP images can be downloaded from the

internal photo and video gallery. Search for EVP.

Driven by moving forward Entrepreneurial

Open-minded Sustainable Loving challenges

Characteristics of our tone of voice

Complex Simple Cold Warm

Formal Easy-going Personal Distant

To the point Complicated Vague Direct

Divisions Questions and answers

Our visual identity is made up of these main

The Atlas Copco logotype is the corporate Our logotype

Never remove the bars Never apply any effects

Never stretch or compress The old logotype cannot

Link to download logotypes for print in the

Link to download logotypes for digital in the

Free space/restricted area Logotype placement

Free space/restricted area

The free space/restricted area is defined as the distance between the

Link to download logotypes for digital in the

Box measurements Logotype box

The size of the box is as big as the free space around

Link to download logotypes with box for

Logotype box colors Logotype box placement

Atlas Copco blue Atlas Copco white

Link to download logotypes with box for

Link to download logotypes with box for

Link to download logotypes with box for

Logotype background Logotype colors

Other uses of the logotype

1–10% black 51–100% black 100% black

Link to download logotypes for print in the

Our color palette has 13 colors – Primary colors Complementary colors

Atlas Copco blue Atlas Copco white

Tint Tint Tint Tint

Dark blue Petrol Arctic blue Leaf

Tint Tint Tint Tint

Ruby Orange Peach

Tint Tint Tint