Ursa 2004

URSA Corporate Design Manual
Version 1.0
URSA Corporate Design Contents
01 Basics
02 Literature
03 Advertisements
04 Packaging
05 Corporate stationery
06 Signage
07 Give Aways
URSA Corporate Design A fresh image
When the way a company sees itself changes, it follows that the visual corporate image must change too.
URSA has changed. In future we shall be spotlighting not just product quality but also the quality of our
services. Our new corporate image will evidence this, presenting us to our target customers as modern,
reliable, competent, customer-orientated and self-assured.
If that is how we wish our customers and partners to see us, that is how we have to act and present our-
selves accordingly. Part of that is ensuring that we always observe our rules for corporate design. The more
consistently we can promote our corporate image, the more effective it will be both within the company
and in the outside world.
This manual is intended for all URSA colleagues and outside agencies which work to promote the URSA
brand. We have provided a CD in the Appendix which contains logos and templates for brochures. If you
have requirements not covered in the manual or if you have any questions, just contact:
URSA International GmbH

International Marketing
Tel:+49 (0)6102 35 87-120
Fax: +49 (0)6102 35 87-111
[E-mail address to follow]
Carl-Ulrich-Strasse 4
63263 Neu-Isenburg
Germany
URSA Corporate Design The URSA brand values
Text to follow.
URSA Corporate Design 01 Basics
01.01 The URSA logo
01.02 Representation of the logo
01.03 Digital templates
01.04 Minimum spacing
01.05 Logo sizes
01.06 The special application
01.07 Don’ts
01.08 Corporate colours
01.09 Typography
01.10 Image language
01.11 Product brands
This section covers the mandatory rules for using the logo and how to use the corporate colours, typo-
graphy and images. This is the basis of all design work for the company, the brand and the products.
01.01 Basics | The URSA logo
The URSA logo is a logotype and consists of the symbol with the two bears, the URSA logotype and the
tag line “Grupo Uralita”. The logo is two colour, in the URSA corporate colours, ice blue and red. The logo-
type font has been specially created, the design suggests a harmonious unity and the logotype cannot be
replicated in any other font.
The logo must not be distorted or rotated and its proportions must remain unchanged, as must also the
corporate colours. Always use the original templates included on the CD in the Appendix.
01.02 Basics | Representation of the logo
It is mandatory that the URSA logo is only used in the colours shown and that it is always positioned
against a flat background, never an image. In principle the logo is always against a white background. The
only exception is the special application of the logo, detailed under 01.06.
If other logo applications are required, they should be discussed and agreed with International Marketing. The
preference is to use the colour logo whenever possible. The grey scale version is for use in mono adverts and
internal communications (Word templates). The pure mono black version is used for mono print work with a
coarse screen and embossing and stamps.
URSA logo,
two colour
URSA logo,
grey scale
URSA logo,
mono black
URSA logo,
reversed out in white
01.03 Basics | Digital templates
The URSA logo is included in the CD included with the manual. The table below will explain the file
naming system. It shows all existing file abbreviations used in naming logo files. The suffix confirms the file
format. EPS is vector based; JPG and GIF files are pixel based. The vector oriented EPS files are arranged
100 mm wide and can be scaled as required. They are especially intended for print work. The pixel based
JPG and GIF files should be used at 100% wherever possible, or there will be a reduction quality. For that
reason these file formats are in three sizes. JPG files are used for PowerPoint and Office applications. GIF
applications are for online use.
Print: URSA_4c_pos.eps
Web: URSA_RGB_pos_100px.gif/_150px.gif/_300px.gif
Screen: URSA_RGB_pos_100px.jpg/_150px.jpg/_300px.jpg
Print: URSA_Grau_pos.eps
Print: URSA_solid_pos.eps
Print: URSA_solid_neg.eps
Logo Colour definition Representation Size Suffix
URSA _4c (CMYK) _pos (positive) _100px (width 100 Pixels) .eps (print)
_2cPT (2 Pantone special colours) _neg (negative) _150px (width 150 Pixels) .gif (Web)
_solid (black/white line) _300px (width 300 Pixels) .jpg (screen/Office)
_RGB (red, green, blue)
01.04 Basics | Minimum spacing
A minimum space is defined around the logo. No graphic elements, fonts or images may be positioned
within this space. This space changes in proportion to the size of the logo and is calculated as follows:
Firstly the width of the U in the URSA logotype is used to define the minimum spacing and the extremities
of the URSA logotype and the bears provide a notional line applying the U spacing.
Please note that this defines the free space around the logo and it is mandatory that it must be left free of
any intrusion. To ensure suitable weight is given to the logo it is always preferable to allow greater spacing.
Definition of
the spacing
100 % / 100 mm
01.05 Basics | Logo sizes
There is a minimum size for the URSA logo. In 4c the logo must never be used less than 20 mm wide
(width of URSA logotype). When using Pantone colours the logo can be reduced to a width of 10 mm
(width of URSA logotype) as they reproduce better.
Logo sizes
Examples of logo sizes for specific formats. The size should be calculated on the same ratio for other
formats.
Format Width/Height Width of logo
under A5 20 mm
DIN A5 148 x 210 mm 25 mm
DIN long 105 x 210 mm 25 mm
Letterhead 210 x 297 mm 32 mm
DIN A4 210 x 297 mm 32 mm
DIN A3 297 x 420 mm 50 mm
DIN A2 420 x 594 mm 64 mm
DIN A1 594 x 841 mm 100 mm
DIN A0 840 x 1189 mm 128 mm
20 mm 10 mm
Definition of
minimum size 4 colour version Special colour version and solid
≥01.06 Basics | The special application
The URSA logo appears on various marketing materials in an attractive special form. This special form is
used only for corporate marketing, signage, brand promotion and give aways. Please ensure that this form
is only used in cases where there are no images. This use is permitted only after agreement with
International Marketing.
In this special application all the proportions and spacing of the logo are maintained, but the bears are
reversed out in white and a white line is added under the paws, the width of the line being the space bet-
ween the l and the i in the tagline word Uralita. The minimum width of the line however is 0.3 mm. This
white line separates the ice blue background from the light blue background and runs straight across full
width from right to left.
URSA logo with bears

reversed out in white
on a white line
Definition of
the white line
Max Mustermann
Einkauf
Example of
application in
the format
01.07 Basics | Don’ts
The URSA logo must always be used in accordance with the rules formulated in this manual. This page is
a quick guide to what is absolutely prohibited.
don’t The logo must never be distorted.
don’t The logo must always be used complete with all its elements. Neither the bears nor the Grupo Uralita
logotype may be omitted.
don’t The logo may only be used with the colours shown in the manual.
don’t
The logo must never be set against a photographic background.
don’t The logo and logotype must never be used in body text and also there must be no
attempt to replicate the logo in body text. In body text the name ursa is set in capitals, in the same colour
as the immediate text environment.
01.08 Basics | Corporate Colours
An URSA colour climate has been developed which meets all design requirements. Accurate colour
reproduction is an essential element in ensuring the brand recognition of URSA and its consistent corpo-
rate image. The special colours in Pantone on matt coated paper are used as reference colours. The colour
samples in the Appendix are mandatory for colour matching.
In addition to the two main corporate colours (logo colours) there are also two secondary colours which
extend the typical URSA colour range. The secondary colour group 1 consists of shades of the logo colours
and also silver and these colours are used boldly in design. The secondary colour group 2 is used only spa-
ringly in graphs and tables.
Main colours URSA red URSA ice blue>

(logo colours)
Colour definition Special colour CMYK Screen (RGB) Web (Hex) NCS RAL
URSA red Pantone 1805 0-100-85-15 173r 38g 36b AD 26 24 S 2570-Y90R 3000 fire red
URSA ice blue Pantone 646 65-30-0-11 94r 130g 171b 5E 82 AB S 3040-R90B 250-50-20 Design system
Secondary colours URSA ice blue light URSA ice blue URSA ice blue dark URSA silver
group 1 medium
35 % URSA ice blue URSA dark red URSA reddish brown
Secondary colours URSA yellow URSA orange URSA green

group 2
Colour definition Special colour CMYK Screen (RGB) Web (Hex)
URSA dark red Pantone 1815 0-100-90-45 120r 31g 28b 78 1F 1C

URSA reddish brown Pantone 1817 0-90-100-66 92r 38g 36b 5C 26 24
URSA ice blue light Pantone 644 40-10-0-10 158r 176g 201b 9E B0 C9
URSA ice blue medium Pantone 647 100-56-0-23 38r 87g 135b 26 57 87
URSA ice blue 35 % 35% Pantone 646
URSA silver Pantone 877 7-0-0-35 173r 173g 173b AD AD AD
URSA ice blue dark Pantone 648 100-62-0-52 0r 43g 94b 00 2B 5E
URSA yellow Pantone 116 0-16-100-0 247r 209g 23b F7 D1 17
URSA orange Pantone 718 0-56-100-8 191r 92g 0b BF 5C 00
URSA green Pantone 7490 45-0-80-35 97r 145g 61b 61 91 3D
01.08 Basics | Corporate Colours
Typically the logo colours and screens of them are the colours which predominate in URSA design
work. In image marketing URSA red is used over wide areas. The front and back cover titles of brochures
use URSA silver. URSA ice blue has high tech connotations and is used widely in screens on products.
Image marketing:
red is the dominant
colour
Products:
screens of ice blue
01.09 Basics | Typography
The corporate font is Frutiger. The advantages are that it is clear, modern and very easy to read. The
wide variety of fonts available within this typeface enables individual treatment of content of all types and
ensures a uniform and significant image. In order to reinforce this image the italic fonts in the Frutiger font
family are excluded from use in URSA corporate design. All text is flush left, ragged right.
In the PC context Arial substitutes for Frutiger.
The Frutiger fonts shown here may be purchased from:
Linotype Library GmbH, Du-Pont-Strasse 1, 61325 Bad Homburg

www.fontexplorer.com
(N.B: Unauthorised passing on or distribution of fonts and typefaces is illegal.)
Frutiger
Light abcdefghijklmnopqrstuvwxyz 1234567890
ABCDEFGHIJKLMNOPQRSTUVWXYZ°§&„“@%$ £(.:,;!?)-+/–*
Roman abcdefghijklmnopqrstuvwxyz 1234567890
Bold abcdefghijklmnopqrstuvwxyz 1234567890
Black abcdefghijklmnopqrstuvwxyz 1234567890
ABCDEFGHIJKLMNOPQRSTUVWXYZ°§&„“@%$ £(.:,;!?)-+/–
Arial
MT abcdefghijklmnopqrstuvwxyz 1234567890
ABCDEFGHIJKLMNOPQRSTUVWXYZ°§&„“@%$¢£(.:,;!?)-+/–*
Black abcdefghijklmnopqrstuvwxyz 1234567890
ABCDEFGHIJKLMNOPQRSTUVWXYZ°§&„“@%$¢£(.:,;!?)-+/–*
01.10 Basics | The graphic image look
URSA is about people, architecture and products.
The people are shown in their typical environment: the end consumer comfortable at home, friendly and
contented; architects planners and decision makers in an office/business discussion scenario, deep in
thought, considerate, dynamic; workmen using the products.
The high quality of the products and the technical expertise of the company is reflected in the quality of
the architectural photography and the choice of buildings. The photographs range from exciting details to
complete buildings.
The products are brought to life in close up shots. Dramatic perspectives and exciting croppings lends
dynamism to an unusual presentation of what might otherwise seem like any other technical product.
Except for the products the photography should suggest a bright friendly atmosphere but not be flashy.
The images should tend almost towards monochrome tones, in harmony with the URSA colour climate.
URS_CD_Manual_11.5._o.A eng qxd 26.05.2004 16:05 Uhr Seite 22
01.11 Basics | Product brands
Each of the URSA product ranges are identified by their own product brand. The product brands con-
sist of an URSA logotype (not the logo typography!) in URSA red and the informative tag line in URSA ice
blue. The product logos already approved are shown above.
The product logos should be used in the same way as the corporate logo. They must not be distorted or
changed in any way. The only difference from the treatment of the corporate logo is that product logos
may be rotated. Always use the original digital templates included on the CD in the Appendix.
New product logos may be developed, but only in conjunction with International Marketing.
Print: GLASSWOOL_4c_pos.eps
Web: GLASSWOOL_RGB_pos.gif
Screen: GLASSWOOL_RGB_pos.jpg
Print: XPS_4c_pos.eps
Web: XPS__RGB_pos.gif
Screen: XPS__RGB_pos.jpg
Print: SECO_4c_pos.eps
Web: XPS__RGB_pos.gif
Screen: XPS__RGB_pos.jpg
Print: TECH_4c_pos.eps
Web: TECH_RGB_pos.gif
Screen: TECH_RGB_pos.jpg
URSA product logos Print: INDUSTRY_4c_pos.eps

Web: INDUSTRY_RGB_pos.gif
Screen: INDUSTRY_RGB_pos.jpg
In the dummy text the URSA SECO product logo is not set in colour or mixed upper and lower
don’t case characters Ursa Xps nor should any attempt be made to replicate the logo in body text. In
body text the brand name ursa glasswool is set in capitals, in the same colour as the immedia-
te text environment.
01.11 Basics | Product brands
An individual graphic element is allocated to each URSA product logo which represents the specific
qualities of the product in a purely abstract form. International Marketing develops these graphic elements
in the same way that it develops new product brands.
Print: URSA_Struktur_Wool_4c.eps Print: URSA_Struktur_XPS_4c.eps
Graphic elements of
URSA products
Print: URSA_Struktur_SECO_4c.eps Print: URSA_Struktur_Tec_4c.eps

URSA Corporate Design 02 Literature
02. 01 General
02. 02 Image brochure A4 title page
02. 03 Image brochure A4 back cover
02. 04 Image brochure A4 inside pages
02. 05 Product brochure A4 title page
02. 06 Product brochure A4 back cover
02. 07 Product brochure A4 inside pages
02. 08 Brochure in DIN long, title page and back cover
02. 09 Brochure in DIN long, inside pages
02. 10 Tables and graphics
02. 11 Illustrations
This section explains the mandatory rules for creating URSA publications. The application of uniform design
principles will ensure maximum precision in communications and hence effective branding. The design
principles have been designed to allow sufficient flexibility for information to be presented in a way that
suits the content and to provide scope for creativity. All graphic elements typography, images, colourways
and graphics are aligned on a design grid. The grid ensures a harmonious integration of the various design
elements and also allows maximum freedom for designers working within the corporate design rules. The
grid can be applied to large formats such as posters and citylights by scaling it up in proportion.
02.01 Literature | General
URSA publications are designed to European DIN formats (e.g. A4, A5 etc.) Brochures are designed in
A4 so they can be incorporated in a file. For special sales campaigns, such as product launches, brief
information at trade fairs etc. the format DIN long can also be used. This format should not be used for
brochures of any substance, but simply for 6-8 page flyers or concertina folds. Other formats are to be dis-
cussed and agreed with International Marketing.
URSA GLASSWOOL®
®
URSA GLASSWOOL
Glaswolldämmstoffe
für den Hochbau
Produktkatalog inkl. Preisliste
Gültig ab Oktober 2004
Glaswolldämmstoffe
für den Hochbau

DIN A4 brochure
and DIN long
brochure
The information is structured using colour coding to guide the user. Image brochures (on the company
and on its products) are usually designed in red whereas product brochures which are more technical and
purely informative in character use screens of ice blue.
URSA SECO® URSA SECO® URSA SECO®
Dies ist ein guter Dies ist ein guter Dies ist ein guter
Blindtext Blindtext Blindtext
Headline of the Imagebrochure
Ein guter Blindtext Ein guter Blindtext
A Short Subline for the Imagebrochure Ein guter Blindtext
Ein guter Blindtext Ein guter Blindtext
Ein guter Blindtext
Image brochure Product brochure Price list (URSA ice Technical information
(URSA dark red) (URSA ice blue) blue medium) (URSA ice blue dark)
02.02 Literature | Image brochure A4 title page
The title page has a three-part structure. The colour background (URSA dark red) fills a little more than
the lower half of the format and leaves room for the title/headline and a subline if required. Above it is the
image bar, consisting of a silver bar with a graphic linking element and an illustration in an extreme lands-
cape format. In the upper part there is a white area on which the URSA logo is positioned.
Note: The typographic details relate to QuarkXPress.
0 15 210
2 Y
1
62
Line width: 2 mm
Line width: 0.5 mm
127
139
162
3 Frutiger Roman 22 pt, white
4 Frutiger Roman 12 pt, white
172
Headline of the Imagebrochure

A short subline of the Imagebrochure
297
1 Logo positioning x/y axis: 20/44 mm

2 Logo width: 40 mm
3 Headline (Frutiger Roman) size: 22 pt, line spacing: 10 mm, character spacing 5, flush left
4 Subline (Frutiger Roman) size: 12 pt, line spacing: 7 mm, character spacing 5, flush left
02.03 Literature | Image brochure A4 back cover
The design on the front page is continued across the spine to the back cover. Part of the photo is in the
image strip, the rest is filled in with the colour background (URSA ice blue) and that is where the web
address is displayed prominently. The sender’s address, to suit the particular country, is positioned against
the red background.
0 29 210
Y
1 2
62
122 3 www.ursa-online.com
127
139
152 Die URSA Service-Hotline

Tel. 018 05 880 011
4 (0,12 Euro pro Minute)
URSA Deutschland GmbH

Fuggerstraße 1
D-04158 Leipzig
Fax +49 (0) 341 5211-109
E-Mail: info@ursa.de
www.ursa-online.com
Kundencenter Delitzsch
Carl-Friedrich-Benz-Straße 46-48
D-04509 Delitzsch
Fax +49 (0) 342 02 85-500
Kundencenter Wesel
www.ursa-online.com
Rudolf-Diesel-Straße 100
D-46485 Wesel
Die URSA Service-Hotline
Fax +49 (0) 281 98 50-111
Tel. 018 05/880 011
(0,12 Euro pro Minute)
URSA Deutschland GmbH

Fuggerstraße 1
D-04158 Leipzig
Fax +49 (0) 341/5211-109
E-Mail: info@ursa.de
www.ursa-online.com
D-04509 Delitzsch
Fax +49 (0) 342 02/85-500
Kundencenter Wesel
D-46485 Wesel
Fax +49 (0) 281/98 50-111
297

2 Logo width: 29 mm
3 Web adress (Frutiger Roman) size: 16 pt, character spacing 5, flush left
4 Adress (Frutiger Roman) size: 9pt, line spacing: 5 mm, character spacing 5, flush left
02.04 Literature | Image brochure A4 inside pages
All the design elements including typography, images, graphics and tables are aligned with the design
grid. In the upper area the classification is aligned with the page number. The area below it is designed to
suit the content.
The design is bold and uses white space on a generous scale. Images either fill the complete width of the
page or are significantly smaller and positioned on the grid. The graphic elements on the title page (silver
bar and graphic linking element) can also be continued in the design of the inside pages. If necessary, line
spacing can be varied. Main statements can be emphasised by the use of larger font sizes and increased
line spacing.
04 Geschichte Geschichte 05
Geschichte
URSA bündelt Leistungsfähigkeit und Know-how zweier führender Dämmstoffproduzenten. Das
im Jahr 2002 gegründete Unternehmen verfügt damit über fast ein halbes Jahrhundert an Erfah-
rung im Dämmstoffbereich. Mit Produktionsstätten und Vertriebsniederlassungen in allen europäi-
schen Ländern gehört die Tochtergesellschaft der Uralita-Gruppe zu den stärksten Unternehmen
im Dämmstoffbereich in Europa.
Junges Unternehmen mit langer Tradition. URSA wurde im Jahr 2002 als Tochtergesell-
schaft der spanischen Uralita Gruppe gegründet. Basis für Produktion und Vertrieb war zunächst
die von PFLEIDERER übernommene Dämmstofftechnik. Wenig später wurde durch die Fusion mit
Poliglas Dämmsysteme ein weiterer entscheidender Wachstumsschritt vollzogen. URSA bündelt
damit Leistungsfähigkeit und Know-how zweier führender Unternehmen im Dämmstoffbereich.
Poliglas ist bereits seit 1959 in diesem Marktsegment aktiv und gehört bei extrudiertem Polysty-
rol (XPS) zu den Marktführern in Europa. PFLEIDERER, ein Unternehmen mit über hundertjähriger
Tradition, begann erst 1991 mit dem Aufbau einer Dämmstoffsparte. Durch eine Reihe von
Akquisitionen und den Aufbau weiterer Produktions- und Vertriebsstandorte in Deutschland, den
Benelux-Ländern, Osteuropa und Russland erreichte das Unternehmen jedoch rasch eine führen-
de Marktposition.
Der Mutterkonzern. Uralita gehört ebenfalls zu den Traditionsunternehmen Europas. Das bör-
sennotierte Unternehmen mit Sitz in Madrid wurde bereits 1910 gegründet. Mit 70 Produktions-
stätten und einem Vertriebsnetz in 23 Ländern erwirtschaftet Uralita einen Umsatz von über
einer Milliarde Euro. Die sechs Baustoffsparten und die Chemiesparte der Gruppe sind vor allem
in Europa, aber auch in Nord- und Südamerika aktiv. Im spanischen Markt ist Uralita mit seinen
bekannten Marken durchgängig Marktführer oder zumindest die Nummer Zwei.
12 Qualität und Innovationen Qualität und Innovationen 13
Zertifizierte Qualität. Auf die Qualität von URSA Produkten können

Sie sich verlassen. Alle Dämmstoffe sind bauaufsichtlich zugelassen, tra-
gen das CE-Zeichen und werden europaweit in modernsten Produk-
tionsanlagen gefertigt. Strengste Kontrollen durch unser nach DIN
EN ISO 9001 zertifiziertes Qualitätsmagement sichern einen gleichblei-
bend hohen Qualitätsstandard. Über diese Eigenkontrolle hinaus stellen
wir unsere Leistung regelmäßig durch Fremdkontrollen auf den Prüf-
stand. Wir können Ihnen die Mängelfreiheit der URSA Produkt daher mit
gutem Gewissen garantieren. Bei berechtigten Reklamationen deckt
unsere 5-Jahres-Produkt-Garantie nicht nur die unentgeltliche Lieferung
von mangelfreien Produkten, sondern auch den Ersatz berechtigter
Kosten für die Demontage und Entsorgung der fehlerhaften Produkte
und die Übernahme der Kosten für die Verlegung der Ersatzprodukte ab.
Unser Innovationsversprechen. Auch was bereits gut ist, kann weiter

verbessert werden. Unsere Forschung und Entwicklung im weltweiten
agierenden Partnernetzwerk arbeitet kontinuierlich daran, URSA Produkte
noch leistungsfähiger, wirtschaftlicher und umweltgerechter zu machen.
Das CO2-Verfahren für die Aufschäumung von XPS-Dämmstoffen oder
die Entwicklung eigener biolöslicher Mineralwolleprodukte sind nur zwei
Beispiele hierfür. Auch in Zukunft können wir Ihnen innovative Lösungen
versprechen, die exakt auf Ihre Anforderungen abgestimmt sind.
Kompetent und innovativ

Mit URSA Produkten sind Sie auf der sicheren Seite. Strengste Kontrollen sichern ein Qualitäts-
niveau, auf das wir mit gutem Gewissen eine 5-Jahres-Garantie geben können. Und die Arbeit
unserer Forschung und Entwicklung sorgt dafür, dass Sie immer Produkte auf dem neuesten
Stand der Technik erhalten.
02.04 Literature | Image brochure A4 inside pages
15
17 04 Geschichte 1 Geschichte 05
47
52
2 Frutiger Light 30 pt
URSA bündelt Leistungsfähigkeit und Know-how zweier führender Dämmstoffproduzenten. Das
im Jahr 2002 gegründete Unternehmen verfügt damit über fast ein halbes Jahrhundert an Erfah-
rung im Dämmstoffbereich. Mit Produktionsstätten und Vertriebsniederlassungen in allen europäi-
schen Ländern gehört die Tochtergesellschaft der Uralita-Gruppe zu den stärksten Unternehmen
im Dämmstoffbereich in Europa.
3 Junges Unternehmen mit langer Tradition. URSA wurde im Jahr 2002 als Tochtergesell-
schaft der spanischen Uralita Gruppe gegründet. Basis für Produktion und Vertrieb war zunächst
die von PFLEIDERER übernommene Dämmstofftechnik. Wenig später wurde durch die Fusion mit
Poliglas Dämmsysteme ein weiterer entscheidender Wachstumsschritt vollzogen. URSA bündelt
damit Leistungsfähigkeit und Know-how zweier führender Unternehmen im Dämmstoffbereich.
Poliglas ist bereits seit 1959 in diesem Marktsegment aktiv und gehört bei extrudiertem Polysty-
rol (XPS) zu den Marktführern in Europa. PFLEIDERER, ein Unternehmen mit über hundertjähriger
4 Tradition, begann erst 1991 mit dem Aufbau einer Dämmstoffsparte. Durch eine Reihe von
Akquisitionen und den Aufbau weiterer Produktions- und Vertriebsstandorte in Deutschland, den
Benelux-Ländern, Osteuropa und Russland erreichte das Unternehmen jedoch rasch eine führen-
de Marktposition.
Der Mutterkonzern. Uralita gehört ebenfalls zu den Traditionsunternehmen Europas. Das bör-
sennotierte Unternehmen mit Sitz in Madrid wurde bereits 1910 gegründet. Mit 70 Produktions-
stätten und einem Vertriebsnetz in 23 Ländern erwirtschaftet Uralita einen Umsatz von über
einer Milliarde Euro. Die sechs Baustoffsparten und die Chemiesparte der Gruppe sind vor allem
in Europa, aber auch in Nord- und Südamerika aktiv. Im spanischen Markt ist Uralita mit seinen
bekannten Marken durchgängig Marktführer oder zumindest die Nummer Zwei.
1 Section title/pagination (Frutiger Light) size: 9 pt, character spacing 15, fully justified
2 Copy introduction (Frutiger Light) size: 30 pt, character spacing 5, flush left
3 Copy, emphasised (Frutiger Bold) size: 9 pt, line spacing: 5 mm, character spacing 2, flush left
4 Copy (Frutiger Light) size: 9 pt, line spacing: 5 mm, character spacing 2, flush left
02.05 Literature | Product brochure A4 title page
Product brochures are structured like image brochures but to some extent use different design ele-
ments to create clear differentiation. A specific graphic design has been created for each product and this
is positioned bottom right against the URSA ice blue background. Always ensure that it is positioned so
that the design is fully bled at the bottom, leaving sufficient space for the headline and subline. A product
illustration is positioned in the image bar in extreme landscape format (see Basics, image language). The
specific URSA product brand is positioned in the upper white area above the logo.
0 15 210
2 Y
1
3
57
62
Line width: 0,5 mm
127
4 Frutiger Roman 22 pt,

white, flush left
162
172 5 Frutiger Roman 12 pt

6 Frutiger Roman 9 pt
URSA GLASSWOOL®
Glaswolldämmstoffe
für den Hochbau
297

2 Logo width: 40 mm
3 Product brand (Frutiger Bold) size: 18 pt, character spacing 5, flush left
4 Headline (Frutiger Roman) size:22 pt, line spacing:10 mm, character spacing 5, flush left
5 Subline I (Frutiger Roman) size: 12 pt, character spacing 5, flush left
6 Subline II (Frutiger Roman) size: 9 pt, character spacing 5, flush left
02.06 Literature | Product brochure A4 back cover
The back cover uses the same structure as the image brochure but has a different colour distribution.
Additional service addresses can also be added adjacent to the company address.
29
Y
1 2
62
3 www.ursa.de

Carl-Ulrich-Straße 1
D-63263 Neu-Isenburg
4 Telefon +49 (0) 602 3587-0
Telefax +49 (0) 602 3587-112
E-Mail info@ursa.de
www.ursa.de
www.ursa.de
4 Carl-Friedrich-Benz-Straße 46-48
D-04509 Delitzsch
Tel. +49 (0) 602 3587-0
Fax +49 (0) 602 3587-112
E-Mail info@ursa.de
Fax +49 (0) 34202 85-500
www.ursa.de
Kundencenter Wesel
D-46485 Wessel
Fax +49 (0) 281 8950-111
D-04509 Delitzsch
Fax +49 (0) 34202 85-500
Kundencenter Wesel
D-46485 Wessel
Fax +49 (0) 281 8950-111

2 Logo width: 29 mm
3 Web address (Frutiger Roman) size: 16 pt, character spacing 5, flush left
4 Adresse (Frutiger Roman) size: 9 pt, line spacing: 5 mm, character spacing 5, flush left
02.07 Literature | Product brochure A4 inside pages
The inside pages are designed to provide the required effective transfer of information. The text has a
closer line spacing than the image brochure. The structure and content layout can use the colour fonts
from the URSA colour climate (URSA logo colours and colours from the secondary colour climate, group 1).
The more content a page has to contain, the fewer the design elements.
02 • Rubriktitel URSA GLASSWOOL® Rubriktitel • 03
02 • Rubriktitel
Dies ist eine kurze Bildunter-

schrift. Saptet geramme heraf
leift, wodauf legienne Karalio
kleche. Eras velle Presignante
Hier steht eine kurze sur haun termi.
einleitende Headline zum

Thema Ursa Glasswool.
Dies ist eine Headline
Kisuaeli antux in weimi kameran Populario falst, Quol damnarin Tropi zu klenne perdi Utilira
regau socht mol sunt. Her mitant dur Wolche to illemit drusi puzen, um brackl jaun utten.
Rumber olst gumme Placke on ofen heiritate us. Janera als Gastuv lost ette suber, brastet
|| I N HALT |||||||||||||||||||||||||||||||||||||||||||| Alstra geratet. Saptet geramme Dor heraf lei, wodauf legienne Karalion kleche.
Kisuaeli antux in weimi 04 – 05 Eras velle Presignante sur haun termi. Manistra gerude sat Orelie drusi antuxa jemande, alstar
Populario falst 06 – 07 untere Berlanter per brack ette darober tur. Kisuaeli antux in weimi kameran Populario falst,
Quol damnarin Tropi 08 Quoltw damnarin Tropi zu klenne perUtilira regau socht mol sunt. Hernt mitant dur Wolche to
Utilira regau socht mol sunt 09 illemit drusi puzen, um brack jaun utten. Rumber olst gummen Placke on ofen heiritate us.
Wolche to illemit drusi 10 – 11 Janera als Gastuv lost suber, brastet Alstra geratet. Saptet geramme Dor heraf lei, wodauf
Gastuv lost suber 12 legienne Karalio kleche. Eras velle Presignante surman haun termi.
Alstra geratet Saptet 13 – 15
Karalio kleche Eras velle 16 – 17 Manistra gerude sat Orelie drusi antux jemande, alstar Berlanter per mun brack ette darober
Presignante sur haun termi 18 tur. Kisuaeli antux in weimi, Loster kameran Populario falst, Quol vorde damnarin. Tropi zu
Manistra hin gerude 19 – 21 klenne per Utilira regau, socht molter sunt. Her mitant dur Wolche to illemit, drusipte puzen,
um brack jaun utten. Rumber olst Loft gumme Placke on ofen, Lostera heiritate us. est socht
mol sunt. Her mitant dur Wolche to illemit drusi puzen, um Wolbrackstedter jaun leist utten.
Janera als Gastuv lost suber, et brastet Alstra geratet.
06 • Rubriktitel URSA GLASSWOOL® Rubriktitel • 07
EnEV: Steildach-Dämmung EnEV: Geschossdecken-Dämmung
N E U BAU N E U BAU
Empfohlener Aufbau 1. Berlanter per brackette darober Empfohlener Aufbau 1. Berlanter per brackette darober
2. Kisuaeli antux in weimi kameran 2. Kisuaeli antux in weimi kameran
3. Populario falst, Quoltw damnarin 3. Populario falst, Quoltw damnarin
4. Tropi zu klenne perUtilira regau
erreichter U-Wert 6)
0,17 W/(m2·K) 5. Hernt mitant dur Wolche to illemit
Heizölverbrauch pro m2 Dachfläche 1,6 l/Jahr3) erreichter U-Wert 6)

0,17 W/(m2·K)
CO2-Ausstoß pro m2 Dachfläche 3,5 kg/Jahr3)5) Heizölverbrauch pro m2 Dachfläche 1,6 l/Jahr3)
CO2-Ausstoß pro m2 Dachfläche 3,5 kg/Jahr3)5)
ALTBAU
Empfohlener Aufbau 1. Berlanter per brackette darober ALTBAU
2. Kisuaeli antux in weimi kameran Empfohlener Aufbau 1. Berlanter per brackette darober
3. Populario falst, Quoltw damnarin 2. Kisuaeli antux in weimi kameran
0,17 W/(m2·K) 4. Populario falst, Quoltw damnarin
3)
Heizölverbrauch pro m Dachfläche2
1,6 l/Jahr erreichter U-Wert 6)
0,17 W/(m2·K)
CO2-Ausstoß pro m2 Dachfläche 3,5 kg/Jahr3)5)
SAN I E R U N G SVO R S C H L AG Anforderung der EnEV: U ≤ 0,30 W/(m2·K)

SAN I E R U N G SVO R S C H L AG
Empfohlener Aufbau 1. Berlanter per brackette darober Empfohlener Aufbau 1. Berlanter per brackette darober
2. Kisuaeli antux in weimi kameran 2. Kisuaeli antux in weimi kameran
3. Populario falst, Quoltw damnarin 3. Populario falst, Quoltw damnarin
0,17 W/(m2·K) 5. Populario falst, Quoltw damnarin
3)
Heizölverbrauch pro m Dachfläche2
1,6 l/Jahr erreichter U-Wert 6)
0,17 W/(m2·K)
Her mitant dur Wolche to illemit drusi puzen, um Wolbrack jaun leist utten. Rumber olst gumme Placke on ofen, för CO2-Ausstoß pro m2 Dachfläche 3,5 kg/Jahr3)5)
heiritate us. Janera als Gastuv lost suber, ette brastet Alstra geratet. Saptet Berlanter per brack ette darober tur.
Kisuaeli antux damnarin gei Tropi zu klenne per Utilira regau socht mol sunt. Her mitant dur Wolche, to illemit lo
drusi puzen, um brack jaun utten. Rumber olst, maht gumme Placke, on ofen estheiritate us. Janera als Gastuv lost Her mitant dur Wolche to illemit drusi puzen, um Wolbrack jaun leist utten. Rumber olst gumme Placke on ofen, för
suber, brastet Alstra geratet. Saptet geramme Dor heraf lei, her wodauf res legienne Karalio kleche. Eras velle Pre- heiritate us. Janera als Gastuv lost suber, ette brastet Alstra geratet. Saptet Berlanter per brack ette darober tur.
signante sur haun termi. Manistra sunte geude satonen. Orelie drusi antux jemande, alstar Berlanter per brack ette, Kisuaeli antux damnarin gei Tropi zu klenne per Utilira regau socht mol sunt. Her mitant dur Wolche, to illemit lo
darober turun. Kisuaeli antuxinsept weimi kameran Populario falst, Quol damnarin Tropi zu klenne perde Utilira drusi puzen, um brack jaun utten.
regau socht mol sunt.
02.07 Literature | Product brochure A4 inside pages
14,8 0 15
17 02 • Rubriktitel URSA GLASSWOOL® 1 Rubriktitel • 03
19,5
Frutiger Roman 7,5 pt, weiß.

Bildunterschrift. Saptet
geramme heraf leift, wodauf
Frutiger Roman 16 pt, 4 legienne Karalio kleche. Eras
2 velle Presignante sur haun

termi.
weiß, linksbündig
Frutiger Light 9 pt, schwarz, linksbündig. kameran Populario falst, Quol damnarin Tropi zu
klenne perdi Utilira regau socht mol sunt. Her mitant dur Wolche to illemit drusi puzen, um
brackl jaun utten. Rumber olst gumme Placke on ofen heiritate us. Janera als Gastuv lost ette
|| I N HALT |||||||||||||||||||||||||||||||||||||||||||| suber, brastet Alstra geratet. Saptet geramme Dor heraf lei, wodauf legienne Karalion kleche.
6
Frutiger Roman 9 pt 04 – 05 Eras velle Presignante sur haun termi. Manistra gerude sat Orelie drusi antuxa jemande, alstar
Populario falst 06 – 07 untere Berlanter per brack ette darober tur. Kisuaeli antux in weimi kameran Populario falst,
Quol damnarin Tropi 08 Quoltw damnarin Tropi zu klenne perUtilira regau socht mol sunt. Hernt mitant dur Wolche to
Utilira regau socht mol sunt 09 5 illemit drusi puzen, um brack jaun utten. Rumber olst gummen Placke on ofen heiritate us.
Wolche to illemit drusi 10 – 11 Janera als Gastuv lost suber, brastet Alstra geratet. Saptet geramme Dor heraf lei, wodauf
7 Gastuv lost suber 12 legienne Karalio kleche. Eras velle Presignante surman haun termi.
Alstra geratet Saptet 13 – 15
Karalio kleche Eras velle 16 – 17 Manistra gerude sat Orelie drusi antux jemande, alstar Berlanter per mun brack ette darober
Presignante sur haun termi 18 tur. Kisuaeli antux in weimi, Loster kameran Populario falst, Quol vorde damnarin. Tropi zu
Manistra hin gerude 19 – 21 klenne per Utilira regau, socht molter sunt. Her mitant dur Wolche to illemit, drusipte puzen,
um brack jaun utten. Rumber olst Loft gumme Placke on ofen, Lostera heiritate us. est socht
mol sunt. Her mitant dur Wolche to illemit drusi puzen, um Wolbrackstedter jaun leist utten.
Janera als Gastuv lost suber, et brastet Alstra geratet.
1 Section title/pagination (Frutiger Roman) size: 9 pt, character spacing 15, fully justified
2 Headline I (Frutiger Roman) size: 16 pt, line spacing: 10 mm, character spacing 5, flush left
3 Headline II (Frutiger Roman) size: 16 pt, line spacing: 10 mm, character spacing 5, flush left
4 Legend (Frutiger Light) size: 7,5 pt, line spacing: 4 mm, character spacing 5, flush left
6 Contents (Frutiger Black) size: 9 pt, character spacing 15
7 Body text (Frutiger Roman) size: 9 pt, line spacing: 5 mm, character spacing 5, flush left
02.08 Literature | Brochure in DIN long, title page and back cover
DIN long brochures are used for special purposes, such as product launches and product information
updates. They can also be used for a product range overview at trade fairs. Do remember that important
product information must always be given in the form of A4 brochures as they allow sufficient space for
the presentation of complex content. The user can also store all information of use to him in a file.
10 65
2 1
Y
40 3 URSA GLASSWOOL ®
45
Line width: 2 mm
Line width: 0.5 mm
84
4
4 Frutiger Roman 20 pt,

5
URSA GLASSWOOL
®
5 white, flush left
Glaswolldämmstoffe
für den Hochbau


2 Logo width: 25 mm
3 Product brand (Frutiger Bold) size: 11 pt, character spacing 5, flush left
4 Headline (Frutiger Roman) size: 20 pt, line spacing: 10 mm, character spacing 5, flush left
5 Subline I (Frutiger Roman) size: 11 pt, line spacing: 8 mm, character spacing 5, flush left
6 Subline II (Frutiger Roman) size: 8 pt, line spacing: 5 mm, character spacing 5, flush left
02.08 Literature | Brochure in DIN long, title page and back cover
13
1 Y
2
45
3 www.ursa.de 80
4 84

5 4 D-63263 Neu-Isenburg
5 Telefon +49 (0) 602 3587-0
Telefax +49 (0) 602 3587-112
E-Mail info@ursa.de
www.ursa.de
www.ursa.de

Telefon +49 (0) 602 3587-0
Telefax +49 (0) 602 3587-112
E-Mail info@ursa.de
www.ursa.de
1 Logo positioning x/y axis: 22/32mm

2 Logo width: 25 mm
3 Web address (Frutiger Roman) size: 12 pt, character spacing 5, flush left
4 Adress (Frutiger Roman) size: 8 pt, line spacing: 5 mm, character spacing: 5, flush left
02.09 Literature | Brochure in DIN long, inside pages
The inside pages of DIN long brochures are similar in design to the A4 brochures. The number of design
elements such as photos and colourways should be used in proportionately smaller dimensions to suit the
format.
®
URSA GLASSWOOL
Frutiger Roman 16 pt
white, flush left
Kisuaeli antux in weimi.
Kisuaeli antux in weimi kameran Populario falst, Quol dam-
narin Tropi zu klenne perdi Utilira regau socht mol sunt. Her
mitant dur Wolche to illemit drusi puzen, um brackl jaun
utten. Rumber olst gumme Placke on ofen heiritate us.
Janera als Gastuv lost ette suber, brastet Alstra geratet.
Saptet geramme Dor heraf lei, wodauf legienne Karalion
kleche.
Quol damnarin Tropi zu klenne perdi Utilira regau socht mol

sunt. Her mitant dur Wolche to illemit drusi puzen, um
brackl jaun utten. Rumber olst gumme Placke on ofen heiri-
tate us. Janera als Gastuv lost ette suberKisuaeli antux in
weimi kameran Populario falst, Quol damnarin Tropi zu
klenne perdi Utilira regau socht mol sunt. Her mitant dur
Wolche to illemit drusi puzen, um brackl jaun utten. Rumber
olst gumme Placke on ofen heiritate us.
URSA GLASSWOOL®
Frutiger Roman 7,5 pt das ist eine

Bildunterschrift. Lorum
Quol damnarin selbogu besin
kariculum sebsis. Mensa vestibu.
kleche Rumber olst gumme Placke.
Quol damnarin Tropi zu klenne perdi Utilira regau socht mol Quol damnarin Tropi zu klenne perdi Utilira regau socht mol
sunt. Her mitant dur Wolche to illemit drusi puzen, um sunt. Her mitant dur Wolche to illemit drusi puzen, um
brackl jaun utten. Rumber olst gumme Placke on ofen heiri- brackl jaun utten. Rumber olst gumme Placke on ofen heiri-
tate us. Janera als Gastuv lost ette suberKisuaeli antux in tate us. Janera als Gastuv lost ette suberKisuaeli antux in
weimi kameran Populario falst, Quol damnarin Tropi zu weimi kameran Populario falst.
Wolche to illemit drusi puzen, um brackl jaun utten. Rumber Quol damnarin Tropi zu klenne perdi Utilira regau socht mol
olst gumme Placke on ofen heiritate us. sunt. Her mitant dur Wolche to illemit drusi puzen, um
Rumber olst gumme Placke on ofen heiritate us. Janera als tate us.Quol damnarin Tropi zu klenne perdi Utilira regau
Gastuv lost ette suberKisuaeli antux in weimi kameran socht mol sunt. Her mitant dur Wolche to illemit drusi
Populario falst, Quol damnarin Tropi zu klenne perdi Utilira. puzen, um brackl jaun utten. Rumber olst gumme Placke.
02.09 Literature | Brochure in DIN long, inside pages
10
10
white, flush left
Kisuaeli antux in weimi.
15
kleche.
Quol damnarin Tropi zu klenne perdi Utilira regau socht mol

4 sunt. Her mitant dur Wolche to illemit drusi puzen, um
tate us. Janera als Gastuv lost ette suberKisuaeli antux in
weimi kameran Populario falst, Quol damnarin Tropi zu
Wolche to illemit drusi puzen, um brackl jaun utten. Rumber
olst gumme Placke on ofen heiritate us.
200
1 Product brand (Frutiger Bold) size: 11 pt

2 Headline I (Frutiger Roman) size: 16 pt, line spacing: 10 mm, character spacing 5, flush left
3 Headline II (Frutiger Roman) size: 16 pt, line spacing: 10 mm, character spacing 5, flush left
02.10 Literature | Tables and graphics
The purpose of tables and graphics is to inform, so they should be as simple and clear as possible.
They always have a header containing an explanatory title. Graphics and tables basically use screens of the
URSA corporate colour ice blue, but in complex graphics additional colours from the URSA secondary
colour climate can be used.
Frutiger Roman 8.5 pt flush left
1
6)
erreichter U-Wert 0,17 W/(m2·K)
2 Heizölverbrauch pro m2 Dachfläche 1,6 l/Jahr3)
3 Her mitant dur Wolche to illemit drusi puzen, um Wolbrack jaun leist utten. Rumber olst gumme
Placke on ofen, för heiritate us. Janera als Gastuv lost suber, ette brastet Alstra geratet. Saptet
Berlanter per brack ette darober tur. Kisuaeli antux damnarin gei Tropi zu klenne per Utilira
regau socht mol sunt.
4 Frutiger Roman 8.5 pt flush left
Blindtext 1. Segment 10 % 5
Blindtext 2. Segment 13 %
Headline Frutiger Roman 8.5 pt, character spacing +2

Subline Frutiger Roman 7 pt, character spacing +2
1.500
6 1.000
500
2001 2002 2003 6 2004
3 Marginal text 1 Marginal text 2

02.10 Literature | Tables and graphics
Headline Frutiger Roman 8.5 pt, character spacing

Subline Frutiger Roman 7 pt, character spacing +2
2002 2003 2004

Frutiger Light 7 pt 13,5 13,5 13,5
LW +2, Zeilenabstand 4 mm 5,6 5,6 5,6
Frutiger Roman 7 pt 53,2 53,2 53,2
Additional text for tables and graphics are set in Frutiger Light 7 pt, line spacing
4 mm, text set within graphics in Roman in URSA ice blue dark.
Frutiger Roman 8.5 pt flush left
1.000
800
600
400
200
2001 2002 2003 2004
Marginal text 1 Marginal text 2
1 Frutiger Light size: 9 pt, line spacing: 5 mm, character spacing +2

2 Frutiger Roman size: 9 pt, line spacing: 5 mm, character spacing +2
3 Frutiger Roman size: 6.5 pt, line spacing: 3 mm, character spacing +2
4 Frutiger Roman size: 8.5 pt, line spacing: 5 mm, character spacing +2
5 Frutiger Light size: 7 pt, character spacing +2
6 Frutiger Roman size: 7 pt, character spacing +2
02.11 Literature | Illustrations
Currently the existing illustrations are used. There are plans to develop a new design for the illustrations.
On completion of this development, this section of the manual will be extended. It is important that illus-
trations should be created in a clear, graphic style and that the colours should be in accordance with the
URSA colour climate.
URSA Corporate Design 04 Packaging
04.01 URSA GLASSWOOL Panel
04.02 URSA GLASSWOOL Roll and Box
04.03 URSA XPS Foil
04.04 URSA Sample Box
This section of the manual shows examples of packaging design for URSA GLASSWOOL and URSA XPS.
Any future packaging design and dimensions should be in accordance with the design illustrated and
should only be adapted to meet dimensions or technical requirements. Any new packaging design must
be approved by International Marketing.
04.01 Packaging | URSA GLASSWOOL Panel
The film packaging for the glass wool is a white plastic film, printed in two colours in the URSA corpor-
ate colours. The URSA logo with the product addition URSA Glasswool is printed as large as the packaging
dimensions will allow, either horizontal or vertical, depending on the packaging machines. Safety picto-
grams, texts and quality logos are designed in URSA ice blue and positioned in meaningful groups. The
aim is to create packaging which is well designed, clear and informative.
shrinking area
technical information
design / logo
URSA GLASSWOOL®
URSA GLASSWOOL®
URSA GLASSWOOL®
URSA GLASSWOOL®
URSA GLASSWOOL®
URSA GLASSWOOL®
shrinking area
Glasswool Panel
shrinking area
URSA GLASSWOOL® URSA GLASSWOOL® URSA GLASSWOOL®
design / logo
shrinking area
Glasswool Panel Package

04.02 Packaging | URSA GLASSWOOL Roll and Box
On the glass wool roll packaging the brand name is always vertical to the packaging. There is also card-
board packaging for glass wool. It is also white or natural coloured. Whatever the background colour of
the cardboard packaging it is always printed in URSA corporate colours.
shrinking area
design / logo
URSA GLASSWOOL®
URSA GLASSWOOL®
URSA GLASSWOOL®
URSA GLASSWOOL®
URSA GLASSWOOL®
URSA GLASSWOOL®
shrinking area
Glasswool roll
Front page Spine
URSA GLASSWOOL®
URSA GLASSWOOL®
Glasswool Carton Box

04.03 Packaging | URSA XPS Foil
URSA XPS is packed in foil. Unlike the URSA GLASSWOOL it is coloured yellow. The printing is in the
URSA corporate colours just as in the case of the glass wool. The logo is displayed as large as possible
within the print area, once or twice depending on the width.
URSA XPS ®
URSA XPS ®
XPS 700 packaging

URSA XPS®
URSA XPS®
URSA XPS®
URSA XPS®
XPS 1300 packaging

04.03 Packaging | URSA Sample Box
There is a sample box containing product samples is available for use at Point of Sale and for promo-
tions and trade fairs. The box is purpose-designed and more elaborate than the product packaging. It is
reclosable. The window enables the product to be seen.
Hier steht ein guter Blindtext.

Über das innovative Produkt
und seine ganzen Leistungen
URSA Corporate Design 05 Corporate Stationery
05. 01 Letterheads and follow-on sheets
05. 02 Fax
05. 03 Business card
05. 04 DIN long envelope
05. 05 DIN C4 envelope
05. 06 Memo
05. 07 Greetings card
05. 08 Press folder
05. 09 Address label
05. 10 Word template
05. 11 PowerPoint template
05. 12 Paper
This section presents the URSA business stationery and the Word templates for use with it. Please note
than in some countries other DIN formats are used and in these cases the design will require adapting to
suit the formats.
The PowerPoint templates are important as PowerPoint is an invaluable aid in presentations both internally
and externally.
05.01 Corporate Stationery | Letterheads and follow-on sheets
Letterheads and follow-on sheets are printed with the URSA logo in the URSA corporate colours and
also have the sender details at the foot of the letter and in the window line. Word templates for letterheads
and follow-on sheets are available and can be localised, i.e. adapted for local use in the different countries.
0 25 159 191 210
50 URSA International GmbH · Carl-Ulrich-Straße 4 · 63263 Neu-Isenburg · Germany
Einschreiben
60
Musterbetrieb GmbH
Manfred Mustermann
Abt. Beispielabteilung
Beispielstraße 241b
12345 Musterstadt
Deutschland
105
Unser Zeichen Ihr Gesprächspartner Telefon / Telephone Telefax / Fax Datum
our ref. your correspondent (06102) 35 87- (06102) 35 87- Date
ABS_12 Melvin Mustermann 123 114 15.12.2004
Die Betreffzeile als Blindtext zur Veranschaulichung, Arial Bold 11 pt
Sehr geehrte Damen und Herren,

148
wir senden ihnen diesen von Hand gesetzten Blindtext. Bitte lesen sie ihn aufmerksam durch. Bei
Fragen wenden sie sich bitte an ihren Blindtexter. Diese Texte bestechen durch ihre inhaltliche
Tiefe und Prägnanz. Blindtexter werden in drei Jahren ausgebildet. Sie durchlaufen dabei
zahlreiche Stationen. So beginnt ein junger Texter zunächst mit der Arbeit am einzelnen Buchstaben.
Erst nach einigen Monaten werden erste Blindtexte formuliert.
Wenn sie sich für die Arbeit eines Blindtexters interessieren, besuchen sie doch die Blime. Das ist die
Blindtextermesse in Bad Homburg. Dort treffen sie interessante Persönlichkeiten aus aller Welt.
Verwenden sie den Blindtext bitte nur für den internen Gebrauch.
Mit freundlichen Grüßen
Melvin Mustermann
Musterfunktion
270
URSA International GmbH · Carl-Ulrich-Straße 4 · 63263 Neu-Isenburg · Germany · Tel. +49 (0) 61 02 35 87-0 · Fax +49 (0) 61 02 35 87-112
280 Sitz: Neu-Isenburg · Amtsgericht Offenbach am Main HRB 40256 · Geschäftsführer: Frank Wojtalewicz (Vorsitzender)
www.ursa-online.com
297
Window line (Frutiger Light) size: 6.5 pt

Re: (Arial Bold) size: 11 pt, line spacing 10 mm, character spacing 2, flush left
Body of letter (Arial) size: 10 pt, line spacing 5 mm, character spacing 2, flush left,
emphasis within the letter in Arial Bold
Sender (Frutiger Roman) size: 6.5 pt, line spacing: 3.5 mm, character spacing 3
All dimensions in mm.

05.02 Corporate Stationery | Fax
The fax template is structured as a Word template and all the elements on the template are printed on
the office printer on plain paper.
0 25 60 159 191 210
Fax
z.H. attn. Manfred Mustermann

Firma Company Musterbetrieb GmbH
Fax (0000) 000000-00
von from Melvin Mustermann
International Marketing
Telefon Phone (0000) 000000-00

Fax (0000) 000000-00
e-mail melvin.mustermann@ursa.de
Datum Date 00.00.0000
Seiten Pages 1
Die Betreffzeile als Blindtext zur Veranschaulichung, Arial Bold 11 pt
Sehr geehrte Damen und Herren,
wir senden ihnen diesen von Hand gesetzten Blindtext. Bitte lesen sie ihn aufmerksam durch. Bei
Fragen wenden sie sich bitte an ihren Blindtexter. Diese Texte bestechen durch ihre inhaltliche
Tiefe und Prägnanz. Blindtexter werden in drei Jahren ausgebildet. Sie durchlaufen dabei
zahlreiche Stationen. So beginnt ein junger Texter zunächst mit der Arbeit am einzelnen Buchstaben.
Erst nach einigen Monaten werden erste Blindtexte formuliert.
Wenn sie sich für die Arbeit eines Blindtexters interessieren, besuchen sie doch die Blime. Das ist die
Blindtextermesse in Bad Homburg. Dort treffen sie interessante Persönlichkeiten aus aller Welt.
Verwenden sie den Blindtext bitte nur für den internen Gebrauch.
Mit freundlichen Grüßen
Melvin Mustermann
Musterfunktion
270
URSA International GmbH · Carl-Ulrich-Straße 4 · 63263 Neu-Isenburg · Germany
Tel. +49 (0) 61 02 35 87-0 · Fax +49 (0) 61 02 35 87-112
280
297
Address details (Arial) size: 10 pt, line spacing 2, flush left

Re: (Arial bold) size: 11 pt, line spacing 10 mm, font spacing 2, flush left
Body text of letter (Arial) size: 10 pt, line spacing 5 mm, character spacing 2, flush left

05.03 Corporate Stationery | Business card
The business card is printed in two colours. The front is used for personal details and the URSA logo is
on the back as a decorative element. The text is set in two blocks, the positioning of the blocks can be
seen from the example below. In addition to the number of lines shown in the example, the left block
could accommodate a further two lines and the right block a further one line.
0 6 46 56 76 85
16
Maximilian Mustermann
25 Musterabteilung
28
31
URSA International GmbH Tel. +49 (0) 6102 35 87-0
Carl-Ulrich-Straße 4 Fax +49 (0) 6102 35 87-112
37
63263 Neu-Isenburg Mobile +49 (0) 173 3 05 57 64
Germany maximilian.mustermann@uralita.com
www.ursa-online.com
55
0 62 74 85
28
55
Name (Frutiger Roman) size: 9 pt, character spacing 3

Function (Frutiger Roman) size: 6.5 pt, character spacing 3
Adress (Frutiger Roman) size: 6.5 pt, line spacing 3 mm, character spacing 3

05.04 Corporate Stationery | DIN long envelope
DIN long format envelopes are available in plain and window versions. They are printed in the URSA
corporate colours.
0 20 52
17
34
47 URSA International GmbH

63263 Neu-Isenburg
Germany
Sender (Frutiger Light) size: 8 pt, line spacing 4 mm, character spacing 4

05.05 Corporate Stationery | DIN C4 envelope
DIN C4 format envelopes are available in plain and window versions. They are printed in the URSA
corporate colours.
0 20 52
20
37

63263 Neu-Isenburg
Germany
0 20 52
17
35
05.06 Corporate Stationery | Memo
The memo is used for sending with documentation which does not require further explanation. There is
no Word template for memos as they are hand written.
0 25 50 115 210
Ku rz mi t t ei l u n g
zur Kenntnisnahme zur Prüfung mit Dank zurück

24
zum Verbleib Rückruf Erledigung
URSA International GmbH · Carl-Ulrich-Straße 4 · 63263 Neu-Isenburg · Germany
93
URSA International GmbH · Carl-Ulrich-Straße 4 · 63263 Neu-Isenburg · Germany · Tel. +49 (0) 6102 35 87-0 · Fax +49 (0) 6102 35 87-112 · www.ursa-online.com
Window line (Frutiger Light) size: 6.5 pt, character spacing 3

Sender (Frutiger Roman) size: 7 pt, line spacing 3.5 mm, character spacing 2
1 Memo (Frutiger Roman) size: 12 pt, character spacing 31

2 Note etc. (Frutiger Light) size: 9 pt, line spacing 6 mm, font spacing 5

05.07 Corporate Stationery | Greetings card
The greetings card is used for short personal messages and is personally signed.
0 25 171 196 210
24
93
URSA International GmbH · Carl-Ulrich-Straße 4 · 63263 Neu-Isenburg · Germany · Tel. +49 (0) 6102 35 87-0 · Fax +49 (0) 6102 35 87-112 · www.ursa-online.com
100
0 167 189 210
47
57
105
05.08 Corporate Stationery | Press folder
The press folder is used for sending press materials, but also for transmitting information to other target
groups and at trade fairs and events. As it specifically represents the company image it is finely designed
and sports the URSA bear motif on the inside.
0 81 425 453 490

63263 Neu-Isenburg
Germany
Tel. + 49 (0) 61 02 35 87-0
Fax + 49 (0) 61 02 35 87-112
140 www.ursa-online.com
305
0 272 490
157
305
355
05.09 Corporate Stationery | Address label
Zweckform address labels (No 3425) white, unprinted, are used for envelopes printed with the URSA
logo and the company address. The address labels below are used on all other envelopes and packets.
They are printed in the URSA corporate colours and use the same format as the Zweckform labels.
0 8 28 105
20 Musterbetrieb Beispiel
Manfred Mustermann
Beispielstraße 241 b
12345 Musterstadt
Deutschland
45
51 URSA International GmbH · Carl-Ulrich-Straße 4 · 63263 Neu-Isenburg · Germany
57
Sender (Frutiger Roman) size: 7 pt, character spacing 2

05.10 Corporate Stationery | Word template
There are Word templates for all the items below. They are normally printed in mono on the normal
office paper. If any of these items are to be printed on URSA headed paper or follow-on sheets, simply
select the URSA logo on screen and delete it.
Agenda | Spring Meeting 2004

Date: Tuesday, May 3rd 2004
Time: 09:00 - 15:45
Location: Neu-Isenburg, Conference Room C
Participants: Mr. Frank, Mrs. Bounot-Roiers, Mr. Kline, Mr.

Hubertus, Mr. Bao, Mr. Rodriguez
Issues: Speaker: Time:
Blindtext relevant Facts
Blindtext of Engineering Melvin Mustermann 11:00 - 11:30
Blindtext of Sales 2004 in Eastern Europe Marta Muster 13:00 - 13:30
Blindtext Product Engineering Melvin Mustermann 14:00 - 15:30
Blindtext, URSA Divisional Headquarters charges Marta Muster 13:00 - 13:30

reinvoicing to HQ from som subsidiaries
Lunch Break 13:00 - 13:30
Blindtext in general
Blindtext of Engineering Melvin Mustermann 11:00 - 11:30
Blindtext of Sales 2004 in Eastern Europe Marta Muster 13:00 - 13:30
Blindtext Product Engineering Melvin Mustermann 14:00 - 15:30
Blindtext, URSA Divisional Headquarters charges Marta Muster 13:00 - 13:30

reinvoicing to HQ from som subsidiaries
Agenda
Minutes | Spring Meeting 2004

Time: 09:00 - 15:45
Participants: Mr. Frank, Mrs. Bounot-Roiers, Mr. Kline, Mr. Hubertus,

Mr. Bao, Mr. Rodriguez
Assistants: Mr. Muster, Mrs. Muster
Issues: Responsible: Until:
Blindtext of this Blindtext

Lesen Sie diesen Text aufmerksam durch. Er wird Sie durch seine
inhaltliche Tiefe überzeugen. Blindtexte werden von Hand gesetzt.
Ein Blindtexter wird in dreieinhalb Jahren zum staatlich anerkannten
Blindtexter ausgebildet. Eine Meisterprüfung kann nach 5 Berufs-
jahren abgelegt werden. Melvin Mustermann 08.06.
Blindtext is a nice tool

jahren abgelegt werden. Bitte verwenden Sie nur geprüfte Blindtexte.
Dieser Text soll dreimal täglich gelesen werden. Blindtexte werden von
Hand gesetzt. Ein Blindtexter wird in dreieinhalb Jahren zum staatlich
anerkannten Blindtexter ausgebildet. Eine Meisterprüfung kann nach
5 Berufsjahren abgelegt werden. Bitte verwenden Sie nur geprüfte
Blindtexte.Dieser Text soll dreimal täglich gelesen werden. Marta Mustermann 10.06.
Blindtext of this Blindtext

jahren abgelegt werden. Melvin Mustermann 08.06.
Minutes
05.10 Corporate Stationery | Word template
New Appointment
To: Mr. Mustermann
From: Mrs. Musterfrau
Subjekt
New Appointment
Internal Communication
To: Mr. Mustermann
From: Mrs. Musterfrau
Subjekt
Internal
Communications
05.11 Corporate Stationery | PowerPoint template
The PowerPoint template contains the typographic styles, colours and examples for creating slides, graphics
and tables.
Bienvenido
Willkommen
Welcome
Title page
05.11 Corporate Stationery | PowerPoint template
Der Titel in Arial Bold 28pt

mit Zab 36pt ist max. dreizeilig
Verfassername in Arial Regular 18pt

Ort und Datum mit Zeilenabstand 26pt
Folie 28 ||| Titel der Präsenta tion ||| Referent Name ||| 04. Febr uar 2004
Headline des Präsentationscharts

URSA GLASSWOOL®
Headline des Präsentationscharts
Zweite Gliederungsebene: Subheadline Arial Bold 18pt

Dritte Gliederungsebene: Copytext in Arial Regular 18pt, Zeilenabstand 26pt, die maximale
Satzbreite beträgt 260mm. Der Satz ist immer linksbündig. Es folgt Blindtext zur Verdeutlichung
des Schriftbildes. Quol damnarin Tropi zu klenne perdi Utilira regau socht mol sunt. Her mitant
dur Wolche to illemit drusi puzen, um brackl jaun utten. Rumber olst gumme Placke on ofen
heiritate Placke on ofen heiritate us.
• Vierte Gliederungsebene in Arial Regular 18pt, Zeilenabstand 28pt, aber der Text
wird um 10 mm eingezogen. Es folgt Blindtext zur Verdeutlichung des Schriftbildes.
• Quol damnarin Tropi zu klenne perdi Utilira regau socht mol sunt. Her mitant dur Wolche
to illemit drusi puzen, um brackl jaun utten. Rumber olst gumme damnarin Tropi zu klenne.
– Fünfte Gliederungsebene in Frutiger Regular 18pt, Zeilenabstand 24pt

– Rumber olst gumme damnarin Tropi zu klenne.
Headline des Präsentationscharts Headline des Präsentationscharts
Dritte Gliederungsebene: Copytext in Arial Regular 18pt, Zeilenabstand 26pt, die maximale Neubau
Satzbreite beträgt 260mm. Der Satz ist immer linksbündig. Es folgt Blindtext zur Verdeutlichung Copytext Tabelle....................... 21.234
Arial normal 16 pt........................1.234
des Schriftbildes. Quol damnarin Tropi zu klenne perdi Utilira regau socht mol sunt. Her mitant
Zeilenabstand 22 pt................ 100.234
dur Wolche to illemit drusi puzen, um brackl jaun utten. Rumber olst gumme Placke on ofen Quol damnarin............................ 2.234
heiritate Placke on ofen heiritate us. Wolche to illemit..........................7.234
Headline Arial Bold 18 pt Her mitant dur........................... 11.234
Copytext Tabelle....................... 21.234 Wolche to illemit....................... 32.234
Arial normal 16 pt........................1.234 Placke ofen................................ 5.234
Zeilenabstand 22 pt................ 100.234
Quol damnarin............................ 2.234 Altbau
Wolche to illemit..........................7.234 Copytext Tabelle....................... 21.234
Her mitant dur........................... 11.234 Arial normal 16 pt........................1.234
Wolche to illemit....................... 32.234 Zeilenabstand 22 pt................ 100.234
ScreensFilm: Placke ofen................................ 5.234
Summe in Arial bold 212.234

Quol damnarin............................ 2.234
Wolche to illemit....................... 32.234
Placke ofen................................ 5.234
Fo lie 28 | | | Tit el der P räs ent a t ion | | | Re fe rent N ame | | | 04. Febr uar 2004 Folie 28 | | | Tit el der P räs ent a t ion | | | Refe rent N ame | | | 04. Febr uar 2004
05.12 Corporate Stationery | Paper
Conqueror CX Diamond shall be used for all paper printed with the URSA corporate colours. The
weights are shown in the table below.
Item Format Width/Height g/m2
Letterhead DIN A4 210 x 297 mm 110 g/m2

follow-on sheets DIN A4 210 x 297 mm 110 g/m2
Memo DIN long 210 x 105 mm 110 g/m2
Business card 85 x 55 mm 210 x 297 mm 320 g/m2
Greetings card DIN long 210 x 105 mm 250 g/m2
Press folder to hold A4 220 x 310 mm (closed) 250 g/m2
Address label 105 x 57 mm
URSA Corporate Design 06 Signage
06. 01 Flags
06. 02 Signage outdoor
06. 03 Signage indoor
06. 04 Vehicle fleet
In this section the brand signage is shown using signs and flags.
06.01 Signage | Flags
A special application of the URSA logo has been developed for flags and banners. It works within the
constraints of the format and is designed to be effective from a distance. The URSA logotype with the tag
line Grupo Uralita is taken from the standard version of the logo. The bears are released and positioned to
suit the layout. If it is not possible to fly a number of flags at a particular building, there is an alternative
version of the flag which includes both URSA corporate colours on the one flag.
Outdoor flags
06.02 Signage | Signage outdoors
Outdoor signage can be adapted to suit the particular local requirements. It is a fundamental rule that
the logo is always used in its entirety. Any additional explanatory text such as directions, addresses, etc.
should be clearly separated from the logo, either in ice blue or reversed out in white against an ice blue
background. Examples are shown below.
Signage outdoor
Textzusatz in Frutiger Regular weiß
06.03 Signage | Signage indoors
In most URSA buildings there are office signage systems into which can be inserted paper signs produ-
ced on a colour laser printer. The layout will vary slightly to suit the format.
Name signs should be prepared on a colour laser printer as below.
Marianne Musterfrau
Melvin Mustermann
Merle Musterfrau
Manfred Mustermann
Raum 238
Door sign, indoors
Manfred Mustermann
Musterfunktion
Name sign
06.04 Signage | Vehicle fleet
Truck signage highlights the URSA logo. It is used in the logo form of the URSA logo described in
Section Basics 01. 06 Special applications. Cars display the logo on the sides and the rear.
www.ursa-online.com
Truck
Car
URSA Corporate Design 07 Give aways
07.01 T shirts
07.02 Other examples
This section shows a number of URSA marketing materials.

07.01 Give aways | T shirts
All sorts of design variants can be used for T shirts. In general they should be understated and just use
the logo. Also the bear logo can be used in large format as a decorative element.
T shirt
URS_CD_Manual_11.5._o.A eng qxd 26.05.2004 16:07 Uhr Seite 72
07.02 Give aways | Other examples
Ideally marketing materials and give aways should be relevant in some way to what URSA is about,
e.g. the folding ruler and the knife. Marketing materials must always be high value and high quality. The
logo can be used two colour, but especially in the case of metal items the logo should simply be etched
into the material.
Mug
Bottle opener
Cigarette lighter
Pen
Pencil
Knife
Folding ruler
07.02 Give aways | Other examples
www.ursa-online.com
Bag

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URSA Corporate Design Manual

URSA International GmbH

Logo Colour definition Representation Size Suffix

Format Width/Height Width of logo

URSA logo with bears

don’t The logo must never be distorted.

Main colours URSA red URSA ice blue>

35 % URSA ice blue URSA dark red URSA reddish brown

Secondary colours URSA yellow URSA orange URSA green

Colour definition Special colour CMYK Screen (RGB) Web (Hex)

URSA dark red Pantone 1815 0-100-90-45 120r 31g 28b 78 1F 1C

In the PC context Arial substitutes for Frutiger.

The Frutiger fonts shown here may be purchased from:

Linotype Library GmbH, Du-Pont-Strasse 1, 61325 Bad Homburg

Light abcdefghijklmnopqrstuvwxyz 1234567890

Roman abcdefghijklmnopqrstuvwxyz 1234567890

Bold abcdefghijklmnopqrstuvwxyz 1234567890

Black abcdefghijklmnopqrstuvwxyz 1234567890

Black abcdefghijklmnopqrstuvwxyz 1234567890

URSA is about people, architecture and products.

01.11 Basics | Product brands

URSA product logos Print: INDUSTRY_4c_pos.eps

Print: URSA_Struktur_Wool_4c.eps Print: URSA_Struktur_XPS_4c.eps

Print: URSA_Struktur_SECO_4c.eps Print: URSA_Struktur_Tec_4c.eps

Produktkatalog inkl. Preisliste

URSA SECO® URSA SECO® URSA SECO®

Note: The typographic details relate to QuarkXPress.

Line width: 0.5 mm

Headline of the Imagebrochure

1 Logo positioning x/y axis: 20/44 mm

Note: The typographic details relate to QuarkXPress.

152 Die URSA Service-Hotline

URSA Deutschland GmbH

URSA Deutschland GmbH

1 Logo positioning x/y axis: 33/46 mm

Note: The typographic details relate to QuarkXPress.

12 Qualität und Innovationen Qualität und Innovationen 13

Zertifizierte Qualität. Auf die Qualität von URSA Produkten können

Unser Innovationsversprechen. Auch was bereits gut ist, kann weiter

Kompetent und innovativ

Line width: 0,5 mm

4 Frutiger Roman 22 pt,

172 5 Frutiger Roman 12 pt

1 Logo positioning x/y axis: 20/44 mm

URSA International GmbH

1 Logo positioning x/y axis: 33/46 mm

02 • Rubriktitel URSA GLASSWOOL® Rubriktitel • 03

Dies ist eine kurze Bildunter-

einleitende Headline zum

06 • Rubriktitel URSA GLASSWOOL® Rubriktitel • 07

EnEV: Steildach-Dämmung EnEV: Geschossdecken-Dämmung

Heizölverbrauch pro m2 Dachfläche 1,6 l/Jahr3) erreichter U-Wert 6)

CO2-Ausstoß pro m2 Dachfläche 3,5 kg/Jahr3)5)

CO2-Ausstoß pro m2 Dachfläche 3,5 kg/Jahr3)5)

SAN I E R U N G SVO R S C H L AG Anforderung der EnEV: U ≤ 0,30 W/(m2·K)

17 02 • Rubriktitel URSA GLASSWOOL® 1 Rubriktitel • 03

Frutiger Roman 7,5 pt, weiß.

Frutiger Roman 16 pt, 4 legienne Karalio kleche. Eras

2 velle Presignante sur haun

Line width: 0.5 mm

4 Frutiger Roman 20 pt,

Produktkatalog inkl. Preisliste