desso branding book

The Floor is Yours
OUR
BRANDING BOOK
DESSO BRANDING BOOK
Published by: Desso Corporate Communications
Reproduction in part or in whole of this publication via printing, photocopying, microfilm or any other means,
whether within Desso or externally, is expressly forbidden without the written authorization of the Desso’s
Corporate Communications Department. © Copyright Desso, 2009.
Guardians of the brand
The guidelines set out in this branding manual must be followed by all companies
operating under the Desso name. Companies wishing to use the Desso brand
should consult with the company to ensure plans meet brand standards – which
are in place to ensure maximum brand benefit for all Desso’s associates. For more
specific advice on how to use the Desso brand and brand identifiers please contact:
corporate_communications@desso.com
OUR
VALUES
WHAT MAKES US
GREAT
Standards exist to be improved upon, and the high standards we set in our work
today present us with our challenges for tomorrow. We are determined to offer our
customers the very best possible products, processes, applications and services.
This dedication to excellence makes the company successful, and embraces our
core brand values.
Creativity
Ambition
Flexibility
Cradle to Cradle
CREATIVITY
We are committed to extending the boundaries of what is achievable. We are
constantly striving to create new and improved products and services which
provide even better answers to our customers’ needs.
AMBITION
Desso is a company of enormous drive and ambition. Our strategy is not only to
build and strengthen our current markets but to develop and widen our product
portfolio. We aim to target activities that will increase our profitability and
earnings stability.
FLEXIBILITY
Desso possesses the ability to change – to respond quickly and effectively to
the ever-changing business environment. We remain alert to what our markets
and customers require, and can use our knowledge and resources to take any
required action swiftly and efficiently.
CRADLE TO CRADLE
It has always been important to DESSO to make beautiful, beneficial
products. Now a new dimension of quality is added to this aim:
C2C quality. Under this vision, quality no longer entails merely the
tangible properties of the product, but also its effects on humans
and the environment in the widest sense possible. It also entails the
identity of the company that produced the product. Following are the
details of DESSO’s C2C vision.
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%&440XJMMBEPQUBHFOFSBMHPBMPGQSPHSFTTGPSUIFJNQMFNFOUBUJPOPG$$
It will periodically seek new C2C horizons for its operation as a company and
strive to reach them.
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designed products. No more “using less of the poisonous substances” but
careful choice of good materials that do not harm health or environment,
leaving the carpet with only its benefits, not its guilt issues.
"MMNBUFSJBMXJMMCFOVUSJFOUT1SPEVDUTXJMMCFNBOVGBDUVSFEFOUJSFMZGSPN
materials which can be truly recycled, thus re-entering the technical cycle, or
safely composted, thus re-entering the biological cycle.
1SPEVDUTXJMMCFEFTJHOFEGPSEJTBTTFNCMZ&BTZEJTBTTFNCMZQSFWFOUT contamination of the material streams and facilitates reutilization.
DESSO
CORPORATE IDENTITY
*CLEAR SPACE AREA
An area of clear space must be maintained on all sides of the Desso image logo. To help
designers in implementing this rule, we have constructed a framework for clear space based
on the height of the letters Desso.
REFLECTION OF THE LOGO
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*GSFEJTVTFEJUTIPVMECFFJUIFS1.4PSUIF$.:,
*GQBJOUDPMPVSTBSFVTFEPOMVVTF3"-
6TFUIFUBHMJOFJOCMBDLPS1.4$PPM(SBZ
5IFQSFGFSSFECBDLHSPVOEDPMPVSGPSUIF%FTTPMPHPJTXIJUF
8IFOXIJUFJTOPUQPTTJCMFVTFBCMBDLCBDLHSPVOE
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D
D
Logo in Pantone 179 with
marked clear space*
Tagline in 80% Black or
PMS Cool Gray 10
Logo in CMYK with marked
clear space*
Tagline in 80% Black
Logo in 100% Black and the
tagline in 80% Black
Logo in a black background
and the tagline in White
CLEAR SPACE AND MINIMUM SIZE
.BJOUBJOJOHQSPQFSDMFBSTQBDFQSPUFDUTUIFWJTVBMJEFOUJUZGSPNDPNQFUJUJOHHSBQIJD
elements such as text, photography, or background patterns that may otherwise
divert attention from the signature. The Desso signature can appear in a variety of
sizes depending on the layout and image area, but at some sizes legibility can be
compromised. To protect against this, a minimum size has been established: The
%FTTPMPHPTIPVMEOFWFSCFSFQSPEVDFETNBMMFSUIBODNXJEUI5IJTJTGPSUIF
readability of the Desso tagline.
35mm
2,1mm
.BJOUBJOJOHQSPQFSDMFBSTQBDFGPSFYBNQMFUIF%FTTPMPHPPGNNXJEUIPOB"
paper. And always put the logo at the upper right corner.
10mm
44mm
10mm
DESSO
COLOURS AND
TYPEFACE
REPRODUCING THE COLOURS
Using Desso brand colours
A consistency of colour is important regardless of media – the Desso shade
JT1"/50/&BOEDPMPVSNBUDITIFFUTBSFTVQQMJFEXJUIUIJTHVJEFGPS
easy reference, ensuring the right result every time. It is also imperative that
a consistent colour is carried through all e-media productions and the Desso
shade is faithfully reproduced in all web content and PowerPoint presentations.
DESSO brand colours
CMYK: 0/85/100/0
PANTONE PMS 179
CMYK: 0/80/0/0
DESSO, a Cradle to Cradle company (only in Bold)
CMYK: 95/0/100/0
PANTONE PMS 355
RGB: 0/149/53
PANTONE PMS Cool Gray 10
TYPEFACES
As an international brand Desso is aware of the need for global
consistency in copy in both internal and external publications. For
this reason all company copy should be presented in the Helvetica Neue LT Pro or
Universe typefaces. For internet Arial is suitable.
For extra attention or design possibilities we have the Elca Media Stencil type
font. It contains only the DESSO name and numbers.
DESSO 1234567890
NEW HELVETICA NEUE LT PRO THIN
abcdefghijklmnopqrstuvwxyz
"#$%&'()*+,-./0123456789:;
NEW HELVETICA NEUE LT PRO ROMAN
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
NEW HELVETICA NEUE LT PRO BOLD
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
NEW HELVETICA NEUE LT PRO HEAVY
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
ARIAL
Aa Bb Cc Dd Ee Ff Gg
UNIVERSE
Aa Bb Cc Dd Ee Ff Gg
NEW HELVETICA NEUE LT PRO THIN ITALIC
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
NEW HELVETICA NEUE LT PRO ITALIC
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
NEW HELVETICA NEUE LT PRO MEDIUM ITALIC
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
NEW HELVETICA NEUE LT PRO HEAVY ITALIC
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
USE OF THE CRADLE TO CRADLE LOGO
Below you will find the rules regarding the use of the Cradle to Cradle logo:
t5IF$SBEMFUP$SBEMF® Trademark logo is only for internal use, EPEA has to give their
approval for all special cases in which we want to use this logo externally.
t5IF$SBEMFUP$SBEMF$FSUJmDBUJPONBSLSFMBUFTUP%&440TQSPEVDUDFSUJmDBUJPOBOE
can be used only combined with DESSO’s certified products.
For DESSO in general the following pay off can be used:
DESSO, a Cradle to Cradle company
1.4$.:,3(#
If there are any questions or doubts regarding the use of the Cradle to Cradle logo
QMFBTFDPOUBDU$FOUSBM.BSLFUJOH
THE
WRITTEN WORD
THE WRITTEN WORD
Desso is a company that strives to improve the lives of those with whom we deal.
We want to work with our customers to create solutions to their needs. All our
written communications should reflect this attitude. All written communication should
bolster the Desso brand identity not only with what we are saying but also with how
we are saying it. The following guidelines will ensure that our writing makes the right
impression every time.
Be reader friendly:
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familiar, not uncomfortable to them.
t
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8SJUJOHTIPVMECFDMFBSBOEDPODJTF
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personally.
THINK INSPIRATIONALLY
Think inspirationally:
t
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AXPVMEEPCVUXIBUXFADBOBOEAXJMM
t
$IPPTFXPSETUIBUSFnFDUUIFWJUBMJUZBOEESJWFPGUIFDPNQBOZoVTJOH more verbs than nouns will bring life to the written word.
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the sake of comparison, as they can cause text to jar, and may give the
wrong impression to readers.
Look forward:
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clients see us looking to the future – so pick a sensible starting point for
your communications.
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we have done.
RULES
AND REGULATIONS
45"5*0/"3:-&55&34"/%&/7&-01&4
Placing logos
Logo should be placed at the upper right hand corner of a header page. With the
exception of the envelopes and the business cards.
Envelopes
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other envelope sizes are used the placement of the sending department and
Desso logo remain the same, as do the size and colour specification to allow
maximum space for franking.
Fax headers
Fax header forms are printed in a larger typeface than other stationary to
ensure there is no loss of legibility through transmission.
The Floor is Yours
P.O. Box 169
5140 AD Waalwijk
The Netherlands
The Floor is Yours
&OWFMPQFTYNN
Letterhead
Compliments slips
When producing compliments slips it is important that maximum space is available
for personalisation.
Labelling
To avoid incurring extra printing costs for larger envelopes, address labels can be
VTFE5IFMBCFMTQSPWJEFEBSFJOBO"GPSNBUXJUIFJHIUMBCFMTUPFBDITIFFUoUIFZ
can be used in all standard printers.
Business cards
In keeping with our aim of an instantly recognisable corporate identity, Desso
employees around the world must carry business cards presented in the same size
and format. Information on the cards, such as job title and contact details, should be
presented working up from the bottom of the card.
The Floor is Yours
P.O. Box 169
5140 AD Waalwijk
The Netherlands
&OWFMPQFTYNN
The Floor is Yours
P.O. Box 169
The Floor is Yours
5140 AD Waalwijk
The Netherlands
Desso B.V.
Taxandriaweg 15
5142 PA Waalwijk
The Netherlands
Tel. +31(0)416 xxxxxx
Fax +31(0)416 xxxxxx
www.desso.com
Address lables
Business cards
Employee Name
Job Title
emailname@desso.com
Mob. +31 (0)6 xxxxxx
&."*-4*(/"563&
In order to remain consistent in our external communication, e-mail signature should
be homogenous and follow the format below:
Name
Title
/PUJmDBUJPOTGPSFYBNQMFA*XJMMCFPVUPGUIFPGmDFFWFSZ8FEOFTEBZ
Tel:
Fax:
.PCJMF
E-mail:
www.desso.com
Arial font should be used in e-mails. In Lotus Notus you can open preferences and
DIPPTFJOUIFUBCMFUUFSIFBEA1MBJO5FYU"MXBZTVTFBXIJUFCBDLHSPVOEBOECMBDL
text. Use as pay-off DESSO, a Cradle to Cradle company.
YOUR NATURAL CHOICE FOR
EXCELLENCE IN FLOOR COVERING
The Floor is Yours
Desso Leisure and Travel boasts a global reputation for the superb custom-made and stock floor coverings
we supply to prestigious hotels worldwide, with ranges including Axminster & Wilton woven and Colortec &
Crossover tufted wall-to-wall carpets.
Anyone who embarks on a major build or refit of the hotel will have quality and a smooth installation as first
priorities. We offer these all the time, every time, making DESSO your natural choice for excellence in floor
covering for the hotel industry.
Supira’s rich structure and strong colours offer multiple design options within one product. Its subtle high-low
weave simultaneously gives the impression of soft, voluminous carpeting and strong, bold flooring. Small
highlight stripes in multiple bright colours, against a dark background palette of anthracites, blues, browns
and reds, create the impression of a two layer effect in the carpet.
The contrasting – but harmoniously matched – colours mean that Supira combines superbly with other
interior elements, and within different colour schemes.
Part of the CARPETECTURE® Colour Dimensions collection.
For more information, please visit our website www.desso.com
Example of the Portrait adverts
CARPETECTURE® is a new way of thinking, one that uses elements from modern international architecture to create emotionally expressive carpet designs. It is also the driving force
behind the new Desso CARPETECTURE® collection: “Pure Lines”. A collection that includes the new products Trax, Connect and Scape, and embodies the tactile qualities of natural building
materials such as wood and stone. A combination that creates a true platform for confidence and well-being.
Discover more about CARPETECTURE® at www.desso.com
Example of the Landscape adverts
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Landscape adverts
Whatever format Desso advertising takes it is important that powerful images are
carefully incorporated to draw the reader’s eye. Eye-catching images should be
teamed with inspirational tag-lines, which should always reflect Desso’s five core
brand values of creativity, ambition, flexibility, responsibility and Cradle to Cradle.
For Carpetecture ads please use:
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Portrait adverts
The outline process for creating advertising can be applied to adverts in any format
created for any purpose – such as specialised recruitment campaigns. Standard
recruitment advertisements should adhere to the portrait advertisements shown on
the left.
Posters or Panels
Below is a example of a poster or banner.
The Floor is Yours
Y
Neo
Flux
BRIGHT LINES
EXPRESSIVE COLOURS
CLEAN
AND ELEGANT
9111*
9504*
2025*
2914*
9095*
4411*
2921+
9053*
9514+
2951*
2111+
9032*
9051+
3411*
2922* *
2121*
6303
9975*
8811*
9512*
9965*
8521*
4311*
9104*
2941*
Carpet tile 50x50 cm/ Bahnenware
Loop pile
18 colours
Brick*/ Chequerboard+
9501*
Example of the Panels
7117
The colour range is rich and diverse, with a combination of warm naturals and strong bright colours.
Flux is available as carpet tile and broadloom allowing for combination possibilities in both colour and
installation.
Neo’s strong accents bring vibrant colours into an interior without being too overwhelming. Neo Core
adds combination possibilities with the expressive Neo allowing creation of individual floor design.
Carpet tile 50x50 cm
Loop pile
8 colours Neo*/ Neo Core+
Monolithic/ Brick
Y
Yours
9502+
8901*
8811+
9511*
9980+
9990*
9502+
The Floor is Yours
The Floor is Yours
DESSO: Cradle to Cradle Company
New dawn for DESSO
Cradle to Cradle at DESSO
Products will have been produced using manufacturing
processes which:
Rely on renewable energy
Seek to conserve water
Strive to embrace social responsibility
Our new design objective is to ensure that our products:
are made from environmentally friendly materials
are good for human health
can be biologically or technically recycled at the end of
their useful lives
Cradle to Cradle at DESSO
Four Seasons
2
The Floor is Yours
CONTRACT CARPETS
DESSO Contract Carpets is a leading European manufacturer of high quality, durable
contract carpets and carpet tiles for commercial applications such as offices, public
buildings, banks, schools, universities, retail shops and hospitals.
Product Split:
Tiles
Broadloom
80%
20%
2008 Figures
Corporate Presentation
DESSO Group
POWERPOINT PRESENTATIONS
PowerPoint presentations are on the white background with the Desso logo in the
upper right hand corner. Above you see pages of a PowerPoint Presentation of
Cradle to Cradle and a Corporate Presentation.
Note: The nature of Desso’s business means that we produce a wide variety of
printed materials. It is important, however, that any material bearing the Desso brand,
whether a floor covering brochure or our annual company report, accurately reflects
the Desso brand identity as outlined in this branding manual. When reproducing
the Desso logo the colours should be matched as advised in this manual, with the
supplied colour match sheets used for reference if necessary.
BROCHURE DESIGN
The cover of any brochure will be the first thing noted by readers, so use of the
signature Desso red is important, as is the inclusion of brand identifiers such as
the Desso logo.
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IBWFUIFGPSNBUYDN
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'PVOEBUJPO
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Hospitality
SUSTAINABILITY
OUR GREEN BOOK
Aircraft Carpets
A Great Start for the Perfect Finish
A Great Start for the Perfect Finish
Example of the Brochure design
CONCERTINA DESIGN
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concertina you can see below.
ARCHITECTURE IS SOMETIMES DESCRIBED AS
THE CARPET BECOMES MORE THAN A FLOOR COVERING.
an ‘Experiential Encounter‘. Because it stimulates spatial
perception, volumetric perspective and self-awareness.
It performs alongside other architectural elements.
Intensifying the sensation.
PURE 6 COLOURS
Product type: Tile/ Loop Pile
Installation: Chequerboard only
2924
9503
2922
9501
9091
8901
Pure Lines
DESSO | Hitching Court, Abingdon Business Park | Oxon OX14 1RB | United Kingdom
T. +44 1235 554 848 | F. +44 1235 553 583 | E. service-uk@desso.com | www.desso.com/businesscarpets
PURE LINES PURE 9091
Inspired by the linear effects of building strata and parallel
forms that run throughout a building and its very fabric.
PURE LINES PURE 9501
Celebrates the repeated familiarity of movement in nature:
fields of corn, forests of trees, rays of sunshine.
PURE LINES
For this reason the CARPETECTURE® Pure Lines collection
uses natural toned colours, structure and volume.
Pure is a modern office tile with a subtle rib-effect, which
adds depth and dimension for a warmer, more natural
environment - even in a commercial setting.
The neutral palette focuses on blue, grey and brown - easy
to combine with other interior products such as office
furniture and textiles.
PURE LINES PURE 2924
PANEL WALL
In the design of the Panel Walls a clear DESSO logo and DESSO branding must be
used, focus on the visual aspect and only one message must be used.
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ROLL-UPS
In the design of the roll-ups a clear DESSO logo and DESSO branding must be
used, focus on the visual aspect and only one message per roll-ups must be used.
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Use of the DESSO logo may differ because of different products and print
possibilities. To avoid duplication of work and ensure brand consistncy final approval
OFFETUPCFHJWFOCZ$FOUSBM.BSLFUJOH
1. Size: 4 m x 3 m
2. Size 5 m x 3 m
.&3$)"/%*4*/(&9".1-&4
Use of DESSO logo may differ because of different products and print possibilities.
To avoid duplication of work and ensure brand consistency final approval needs to be
HJWFOCZ$FOUSBM.BSLFUJOH
Example: DESSO pen
DESSO usb stick & box
logo size: 41x15mm
Example: DESSO t-shirt
front
back
SIGNAGE
Signs designating Desso premises should clearly show the brand logo,
although the name of a department or division can also be included. The design
of the signage may be dependent on architectural factors, which may preclude
the use of first choice designs in some situations. Cost is also a factor in such
designs. It is important to consider the legibility of signage to both visitors and
passers-by. Both neon and painted signs are approved by Desso but all must
incorporate the designated Desso colours.
Promotional presence
All Desso premises are asked to demonstrate corporate unity by flying the
Desso flag. The company flag has been designed to be a recognisable beacon
of our brand as a whole. As such it must not bear the name of any single
department or division, which could detract from the unified image it is there to
represent.
DESSO FLAG
To create awareness that DESSO products are actively being sold in this store.
.FTTBHFOFFETUPCFDMFBS
HOSPITALITY
For hospitality ads please use:
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t
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t
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Always use the slogan: “custom
hospitality
carpets ” on the right or
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below the DESSO logo. Other formats should be in adjust.
5IFUFYUAIPTQJUBMJUZTIPVMECFJOUZQFGBDF4BHPF1SJOUBOEBMXBZTUXJDFBTCJHBTUIF
UFYUADVTUPNBOEADBSQFUT'PSFYBNQMFADVTUPNBOEADBSQFUTJOQUBOEIPTQJUBMJUZ
JOQU5IFUFYUADVTUPNBOEADBSQFUTNVTUCFJOB6OJWFST-U4UE-JHIU
The Floor is Yours
The Floor is Yours
custom
hospitality
carpets
custom
hospitality
carpets
De Axminster collectie is de meest luxe uit de serie van de DESSO collecties. Door het gebruik van verschillende
designs is er altijd een Axminster design te vinden die volledig aansluit bij uw smaak en wensen. Alleen al de
gedachte om met blote voeten over het tapijt te kunnen lopen creëert een gevoel van rijkdom. Deze prachtige
tapijten omvatten een groot scala aan kleuren.
De Axminster collectie is de meest luxe uit de serie van de DESSO collecties. Door het gebruik van verschillende
designs is er altijd een Axminster design te vinden die volledig aansluit bij uw smaak en wensen. Alleen al de
gedachte om met blote voeten over het tapijt te kunnen lopen creëert een gevoel van rijkdom. Deze prachtige
tapijten omvatten een groot scala aan kleuren.
Kijk voor uw dichtstbijzijnde kantoor op onze website: www.desso.com
Kijk voor uw dichtstbijzijnde kantoor op onze website: www.desso.com
HOME
Examples of a DESSO home ad:
The Floor is Yours
The Floor is Yours
De Royal collectie is de meest luxe uit de serie van de
DESSO collecties. Door zowel mat als glans garens
te gebruiken is er altijd een Royal type te vinden die
volledig aansluit bij uw smaak en wensen. Alleen al
de gedachte om met blote voeten over het tapijt te
kunnen lopen creëert een gevoel van rijkdom. Deze
prachtige tapijten omvatten een kleurgamma voor
de trendy interieuren.
Kijk voor uw dichtstbijzijnde Royal dealer op onze
website: www.dessohome.com
De Royal collectie is de meest luxe uit de serie van de DESSO collecties. Door zowel mat als glans garens te
gebruiken is er altijd een Royal type te vinden die volledig aansluit bij uw smaak en wensen. Alleen al de gedachte
om met blote voeten over het tapijt te kunnen lopen creëert een gevoel van rijkdom. Deze prachtige tapijten
omvatten een kleurgamma voor de trendy interieuren.
Kijk voor uw dichtstbijzijnde Royal dealer op onze website: www.dessohome.com
Below you see an example of a DESSO home flyer front and back:
The Floor is Yours
CHRYSTAL
ASTERANNE
Sentez lachaleur agréable du tapis DESSO. Jouissez d’une atmosphère
confortable de ce produit de ce naturel haut de gamme.
Faites confiance dans la qualité, la durabilité des moquettes DESSO,
produits traités et fabiqués pour une très grande résistance à la salissure
et apportant un air plus sain pour les occupants.
Le Sentiment
La Qualité
SABANA
Entourez-vous des nuances de couleurs subtiles et relaxantes.
GOYA
Le Confort
Profitez d’un entretien très facile et efficace avec le conseil professionnel
de votre fabricant DESSO.
Consultez notre site internet: www.dessohome.com
Bénéficiez des qualités acoustiques de la moquette pour atténuer le bruit
des jeux d’enfants.
Entourez-vous des nuances de couleurs contemporaines, et créezune
atmosphère chaleureuse.
La Couleur
La vue
L’accoustique
INOVA TWIN
GOYA
INOVA TWIN
GOYA
CONGA
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