DYNAPAC BRAND IDENTITY GUIDES

June 2018

To be updated continously

dynapac.com
Your Partner on the Road Ahead
Introduction

The brand guidelines are unique for the Dynapac brand and cannot be used by
any other brand. The guidelines are mandatory to all users of the Dynapac brand:
Customer centers, product companies, distribution centers, rental stores, service
providers etc.

This edition is to be updated continously.

Responsibility and contact person:

Dynapac Communications is responsible for the visual identity of the Dynapac Brand:

• To provide a brand identity manual.

• To make sure that the rules are clear and easy to understand and follow.
• To keep the manual updated.

Please contact your local communications responsible or Anna Stenlund,

anna.stenlund@dynapac.com or tel +46 455 30 60 92 for further assistance.
IMPLEO

Sales material, templates, pictures etc will all be found in the new media achive called Impleo.
This is still under construction, but already now you can find logos, templates, graphics and some
pictures in the Media Archive.

Please follow the guidelines below.

DYNAPAC MEDIA ARCHIVE

Link: http://dynapac.impleoweb.se/media.aspx

Login details
User: dynapac
Pass: guest

Landing page

Content
All relevant sections which contains any content are unfolded per default at this point of release.
Further content will be uploaded to the system almost on a daily basis, during the first weeks to
come.
DYNAPAC PRINT SHOP
Will be a very limited version, with Guidelines and a few posters, at this time. Full version with order
system etc. will be online and fully functioning during the coming two weeks.
Link: http://dynapac.impleoweb.se/

Login details (shared with Dynapac Media Archive)

User: dynapac
Pass: guest

The AC printshop is still available for

ordering brochures. This section will
be updated on a regular bases and AC
printhsop closed down.
The Dynapac logotype
Free space/restricted area
Logos available @
Impleo platform!
Logotype shape
The Dynapac logotype must never be changed or tampered with.
Always use the original artwork and the correct logotype propor-
tions. Because the logotype is specially designed and drawn, only
approved originals can be used for reproduction.
The Dynapac logotype will be used on machines.
The Dynapac logotype as such should not be used in headlines or
body texts. Nor should it be replaced by uppercase text. Further, the
logotype should not be used in combination with any other logotype,
without the precise approval from Communications.
In order to highlight the logo, the logo identity must never be used for
other purposes, such as product names etc.
The Dynapac logotype should be Dynapac red whenever possible.
Free space/restricted area
The Dynapac logotype is our most important visual element.
Therefore, it is crucial that it is clearly visible. By adding a
restricted area, also called free space, around it, the eye will
more easily recognize the logotype. The larger the free space
around the logotype, the greater the visual impact. No other
images, text, or graphic elements may interfere with the free
space.
A less restricted area around the logotype may be permitted
in exceptional cases. There are defined exceptions to the
restricted area for signs, sales promotional material, and the
web. The minimum free space on these applications is half
the usual required free space.
Dynapac red PMS xxx

Part of the Atlas Copco Group

Never print the logotype in a tint or screen; instead always print it in full color

Dynapac’s logotype is an essential part of the visual identity and

should be used whenever possible. Use either a red logo on a white
soild background or a white logo on a red or black solid background.
The logotype may not end up in a box.

Sometimes, for economical and practical reasons, you may have to

reproduce it in black; or when using a dark background it may be
necessary to reverse the logotype to white for the sake of visibility.
The Dynapac colors

Colors
We have a color palette of 6 different colors: Three primary color and three supporting colors

PRINTED MATTERS PRINTED MATTERS

Primary colors
Our primary color is the Dynapac red. It is the most Supporting colors
important color in our visual identity and should be Our supporting colors are black, dark gray and
the dominant color in communication material and yellow.
other visual applications of the brand. We want to be
highly associated with this colors.

RGB: 179/17/26 RGB: 255/255/255 RGB: 0/0/0 RGB: 210/210/210

CMYK: 0/100/96/29 CMYK: 0/0/0/0 CMYK: 0/0/0/100 CMYK: 5/0/10/25

PMS: 1807 PMS White PMS: 420 C

RGB: 110/110/120 RGB: 255/205/0

CMYK: 10/0/0/90 CMYK: 0/25/100/0
PMS: Cool Gray 11 C PMS: 116 C
PRODUCT COLORS

The Dynapac common colours, (eferred to as ”Dynapac Red”, ”Dynapac White”, ”Dynapac Grey”
and ”Dynapac Black”), do have references to systems such as RAL. However, those systems
are not fully accurate and deviate compared to each other. Therefore, color samples MUST BE
USED. Please note that color specimens for products have a range of glossiness, and glossiness
affects the impression of the color.

Color reference plates are used as the smost important method for communicating the
Dynapac colors to sub-suppliers.

Please contact Peter Hjälmberg for color samples: peter.hjalmberg@dynapac.com

Dynapac Red, Dynapac White, Dynapac Grey, Dynapac Black

based on RAL 3011 based on RAL 9001 based on RAL 7015 based on RAL 5004

Dynapac White:
Rear hood (partly)
Details on roof

Suppliers color (Black)

Add on componenents and
painted add ons such as
Dynapac Red: lights, handles, exhaust pipes
Drum frame and mirrors.

Product visual guides

will be distributed a.s.a.p
Product designation
graphic element
Engine hood sides
Dynapac logotype Red with white letters
white decal on
Sides of drum frame (2)

Dynapac Grey:
Drum sides Axle
Main frame Rims
Cabin Hood details
Roof
The Dynapac fonts

Calibri light: Headings, printed material

ABCDEFGHIJKLMNOPQRSTEUXYZ
abcdefghijklmnopqrsteuxyz ARIAL BOLD

Calibri light italic: ABCDEFGHIJKLMNOPQRS-

ABCDEFGHIJKLMNOPQRSTEUXYZ TEUXYZ
abcdefghijklmnopqrsteuxyz abcdefghijklmnopqrsteuxyz

Calibri regular: or
ABCDEFGHIJKLMNOPQRSTEUXYZ
abcdefghijklmnopqrsteuxyz ARIAL BOLD ITALIC

Calibri regular italic ABCDEFGHIJKLMNOPQRS-

ABCDEFGHIJKLMNOPQRSTEUXYZ TEUXYZ
abcdefghijklmnopqrsteuxyz abcdefghijklmnopqrsteuxyz

Calibri bold: or
ABCDEFGHIJKLMNOPQRSTEUXYZ
abcdefghijklmnopqrsteuxyz ARIAL BLACK

Calibri bold italic: ABCDEFGHIJKLMNOPQRS-

ABCDEFGHIJKLMNOPQRSTEUXYZ TEUXYZ
abcdefghijklmnopqrsteuxyz abcdefghijklmnopqrsteuxyz

Times New Roman regular:

ABCDEFGHIJKLMNOPQRSTEUXYZ
abcdefghijklmnopqrsteuxyz

Times New Roman regular italic:

ABCDEFGHIJKLMNOPQRSTEUXYZ
abcdefghijklmnopqrsteuxyz

Our fonts
Our corporate fonts are Calibri, Arial and Times New Roman. They are used in all printed material as well as on-line.

Headlines
All headlines for printed matters are in Arial Bold/Bold Italic or Arial Black depending on situation. Depending on the type of material
that is being produced, the required number of headline levels can vary.

Body text
In printed material use Calibri bold or regular for introductions and shorter texts. Times New Roman should be used for longer, texts,
since it is a spaceefficient font that is easy to read.

Text by pictures and graphs should be in Calibri italic.

Stationary - letters

15 mm 50 mm

Logotype Dynapac red

15 mm

Page number
Times New Roman 12 pt
Black text color

There should be no other objects

in the header area

Context
Times New Roman 12
Black text color

Template available
@Impleo platform!

Road Construction Equipment Footer

Dynapac Compaction Equipment AB Visitors address: Telephone: +46 (0)455 30 60 00 Org. No. 556068-6577
Box 504, Industrivägen 2 Fax: +46 (0)455 30 60 30 VAT No. SE556068657701 Above line:
SE-371 23 Karlskrona Karlskrona www. dynapac.com
Sweden www.atlascopco.com
Legal Company name
Calibri Bold, 8 pt
Red text color
12 mm

Line Thickness 0.5 pt

Under line:
All text Calibri Regular, 8 pt
25 mm 25 mm
Include only on the first page

The column width is not fixed. You may

First column Second column Third column Fourth column
change the column width according to
your needs but never the margins
1st – 3rd Row: 1st Row: 1st Row: 1st – 3rd Row:
Company Visitors Address Telephone number Additional
address information
information 2nd – 3rd Row: 2nd Row:
Visitors address Fax number
information
3rd Row:
www.dynapac.com or
www.dynapac.xxx

On all stationery the Dynapac logotype is placed in the upper left Only use the red logotype template for printed letters if your printer can
corner. The logotype must never be combined with a division or reproduce the Dynapac color correctly.
name, or any other type of additional element (except the pagination in the
upper right corner). Use white environmentally friendly paper, 80-90 gsm.
The text in the footer may vary, since different countries have different
For important business documents, use the pre-printed stationery standards and needs.
(with the Dynapac red logotype) for letter print-outs.
Local variations are accepted since different countries have different
For digitally distributed letters, use the red or black logotype. standards.
Stationary - business cards

5 mm 45 mm

Logotype Dynapac red

5 mm

There should be no other

objects in this area

Full Name 55 mm
Calibri Bold 12 pt
Black text color
Title
Calibri Light 10 pt Legal name
Black text color Calibri Bold 6 pt

All footer text

Calibri light 6 pt
3 mm 3 mm

Black text color

1st Row:
Postal address and
5 mm 5 mm country
85 mm 2nd Row:
Direct phone numbers
3rd Row:
E-mail address

4th Row:
Web address

On all stationery the Dynapac logotype is placed in the upper left corner. The
logotype must never be combined with any other type of additional element
(such as other logotypes).
Company name is positioned in the footer of the stationery together with
address and telephone information.
Alternative symbols are not allowed on business cards or
correspondence cards.
Guidelines
• Paper: White, environmentally friendly, 200-250 gsm.
• Avoid UPPER CASE text.
• If there is a need for having the business card in two
languages, print one language on one side and the other
language on the other side.
Stationary - envelopes

15 mm 60 mm

Envelopes: size C4 (229 x 324 mm) and larger

15 mm

Logotype Dynapac red

There should be no other

objects in this area 15 mm 60 mm

Window envelopes: size 105 x 240 mm and larger

15 mm

Address footer

1st row:
Operational or Legal Name
Calibri Bold 11 pt 10 mm 60 mm
Red color

2nd row:
Postal address 10 mm
Calibri regular 10 pt
Black color

3rd row:
City and Country 15 mm
Calibri regular 10 pt
Black color
15 mm
4th row:
www.dynapac.com or
www.dynapac.com/xxxx
Calibri regular 10 pt
Black color

15 mm

15 mm

10 mm

Envelopes: size C5 (162 x 229 mm) and smaller

10 mm

On all stationery the Dynapac logotype is placed in the upper Guidelines

left corner and the address in the lower left corner. The logotype • Local variations are accepted since different countries have
on the envelopes must never be combined with any other type of additional different standards.
element. • Paper: White, uncoated environmentally friendly,
100-120 gsm.
Company name, etc., are positioned in the footer of the stationery
together with postal address and company website information.

The format and placement of the address footer functions as a

basic template. Local variations will be accepted since different
countries have different standards.

Alternative symbols are not allowed on envelopes or address

labels.

Never use the logotype in the postmark. If needed, use the web
address instead.
Stationary - Press release

Template available
@Impleo platform!

Company Boilerplate:
Dynapac is a leading supplier of high tech soil and asphalt rollers, light equipment and pavers, committed to strengthen
customer performance by being a partner on the road ahead. Dynapac is represented worldwide via its own regional
sales- and service offices, and cooperates with an extensive and professional distribution network. Headquartered in
Wardenburg, Germany, Dynapac has production facilities in Europe, South America, and Asia. Dynapac is part of the
FAYAT Group.

Press releases are a cost efficient way to create interest about Guidelines
the company or a product. Press releases can be sent to local or • Paper: White, environmentally friendly, 80-90 gsm.
international press. • Avoid mixed-language templates.
• Avoid UPPER CASE text.
The PressRelease template is found here. • Include contact information and date.

Boilerplate is to be found here

The logotype is placed in the upper left corner. The footer, with company
name and address, is the same as in a letter.
Power Point Presentation

Template available
@Impleo platform!

Alsways use the electronic PowerPoint template

Powerpoint content slides

The Powerpoint template has predefined layouts.
The specific fonts (Calibri) to use are also set in the template.

Format
When making Powerpoint presentation always start from the Dynapac
widescreen Powerpoint template.
The cover page must have a “full picture” (Meaning not a studio picture
with white background)
When applicable, add the date and your name on the cover slide.
Sales material

Graphic elemets available

@Impleo platform!
Graphic element

A new grapchic elemt has been created for all Dynapac sales material. This
element should be used on sales brochures, adverts, posters, banners and when-
ever applicable. The variants are many, but white or red should always be the
combined color. Line can be in red, white or light grey depening on situation.

The Dynapac logo could be placed in the area created by the graphic element:
Red area: white Dynapac logo
White area: Red Dynapac logo

Please mind the restricted area.

Brochure front and back cover

Dynapac creates innovative solutions that contribute to the customer’s superior

- Brochures should be 280 x 210 mm, worldwide.
productivity. This should be the message, communicated both in words and
images, in all our printed matters. Product, service, innovation and knowledge
- The Dynapac graphics in white or red should always be used on top and
should always be stressed – we cannot only focus on product features.
bottom of the covers
Dynapac brochures, leaflets, and other printed matter in which we present
- A worksite picture, showing a Dynapac machine in action, should
our offering, solutions, and services are generally used for several years. This
be used on the front cover.
underscores the importance of ensuring consistent use of our visual identity, the
logotype, the corporate colors, the fonts and the visuals in the photos.
- No slogans or other messages are to be shown on the front cover of sales
brochures
Sales material

Adverts
Posters, banners & roll-ups

Posters available @
Impleo platform!
IMAGES

We have defined three specific types of images:

COMMERCIAL IMAGES
DOCUMENTARY IMAGES
PRODUCT IMAGES
These image types serve different purposes and specific guidelines apply to each type.

COMMERCAL IMAGES DOCUMENTARY IMAGES PRODUCT IMAGES

The commercial images could be used
in online media such as webpages and
apps, on the front covers of all printed
productions, in advertisements, roll-ups,
posters, billboards, etc.
There are different categories when it
comes to what must be depicted in com-
mercial images: images with products
in focus, images with people in focus or
scenic images with focus on customer
environments. All commercial images
are characterized by personality and
warmth, as well as dynamic composi-
tions.
Documentary images are taken to doc-
ument a real situation. It is important
to reflect the geographical and cultural
connection, using local photos in local
material.
General guidelines
- Use straight photo angles
- Put the object in focus and in the
center of the image
- Shoot the picture in daylight if possible
- Use a tripod in order to safeguard the background
stability of the camera
The information and fact images are to
be used as a complementary to written
facts. Examples of information and facts
images are cutaway product images
and individual or group photos of our
people.
General guidelines
- Always take front, side, back and 45o
angels left & right views
- Superimpose the photo on a white
- Add a realistic appearance of shadow

General guidelines
- Put focus on product or user
- Show products in general situations
- Use Dynapac people in general situations
- Show people using the products
- Set a bright and warm tone
- Use dynamic and visible rather than
neutral light
- Work with creative angles and depths
- Always follow legal guidelines concern
ing safety and protective equipment.

How to create dynamic compositions: How to portray people

Work with dynamic lighting In general people in commercial images should be using our products or working
- A distinct source of light with our customers, or they should be our customers. They should be portrayed in
- Backlights general situations in their true environment.
- Spotlight or lens flares Images for employer branding purposes should show our own people and customers.

Work with creative photo angles The people shown should appear active, happy, social and filled with energy. They
- Objects off-center should be men and women of different nationalities and reflect different geogra-
- Frog’s-eye perspective, bird’s-eye phies and ages to avoid stereotypes. The image can show the entire person or be
perspective focused on a specific detail such as a hand or a face.

Work with depth

- Perspectives Avoid
- Short depths - Studio photos and stock photos
- Using models, use our own people instead
Avoid
- Flat and static compositions Remember, you must always have written approval from the people appearing in the
photo.
COMMERCAL IMAGES DOCUMENTARY IMAGES PRODUCT IMAGES

Diversity
There should be a good gender balance in all images and a good spread of images showing people of different nationalities.
Always secure a good gender balance in all images Make sure to show people from different geographic areas in commercial
images. Focus on gender balance and images representing their local markets and regions

Safety and personal protective equipment (PPE)

All commercial images must follow highest safety regulations and people must wear personal protective equipment according
to highest safety standard. Also, in commercial photos with customers using Dynapac equipment, we need to ensure that the
correct safety equipment is worn.
Web
Internal communication

Templates available
@Impleo platform!
Premises
Premises
Always strive to use the primary Dynapac colors, and keep a clean look.
Do not over-decorate.
Premises