COMMUNICATION

IDENTITY
CONTENTS

BRAND IDENTITY SUB-BRANDS POINT OF SALE

POSITIONING COLORS
SUPER GLUE TYPOGRAPHY
VISUAL LANGUAGE COLORS SUB-BRAND LOGO
COLORS TYPOGRAPHY LOGO FORBIDDEN USAGE
TYPOGRAPHY SUB-BRAND LOGO LOGO USAGE
LOCTITE LOGO LOGO FORBIDDEN USAGE POSITIONING
POSITIONING LOGO USAGE LAYOUT GUIDE
LOGO USAGE REGIONAL LOGOS POS
LOGO FORBIDDEN USAGE LAYOUT GUIDE
CLAIM POS

60 SECONDS LOGO
COLORS
TYPOGRAPHY
SUB-BRAND LOGO
LOGO FORBIDDEN USAGE
LOGO USAGE
POSITIONING
LAYOUT GUIDE
POS
BRAND IDENTITY

The value of
identity of course
is that so often
with it comes
purpose.
Richard E. Grant
BRAND POSITIONING

BRAND MISSION

Whenever I need a perfect result, I know

WHY? BRAND PROMISE I can count on Loctite to provide me with high-performing,
durable and straightforward solutions.

• Reliability: the quality of being trustworthy or of performing consistently well.

BRAND VALUES • Best in class: the best of its kind. Highest performance level in the industry.
• Straightforward: uncomplicated, easy to use and understand.

HOW? BRAND PERSONALITY The pioneer I can count on.

• Confidence: the quality of being certain of your abilities.

EMOTIONAL • Accomplishment: the successful achievement of a task.

WHAT? BENEFIT
• POD: durability – the ability to withstand wear, pressure or damage.
FUNCTIONAL • POP: high performance (able to operate at a high standard) and
best use of time and effort.

Whoever is looking for high performance and efficient solutions

WHO? STRATEGIC TARGET GROUP that provide durable and reliable results.
Therefore they choose to buy premium brands they can rely on.
VISUAL LANGUAGE
BRAND COLORS

Loctite RED White

CMYK: 17/100/100/9 CMYK: 0/0/0/0

Pantone: 1795 C

HEX: #bd0014 HEX: #ffffff

RGB: 189/0/20 RGB: 255/255/255
BRAND TYPOGRAPHY

Cabin Regular FOR LOCTITE CLAIM

abcdefghijklmnopqrstuvwxyz The Cabin Regular will only be used for the LOCTITE
ABCDEFGHIJKLMNOPQRSTUVWXYZ claim “Never lets you down”.
1234567890!“§$%&/()=?+*#‘-:;,.
LOCTITE BRAND LOGO

The LOCTITE logo is the main asset of the brand.

There are two versions: one with and one without the claim.
It is the central element from which we establish the building
blocks that will define the brand identity. The colors,
typography, complementary and stylistic elements will be
derived directly from the logo itself.
LOGO SAFE ZONE

The logo safe zone is defined by the “I“ of LOCTITE.

It establishes the minimum amount of space between the

lock-up and the borders where it is positioned.
LOGO FORBIDDEN USAGE

Rotate Change fonts

Squeeze Change font size

Change colors Change positions

and background

You are not allowed to change the logo in any way.

Always use the logo that is provided.
LOGO FORBIDDEN

Sign-off TVC POS

BRAND SIGN-OFF
The logo and claim combination is always and only used
as a brand sign-off – at the end of communication.

Where: at the bottom of POS materials and as a sign-off

in presentations, TVCs and videos.
USAGE OF LOGO WITHOUT CLAIM

The logo without the claim will only be used

on giveaways and “when the claim can’t be read
properly because of the font size.“

GIVEAWAY
SUPER GLUE COLORS

Loctite RED White

CMYK: 17/100/100/9 CMYK: 0/0/0/0

Pantone: 1795 C

HEX: #bd0014 HEX: #ffffff

RGB: 189/0/20 RGB: 255/255/255

Background BLUE SUPER GLUE BLUE

CMYK: 100/70/10/5 CMYK: 100/59/11/48

Pantone: 7686 C Pantone: 295 C

HEX: #004d90 HEX: #13396b

RGB: 0/77/144 RGB: 20/57/107
SUPER GLUE TYPOGRAPHY
Only the Proxima typeface will be used
for the sub-brand SUPER GLUE.
Proxima Nova Regular 400
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
1234567890!“§$%&/()=?+*#‘-:;,.
Proxima Nova Bold 700
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
1234567890!“§$%&/()=?+*#‘-:;,.
Proxima Nova Alt
Extrabold Italic 800 9°
abcdefghijklmnopqrstuv w xyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
12345 678 9 0 ! “§$%& /( ) =?+*# ‘-:;,.
FOR FLOWING TEXT
Proxima Nova Regular 400 will be used on every type
of media for SUPER GLUE for the flowing text.
Materials: all types of POS materials and presentations.
FOR HIGHLIGHTED TEXT
Proxima Nova Bold 700 will be used on every type of
media for SUPER GLUE for highlighted text.
Materials: all types of POS materials and presentations.
FOR HEADLINES
Proxima Nova Alt Extrabold Italic 800 will be used for
all headlines and titles with a 9° tilt.
Materials: presentations, title and headlines.
SUB-BRAND LOGO SUPER GLUE

The LOCTITE SUPER GLUE logo is a sub-brand logo and

will only be used for the SUPER GLUE product range.
The logo safe zone is defined by the “I” of LOCTITE.
This establishes the minimum amount of distance between
the lock-up and the borders where it is positioned.
Usage: All LOCTITE SUPER GLUE range communications
(online and offline), presentations, POS materials and print.
Exception: in packaging, the position of the sub-brand
SUPER GLUE logo is different.
LOGO FORBIDDEN USAGE

Rotate Change fonts

Squeeze Change font size

Change colors Change positions

and background

You are not allowed to change the logo The only exception is in packaging and you should consider
in any way. Always use the logo that is provided. the guide developed by the global team.
LOGO USAGE

The ideal use of the logo is on

SUPER GLUE BLUE background.
LOGO USAGE

GIVEAWAY
LOGO USAGE - HANGING MAN

Logo Blue Box The Hanging Man’s feet have

to be positioned to slightly
overlap the LOCTITE logo.

The right side of his head has

to be in line with the copy-
right circle – and the top of
his head (not the tie) with the
edge of the SUPER GLUE “E”.

Logo with Blue Box and

Online Hanging Man

When the blue background is not an option, an extra

blue box can be added to the logo.

The Hanging Man can also be incorporated in the logo.

LOGO USAGE

POS Film

Only in cases where the media requires it,

such as TVC and POS films, it can be used without
the blue background.
REGIONAL LOGOS

The LOCTITE® SUPER GLUE logo varies from country

to country. But it still follows the same rules and simply
replaces the SUPER GLUE logo.
PRINT LAYOUT GUIDE
LAYOUT GUIDE PRINT

The FLYING BANDEROLE should be used

on all above-the-line materials (TVC, OOH, Print).

It allows a better and clearer campaign messaging –

keeping the LOCTITE brand and its products as the sender.

The safe zones are the same as for the logo.

Exact placement is variable to the individual

media in use and the interaction between
elements within materials (see layout examples).
THE LAYOUT GRID B/15
1/15

B/10
1/10

1/10

1/15

A/10

A/10

As a ground rule, we establish the value

The grid system is a systematic way to subdivide
the design space into visually equal and harmonious parts.
More than a template, the grid system allows design
freedom while still maintaining visual consistency across
campaigns and the brand as a whole.
of a one grid distance as:
Landscape: 1/10 of the width (A) x 1/10 of the height (B)
Portrait: 1/10 of the width (A) x 1/15 of the height (B)
These values will then define the appropriate proportions
for all printed and digital materials.
THE CUT

20° The 20° angle of the LOCTITE logo is also the angle
of grid lines available for creating highlight areas throughout
the communication.

For the sub-brand SUPER GLUE, the CUT will be used in

SUPER GLUE blue multiplied with max. 75% opacity.
LAYOUT – BANDEROLE

1/10

2/10

The minimun distance of the BANDEROLE to the format

borders has to be one grid distance (1/10 of the document
height) on the top and two grid distances (2/10 of the docu-
ment height) on the bottom of the document size.
LAYOUT – GRID AND CUT/HORIZONTAL
80% 20% 70% 30%

1/10

1/10 1/10

20° 20°

The grid for the landscape is always 10 x 10.

The CUT is always in a multiply mode and usually in an 80:20

ratio. The angle of the CUT is always 20°.

The size of both BANDEROLES has to be a minimum one If the HEADLINE needs more space and if the footage allows it,
grid distance (1/10 of the document height). the CUT can be extended to a 70:30 ratio.
LAYOUT – HEADLINE

2/10

50%

ERIT IITE HEN

IMOLU
QUEIL PTA AUERI
QUEILVOL.
VOLU. 50% 50%

50%

The SHORT version is placed centered in the CUT part of the
layout. The rules regarding the distances are 50% of one grid
distance (1/10 of the format width and 1/10 of the format
height) from the right edge of the layout format and from both
inner edges of the BANDEROLES.
The LONG version is placed as well in the CUT part of the layout. The
font size has to be adjusted. The rules regarding the distances are 50%
of one grid distance (1/10 of the format width and 1/10 of the format
height) from the right edge of the layout format and from the inner
edge of the bottom BANDEROLE.
The upper edge of the letters should not be placed higher than the in-
ner edge of the upper BANDEROLE. In case there is not enough space,
it is possible to use the 70:30 ratio of the CUT as well.
LAYOUT – PACKSHOT, SPECIAL NOTICES
70% 30%

NEW 1/10

ERIT YOU
QUEIL CAN
VOLU. FIX IT.
1/10

50%

For the PACKSHOT placing in landscape format,

we use the 70:30 CUT ratio.
The PACKSHOT in the landscape format between the diago-
nal of the cut left and LOCTITE logo on the right side is al-
ways placed centered in the space of the CUT area. It is im-
portant to keep a minimum distance to the logo which is half
of the grid distance. The PACKSHOT can be placed in a light blue area
with a maximum height reaching the upper edge of the LOCTITE logo.
The upper red BANDEROLE can be used as a frame for the special
notices regarding the product as innovations or launch. For example
“NEW” as visible in the layout above.
PRINT EXECUTION EXAMPLE
LAYOUT – BANDEROLE

The minimum distance of the BANDEROLE has to be one

grid distance (1/10 of the document height) on the top
and two grid distances (2/10 of the document height) on
the bottom of the document.

1/15

2/15
LAYOUT – GRID AND CUT/VERTICAL

The grid for the landscape format is always 10 x 15. The CUT The size of both BANDEROLES has to be one grid distance (1/15
(the blue part of the layout) is always in multiply mode and of the document height). In case the footage allows it and the
usually in an 80:20 ratio. The angle of the CUT is always 20°. HEADLINE needs more space or the PACKSHOT should be inclu-
ded in the layout, the CUT can be extended to an 70:30 ratio.

80% 20% 70% 30%

1/15 1/15

1/15 1/15

20° 20°
LAYOUT – HEADLINE

4/15 4/15

ERIT IITE HEN

QUEIL IMOLU
PTA AUERI
VOLU. 50%
QUEILVOL.
50%

50%
SHORT HEADLINES are placed centered in the CUT part of the layout.
The rules regarding the distances are 50% of one grid distance (1/10 of
the format width and 1/15 of the format height) from the right edge of
the layout format and from the inner edge of the logo BANDEROLE.
The minimum distance from the top of the layout format where the
HEADLINE cannot be placed is 4/15 grid distances.
50%
LONG HEADLINES are also placed in the CUT part of the layout. The size
of the font has to be adjusted. The rules regarding the distances are 50%
of one grid distance (1/10 of the format width and 1/10 of the format
height) from the right edge of the layout format and from the inner edge
of the logo BANDEROLE.
The minimum distance from the top of the layout format where the head-
line cannot be placed is 4/15 grid distances. In case there is not enough
space, it is possible to use the 70:30 ratio of the CUT as well.
LAYOUT – PACKSHOT AND SPECIAL NOTES

4/15 4/15

ERIT IITE HEN

QUEIL IMOLU
PTA AUERI
VOLU. 50%
QUEILVOL.
50%

50% 50%

The PACKSHOT in portrait format between the diagonal of the CUT left
and LOCTITE logo on the right side is always placed centered in the space
of the CUT area. It is important to keep a minimum distance to the logo
which is half of the grid distance.
The upper red BANDEROLE can be used as a frame for the special notices
regarding the product as innovations or launch. For example “NEW” as
The PACKSHOT can be placed in a light blue area with a maximum height
visible in the layout above.
reaching the upper edge of the LOCTITE logo.
PRINT EXECUTION EXAMPLE
POINT OF SALE
THE POS BANDEROLE

The POS BANDEROLE must be used on all POS materials

due to a clear identification with the packaging design. It
strengthens brand visibility and awareness crowning the
communication materials.
THE GRID

1/10

50%

IITE HEN
IMOLU
PTA AUERI
QUEILVOL.
50%

50%
The key visual will be provided and needs to be adapted to
the POS BANDEROLE. 1/10 the height of the document is
the height of the POS BANDEROLE and it always has to be
used and will be placed on top. One -half of the line is the
safe zone for the whole layout.
THE GRID

1/10

50%

IITE HEN
IMOLU
PTA AUERI
QUEILVOL.
50%

50%

The PACKSHOT is always placed in the CUT area and

centered with the LOCTITE SUPER GLUE logo.
THE LAYOUT EXAMPLE

IF
YOU CAN
BREAK IT
YOU CAN
FIX IT.
POS EXAMPLES
FLOOR STAND KEY VISUAL
MOCK-UP

BRAND/PRODUCT AREA

PRODUCT INFORMATION
Benefits explained
Application visualized
Smaller product shots
CLIENT

PRODUCT ONLY AREA

SIGN-OFF
LOGO + CLAIM

BRAND ONLY AREA

The composition rules for POS materials are very simple.

Breaking down the advertising space in three sections –
each with very defined messaging – assures a clear and
uncluttered hierarchy.
POS EXAMPLES
FLOOR STAND KEY VISUAL
MOCK-UP Campaign line
Clear product shot
Top line benefits

BRAND/PRODUCT AREA

SUPER GLUE LOGO

CLIENT

PRODUCT ONLY AREA

SIGN-OFF
LOCTITE LOGO
BRAND ONLY AREA

The composition rules for POS materials are very simple.

Breaking down the advertising space in three sections –
each with very defined messaging – assures a clear and
uncluttered hierarchy.
60 SECONDS COLORS

Loctite RED White

CMYK: 17/100/100/9 CMYK: 0/0/0/0

Pantone: 1795 C

HEX: #bd0014 HEX: #ffffff

RGB: 189/0/20 RGB: 255/255/255

Black

CMYK: 0/0/0/100
Pantone: Black C

HEX: #000000
RGB: 0/0/0
60 SECONDS TYPOGRAPHY

Franklin typeface will only be used for the sub-brand 60 SECONDS.

Franklin Gothic Book Regular FOR FLOWING TEXT

abcdefghijklmnopqrstuvwxyz Franklin Gothic Book Regular will be used on every type

ABCDEFGHIJKLMNOPQRSTUVWX YZ of media for 60 SECONDS for the flowing text.
1234567890!“§$%& /()=?+*#‘-:;,. Materials: all types of POS materials, packaging, presentations, online campaign
(Instagram, Facebook, etc.), print ads, web pages and all media for 60 SECONDS.

Franklin Gothic Medium Regular FOR HIGHLIGHTED TEXT

abcdefghijklmnopqrstuvwxyz Franklin Gothic Medium Regular will be used on every type of

ABCDEFGHIJKLMNOPQRSTUV WX YZ media for 60 SECONDS for text that has to be highlighted.
1234567890!“§$%& /() =?+*#‘-:;,. Materials: all types of POS materials, packaging, presentations, online campaign
(Instagram, Facebook, etc.), print ads, web pages and all media for 60 SECONDS.

Franklin Gothic Extra Condensed FOR HEADLINES

Franklin Gothic Extra Condensed will only be used for headlines and
abcdefghijklmnopqrstuvwxyz other additional text – with the aim to never overpower the headlines.
ABCDEFGHIJKLMNOPQRSTUVWXYZ
Materials: presentations title and media with headlines.

1234567890!“§$%&/()=?+*#‘-:;,.
SUB BRAND LOGO 60 SECONDS

The LOCTITE 60 SECONDS logo is a sub-brand logo

and will only be used for this product.
LOGO FORBIDDEN USAGE

Rotate Change fonts LOCTITE

60 sec.
universal glue

Squeeze Change font size

Change colors Change positions

and background

Under no circumstances are you allowed to change the logo

in any way. Always use the logo that is provided.
POSITIONING

GIVEAWAY

The ideal use of the

logo is on black.
POSITIONING

When the black background is not an option, an extra

black box can be added to the logo.

The distance between the red and the black element is

1/4 of the width of the LOCTITE „E“.
POSITIONING

TVC

Only in cases where the media allows it, such as a TVC with
a dark grading, you can use it without a black surface.
LAYOUT
THE FLYING BANDEROLE

The FLYING BANDEROLE lock-up is to be used on all

above-the-line materials (TVC, OOH, print).

It allows a better and clearer campaign messaging – keeping

the LOCTITE brand and its products as the sender.

The safe zones are the same as for the logo. Exact
placement is variable to the individual media in use and
the interaction between elements within materials
(see layout examples).
THE LAYOUT GRID B/15
1/15

B/10
1/10

1/10

1/15

A/10

A/10

As a ground rule, we establish the value

The grid system is a systematic way to subdivide
the design space into visually equal and harmonious parts.
More than a template, the grid system allows design
freedom while still maintaining visual consistency across
campaigns and the brand as a whole.
of a one grid distance as:
Landscape: 1/10 of the width (A) x 1/10 of the height (B)
Portrait: 1/10 of the width (A) x 1/15 of the height (B)
These values will then define the appropriate proportions
for all printed and digital materials.
THE CUT

The 20° angle of the LOCTITE logo is also the angle of grid
20° lines available for creating highlight areas throughout the
communication.

For the sub-brand SUPER GLUE,

the CUT will be used in SUPER GLUE blue multiplied with
max. 75% opacity.
LAYOUT – BANDEROLE
50%

1/10 HL 1/10
IVENAM AUMFOG
50% NAM AUMADEM SENA
TEBILO
STOMA
50%

1/10 50%

The minimum distance of the BANDEROLE has to be one The minimum distances of the headline to the format borders are:
grid distance (1/10 of the document height) on the top and 1/10 of the format height from its upper edge 1/10 of the format
two grid distances (2/10 of the document height) to the bot- width from its left edge 50% of one grid distance (1/10 of the for-
tom of the document size. mat width) from the right edge of the layout format.

The headline is always placed in such a way that the upper The minimum distance of the headline to the upper BANDEROLE is
edge of the letters is aligned with the upper edge of the half of the grid distance from its sharp side and its bottom edge as
BANDEROLE at the top of the document. from the upper edge of the logo BANDEROLE.
LAYOUT – GRID AND CUT/HORIZONTAL
80% 20% 70% 30%

1/10

1/10 1/10

20° 20°

The grid for the landscape is always 10 x 10.

The CUT is always in a multiply mode and it is usually in an

80:20 ratio. The angle of the CUT is always 20°.

The size of the both BANDEROLES has to be a minimum one In case the HEADLINE needs more space and the footage
grid distance (1/10 of the document height) allows it, the ratio can be changed to 70:30.
LAYOUT – HEADLINE

IVENAM AUMFOG IVENAM AUMFOG

NAM AUMADEM SENA NAM AUMADEM SENA 50%
TEBILO TEBILO
STOMA STOMA

1:1

The bottom edge of the first part of the HEADLINE is always

placed on 50% of the height of the font size of the second part
The distance between the last letter of the first part of the of the HEADLINE.
HEADLINE and the first letter of the second part of the
HEADLINE to the CUT line is always the same (1:1). Both parts of the HEADLINE always have the same font size.
LAYOUT – HEADLINE

2/10

IVENAM
SEN AUMFOG
TEBI NAM AUM
STOM ADEM SENT
50%

50% 50%

In case the HEADLINE is too short, it is possible to place it
centered, only in the CUT part of the layout.
The rules regarding the distances are 50% of one grid
distance (1/10 of the format width and 1/10 of the format
height) from the right edge of the layout format and from
both inner edges of the BANDEROLES.
In case the visual cannot be covered by the first part of the HEAD-
LINE, it is possible to place the whole headline only in
the CUT part of the layout.
The rules regarding the distances are 50% of one grid distance
(1/10 of the format width and 1/10 of the format height) from
the right edge of the layout format and from the inner edge of the
bottom BANDEROLE. The upper edge of the letters should not be
placed higher than the inner edge of the upper BANDEROLE.
LAYOUT – PACKSHOT, SPECIAL NOTES

NEW

SEN SEN
TEBI TEBI
STOM STOM

50%

50%

In case it is needed to place the PACKSHOT in landscape

format, we use the 70:30 CUT ratio.
The PACKSHOT in the landscape format between the diago-
nal of the CUT left and LOCTITE logo on the right side is al-
ways placed centered in the space of the CUT area. It is im-
portant to keep a minimum distance to the logo which is half
of the grid distance.
The PACKSHOT can be placed in a light blue area with a maximum
height reaching the upper edge of the LOCTITE logo.
The upper red BANDEROLE can be used as a frame for the special notes
regarding the product as innovations or launch. For example “NEW” as
shown in the layout above.
PRINT EXUCUTION EXAMPLE
LAYOUT - GRID AND CUT/VERTICAL
80% 20% 70% 30%

1/15

1/15 1/15

20° 20°

The grid for landscape formats is always 10 x 15. The CUT (the blue part
of the layout) is always in a multiply mode and usually in an 80:20 ratio.
The angle of the CUT is always 20°. The size of both BANDEROLES has to If the headline needs more space and the footage allows it,
be a minimum one grid distance (1/15 of the layout height). the CUT can be extended to a 70:30 ratio.
LAYOUT – BANDEROLE

The minimum distance of the BANDEROLE has to be one The HEADLINE is always on the upper edge aligned with the
grid distance (1/10 of the document height) on the top upper edge of the BANDEROLE at the top.
and two grid distances (2/10 of the document height) on
the bottom of the document.

50%

The minimum distances of the HEADLINE

1/15 HL 1/15 to the format borders are: 1/15 of the

IVENAM
format height from the upper edge
1/15 of the format width from the left
edge 50% of one grid distance (1/15 of the
50%
AUMFOG format width) from the right edge of the
layout format and upper edge of the logo
BANDEROLE

ADEM SENA The minimum distance of the headline to

the upper BANDEROLE is half of a grid.

TEBILO
STOMA

50%

2/15

1/10 50%
LAYOUT – HEADLINE

IVENAM IVENAM
AUMFOG AUMFOG
ADEM SENA ADEM SENA 50%

TEBILO TEBILO
STOMA STOMA

1:1

The bottom edge of the first part of the HEADLINE is always

The distance between the last letter of the first part of the placed on 50% of the height of the font size of the second part
HEADLINE and the first letter of the second part of the of the HEADLINE. Both parts of the HEADLINE always have the
HEADLINE to CUT line is always the same (1:1). same font size.
LAYOUT – HEADLINE

4/15 4/15

SEN IVENAM
TEBI AUMFOG
NAM AUM
STOM 50%
ADEM SENT 50%

In case the HEADLINE is too short, it is possible to place it centered, only
in the CUT part of the layout. The rules regarding the distances are 50% of
one grid distance (1/10 of the format width and 1/15 of the format height)
from the right edge of the layout format and from the inner edge of the
logo BANDEROLE.
The minimum distance from the top of the layout format where the head-
line cannot be placed is four grid distances.
50%
The rules regarding the distances are 50% of one grid distance (1/10 of
the format width and 1/10 of the format height) from the right edge of the
layout format and from the inner edge of the logo BANDEROLE. The mi-
nimum distance from the top of the layout format where the HEADLINE
cannot be placed is four grid distances.
LAYOUT PACKSHOT, SPECIAL NOTES

NEW

SEN SEN
TEBI TEBI
STOM STOM 50%

50%

50%

In the portrait format the PACKSHOT is always placed centered between

the diagonal of the CUT left and LOCTITE logo on the right side in the
space of the CUT area.

It is important to keep a minimum distance from the logo which is one- The upper BANDEROLE can be used as a frame for the special notes
half of the grid distance. The PACKSHOT can be placed in a dark grey regarding the product as innovations or launch. For example „NEW“ as
area with maximum height of the upper edge of the LOCTITE logo. shown in the layout above.
POINT OF SALE
THE POS BANDEROLE

The POS BANDEROLE must be used on all POS materials

due to a clear identification with the packaging design. It
strengthens brand visibility and awareness crowning the
communication materials.

The safe zones are the same as for every sub-brand logo.
Exact sizing is particular to the individual media in use.
THE GRID

1/10

50%

SEN
TEBI
The key visual will be provided and
needs to be adapted to the POS
BANDEROLE.
50%
STOM
1/10 the height of the document is
the height of the POS BANDEROLE
and it always has to be used and will
be placed on top. One-half of the
line is the safe zone for the whole
50%
layout.
POS EXAMPLES
COUNTER STAND
MOCK-UP
KEY VISUAL
Campaign line
Clear product shot
Top line benefits

BRAND/PRODUCT AREA

PRODUCT INFORMATION
Benefits explained
Application visualized
Smaller product shots

PRODUCT ONLY AREA

SIGN-OFF
LOGO + CLAIM is the ideal use.

BRAND ONLY AREA

The composition rules for POS materials are very simple.

Breaking down the advertising space in three sections – each
with very defined messaging – assures a clear and uncluttered
hierarchy.
KINTSUGLUE COLORS

Loctite RED White KANJI Gold Black

CMYK: 17/100/100/9 CMYK: 0/0/0/0 CMYK: 10/30/90/30 CMYK: 0/0/0/100

Pantone: 1795 C Pantone: Black C

HEX: #bd0014 HEX: #ffffff HEX: #ad9833 HEX: #000000

RGB: 189/0/20 RGB: 255/255/255 RGB: 173/153/51 RGB: 0/0/0
KINTSUGLUE TYPOGRAPHY

The Proxima typeface will only be used for

the sub-brand KINTSUGLUE.

Proxima Nova Regular 400 FOR FLOWING TEXT

abcdefghijklmnopqrstuvwxyz Proxima Nova Regular 400 will be used on every type
ABCDEFGHIJKLMNOPQRSTUVWXYZ of media for KINTSUGLUE for the flowing text.
1234567890!“§$%&/()=?+*#‘-:;,.
Materials: all types of POS materials, packaging, presentations, online campaign
(Instagram, Facebook, etc.), print ads, web pages and all media for KINTSUGLUE..

Orev Edge Black FOR HEADLINES

abc de f g hijk lm nop qr s t u v w x y z Orev Edge Black will only be used for HEADLINES and other additional
ABCDEFGHIJKLMNOPQRSTUVWXYZ text – with the aim to never overpower the HEADLINES.
1 2 3 4 5 6 7 8 9 0 ! “ § $ % &/ ( ) = ? + * # ‘ - : ; , . Materials: presentation title and media with HEADLINES.

Using the font as a HEADLINE, there are further instructions on the

next page that have to be obeyed.
 FLEXIBLE PUTTY TYPOGRAPHY – INSTRUCTIONS

1 2 1 Right click on the text in the layers.

2 Open BLENDING OPTION window.
3 Tick BEVEL & EMBOSS and adjust all options in the right window (see picture 3).
4 Hook TEXTURE and adjust all options in the right window (see picture 4).
5 Hook DROP SHADOW and adjust all options in the right window (see picture 5).
6 Due to changing font sizes ensure that the same texture is guaranteed as in the
master (see layout examples).

3 4 5

Orev Edge Black will only be used for HEADLINES in white

capital letters and needs special effects in Photoshop.
SUB-BRAND LOGO KINTSUGLUE

The LOCTITE KINTSUGLUE logo is a sub-brand

logo and will only be used for this product.
LOGO FORBIDDEN USAGE

Rotate Change fonts LOCTITE

Kintsuglue

Squeeze Change font size

Change colors Change positions

and background

You are not allowed to change the logo

in any way. Always use the logo that is provided.
POSITIONING

GIVEAWAY

The ideal use of the logo

is on white.
POSITIONING

TVC

The logo should be placed on a

calm background.
THE LAYOUT
THE FLYING BANDEROLE

The FLYING BANDEROLE should be used

on all above-the-line materials (TVC, OOH, Print).

It allows a better and clearer campaign

messaging – keeping the LOCTITE brand and its products
as the sender.

The safe zones are the same as for the logo.

Exact placement is variable to the individual

media in use and the interaction between
elements within materials (see layout examples).
THE LAYOUT GRID B/15
1/15

B/10
1/10

1/10

1/15

A/10

A/10

As a ground rule, we establish the value

The grid system is a systematic way to subdivide
the design space into visually equal and harmonious parts.
More than a template, the grid system allows design
freedom while still maintaining visual consistency across
campaigns and the brand as a whole.
of a one grid distance as:
Landscape: 1/10 of the width (A) x 1/10 of the height (B)
Portrait: 1/10 of the width (A) x 1/15 of the height (B)
These values will then define the appropriate proportions
for all printed and digital materials.
THE CUT

The 20° angle of the LOCTITE logo is also the angle of grid
lines available for creating highlight areas throughout the
communication.
20°
For the sub-brand SUPER GLUE,
the CUT will be used in SUPER GLUE blue multiplied with
max. 75% opacity.
LAYOUT – BANDEROLE
50% 50%

50%

1/10

2/10

The HEADLINE is always placed in such a way that the upper edge of the
letters is aligned with half of the height of the upper BANDEROLE (50%
of one grid distance, 1/10 of the format height).

The minimum distance of the BANDEROLES has to be one grid distance The minimum distance of the HEADLINE to the right format border is
(1/10 of the document height) to the top and two grid distances (2/10 of 50% of one grid distance (1/10 of the format width). The minimum dis-
the document height) to the bottom of the document size. tance to the lower BANDEROLE is 3/10 of the format height.
 LAYOUT – GRID AND WHITE CUT
85% 15% 70% 30%

1/10 1/10

1/10 1/10

20° 20°

The grid for the landscape format is always 10 x 10. The CUT
(white part of the layout) is always in a multiply mode and it is
usually in an 85:15 ratio. The angle of the CUT is always 20°.

The size of both BANDEROLES has to be a minimum one In case the HEADLINE needs more space and the footage
grid distance (1/10 of the document height). allows it, the ratio can be extended to 70:30.
LAYOUT - HEADLINE
50% 50%

The HEADLINE is always placed in such a way that the upper

edge of the letters is aligned with half of the height of the up-
per BANDEROLE (50% of one grid distance, 1/10 of the
format height). The minimum distance of the HEADLINE to the
right format border is 50% of one grid distance (1/10 of the
format width). The minimun distance to the lower BANDEROLE
is 3/10 of the format height.
LAYOUT - USP/PACKSHOTS
50%

50%
50%

50%
rebum
voluptarens
accusam
50%

50%

The USP is always placed in such a way that the upper edge of the letters
is 50% of one grid distance of the format height below the HEADLINE.
In case you need more space, e.g. for longer words, you are allowed to use
the space within the white area. If you have more letters than the referen-
ce allows, you can change the letter spacing.
The PACKSHOTS are always placed at the lower left part of the document.
The RIGHT PACKSHOT is 10% smaller than the left one and is always placed
in the background. The minimum distance of the RIGHT PACKSHOT to the lo-
wer format border is 50% of one grid system (1/10 of the format width).

The minimum distances of the USP to the format borders are: The LEFT PACKSHOT is placed at 50% of one grid distance (1/10 of the for-
50% of one grid distance (1/10 of the format width) from its right edge, mat height) below the upper BANDEROLE. The minimum distance to the left
1/10 of the format height from the right border. format border is 1/10 of the format width.
LAYOUT EXECUTION EXAMPLE
LAYOUT – GRID AND WHITE CUT
80% 20% 70% 30%

1/15

1/15 1/15

20° 20°

The grid for landscape formats is always 10 x 15.

The size of both BANDEROLES has to be a minimum one grid distance
The CUT (the white part of the layout) is always in a multiply mode and (1/15 of the layout height). If the headline needs more space and the
usually in an 80:20 ratio. The angle of the CUT is always 20°. footage allows it, the CUT can be extended to a 70:30 ratio.
LAYOUT - GRID AND WHITE CUT
50%

1/15

1/15

6/15

2/15

1/10
The minimum distance of the BANDEROLE has to be
one grid distance (1/15 of the document height) to the top and
two grid distances (2/15 of the document height) to the bottom
of the layout. The HEADLINE is always placed in such a way The maximum distance of the HEADLINE to the format borders are: 1/10
that it is 1/15 of the layout height below the upper BANDEROLE of the format width from the left edge, 50% of one grid distance (1/10 of
and 6/15 of the layout height above the lower BANDEROLE. the format width) from the right edge of the layout format.
LAYOUT - USP/PACKSHOTS

4/15

50% 50%
rebum
voluptarens
accusam

3/15

The USP is always placed at 50% of one grid distance (1/15 of the format
height) below the lower edge of the HEADLINE and 3/15 above the lower
BANDEROLE. In case you need more space, e.g. for longer words, you are
allowed to use the space within the white area. If you have more letters
than the reference allows, you can change the letter spacing.
The maximum 6/10 of the format width from the left border, 50% of one
grid distance (1/10) of the format width from the right border.
The PACKSHOT is always placed in such a way that the lower edge
is aligned with the lower edge of the lower BANDEROLE.
The distance from the upper edge of the PACKSHOT to the upper
BANDEROLE is 4/15 and 50% of one grid distance. The distance from
the left format border to the left edge of the PACKSHOT is 75% of
one grid distance (1/10).
LAYOUT EXECUTION EXAMPLE
POINT OF SALE
THE POS BANDEROLE

The POS BANDEROLE must be used on all POS materi-

als due to a clear identification with the packaging design.
It strengthens brand visibility and awareness crowning
the communication materials.

The safe zones are the same as for every sub-brand logo.
Exact sizing is particular to the individual media in use.
 THE LAYOUT GRID
1/10
The grid system is a systematic way to subdivide the design
space into visually equal and harmonious parts.
More than a template, the grid system allows design freedom
while still maintaining visual consistency across campaigns
and the brand as a whole.
1/15
As a ground rule, we establish the value of a one grid distance as:
Landscape: 1/10 of the width (A) x 1/10 of the height (B)
Portrait: 1/10 of the width (A) x 1/15 of the height (B)
These values will then define the appropriate proportions for all
printed and digital materials.
LAYOUT - GRID AND WHITE CUT
80% 20% 70% 30%

20° 20°

The grid for landscape format is always 10 x 10. The CUT

(white part of the layout) is always in a multiply mode and it is
usually in an 80:20 ratio. The angle of the CUT is always 20°.

The size of the POS BANDEROLE has to be minimum one In case the headline needs more space and the footage
grid distance (1/10 of the document height). allows it, the ratio can be extended to a 70:30 ratio.
LAYOUT - HEADLINE/USP

1/10

SEN
TEBI rebum
50%

STOM 5/10
voluptarens
accusam
1/10

25% 25%

The USP is always placed in such a way that the upper edge of the
letters is 1/10 and 50% of one grid distance of the format height be-
low the headline.

The headline is always placed in such a way that it has 1/10 grid distance
below the POS BANDEROLE.
The minimum distances of the headline to the format borders are: 5/10
of the format height from its lower edge. 25% of one grid distance (1/10
of the format width) from the right edge of the format border. 2/10 and
50% of one grid distance from the left edge of the format border.
In case you need more space, e.g. for longer words, you are allowed
to use the space within the white area. If you have more letters than
the reference allows, you can change the letter spacing.
The minimum distances of the USP to the format borders are:
50% of one grid distance (1/10 of the format width) from its right
edge. 1/10 of the format height from the right border.
LAYOUT - PACKSHOTS
50%

50%

50%

5/10

The two PACKSHOTS are always placed at the lower left bottom
of the format. The RIGHT PACKSHOT is 10% smaller than the left
one and is always placed in the background.
The minimum distance between the LEFT PACKSHOT
and the POS BANDEROLE is 1/10 and 50% of one grid system
(1/10 of the format width).
The minimum distance of the LEFT PACKSHOT to the left format
borders is 50% of one grid distance (1/10 of the format height).
The minimum distances between the RIGHT PACKSHOT and the
format borders are: 5/10 of the format width from the right edge,
50% of one grid distance (1/10 of the format height) from the
lower format border.
LAYOUT - PACKSHOTS
LAYOUT - GRID AND WHITE CUT
75% 25% 70% 30%

1/15

20° 20°

The grid for landscape formats is always 10 x 15. The CUT (the white part
of the layout) is always in a multiply mode and usually in a 75:25 ratio.
The angle of the CUT is always 20°.

The size of both POS BANDEROLE and lower FLYING BANDEROLE has If the headline needs more space and the footage
to be a minimum one grid distance (1/15 of the layout height). allows it, the CUT can be extended to a 70:30 ratio.
LAYOUT – GRID AND WHITE CUT/HEADLINE
50%

1/15
1/15

50%

50%

6/15

2/15

The minimum distance of the lower FLYING BANDEROLE has to be two

grid distances (2/10 of the document height) to the bottom of the layout.

The headline is positioned with a distance of 1/15 and 50% of one grid dis- The maximum distance of the headline to the format borders are: 1/10
tance (1/15) to the POS BANDEROLE. It is also positioned with a distance of the format width from the left format border. 50% of one grid distance
of 6/15 and 50% of one grid distance (1/15) to the FLYING BANDEROLE. (1/10 of the format width) from the right format border.
LAYOUT - USP/PACKSHOT
50%

6/15

50%
repair
reconstruct
protect

3/15

2/15

5/10 50% 75%

The USP is always placed 50% of one grid distance (1/15 of the format The PACKSHOT is always placed in such a way that the lower edge is alig-
height) below the headline and 3/15 above the FLYING BANDEROLE. ned with the lower edge of the FLYING BANDEROLE.

The maximum distances of the USP to the format borders are: 5/10 and The distance from the upper edge of the PACKSHOT to the POS BANDE-
50% of one grid distance (1/10) of the format width from the left border. ROLE is 5/15. The distance from the left format border to the left edge of
50% of one grid distance (1/10) of the format width from the right border. the PACKSHOT is 75% of one grid distance (1/10).
LAYOUT EXECUTION EXAMPLE
POS EXAMPLES/AFTER EXECUTION
COUNTER STAND
MOCK-UP
KEY VISUAL
Campaign line
Clear product shot
Top line benefits

BRAND/PRODUCT AREA

PRODUCT INFORMATION
Benefits explained
Application visualized
Smaller product shots

PRODUCT ONLY AREA

SIGN-OFF
LOGO + SLOGAN is the ideal use.

BRAND ONLY AREA

The composition rules for POS materials are very simple.

Breaking down the advertising space in three sections –
each with very defined messaging – assures a clear and
uncluttered hierarchy.