This document provides guidelines for a corporate design manual (CD 2.0) for a company operating in the HVAC market. It outlines the key elements of the new design system, including the "Red Line" motif that connects brand messaging to product benefits, the "Red Wavy Wall" background, and photography style showing people in work or living environments. Guidelines are given for applying these elements to literature, logos, colors, typography, formats, graphics, and other brand touchpoints. The system is designed to present a unified yet differentiated brand identity across six company brands while reinforcing strategic positioning as committed, smart, and positive.

1. Corporate Design
Manual
CD 2.0

2. A1. BRAND COMMUNICATION 7
A2. CORPORATE DESIGN 2.0 8
2.1. Concept 8
2.2. “Red Line” 8
2.3. “Red Wavy Wall” 8
2.4. Flat surface 9
2.5. Photo look 9
2.6. Product system 10
A3. LOGO 11
3.1. Introduction 11
3.2. Logos 11
3.3. General impression 11
3.4. Positioning 12
3.5. Protective zone 12
3.6. Size 13
3.7. B/W logo 14
3.8. 1c logo 14
3.9. Horizontal logo 14
3.10. Claim 15
3.11. Performance line 18
3.12. User errors 21
3.13. SDBG logo band 22
A4. COLOUR 23
4.1. Colours 23
4.2. Colour values 23
4.3. Red elements with background 24
A5. TYPOGRAPHY 25
5.1. Design 25
5.2. Styles 25
5.3. Online and correspondence font 25
5.4. International characters 26
5.5. Characters overview 27
A6. FORMATS 28
6.1. Formats 28
6.2. Formats, measurements and application 29
6.3. Different ways of folding 29
A7. THE “RED LINE” 30
7.1. The “Red Line” 30
7.2. General 30
7.3. Abstract line 30
7.4. Technical line 31
7.5. Application 31
7.6. Words with the “Red Line” 32
7.7. Technical doc-umentation 33
7.8. Graphics 34
7.9. Info boxes 35
7.10. Functional colours 36
7.11. Diagrams 37
7.12. Illustrations 37
A8. SURFACE 38
8.1. “Red Wavy Wall” 38
8.2. Origins 38
8.3. Application 39
8.4. Colour surfaces 40
8.5. Use 41
8.6. Application overview 42
A9. BASIC GRIDS 44
9.1. “Red Wavy Wall” Grid 44
9.2. “Red Wavy Wall” Grid, title page 45
9.3. “Red Wavy Wall” Grid, title page and logos 45
9.4. “Red Wavy Wall” Grid, leaflet formats 46
A10. PHOTOGRAPHY 47
10.1. Energetic look 47
10.2. Life shots 48
10.3. Casting for life shots 49
10.4. Models 49
10.5. Photo look 51
10.6. B2C Composite picture pool 52
10.7. B2B Composite picture pool 54
10.8. Guidelines composite pictures 56
10.9. Co-op shooting pool 58
10.10. Basic stock image pool 60
10.11. Situation outdoors 73
10.12. Product pictures, still shots 74
10.13. Product pictures, mood shots 74
10.14. Product insert and close-up insert 75
10.15. Product range / system 75
10.16. Product scenes 76
a) House illustrations 76
b) Computer generated images 76
b1) Outdoors 77
b2) Indoors 77
A11. ICONS 79
A12. CORPORATE LANGUAGE 80
12.1. Introduction 80
12.2. Tonality 80
12.3. Headline formula 82
12.4. Copy formula 83
12.5. Glossary 85
CORPORATE DESIGN BASICSCORPORATE DESIGN BASICS
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3. B1. LITERATURE 89
1.1. Introduction 89
1.2. Master grid for images and text 90
1.3. Baseline grid (BLG) for column width 91
1.4. Design principles for cover and back cover 92
1.5. Font sizes and page grids 93
1.6.Font for product names 94
1.7. Master for short price list 95
1.8. Product brochure 96
1.9. Overview of Novelties brochure features 102
1.10. Price list 104
1.11. Short price list 105
1.12. Extensive price list 106
1.13. Installation and user manual 108
B2. NEWSLETTER 109
B3. FLYER GRID 111
B4. PRINT ADS AND BILLBOARD 112
B5. ONLINE 114
B6. E-MAIL SIGNATURES 115
B7. CO-BRANDING 117
B8. TRADE FAIRS 119
8.1. Trade fair concept 119
8.2. Trade fair examples 120
8.3. Animation guidelines for screens 122
8.4. Trade fair invitation 122
8.5. Fax reply 122
B9. POS WALLS AND POS POSTER 123
B10. PACKAGING 125
B11. BUSINESS STATIONERY 126
11.1. Stationery 126
11.2. Stationery, measurements and typography 128
11.3. Stationery, sub-sequent pages 129
11.4. Stationery with brand logos 130
11.5. Stationery, paper recommendation 130
11.6. Fax template 131
11.7. Envelope, paper recommendation 132
11.8. Envelope, formats 132
11.9. Business card 135
11.10. Business card co-branding 137
11.11. Business card with brand logos 138
11.12. Multi-brand business card 139
11.13. Business card, paper recommendation 139
11.14. PPT slides 140
11.15. Stamp 145
B12. CAR BRANDING 146
12.1. Introduction 146
12.2. Colours 146
12.3. Service vans 146
12.4. Fleet management supplier van 147
12.5. Installer car 147
12.6. Swap trailer 147
12.7. Sales represent-atives' cars 148
12.8. Executive company cars 148
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4. 76
A1. BRAND COMMUNICATION
Giving our energetic companion its face.
The European HVAC market and its demands grow quickly and become more
and more complex. That is why being a unified, clearly-defined and well-
differentiated brand is becoming increasingly important.
Ultimately, a strong brand is not just about its products and services. It is de-
fined by its personality, and in how it sees itself in relation to its customers
and partners. However, a strong personality cannot be created through con-
stant reinvention, but through continuous concentration on ones strengths
and profile. And that is also what distinguishes us: the way our company
presents itself, both internally and externally and the specific characteristics
we convey.
One of the most important goals of effective corporate communication is the
cultivation of trust: trust in the product, trust in the future orientation and
efficiency of products and brand. Before embarking on the development of
the Corporate Design, we defined a strategic brand positioning from which
we then derived our attitude and corporate mission. Our brands are commit-
ted, smart and positive. We conduct our business on an “eye level” basis and
offer simple, fit-for-purpose solutions that have long overcome any teething
troubles.
The new Corporate Design creates the ideal stage for implementing our
brand values, our attitude and our objectives. Visual key brand elements, as
there are e.g. the “Red Line”, the “Red Wavy Wall”, the pictures with their
specific language, the tone of voice as well as a range of basic visual ele-
ments like fonts, colours and grids, together represent the brand visually. By
a positive tone of colours, a smart use of the elements, a committed tonality
and a use of pictures that is close and true.
Nevertheless, this Corporate Design Manual is a “living document” that is
still growing. Piece by piece, this manual will be finetuned and completed
by new communication material guidelines.
The following examples were developed based on Saunier Duval (SD).
The same applies, of course, for the companies Bulex, Hermann Saunier
Duval, Glow-Worm, AWB and Protherm. We hope all of our colleagues enjoy
putting this new design into active use.
Let’s present, shape and live our brand so it becomes more energetic than
ever before. Let’s give our energetic companion nearby its face!
Frank Begiebing Diana Kloth
Remscheid, 6th January 2014
INTRODUCTION

5. 98
A2. CORPORATE DESIGN 2.0
2.1. CONCEPT
2.5. PHOTO LOOK
We introduced our corporate design in 2009, four years ago. The require-
ments of the markets show that it is time to refresh the design (by matching
the design to current design tendencies). So, we softly adapted the existing
corporate design, which means that we are gradually updating our core
design elements. It is an evolution instead of a revolution.
The people are shown in their working or living environment. This creates an
emotional look and more targeted communication for our audience (B2B /
B2C). The people motifs with background can only be used on pages without
technical information, products, graphics or tables, for example the cover,
index, brand pages, chapter separating pages, etc. On all other pages, the
people motifs are used without a background.
2.2. “RED LINE” The central element that both links and forms the design is the “Red Line”. As
the core of the corporate design, the application and function of the “Red Line”
create an emotional bond between the product, the people, the product be-
nefit and optionally the point of use. This “storytelling” distinguishes the look
from the generic imagery used by competitors. The “Red Line” simply explains
the benefits of a product to our target groups. The “Red Line” is presented in a
simple, surprising and connecting manner. It instils emotion and tells a story,
conveying the brand as committed, smart and positive. The “Red Line” leads
the target group through all media and is an obligatory component of commu-
nications. It is always red, always active, and always competent and likeable.
Before CD 2.0
2.4. FLAT SURFACE The flat surface reinforces the brand’s identity and replaces the “Red Sur-
face” and the warm grey surface (except for special cases; see page 38).
Within the literature, it features on the brand pages and in the introduction
to the chapter on application, as an extension of the “Red Wavy Wall”. The
flat surface is always red, transparent and is only used in literature in com-
bination with the people motifs with background.
Before CD 2.0
2.3. “RED WAVY WALL” The “Red Wavy Wall” is transparent so it fits into the corporate-design photo
look. The background shines through the red layer.
Before CD 2.0
CORPORATE
DESIGN 2.0
CORPORATE
DESIGN 2.0
Product Product benefit

6. 1110
2.6. PRODUCT SYSTEM For more dramatic and iconic staging, the product systems are presented
with an abstract room perspective with strong lights and shadows.
Before
CD 2.0
Le système hybride Genia peut opérer un choix entre la
chaudière traditionnelle au gaz et la pompe à chaleur
électrique air-eau.
Le cerveau du système est formé par l’unité centrale
Examaster. Cette unité communique avec une sonde
extérieure sans fil qui mesure les températures
externes. Une fois l’installation terminée, votre
installateur encode le tarif que vous payez pour
l’énergie dans l’Examaster, pour lui permettre de
sélectionner automatiquement l’énergie la plus
performante : l’électricité ou le gaz.
Ilvoussuffitd’utiliserlanouvellecommandeàdistance
Exacontrol E7RH pour programmer le chauffage et la
production d’eau chaude sanitaire qui couvriront vos
besoins et le système s’occupe du reste.
En d’autres mots, vous utiliserez en permanence
l’énergie la plus économique pour chauffer votre
habitation, en fonction des tarifs du gaz et de
l’électricité, en bénéficiant d’un chauffage à moindre
coût et en réduisant votre empreinte écologique.
Module
hydraulique
compact
Bulex (Thema CONDENS)
Réduire encore plus la
consommation d’énergie
Le système de chauffage hybride durable et intelligent
Pour plus d’info voir la brochure
énergies renouvelables
36
Sonde extérieure sans fil
Genia AIR
Examaster
Exacontrol E7RH
La gamme Genia AIR Genia HYBRID
• Sélectionne automatiquement la source d’énergie la plus
performante pour votre portefeuille et pour l’environnement
• Un pack complet : pompe à chaleur, module hydraulique et
dispositif de commande - installation et réglage aisés
• Compatible avec toutes les nouvelles chaudières Bulex
à haut rendement : combi et modèles classiques de
chauffage seul
• Pompe à chaleur à haut rendement Genia AIR Bulex incluse
• Système complet avec dispositif de commande clair
et intuitif
• Réduction de l’empreinte écologique.
SYSTèMES HYBRIDE ET POMPE à CHALEuR gENIA AIR
Module hydraulique
universel ou électrique
Le système de chauffage hybride durable et intelligent
37
CORPORATE
DESIGN 2.0
A3. LOGO
3.1. INTRODUCTION Every brand has its defined, concise and recognisable logo. The colours,
typography and use of motifs for the six brands are similar, but not
identical. The Saunier Duval Brand Group (SDBG) presents itself publicly
as a group and its logos should reflect this. Aligning the logos so that
every one of these is clearly associated with the Saunier Duval Brand Group,
is therefore a recommendable step.
3.2. LOGOS
3.3. GENERAL IMPRESSION The brands’ colours have been aligned and all icons given a modern 3D effect.
This effect, in turn, gives the logos consistency and creates a uniform overall
picture.
2C GREYSCALE 1C For use in black, white
and Pantone 186 c

7. 1312
Ideally, the logo should be positioned in the top right-hand corner and, in
order to create high recall value, be used in combination with the “Red Wavy
Wall” (see chapter A9).
The protective zone is the narrow invisible border around the logo, into
which no teaser, image or headline is allowed to enter. The height of the
logotype’s capital letters defines the height of this zone.
Saunier Duval example:
3.5. PROTECTIVE ZONE
3.4. POSITIONING
Bulex example:
AWB example:
Hermann Saunier Duval example:
Glow-worm example:
The minimum size for a logo is also defined by the height of a logotypes’
capital letter, which is not allowed to fall below the following values:
Saunier Duval example:
Bulex example:
AWB example:
Hermann Saunier Duval example:
3.6. SIZE
min. 3 mm
min. 3.5 mm
min. 4 mm
3.5. PROTECTIVE ZONE
Protherm example:
min. 3,5 mm

8. 1514
Glow-worm example:
Protherm example:
3.7. B/W LOGO For every logo, there is a version in shades of grey as well as a black-and-
white version (see chapter 3.2).
There is a 1c version of every logo for the following areas of use:
- 1c print: coarse outer packaging / XXL boxes
- 1c print: franking machine, fax, templates for duplication – e.g. through
photocopying
- adhesive film cut-outs, inlays
- print finishing of film templates (relief and hollow embossing, film em-
bossing, overprint varnishing, stamping)
- cutters for materials such as metal, plastic, etc.
- template for flocking and embroidering textiles
- use of logo as a negative on a coloured background (e.g. white logo on a
Pantone 186c background)
Don’ts:
Do not use the 1c logo for 4c printing unnecessarily
(e.g. brochure titles, adverts, etc.)
As well as a vertical logo, Saunier Duval and Bulex have a horizontal logo. The
dimensions of the logotype and icon in relation to one another remain the
same. They are just differently arranged.
3.8. 1C LOGO
3.9. HORIZONTAL LOGO
3.6. SIZE
min. 4 mm
min. 4 mm
3.10. CLAIM VERTICAL LOGO
- The claim is red
- There is a gap of 1/2 x between the claim and Saunier Duval
- The font size can be varied and is determined by the length of the claim in
the different languages = the claim should be the same length as “Saunier
Duval” (“Hermann Saunier Duval” for IT)
EXCEPTIONS
- The claim may not be larger than 2/3 x (see ES and AT)
- The claim should not be the same length as “Bulex” and “awb”; it should
always be 2/3 x instead (incl. ascenders and descenders) (see BE, NL)
- For “Protherm”, the claim is integrated into the logo and should be justified
left below “Protherm”; the font size can be varied
- The claim is centred below the logo
Always at your side
1/2 x
Size can be varied
CZ
Size can be varied; however,
it should be harmoniously
integrated into the logo
1/3 x
IT NL
Size always 2/3 x
1/3 x
UK
1/2 x
RU
Size can be varied; however,
it should be harmoniously
integrated into the logo
1/3 x
SK
Size can be varied; however,
it should be harmoniously
integrated into the logo
1/3 x
UA
Size can be varied; however,
it should be harmoniously
integrated into the logo
1/3 x
CN
Size can be varied; however,
it should be harmoniously
integrated into the logo
1/3 x
LT
Size can be varied; however,
it should be harmoniously
integrated into the logo
1/3 x
ES
Size always 2/3 x
1/2 x
Size always 2/3 x
1/2 x
BE

9. 1716
3.10. CLAIM LOGOS WITH CLAIM CENTERED
PL RO
FR HU BE
ES AT BE
NL CZIT
GBRU SK
UA CN LT
Overview – horizontal
PLGB RO
ES AT BE
FR HU BE
HORIZONTAL LOGO
- The claim is red
- The top of the capitals in Saunier Duval are in line with the top of the bird’s
head; there is a gap of 1/3 x between this and the claim
- Justification: centred for Saunier Duval / left for Bulex
x
1/3 x
FR BE
3.10. CLAIM

10. 1918
CAR BRANDING (LOGO + CLAIM + PERFORMANCE LINE)
- The claim is red
- The performance line is black
- The top of the capitals in Saunier Duval are in line with the top of the bird’s
head; there is a gap of 1/3 x between this and the claim
- Saunier Duval, Bulex … + claim centred
- There is a gap of 1/3 x between the performance line and the bottom of the
bird …
- Claim + performance line: the font size can be varied; the claim has to be the
same length as Saunier Duval, and the performance line has to be the same
length as the bird and Saunier Duval combined
- An exception is made for AWB: the performance line is centred
Efficient Solutions. Heating. Hot Water.
1/2 x
1/3 x
Size can be varied
Efficient Solutions. Heating. Hot Water.
1/3 x
1/4 x
CNIT
1/2 x
1/3 x
GB NL
1/3 x
1/3 x
1/3 x
1/4 x
SK (also: CZ, RU and UA)
y y
RO
1/3 x
1/3 x
SPECIFICS
There is a gap of 1/3 x between the bottom of Saunier Duval and the claim. The
font size can be varied. However, it may not be larger than 2/3 x. There is a gap
of 1/2 x between the bottom of the bird and the performance line.
3.11. PERFORMANCE LINE
PRINT AD: LOGO + CLAIM + PERFORMANCE LINE
- Use a vertical logo + claim
- The claim is red
- The performance line is black
- The performance line is detached from the logo and is located justified right
below the red box emphasising the product
- The performance line’s font size is 13 pt and is justified left
OVERVIEW
ROFR
HU BE
ES AT BE
UA CN LT
GBRU SK
NL CZIT
PL
3.11. PERFORMANCE LINE

11. 2120
CORPORATE
DESIGN 2.0
MASTER EXAMPLE
12.5 mm
7.5 mm
Performance line = 8.5 pt
5 mm
7 mm
PROTECTIVE ZONE3.11. PERFORMANCE LINE
7 mm
3.12. USER ERRORS Wrong: logotype and icon are separated
Wrong: colours have been changed
Wrong: colours have been lightened or
darkened
Wrong: use of effects
Wrong: proportions have been changed

12. 2322
A4. COLOUR
4.1. COLOURS The colours are a defined component of the corporate design. The corporate
colours for Saunier Duval, Bulex, Hermann Saunier Duval, Glow-worm, AWB and
Protherm are red and black, and are defined by the following Pantone colours:
The secondary colour defined for all brands is the following Pantone colour:
To highlight facts in texts, you can use a background of 15% k. To differentiate
contents within graphics (e.g. A7.8), you may use the following shades of grey:
Pantone Black 6 CPantone 186 C
Pantone Warm Grey 1 C
Pantone
186 C
Black 6 C
Warm Grey 1 C
425 C
423 C
CMYK
c 5
m 100
y 80
k 5
c 90
m 35
y 0
k 100
c 5
m 5
y 15
k 0
c 0
m 0
y 0
k 70
c 0
m 0
y 0
k 50
RGB
r 203
g 13
b 38
r 10
g 10
b 10
r 245
g 240
b 223
r 112
g 112
b 111
r 161
g 161
b 161
WEB
#CC0033
#003333
#FFFFCC
#7070o6f
#a1a1a1
RAL
3020
9004
9001
7005
9023
4.2. COLOUR VALUES Use of other colour systems.
90% k 80% k 70% k 60% k 50% k 40% k 30% k 20% k 10% k
NEW
3.13. SDBG LOGO BAND
VERSION 1 (WITHOUT DEMIR DÖKÜM)
VERSION 2 (WITH DEMIR DÖKÜM)
The SDBG logo band is only used for the internal communication of the
Saunier Duval Brand Group. There are two versions of the SDBG logo
band, with and without the Demir Döküm brand. The text “Saunier Duval
Brand Group” is always red and the individual logos are always grey, but
can also be coloured as an option.
Horizontal
Horizontal
Vertical
Vertical
Horizontal with
colored logos

13. 2524
4.3. RED ELEMENTS
WITH BACKGROUND
In the corporate look, the “Red Wavy Wall” is transparent.
This creates a more emotional look.
How to create the new look:
5 / 100 / 80 / 5 + background + multiply effect
Allowed: this effect produces various shades of red.
CORPORATE
DESIGN 2.0
The font styles “FF MetaBook” and “FF MetaMedium” in Roman and Italic
style are used for the Saunier Duval Brand Group.
Body copy: “FF Meta Book”
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890/!?'’*“”[]( ).,;:-+§@
Headlines and emphases: “FF Meta Medium” Roman
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890/!?‘’*“”[]( ).,;:-+§@
A5. TYPOGRAPHY
5.1. DESIGN In order to guarantee a uniform and unique brand image, we will use the
“Meta” font for all communications.
“Meta” was designed in 1985 by Erik Spikermann as a typographical alter-
native to “Helvetica”. Originally intended for easily readable body copy, it
is today a well-developed font available in most font styles. The “OpenType
Pro” version in particular contains numerous international font styles. These
attributes help make “Meta” an aesthetically distinctive, universally
applicable sans serif.
5.2. STYLES
The system font “Arial” should be chosen for digital use online (HTML and
email), for all print correspondence (Word letter templates for business
correspondence, PPT, etc.).
5.3. ONLINE AND CORRES-
PONDENCE FONT

14. 5.5. CHARACTERS OVERVIEW
2726
5.4. INTERNATIONAL
CHARACTERS
“Meta” works very well with different languages, including Eastern European
characters and coding. “MetaOpenTypePro” is compatible with the following
languages:
Abyssinian, Adygeish, Avarish, Balkarian, Belorussian, Breton, Bulgari-
an, Catalan, Chechen, Croatian, Czech, Danish, Darginish, Dutch, English,
Esperanto, Estonian, Finnish, French, Galician, German, Greek, Hungarian,
Icelandic, Ingush, Irish, Italian, Kabardino-Cherkesian, Kumykish, Kurdish,
Lakish, Latvian, Lesginian, Lithuanian, Macedonian, Maltese, Moldavian,
Mordovsko-Ersatian, Mordovsko-Mokshanian, Norwegian, Nanaish, Nenish,
Nivkh, Polish, Portuguese, Rhaeto-Romance, Romanian, Serbian, Slovak,
Slovenian, Sorbian Lower, Sorbian Upper, Spanish, Swedish, Turkish.
Russian
Romanian
Polish
Hungarian
Czech
Dutch
French
Spanish
Italian
Greek

15. The standard A4 format will be used for letters and DIN long for greeting
cards. There are two formats available for publications. Derived from the
A4 format, a special format of 210 x 248 mm can be used for brochures and
books and a format of 105 x 210 mm for leaflets and invitations.
The formats can be used horizontally or vertically, depending on the
advertising material.
6.1. FORMATS
DIN A0
DIN A1
- posters
DIN A4 PORTRAIT
FORMAT, SPECIAL
FORMAT 210 x 248 mm
AND A5
- brochures
- books
- folders
- organisational papers
- pamphlets
- publications
- leaflets
105 x 210 mm
- leaflets
- greeting cards
- pamphlets
210 x 105 mm
- leaflets
- flyers
- pamphlets
DIN A1
594 x 841 mm
DIN A4 210 x 297 mm
105 x 210 mm
(Long Dimension)
A6. FORMATS
Special format
210 x 248 mm
DIN A5 148 x 210 mm
6.3. DIFFERENT WAYS
OF FOLDING
2 Window
or altar fold
3 Wrap fold 4 Zig-zag/accordion fold1 Normal
(clip or stitched binding)
The paper formats are DIN formats and derivations thereof. The format of a
paper is determined by the width and length (in mm) of the piece of paper
(DIN format). Generally, width is mentioned first. DIN formats are standar-
dised paper sizes, according to the “Deutsche Industrienorm” (German in-
dustrial standard). The next smaller format is created by halving the original
format’s length.
The DIN A series determines the end format of the cut print materials. The
DIN B series are uncut formats. The DIN C series determines the formats for
sheaths and envelopes used for the A4 series. Generally, portrait formats are
preferred. The 99 x 210 mm format is used if technical considerations, cost-
cutting measures or the production of internal publications mean that an A4
format needs to be used for printing.
6.2. FORMATS, MEA-
SUREMENTS AND
APPLICATION
FORMATS
DIN A0
DIN A1
DIN A2
DIN A3
DIN A4
DIN A5
DIN A6
Special format
DIN long horizontal
DIN long vertical
DIN long vertical
MEASUREMENTS
841 x 1189 mm
594 x 841 mm
420 x 594 mm
297 x 420 mm
210 x 297 mm
148 x 210 mm
105 x 148 mm
210 x 248 mm
210 x 105 mm
105 x 210 mm
99 x 210 mm
FOLD
–
–
–
–
Simple fold
Simple fold
–
Simple fold
Simple fold
Zig-zag/
accordion fold
Zig-zag/
accordion fold
APPLICATION
Posters
Posters
Posters
Posters, internal media
Brochures, books, folders, organisati-
onal papers, pamphlets, publications
Brochures, leaflets
Postcards
Brochures, books
Greeting, congratulatory and
invitation cards
Leaflets, pamphlets
Leaflets, pamphlets
The amount of pages can be chosen to suit.
2928

16. 3130
A7. THE “RED LINE”
7.3. ABSTRACT LINE
The “Red Line” is a central component of the Corporate Design. It works as
a kind of narrator: it connects the consumer to the product in a friendly way.
This confers warmth, humanity and technical competence to the company.
The “Red Line” comes across as entertaining, competent and energetic.
LINE WIDTH: For A4 formats, the line width is defined as 1.5 pt. When en-
larged, the line width changes proportionally to the page format. For other
media, a different line width may be necessary to guarantee visibility (e.g.
posters or ads). Line width must not be varied in the same medium.
LINE COLOUR: The line is always red. If the line passes over a red back-
ground, it will turn white in that place only.
LINE STYLE: The abstract line clearly originates in hand-drawing but is
vectorised, no ballpoint pen or colouring pencil structure. The line’s course
is continuous and “feels” unbroken. The technical line is geometric.
Abstract hand-drawn line Technical geometric line
The abstract line will primarily be used on brochure titles, introductory pro-
duct pages and adverts. It will create visions, both abstract and imaginary,
it will make hitherto unseen links visible. The line sets the stage for the
product’s advantages with subtle humour: people are connected to the pro-
duct in an intelligent and profitable way. The abstract line might write a note,
connect, branch off, twist itself in knots or dissolute – depending on which
benefits the message is supposed to transport. It conveys a lightness that
speaks to both the B2B and the B2C target groups. The line is used in a lively
manner that is not too playful.
7.1. THE “RED LINE”
7.2. GENERAL
7.4. TECHNICAL LINE The technical line will primarily be used in the brochure’s product informa-
tion pages. Technical geometric drawings of the products, assembly instruc-
tions, sketches and blueprints will be realised using graphical lines, which
will create a connection to the user. The B2B target group will be attracted by
the line’s technical, graphic appearance.
Wrong: The line
appears in a colour
other than red and
white
7.5. APPLICATION
Wrong: The line
appears in different
widths
Wrong: The line is
not vectorised
The line’s width is consistent within one medium, it is always red (alterna-
tively white) and always vectorised in a standardised point size.

17. 3332
When using the “Red Line” to write words, care should be taken to make sure
they preserve the appropriate style of the line.
Written words are there to add emotional impact. They must therefore be
derived from the brand (e.g benefits, not product names). Only keywords are
allowed to be written by the “Red Line”, no full sentences.
The letters do not form a continuous line
The line is full of sharp edges, rather than flowing nicely in curves
The typeface inclines to the left
The typeface inclines to the right
Bad examples:
Good example:
7.6. WORDS WITH THE
“RED LINE”
APPLICATION: Illustrations are used if they serve as a visual explanation of
the text, image or technical facts. They can illustrate an entire technical issue
or complement a product explanation in a schematic way.
ILLUSTRATIVE DESCRIPTION: Technical documentations are realised as
technical drawings. The illustrations are simple and reduced to the basics.
PERSPECTIVE: The perspective used is easy to grasp and meant to serve as
a quick overview of the predominantly complex documentations. A frontal
perspective may be used or consist of a slight vanishing point projection.
HIGHLIGHTS: In order to put special emphasis on a particular technical area
of the appliance, it will be highlighted using a graphic “Red Line”. The rest of
the appliance is pushed into the background using a slight transparency.
Alternative: In order to focus on a particular technical area of the appliance,
it will be emphasised using a grey gradation.
FUNCTIONAL DESCRIPTION: Drawings that depict the function of an appli-
ance will emphasise important components in order to explain functionality
(see “Highlights” above). Additionally, the drawing will be complemented
by red arrows that show, e.g., the motional direction of the different compo-
nents.
7.7. TECHNICAL DOC-
UMENTATION

18. 3534
7.8. GRAPHICS The information in graphics should be reduced to the essential minimum
and should have an uniform line thickness. The exclusive use of grey tones
and Pantone 186c (other colours can only be used in special exceptions) is
determined. Processes (see below) can be demonstrated in colour gradients
that change from red or 50% black to white.
200
150
100
50
0
Ultrapower sxi
store 120 l
Ultrapower sxi
store 80 l
Conventional coil
store 200 l
Conventional coil
store 100 l
200
150
100
50
0
Ultrapower sxi
store 120 l
Ultrapower sxi
store 80 l
Conventional coil
store 200 l
Conventional coil
store 100 l
8 l/min. @ 10°C 12 l/min. @ 10°C
8 l/min. @ 60°C 12 l/min. @ 60°C
4l/min@10°C
8l/min.@10°C
20l/min@40°C
8 l/min. @ 10°C 12 l/min. @ 10°C
8 l/min. @ 60°C 12 l/min. @ 60°C
4l/min.@10°C
8l/min.@10°C
20l/min.@40°C
10 MIN (100 sxi)
17 MIN (170 sxi)
The Ultrapower sxi reheat time is approximately ten minutes for the 100 sxi and 17 minutes for the 170 sxi.
60°C
60°C
60°C
60 °c 60°C
0 MIN. 2 MIN. 4 MIN. 6 MIN. 8 MIN. 10 MIN. (100 sxi)
17 MIN. (170 sxi)
The Ultrapower sxi reheat time is approximately ten minutes for the 100 sxi and 17 minutes for the 170 sxi.
60°C
60°C
60°C
60°C 60°C
0 MIN. 2 MIN. 4 MIN. 6 MIN. 8 MIN.
7.9. INFO BOXES In literature, the graphics and technical images are displayed in info boxes.
These info boxes are separated from the body copy and are split into two
parts: one side is for the graphics and the other is for the text explanations. The
colour warm grey is used as an eye-catcher to highlight the information.
APPLICATION: the info boxes can be placed on the right or left page, depend-
ing on the page layout, and, if possible, in the bottom part of the page (see
example below).
Examples of info boxes
Example of info box integration in literature
Isodyn2
technology
Empos modis eatem
Ut harchil ipicitatecti it tem consequia dolorerae
comnimi nullitae min prepel ium volorer ibusam,
tem quasped molor asperia speditat quas
con re dit volorib usapelesto id mo beatesti
rem quassum inctam qui dolorrum quaectur,
conserro odicat ditat.
›
Lorem ipsum
dolor est *
Nequid qui occatis imolore ndebitius
Or rere esciatque consecti acearum aut ius mo imi,
cus nullaborum earchiciae ne nest es estrupt atincta
ssequas sequam, sape nes idem est, odignam qui
odis dolorro to quias dolore dolorro volorruntiae
voluptatur, etus incti occae sincius eum quunt.Ed et
laccae recus, qui non num quo dolecturem eic tes
doluptatius asit asitatio iundestium sum.
Lorem ipsum
dolor est *
Nequid qui occatis imolore ndebitius
Or rere esciatque consecti acearum aut ius mo imi,
cus nullaborum earchiciae ne nest es estrupt atincta
ssequas sequam, sape nes idem est, odignam qui
odis dolorro to quias dolore dolorro volorruntiae
voluptatur, etus incti occae sincius eum quunt.Ed et
laccae recus, qui non num quo dolecturem eic tes
doluptatius asit asitatio iundestium sum.
TITLE
- “FF MetaMedium”
- 14 pt
- line spacing 17 pt
- tracking +0
- SDBG red
SUBHEADING
- “FF MetaBold”
- 9 pt
- line spacing 12 pt
- tracking +0
- 60% black
BODY COPY
- “FF MetaBold”
- 9 pt
- line spacing 12 pt
- tracking +0
- 60% black
OUTLINE
- line thickness 0.5 pt
1
2
3
Isodyn2
technology
Empos modis eatem
Ut harchil ipicitatecti it tem consequia dolorerae
comnimi nullitae min prepel ium volorer ibusam,
tem quasped molor asperia speditat quas
con re dit volorib usapelesto id mo beatesti
rem quassum inctam qui dolorrum quaectur,
conserro odicat ditat.
›
CORPORATE
DESIGN 2.0
4
2
3
1
2
3
4

19. 3736
7.11. DIAGRAMS
Themafast Condens
Conventional instant
water heater
Saves gas and water
whilst reliably providing
the desired degree of
hot water every time you
turn on the hot tap
Time45 sec
40 0
C
Temperature
Maximum theoretical efficiency: 110% (impossible to surpass)
Efficiencyη(%)
5 10 15 20 25 30 35 kW
110
90
Efficiency for Thema condensing boilers:
107% at 50 / 30 °C
Non-condensing boilers
Condensing boilers
7.12. ILLUSTRATIONS The informational drawings created using the “Red Line” serve to simply
illustrate basic information. They should not feature any playful twirls or
details (e.g. faces or too many folds in the clothing). Combinations of
people and products are coloured using SDBG red and shades of grey.
Heating output
7.10. FUNCTIONAL
COLOURS
The colours must only be used to explain different functions visually. The
functional colours should only be used for assigned functions, e.g. signs for
pumps may not be displayed in yellow, if yellow = gas. Colour gradients for
two functional colours are allowed (see A7.8). Graphics in general should be
illustrated in shades of grey.
The houses in the graphics, in which functional colours are used, should be
reworked, simplified, and adapted to the house illustrations shown (see A10.12).
Necessary pipes can be displayed with directional arrows to show in which direc-
tion gas, water, etc. flow (see A7.8). Signs such as the flame in the boiler should
be replaced with the corresponding icon. Information, which is displayed in light
green, should be simplified, reduced and redyed in shades of grey. Appliances
must not be visualised in 3D to keep the graphic simple. The caption of the
numbers should be adapted to the CI look (see A10.12) in red. General captions,
which describe details in the graphics, should be displayed in black or grey.
In order to show mixtures, e.g. a gas and air mixture, arrows with their cor-
responding functional colours should be used. These should then be arranged
alternately in the mixture’s direction of flow.
Warmtepomp
Hydraulische module
Elektrische voeding van de warmtepomp
Regelkast
De draadloze buitenvoeler
Verwarmingsketel
Draadloze kamerthermostaat
Verwarmingscircuit
Oververhittingsbeveiliging van de vloerverwarming
Opvangbak glycolwater
Filter van de warmtepompkring
1
2
3
4
5
6
7
8
9
10
11
Retour warmtepompcircuit
Aanvoer warmtepompcircuit
Aanvoer ketelcircuit
Retour ketelcircuit
Retour verwarmingscircuit
Aanvoer verwarmingscircuit
Afvoer van de veiligheidsklep van
het warmtepompcircuit
A
B
C
D
E
F
G
Graphic original Graphic reworked
+ =
Gas Air
Gas CMYK 0/5/60/0
RGB 253/239/131
Pantone 127 C
Inflow/warm water CMYK 5/100/80/5
RGB 203/13/38
Pantone 186 C
Air CMYK 46/28/9/0
RGB 115/154/188
Pantone 645 C
Return/cold water CMYK 30/3/0/3
(in heating circuit and RGB 168/197/235
for domestic water) Pantone 2717 C
Return/cold glycol CMYK 30/3/0/3
(independent from brine RGB 168/197/235
or solar) Pantone 2717 C
Inflow/warm glycol CMYK 5/100/80/5
(independent from brine RGB 203/13/38
or solar) Pantone 186 C

20. 3938
Wrong: the starting point is fixed.
The RWW cannot run in an upward
direction.
Wrong: the starting point is fixed.
The RWW cannot run to the right.
Wrong: the starting point is fixed.
The RWW cannot run through the
centre.
Wrong: the starting point is fixed.
The RWW cannot be inverted.
The “Red Wavy Wall” (RWW) is a central design element of the brand’s
identity and features on the title pages of brochures. The RWW and the red
flat surface are always red and transparent.
An exception is the use of monochrome red in combination with physical
products. (See chapter B9. POS)
The “Red Wavy Wall” is taken from the current look and used as a basic
design element. It is developed further and becomes transparent. The “Red
Wavy Wall” is placed between the motif and the environment; the back-
ground is still visible through the red layer.
8.1. “RED WAVY WALL”
8.2. ORIGINS
B
x
0
Ellipse for A4
W x H = 271 x 138 mm
Offset
x = –2.7 mm
y = –91.4 mm
H
y
1:2
A8. SURFACE
The “Red Wavy Wall” is part of the brand identity and is always used to-
gether with the logo (exceptions: the inside pages of a brochure that deal
extensively with the topic of the brand). The assumed continuation of the
curved surface affects the logo:
8.3. APPLICATION
1:2 1:2
CORPORATE
DESIGN 2.0
CORPORATE
DESIGN 2.0

21. 4140
Typography
Wrong: the flat surface is not
red.
DOS / DON'TS
8.4. COLOUR SURFACES USE OF FLAT SURFACE: the flat surface reinforces the brand’s identity.
Within the literature, it features on the brand pages and in the introduction
to the chapter on application, as an extension of the “Red Wavy Wall”.
The flat surface is an element that connects the pages. It can be placed on
the right or left side, but it has to follow this principle: if the flat surface ends
on the right side, it has to start on the left side, and vice versa.
COLOUR SURFACE: the flat surface is always red and transparent, and is only
used in combination with the people motifs and a background.
COVERAGE AND TYPOGRAPHY: a motif can only cover max. 75% of the
surface. The flat surface can also be used for the body copy or illustrations.
In these cases, white typography is always used and the line becomes white.
SIZE: the effect of the flat surface is striking. It should therefore cover the
background by a minimum of 5% and maximum of 50%. The width of the flat
surface is flexible and can be adapted to the layout and content of the pages.
The height – based on the lowest point of the “Red Wavy Wall” – is fixed and
cannot be changed.
Right: there is white lettering
on the flat surface.
Wrong: there is black lettering
on the flat surface.
Typography
Wrong: the flat surface is used
without a motif or background.
Wrong: the height of the flat
surface varies.
Wrong: the motif covers the red
surface by more than 75%.
8.5. USE
The flat surface: max. 50% of
background
The flat surface: min. 5% of
background
The “Red
Wavy Wall”
defines the
height of the
following flat
surfaces and
the following
headlines
Right: the flat surface covers
max. 50%. In this case, the
people motif is in front.
Right: the flat surface covers
min. 5%. In this case, the flat
surface is in front.
Please notice: if an important part of the motif is covered
by the flat surface, the motif is placed in front.
CORPORATE
DESIGN 2.0
CORPORATE
DESIGN 2.0

22. 4342
8.6. APPLICATION OVERVIEW
LITERATURE
“RED WAVY WALL” FLAT SURFACE
PRINT AD
ONLINE
TRADE FAIR
POS
LITERATURE
“RED SURFACE” WARM GREY SURFACE
PRINT AD
ONLINE
TRADE FAIR
POS
VAI02B00046-12_Messewand_RZoC_Logoliste.indd 19 11.03.13 18:08VAI02B00046-12_Messewand_RZoC_welle_ohne_logo_mit_fortfuehrung.indd 1 11.03.13 10:35 VAI02B00046-12_Messewand_RZoC_welle_ohne_logo_mit_fortfuehrung.indd 2 11.03.13 10:35
CORPORATE
DESIGN 2.0
CORPORATE
DESIGN 2.0

23. LOGO AND HEADLINE APPLICATIONS 1:2
All logos are placed in the top right corner with the last letter at the point of
intersection between the left side of the last grid column and the imaginary
curved line.
HEADLINE
Font size: 26 pt
Left-aligned – NOT centred
Positive (SDBG red) – NOT negative (white)
9.2. “RED WAVY WALL”
GRID, TITLE PAGE
9.3. “RED WAVY WALL”
GRID, TITLE PAGE
AND LOGOS
9.1. “RED WAVY WALL”
GRID
A9. BASIC GRIDS
TITLE PAGE EXAMPLE 1:2
1:2 1:2
CORPORATE
DESIGN 2.0
CORPORATE
DESIGN 2.0
Lorem ipsum dolor
EST
Lorem ipsum dolor
2009
Beatiam as explis
pa dis doluptat
Luptates quis sam gendipsa dendaer
Logo
Lorem ipsum
dolor sit amet
At vero eos et accusam et justo
Lorem ipsum
dolor sit amet
At vero eos et accusam et justo
4544

24. 9.4. “RED WAVY WALL”
GRID, LEAFLET
FORMATS
EXAMPLES OF FORMATS 1:2
1:2 1:2
1:2 1:2
CORPORATE
DESIGN 2.0
4746
A10. PHOTOGRAPHY
The iconic look of the photos is an important factor for guaranteeing a unique
appearance: still shots or life shots – all images contribute to
an energetic look.
The dynamic active photos portray people from the B2B and B2C target
groups: they address and “understand” the beholder. The models exude
friendship and an active, committed, smart and positive air.
The product shots are staged in an engrossing way too. The products’ spa-
tiality is emphasised in this way, giving the customer a clear perspective.
Well-defined lighting accentuates the products’ materiality.
Unusual crops and varied positioning animate the layout and serve to create
a unique and energetic look for the brands of the Saunier Duval Brand Group.
10.1. ENERGETIC LOOK

25. 4948
10.2. LIFE SHOTS LOCATION: if the shoot takes place indoors, shots are taken in a plain room
with a wooden floor and white walls. The furnishings are very subtle and only
visible should they play a part in communicating an additional idea. It should
respond to all countries' wants and needs.
PHOTO CONCEPT: the image style is lifelike, animated, positive and active.
Bright lighting accentuates the models’ personalities and their active nature.
The photos are in colour and slightly desaturated so as not to appear too
bright. The angles are exciting and unusual. Extreme perspectives help crea-
te a strong three-dimensionality. Blurring may be used to increase the sense
of space. The alternate use of energetic and calm images serves to create a
sense of tension.
LIGHTING: contrasting lighting with a daylight ambience.
STYLING: the models will predominantly be dressed in neutrally coloured
clothing accentuated by red accessories. The make-up will emphasise the
models’ natural aura without being obtrusive. When styling the models’ hair
and, finally, when staging them for the shots, please make sure that the hair
can be cut out later without difficulty. The styling will be adjusted to the
background in question: warm grey accessories with a red background, and
red accessories with a warm grey background.
FORMAL RESTRICTIONS: the photos on all pages focus mainly on the people
– they are large-scale and positioned even when cropped. During post-pro-
duction, a graphic red wall will be fed into the background, thus the portraits
must work as cut-outs. Here, emphasis is placed on body tension and an ac-
tive posture. In the layouts, the models in the photos are shown in close-up
(nearby) with interesting angles, to keep the dynamism of the posing and to
make the pictures emotional. These photos should also work as cut-outs on
a red or warm grey background.
MISCELLANEOUS: the layout should be kept in mind during the shoot. All
images must be filed as cut-outs so that they may be used flexibly in front of
either the red or the warm grey wall.
CORPORATE
DESIGN 2.0
Maren Thomas Martina Marc B. Olivia
SigiGeorgBeate
Philine MathildaHenryJonathan
Ben NayaJonnaDavid
10.4. MODELS
CASTING FOR B2B: Conservative installers, contract installers, specifiers,
developers, builders, big property owners, housing association members.
Mainly men. Aged between 35 and 55 years. Types: confident men who know
what’s what with a hands-on approach, distinctive hands, lined faces, per-
sonalities with charisma and a friendly attitude.
CASTING FOR B2C: Men and women – the aggregated end-user, aged bet-
ween 35 and 55 and their children, aged between 0 and 10. Types: families
with a modern outlook, upper income range, working, successful, committed,
smart and positive, with a friendly attitude, active personalities with plenty
of charisma.
10.3. CASTING FOR
LIFE SHOTS
PARENTS MOTHER FOR BELGIUM
55+
DOGKIDS
BABIES

26. 5150
10.4. MODELS
Nick
Stefan
Uli B.
Zack Carlo
Frank
Martin
Christopher
Christopher
OLDER ARCHITECT
OLDER INSTALLER
SPECIFIER
YOUNGER INSTALLER
OLDER CONSTRUCTOR
YOUNGER ARCHITECT
OLDER INSTALLER
OLDER ARCHITECT FOR UK
Sandra B.
EVA
10.5. PHOTO LOOK
1 Picture from the shoot pool.
Desaturate the photo slightly.
2 Pick a stock motif (e.g. a building site).
Desaturate the picture, give the colours a natural
light, warm grey tone.
Blur the background of the picture.
3 Make a composite picture from the two pictures to
make the concrete unnoticeable in the room and add
some depth.
4 Add a transparent “Red Wavy Wall” to the final
motif.
In the corporate look, the people are shown in their working or living environ-
ment (full page) and the “Red Wavy Wall” is transparent. This creates a more
emotional look that can only be used for the following: cover, index, brand
pages, chapter separating pages, adverts and trade fair walls.
CORPORATE
DESIGN 2.0

27. 5352
10.6. B2C COMPOSITE
PICTURE POOL
CD2_Compos_CloseupMotif_B2C_047_39L
CD2_Compos_Motif_B2C_65_017_39L
CD2_Compos_Motif_B2C_6_177_39L
CD2_Compos_Motif_B2C_15_056_39L
CD2_Compos_CloseupMotif_B2C_216_39L
CD2_Compos_Motif_B2C_37_149_39L
CD2_Compos_GenMotif_Affordability4_B2C_345_39L
CD2_Compos_EmotionalMotif_B2C_12_39L
CD2_Compos_EmotionalMotif_B2C_03_39L
In the composite pictures, the people are shown in their working or living
environment. This creates an emotional look and makes our communication
more relevant to our audience (B2C living environment). The people motifs with
background can only be used on pages without technical information, products,
graphics or tables, for example the cover, index, brand pages, chapter separating
pages, etc. On all other pages, the people motifs are used without a background.
The “Red Line” illustrates the brand values / brand positioning.
CORPORATE
DESIGN 2.0
CORPORATE
DESIGN 2.0

28. 5554
CD2_Compos_Motif_B2B_1A_067_39L
CD2_Compos_Motif_B2B_Balance_39L
CD2_Compos_CloseupMotif_B2B_02_115_39L
CD2_Compos_CloseupMotif_B2B_08_090_39L
CD2_Compos_GenMotif_Speed_1_B2B_052_39L
CD2_Compos_Motif_B2B_139_118_39L
CD2_Compos_Motif_B2B_1A_B_39L
CD2_Compos_CloseupMotif_B2B_05_040_39L
CD2_Compos_Motif_B2B_1_014_39L
CD2_Compos_Motif_B2B_110_004_39L
CD2_Compos_CloseupMotif_B2B_01_090_39L
10.7. B2B COMPOSITE
PICTURE POOL
In the composite pictures, the people are shown in their working or living envir-
onment. This creates an emotional look and makes our communication more
relevant to our audience (B2B working environment).The people motifs with
background can only be used on pages without technical information, products,
graphics or tables, for example the cover, index, brand pages, chapter separating
pages, etc. On all other pages, the people motifs are used without a background.
The “Red Line” illustrates the brand values / brand positioning.
CORPORATE
DESIGN 2.0
CORPORATE
DESIGN 2.0

29. 5756
10.8. GUIDELINES
COMPOSITE
PICTURES
The composite pictures in the corporate design 2.0 look consist of three
elements/layers:
- the people motif
- the “Red Line”
- the background environment
Please download the more detailed “CD 2.0 composite pictures guidelines” file
on the e-companion server, that contains the rules for the application of the
composite pictures. These guidelines are important for the use of the pictures,
as some points are mandatory to follow:
- The position of the people motifs can be changed, but there must still be some
elements visible in the background (see examples on the following page).
- If needed, the people motif can be scaled up or down, depending on the page
layout. For every picture, a minimum and maximum size has been defined in
the composite pictures guidelines, with the intention of keeping realistic pro-
portions between foreground and background.
BACKGROUNDS
Only the defined and provided backgrounds are allowed for the composite
pictures as they have been retouched and especially adapted to the SDBG look
and feel. Please keep in mind, that you cannot scale up the background. For
exceptions please contact either the lead agency Scholz Friends NeuMarkt
GmbH or the central marketing of Saunier Duval.
“RED LINE”
The composite pictures always have to be used in combination with the “Red
Line”. The people and line motifs belong together. That means if the people
motif is scaled down, so is the “Red Line”.
“RED WAVY WALL”
The composite pictures always have to be used in combination with the trans-
parent “Red Wavy Wall” or Flat Surface.
People motif scaled down (70%) and moved No elements visible in background
Maximum size of people motif (100%)
SCALABILITY EXAMPLE
Minimum size of people motif (70%)
BACKGROUND DON'TSBACKGROUND DOS
Cover application with “RWW”Composite picture with “Red Line”
SCALABILITY DOS
The people motif can only be scaled for vertical format/cutout. The people motif above can not be scaled for horizontal format
since the motif is already cut-out (on both sides - floor is not
wide enough).
SCALABILITY DON'TS
CORPORATE
DESIGN 2.0
CORPORATE
DESIGN 2.0

30. 5958
10.9. CO-OP SHOOTING
POOL
The co-op shooting pool contains about thirty pictures that have been shot.
These pictures stand for the brand values and/or benefit and are arranged in
two categories: B2C and B2B.
The pictures have to be used for the communication of the topics they are
related to. Their usage is strictly limited to application with a cooperative part-
ner, meaning that two logos are shown in the marketing material (see chapter
B7 co-branding). For exceptions please contact either the lead agency
Scholz Friends NeuMarkt GmbH or the central marketing of Saunier Duval.
B2C
B2C_GettyImages_100480099B2C_41084388
B2C_16236350B2C_007880000979h
B2C_42-29010187
B2C_GettyImages_77992089
B2C_007880000979hB2C_16635260
B2B
B2C_GettyImages_100480099B2C_41084388
B2C_17763157
Motif_B2B_1393
Motif_B2B_1849A
Motif_B2B_1849B
Motif_B2B_2253
Motif_B2B_48617000
Motif_B2B_0634Motif_B2B_2481
Motif_B2B_48616985
Motif_B2B_1669Motif_B2B_1802
GenMotif_Speed_B2B_0688
Motif_B2B_1504_1526
Motif_B2B_1971
Motif_B2B_1067
GenMotif_Efficiency_B2B_2154Motif_B2B_3204_HeatPump
Motif_B2B_0961_Balance
Motif_B2B_0838Motif_B2B_3204
Motif_B2B_3083A
Motif_B2B_3083B
Motif_B2B_2093

31. 6160
“Your energetic companion nearby“
Your dynamic and experienced
partner for all your needs regarding
heating, hot water and cooling,
offering fit-for-purpose solutions
that simplify your life and give you
a feeling of confidence.
B2C
Motif_B2C_1_194
B2B
Motif_B2C_1_288
Motif_B2C_1_044
Motif_B2B_A1_067
Motif_B2B_1_014
Motif_B2B_1A_033
Belgium/Bulex
10.10. BASIC STOCK
IMAGE POOL
The basic stock image pool contains about one hundred pictures that have been
shot and filed according to the topics brand, product and service. These topics
are given in the left column, together with the benefit / message the respective
picture is to convey. The pictures must only be used for the communication of
the topics they are related to. The key pictures are framed red.
Brand Smart
Pragmatic, simple, efficient solu-
tions and services adapted to new
developments and trends.
B2C
B2B
Motif_B2C_2_055GenMotif_Speed_
1_B2B_052
Motif_B2B_2_140
Product Picture
GenMotif_Speed1_B2B
Brand Committed B2C
Motif_B2C_5_020
Steady support and proven
technology. SDBG is close to
their customers, actively building
reliable relationships and keeps
being interested in them. This
makes SDBG a trustworthy, easily
accessible and attentive partner
that meets on eye-level.
GenMotif_ProvenTech1_036
B2B
GenMotif_ProvenTech5_082
GenMotif_ProvenTech4
Motif_B2B_5_102
B2C
B2B
B2B
Brand Positive
There is a solution for every chal-
lenge, SDBG is open-minded,
straightforward and acts always
with a smile.
Motif_B2C_6_136
Motif_B2C_6_177
Motif_B2C_6A_116
Belgium/Bulex
Motif_B2C_14_057
Motif_B2C_7_057Motif_B2B_9_090
Motif_B2B_24_110
Motif_B2B_20_039
Motif_B2B_7_082
Motif_B2B_7_110
Simplifying your life and giving you a
feeling of confidence.
Brand Benefit B2C
B2B
Belgium/Bulex
Motif_B2C_8_106
Motif_B2C_1_244
Motif_B2C_9
Motif_B2C_8_016Motif_B2B_10_144

32. 6362
A clearly understandable, “smart”
attitude in products and services
which meets the needs and requi-
rements of the target groups.
Pragmatism B2C
B2B
GenMotif_Speed_1_B2B_052
GenMotif_Speed1_2B
Motif_B2C_11_3A_001Motif_B2B_11-3_010
B2C
B2B
Solution orientation
“Positive” as a value concerning
products and services, unprob-
lematic, competent, consultati-
ve help/support. B2B and B2C
benefit: A better quality of life
when dealing with SDBG and its
products.
Motif_B2B_16_068
Motif_B2B_2_140
Motif_B2C_13_013
Motif_B2C_14_057
B2CTrustworthiness/reliability
Products have a long shelf life and
a reliable “proven technology”.
B2B and B2C benefit: Trustworthi-
ness and reliability are part of our
attitude and our standards.
B2BService:Quality
B2B
Motif_B2C_27_134
Motif_B2C_27_203
GenMotif_ProvenTech1_036
Motif_B2B_20_039
GenMotif_ProvenTech5_082
Motif_B2B_132_153
B2CAffordability (Generic motif)
B2B
Belgium/Bulex
GenMotif_Affordability4_B2C_094
GenMotif_Affordabili-
ty4_B2C_331
GenMotif_Affordabili-
ty1_B2C
GenMotif_Affordability2_
B2B_047
GenMotif_Efficiency_
2B2B_088
Efficiency (Generic motif) B2C
B2B
GenMotif_Efficiency_
1B2C_062
GenMotif_Efficiency4_B2C
GenMotif_Efficiency_
2B2C_069
GenMotif_Efficiency_
2B2B_088
GenMotif_Efficiency1
_B2B_056
GenMotif_Speed1_B2B
B2B
Simplicity
A clever simplicity, especially con-
cerning the product worlds and the
idea of “simplifying your life”.
B2B benefit: The products are easy
to install and maintain. Technical
support is easy to reach.
B2C benefit: The product is easy to
operate.
B2C
Motif_B2C_16_034
Motif_B2C_15_056
Motif_B2C_15_137
Motif_B2C_17_050Motif_B2B_18_005
GenMotif_Speed_
1_B2B_052
GenMotif_Easytoinstall_1_025
GenMotif_Efficiency1
_B2B_056

33. 6564
Easy installation (Generic motif) B2B
GenMotif_Easytoinstall_1_025
GenMotif_Speed1_2B
GenMotif_Speed_
1_B2B_052
B2C
B2B
GenMotif_Speed1_B2B
GenMotif_Speed1_B2C
Speed (Generic motif)
GenMotif_Speed_
1_B2B_052
B2C
B2B
Motif_B2B_23_032
Motif_B2B_23_032
Heating
Efficiency, reliabilty, comfort.
Motif_B2C_21_098Motif_B2B_24_110
Motif_B2C_21_065
GenMotif_Efficiency_
1B2C_062
Motif_B2B_25
B2B
Motif_B2B_96_003Motif_B2C_27_123
B2C and B2B benefits: Provides
advanced system functionality,
simplifies installation, compati-
bility.
Accessories
B2C
Motif_B2C_18_034Motif_B2B_27_073
Motif_B2C_27_162
Hot water
Well-being, relaxation, peace of
mind/ comfort, primary need, large
range.
Motif_B2B_29_076GenMotif_Speed1_B2B
B2B
Motif_B2C_26_098
Motif_B2C_65_017
GenMotif_Speed_
1_B2B_052
B2C
B2B
GenMotif_ProvenTech1_036
Proven technology (Generic motif)
GenMotif_ProvenTech5_082
GenMotif_ProvenTech4
B2C
B2B
Motif_B2C_35_083Motif_B2B_31_084
Cooling
B2C benefits: Well-being, summer
feeling, large range.

34. 6766
B2C benefits: Efficiency (perfor-
mance), integration with SDGB
products, aesthetics, renewable
technology, tax reductions (deve-
lopment programmes of the EU).
B2B benefits: Integration with
SDBG products, easy to install,
renewable technology.
Solar systems
GenMotif_Efficiency_
2B2B_088
Motif_B2B_9_090
B2B
Motif_B2B_46_193
B2c
B2B
B2C
Motif_B2C_40
GenMotif_Efficiency1
_B2B_056Motif_B2C_37_149
Motif_B2C_17_050Motif_B2B_36Motif_B2C_44_237
Motif_B2C_44_116
Motif_B2B_32
Controls
B2C benefits: Fits your lifestyle,
easy to use, desirable.
B2B benefits: Higher margin, single
contact, more efficient, easy to
install, fit-for-purpose system.
B2C benefits: Single contact/one
supplier, more efficient, fit-for-
purpose system.
Systems
B2B
Motif_B2B_41_093
B2C
GenMotif_Efficiency_
1B2C_062
Motif_B2C_42
Motif_B2C_7_057
Belgium/Bulex
Motif_B2B_50_221
Motif_B2B_7_110GenMotif_Affordability1_B2C
Motif_B2B_44_044GenMotif_Affordabili-
ty4_B2C_331
Motif_B2B_7_082
B2C
B2C
B2C
B2B
Motif_B2C_35_083GenMotif_ProvenTech1_036Motif_B2B_31_084
B2C benefits: Performance, a
product portfolio to suit any need,
aesthetic, quality of the air.
Air conditioning
B2C benefits: Quality of hot water,
micro accumulation, affordable
product, experienced, low installa-
tion costs.
B2B benefits: Micro accumulation,
affordable product, experienced,
simple to install.
Non-condensing wallhung boilers
GenMotif_Affordability4_B2C_094
Belgium/Bulex
GenMotif_Affordabili-
ty2_B2B_047
Motif_B2B_47_032
B2B
GenMotif_ProvenTech5_082

35. 6968
GenMotif_ProvenTech4
Motif_B2B_101_037
B2C
B2B
Motif_B2C_48_069Motif_B2B_50_221
GenMotif_Efficiency_
2B2B_088
GenMotif_Efficiency_
1B2C_062Motif_B2B_46_193GenMotif_Efficiency_B2B3GenMotif_Efficiency4_B2C
Motif_B2C_46Motif_B2B_9_090
GenMotif_Efficiency1
_B2B_056
GenMotif_Efficiency_
2B2C_069
B2C
Motif_B2C_44_237Motif_B2C_44_116
B2C benefits: Efficiency/perfor-
mance, ecological, perfect integ-
ration with solar systems, easy to
maintain.
B2B benefits: Easy to install.
Condensing wallhung boilers
Belgium/Bulex
B2C benefits: Little floor space
needed.
B2B benefits: Ease of installation.
Non-condensing and
condensing floorstanding boilers
B2B
Balance
Hybrid
B2C
Motif_B2C_44_116Motif_B2B_130
GenMotif_Efficiency_
2B2B_088
Motif_B2C_44_237Motif_B2B_57_129Motif_B2B_9_90_HeatPumpMotif_B2B_110A_082
Belgium/Bulex
GenMotif_Affordabili-
ty4_B2C_345
B2C benefits: Total comfort, saves
energy, money, lifetime costs,
silent, independent from i.e. gas,
energy of the future, proper tech-
nique for floor heating.
Heat pumps
Motif_B2B_58_018Motif_B2B_41_093Motif_B2B_110_004
B2B
B2C
B2C
B2C benefits: Efficiency, low
running costs, indoor climate/air
quality.
B2B benefits: High customer
satisfaction.
Air ventilation
Motif_B2B_60_076GenMotif_Speed1_B2BMotif_B2C_55_081
GenMotif_Speed_
1_B2B_052
B2B
B2B
B2C benefits: Hot water on de-
mand, space-saving, value for
money.
Combination boilers

36. 7170
Motif_B2B_72_02Motif_B2C_65_017
GenMotif_Easytoinstall_1_025
B2C
B2B
B2C
B2B GenMotif_Affordabiliy4_
B2C_331
B2C benefits: Level of comfort,
affordable.
B2B benefits: Easy installation.
Gas water heaters
Motif_B2C_60_134Motif_B2B_73_059
Motif_B2B_74_071GenMotif_Affordability4_B2C_094
Belgium/Bulex
GenMotif_Affordabiliy2_
B2B_047
B2C and B2B benefits: Available
throughout the lifetime of the pro-
duct, fast acquisition and delivery,
quality of engineered parts.
B2C benefits: Hot water anytime.
B2C and B2B benefits: Suitable for
all older and newer technologies.
Spare parts
Storages
Motif_B2B_80_043Motif_B2B_85_204
Training situations, in which instal-
lers are briefed on new products
and technologies.
B2B service: Training
Motif_B2B_82_089Motif_B2B_90_103Motif_B2B_93_038Motif_B2B_110_004
Installation scenarios concerning
boilers, heat pumps, controls.
B2B service: Mounting
Motif_B2B_95_107Motif_B2B_110A_082
B2BService:Quality
Management
Motif_B2B_101_037
B2B
Sales scenario installer/end-user,
consulting scenario installer end-
user, competence scenario.
B2B service: Consulting, competence, situations
Motif_B2B_96_003Motif_B2B_117_009
Building scenarios (ex.), building
scenarios (larger projects), plan-
ning scenario.
B2B service: Planning and building scenarios
Motif_B2B_130Motif_B2B_132_153
Quality/security check scenario
during production.
B2B service: Quality management

37. 7372
Motif_B2B_141_049B2BService:TechnicalPosesMotif_B2B_150_126
Call center scenario and telephone
support.
B2B service: Support and call center
Motif_B2B_143_025
Motif_B2B_139_118Motif_B2B_150_126Motif_B2B_145
The rights for all basic stock images for SDBG have been purchased for BTL
media only (literature, PoS, online, trade fairs) for the following countries:
the UK, the NL, BE, FR, ES, IT, DK, AT, PL, HU, RO, UA. Exception:
The motifs featuring Olivia (black model) have only been purchased for BTL
use in Belgium. The rights for the pictures of the basic stock images expire on
31.12.2014. The rights for ATL media to use selected motifs will be determined
separately. The use for ATL is subject to the approval of SDBG Central Marke-
ting, as well as to restrictions in terms of time, media type and location.
1. Available throughout the lifetime
of the product (0-20 years):
available even for older products
2. Easy to access/acquire:
fast acquisition and delivery/no
extended waiting periods
3. Quality engineered parts:
the spare parts are high-quality
products
B2B service: Poses for technical pages
10.11. SITUATION
OUTDOORS
SOLAR
HEAT PUMP
Houses are exclusively depicted using architectural models or the “Red Line”.
RENEWABLE ENERGIES

38. 7574
10.12. PRODUCT PICTU-
RES, STILL SHOTS
10.13. PRODUCT PICTURES,
MOOD SHOTS
“GOLDEN RATIO” PERSPECTIVE: the perspective used places the product at
the “golden ratio”.
FORMAL SET-UP: studio shots taken with a pure white and undefined
background. The background does not consist of a discernible material. The
product photography appears to be spatially staged. The products are pho-
tographed with a slight angle from below and are ever so slightly perspectively
aligned upwards so that a three-dimensional effect is created.
PHOTO CONCEPT: the products’ image style is graphic and full of contrasts.
The soft lighting modulates the product, and accentuates its materiality and
surface. The surface shows light reflexes and details, thus emphasising the
product’s materiality. The images are full of contrast and there is plenty of
detail in the product.
LIGHTING RECOMMENDATION: the product is clearly lit from the top left –
this serves to provide contrasts, spatiality and a sense of life. On the
product, there is a clearly defined, harsh monochrome shadow.
FORMAL RESTRICTIONS: the products must be useable as cut-outs. All
products should be shot from the front and all sides to guarantee flexibility
(three shots per product).
4 1
5
:
5
1 4
5
:
5 “golden ratio”
For almost every product, there is a basic set available in three different views
(front, left, right). There are also variations for the open view of the product.
APPLICATION: insert shots are used in brochures if there are product
features that need to be explained visually or if particular details are meant
to be emphasised specially.
FORMAL SET-UP: photos to be used as inserts are shot against a white,
otherwise undefined background. The product inserts and product close-ups
do not require shadows.
PERSPECTIVE: it is important that the essentials are visualised in a simple
and clear way. The product may be shown as a whole, cropped or as a
close-up. Generally, a frontal perspective is used; however, an interesting,
slightly angled perspective can also be used, if the product allows and it
does not distract from the product features to be explained.
Product insert
10.14. PRODUCT INSERT
AND CLOSE-UP
INSERT
10.15. PRODUCT RANGE /
SYSTEM
Close-up insert
Example of product stagingAbstract room perspective
To show a product range or system, the products are integrated into an
abstract room perspective with strong lights and shadows made up of
a floor and a wall. This creates more dramatic and iconic staging and a
modular way to showcase products and technologies.
CORPORATE
DESIGN 2.0

39. 7776
10.16. PRODUCT SCENES
6
5
1
2
3
4
3
4
2
51
6
B) COMPUTER GENERATED IMAGES
The basic Computer Generated images (CGI) show various installations (different boiler, tanks, etc.)
in different rooms. These product scene pictures have beeen created to show our appliances in their
domestic application environment. Overall there are 11 different product scenes at the disposal.
House profile with environment
Illustration house 2D Illustration house 3D
A) HOUSE ILLUSTRATIONS
NEW
House with pitched roof
Bathroom perspective 1 Bathroom perspective 2
House with flat roof
B.2) INDOORS
B.1) OUTDOORS
Garden
NEW
10.16. PRODUCT SCENES

40. THE TONALITY
Icons consist of two components, a coloured surface or a white outline with a
very simplified, reduced symbol drawn by a white line.
USE
Five groups of icons are differentiated in three hierarchies. The title pages
feature only icons from the product categories. The back of a brochure cover can
feature the service icons when positioned on the “Red Wavy Wall”. The inside
pages can feature the entire range of icons. Product categories and promotion
icons are positioned on a “Red Surface”, product characteristics and perfor-
mance requirement icons on a grey surface.
SDBG’s icon hierarchies
Product
categories:
Colourcode:
redsquarewithwhitelinesymbol
Colourcode:
greysquarewithwhitelinesymbol
Colourcode:
redsquarewithwhite
linesymbol
white outline (if on red fond)
Product
properties:
Low-noise
operation
Performance
requirements:
Service:
2 – 4 4+ 2 x0 x0 x0
Household
size
Household
size
Household
size
Shower Water
connection
Bath tub
Website
address
Telephone
numbers
Spare parts
service
Distribution
network
Service
centres
Promotion:
GUARANTY QUALITY 10 % OFF
Guaranty Quality Discount
BEST PRICE
Price Promotion
condens
Condensing
boiler
Air
conditioning
Solar AccessoriesSystemsNon-conden-
sing boiler
Maximum size Minimum sizeColours
Heat pump Air
ventilation
Electrical
appliance
Gas water
heater
Hybrid
system
hybrid
25mm x 30.5mm
Line: 3 pt
Font: 13 pt
“FF MetaMedium”
20 mm x 24.4 mm
Line: 2.5 pt
Font: 10.5 pt
“FF MetaMedium”
13 mm x 15.8 mm
Line: 1.5 pt
Font: 7 pt
“FF MetaMedium”
70% Black
White
Pantone 186c
White
NEW
- FF MetaMedium
- Capitals
- The distance of typeface and red rectangle is 2/3 of
the capital height, short words like “new”:
2 x 2/3 capital height on the left and the right side
A11. ICONS
condens condens condens
condens
red outline (if on white fond)
7978
Entrance area
Kitchen perspective 1
Attic
Garage
Kitchen perspective 2
NEW

41. HOW DOES THE TONE SOUND?
Our brand essence “Your energetic companion nearby”, forms the basis of
this tonality – its translation is based on the brand values.
COMMITTED: The brand’s basic tone is affirmative.
Perception: Its authenticity inspires trust. It is honest, resolute and reliable.
All information communicated is absolutely correct and legitimate. The
language used to address people is binding in tone, warm, direct, honest,
active, interested, fair and cooperative.
“We offer proven, convincing technology that can be installed especially
quickly and simply. Our appliances are available in different power output
sizes, depending on the size of the living space and number of persons in
the household. They provide end-users with a reliable and economical sup-
ply of warmth and hot water. And it is this combination of comfort, quality
and economy that makes these products attractive.”
“We offer best products with the highest, most advanced technology stand-
ards that can be easily installed. Our innovative appliances are available with
solutions for all your needs. They provide end-users with the best supply of
warmth and hot water. Our highly efficient products combine comfort, quality
and economy to an an exceptional attractiveness.”
SMART: The brand’s basic tone is smart.
What this does not mean: We do not want overly chummy advertising jargon
that might give rise to scepticism. No implausible superlatives. But, then
again, no false timidness.
POSITIVE: The brand’s basic tone is positive.
Perception: A sense of comfort and empathy with regard to the brand, the
feeling of being in the right hands. Communication is friendly and optimistic
in tone – uncomplicated, open, accessible, dynamic, and interested in the
people it is directed at. What this does not mean: No use of overly informal,
naive language.
GENERAL
Fact and benefit-oriented language explains the product, facilitating a better
understanding of it and thus promoting sales. Relevant, technical facts can be
explained using their benefits: What is it? What does it do – and how do I
benefit from it?
12.1. INTRODUCTION
12.2. TONALITY
12.2. TONALITYCORPORATE LANGUAGE
Corporate language is one of the brand’s corporate identity components
and conveys the brand’s norms and values. Consistent, clear and attractive
language creates credibility, uniqueness and increases competitiveness of
the brands of the Saunier Duval Brand Group.
The slogan “Always at your side” embodies the attitude of the brands of the
SDBG corporate language and provides it with a distinct character.
USE
Our red brands use the corporate language every day in all media and con-
versations. The language needs to be consistent due to its usage in head-
lines and copy in brochures, sales arguments, jokes at fair stands and in
mailings/flyers/websites. Moreover, corporate language is necessary when
briefing various advertising agencies in various countries and speaking to
customers as well as stakeholders. To this end, it should
be distinct and recognisable.
BASIC REQUIREMENTS
The language of the brands of the SDBG should follow basic principles,
such as being understandable, simple, relevant, emotional, distinct and
recognisable, whereas abstract, non-personal language, complex sen-
tences and passive constructions should not be used. Complex issues are
simplified through storytelling and our language and daily internal com-
munication reflects the closeness that we claim to have with our customers
(“nearby”, “always at your side”).
DEFINITION
The tonality is a component of the brand’s copy strategy and corporate
language. It translates the brand positioning and, using sound, pictures,
character and tone, conveys this positioning to the receiver.
USE
This tonality effects all language and communication-related aspects – from
the telephone queue through to the language used in literature and emails.
TARGET GROUPS
Our basic tone is appropriate for addressing all professional target groups
and end users. The tonality never changes – differentiation is achieved
through content.
A12. CORPORATE LANGUAGE
Good example
Bad example
8180

42. HEADLINE INSIDE THE BROCHURE RELATED TO THE BRAND
• The first headline element communicates a superior benefit of the
brand (“Simplify the target groups’ lives and give them a feeling of
confidence.”),
• The second headline element expands on the benefit of the brand
using a keyword from the glossary that refers to the brand’s USP or one
of the brand’s core values.
“Trust that’s rewarded at the push of a button. Simply a great feeling.”
HEADLINE INSIDE THE BROCHURE RELATED TO A PRODUCT
• The first headline element contains a target-group-specific product benefit
• The second headline element contains an association with the brand’s USP
or core values.
• The subheadings support the headline and serve to directly address the
target group using reasoning that makes the product stand out from others.
“The less energy it needs, the more efficient it is. Together, we’re stronger.”
“The intelligent thing about our caloric-value technology – a higher
efficiency level and lower energy costs.”
HEADLINE INSIDE THE BROCHURE RELATED TO A SERVICE
The service headline is made up of:
• The service benefit
• A keyword/catchphrase from the glossary for the brand’s USP.
“Good service is focused on you, not on numbers. From one person
to another.”
COPY INTRO
The copy intro should:
• Create a personal link to the reader in its introduction and conclusion
(“What’s in it for me?”).
• Always have a link to the headline, which should in turn further
refer to the slogan/brand values.
• Directly address the reader as much as possible using the polite
form of address.
MAIN COPY
The main copy should:
• Pick up on contents playfully and present these in an interesting way.
• Avoid including long lists of products, values or benefits and
generally be kept short.
• Use terms in the glossary.
• Be appropriate for the target group and serve to communicate
what the product/brand promises to do (B2B/B2C).
12.4. COPY FORMULA
Structure
Structure
Structure
Structure
Bad example
Example
Structure
Example
Structure
Example
Example
Structure
Good example
Example
“The demands made of heating and hot water technology are wide-ranging.
Consumers want durability and quality, low energy consumption and low
installation costs. Eco-friendliness, reliability and a high level of comfort
also feature on their wish lists.
The technology used in gas condensing boilers recovers and utilises
residual heat. It does this using a closed water circuit that cools the flue
gases to condensation point and then channels the heat recovered in this
process back into the heating system. This lessens the burden both on the
environment and on your wallet. After all, the appeal of these boilers lies
not only in their lower energy consumption, but also in their low acquisition
costs, low service and maintenance costs and standard efficiency level of
over 109% at 40°/30°.”
“The demands made of heating and hot water technology concern econo-
mies, ecology and comfort. Gas condensing boilers answer to all demands
by lessening the burden both on the environment and on wallet: low energy
consumption, low acquisition costs, low service and maintenance costs and
a standard efficiency level of over 109% at 40°/30°.”
GENERAL CHALLENGES
The headline elements are separated by a full stop and the order of both
headline elements can change.
Our headline element contains:
• The benefit of the respective product (e.g. “easy to install”)
• Associations derived from the glossary for the brand’s USP (e.g. “always
with a smile”).
“Easy to install. Always with a smile.”
or “Always with a smile. Easy to install.”
HEADLINE ON THE COVER
The headline draws the reader into the text and predetermines a way of
speaking, which all following headlines in the brochure obey. There is no
subheading on the cover. The headline is made up of two short, target-group-
relevant headline elements and emotionalises the real benefit of the product.
• The first headline element contains the superior benefit of the
respective product.
• The second headline element communicates an association derived
from the glossary for the brand’s USP.
“Gives efficiency a high rating. You can count on that.”
12.2. TONALITY
12.3. HEADLINE FORMULA
8382

43. COPY CONCLUSION
The copy conclusion should:
• Be rounded off by a clear brand promise, which does not necessarily
have to refer to the product. Rather, its main priority is to support the
brand’s identity or slogan.
• Always be able to complemented by – as with the headlines –
the slogan “Always at your side” and finish with an inner voice.
“The less energy used, the more efficient it is. Together, we’re stronger.
The intelligent thing about our caloric-value technology – a higher efficiency
level lower energy costs.
You can count on this! Our solutions for heating and hot water pay off. The
new, compact gas fuel values X from Saunier Duval achieve an efficiency
level of up to 109%. Simply by saving up to 30% on gas and hot-water recir-
culation. That’s both efficient and saves energy. Hand in hand. These are the
benefits that gain customers:
• Clever: high energy efficiency leads to lower energy costs
• Uncomplicated: simple “one-man installation concept”
• At your side: durable technology thanks to proven components
• Customer-oriented: all installation components in a set
• Well-conceived: system construction for simple maintenance
• Comfortable: saves space and operates quietly
Your customers will love the efficient technology of product X. The reasons
for buying this appliance are just as simple as they are diverse. Sparing re-
sources can be both low-cost and do a lot of good. And to know that you’re
saving energy costs at the same time simply gives you a great feeling!
(How to check the style for the copy’s conclusion: can the slogan “Always at
your side” appear at the end of the copy? If it can, the copy can be rounded
off well in a brand-related way. This is because slogan is the lowest common
denominator in any type of corporate language.)”
experienced. … we’re there for you. … at your side.
… together (…). … customer-oriented. … side by side (…).
… with each other (…). … close/next to each other. … shoulder
to shoulder. … simply there for you. … always there for
you. … close to you. ... customer-focused. … attentive. … in
collaboration/cooperation with. … doing it together. … with
combined energy. … familiarising yourself with (…). … in/as a team.
… collaborating/collaborative. … always nearby. ... within
reach. ... accompanying (…). … our experts/professionals/
specialists/ technicians/ consultants/ employees/ colleagues/
teams/ partners/ specialists/ trainers (etc.) are there for you. … look
forward to our good solutions/product ranges/system solutions
(etc.). … which is your companion at your side. …
your partner. … reliable consulting. … experienced partner. … from one
to another. … from partner to partner. … put your
hand on it. … on the same level as you. … hand in hand. … you can
rely on (…). … established. … put your trust in our experience/
knowledge/expertise/efficiency. … solutions you can trust/that make
your life easier. … solutions/proven technology from experts/
specialists/for more efficiency. … dynamic. … energetic. …
active. … determined/consistent. … purposeful/focused. … powerful. …
enterprising. … smart. … get to grips with/hands-on. … energised.
… pump full of energy. … for us a good partnership is: alpha
and omega/especially important/our basis ... (See for yourself when it
comes to our solutions.) …
12.5. GLOSSARY
Glossary
“Your energetic
companion nearby”
Example
Structure
“YOUR ENERGETIC COMPANION NEARBY” BRAND POSITIONING
Tonality concerning the vocabulary used – we are… an experienced and a
partnership-focused service provider.
12.4. COPY FORMULA • Come across as customer-focused instead of product-focused
and its language has to find empathy with the target group.
• List the respective benefits without repeating any of them (factual
benefits) in order to make the product stand out from the competition
and SDBG’s own product range.
• Communicate the core product benefits in bullet points. The bullet
points are facts. The individual bullet points are preceded by a key word
or phrase from the glossary about the brand USP or one of the brand’s
core values.
• Contain language that is: shorter, clearer, simpler, more vivid/striking,
more pleasing to the ear (note: in the sense of more original, noticeable)
and more tangible.
• Be understandable and function in an associative way, and should
give rise to pictures and feelings.
To enable us to speak consistently and reliably in terms of the brand, we
make use of a glossary. This is a collection of pre-formulated words and
phrases for our brand’s USP “Your energetic companion nearby.” and our
brand core values “committed”, “smart” and “positive”. The glossary
makes the tonality easier to reproduce and is precompiled in a country-
specific way. It can be expanded continuously.
8584

44. “COMMITTED” CORE BRAND VALUE
Tonality concerning the vocabulary used – we are … experienced and always
on the same level as our customers when we speak to them.
uncomplicated. … easy. … pragmatic. … your requirements in mind.
… support. … there. … interested. …objective. … efficient. … We
offer you reliable quality. … it pays off for you. … with each
other/ service/ extra service/ quality/ performance/ nearby/ experience/
expertise/ simplicity/ affordability/accessibility is a concept for us.
… smart/easy solutions(for heat, hot water and
climate technology). … together for the future. … we prove ourselves
thanks to affordable solutions/performance/efficiency. … cleverly
combined. … clever. …worked out. … intelligent. … well-conceived.
… advanced. … environmentally friendly. … solution-oriented.… good/smart
solutions. … system solutions. … resource-conserving. …
where a good reputation is the result of good solutions. … you can expect
more (…). … your partner in (daily work/quality/efficiency etc.). … can be
solved/realised/implemented. … together we’re stronger/
more efficient/stand for more efficiency/good performance. ... energy
solutions/efficiency. ... significantly (lower/increase/save). …
economise/budget/calculate/profitable/good returns. … decrease/lower
(expenses/energy costs). … favourable. … profitable. ...
open. … open to change. … receptive. … ready to learn. … think/
act positively. … optimism. … look for challenges and convince
thanks to pragmatic service/solutions. … profitable. … welcome.
… advantageous. … promising. … comfortable. … relaxed. … easy-going. …
optimum. … ideal. … promises success. … world of opportunities.
… we can do it together. … nothing’s impossible. … we provide solutions.
… it’s simply a good feeling. … always with a smile. …
always there for you/your questions/concerns/requirements (etc.) with
a smile. … diverse advantages for your/our customers’ satisfaction/for
more efficiency/your daily business/your investment/lowering your energy
costs (etc.). … clean energy. … efficient dynamics. … efficient
climate technology. … sustainable. …regenerative/renewable. …
“SMART” CORE BRAND VALUE
Tonality concerning the vocabulary used – we are … a provider of pragmatic,
easy and efficient solutions.
“POSITIVE” CORE BRAND VALUE
Tonality concerning the vocabulary used – we are …willing to respond to all
challenges with a smile and always find a good solution.
can be approached personally. ... customer-oriented. ...
service-oriented. … effective. … expert. … for more safety/
security in planning/construction/redevelopment/investment. … within
reach. … accessible. … receptive. … approachable. ... efficient.
… decisive. ... impressive. … we stay in contact. … your
direct contact for proven services. … energy-saving. … experience in
doing what we do for you. … experienced. … reliable.
... committed for you/with proven technology solutions/when it comes to
training opportunities for more efficiency. ... tried-and-tested products. …
to make our customers’ lives easier/for more
comfort/to lower your energy costs/to make your daily business easier
(etc.). … you can trust our service/technology/experience/customer focus
(etc.). … we provide (you/and our customers) with pragmatic solutions/
effective services/efficient appliances/devices for more efficiency …
customer solutions. … experienced. … reliable. …
comfortable. … safe/secure. …
Glossary
“Committed”
Glossary
“Positive”
Glossary
“Smart”
12.5 GLOSSARY 12.5 GLOSSARY
8786

45. 8988
CORPORATE DESIGN APPLICATIONS
CORPORATE
DESIGN 2.0
Saunier Duval Brand Group’s literature is a highly essential channel in the
orchestrated mix of our communication. This is why the foundations have to
be consistent, regardless of the target group (B2B and / or B2C) or the litera-
ture formats. The following chapter on corporate design defines and explains
literature layouts in general:
- how these literature formats are structured
- how the grids have to be used in the different formats and sizes
- how the layout should be realised and the typography to be used
- how pictures, tables and important information should be inserted in layouts
The explanations of these layout guidelines are illustrated by some selected
key examples of literature that are based on the literature strategy: product-
focused and product range literature, price list (short and extended versi-
ons), cover design for user and installation manuals.
The structure of each piece of literature follows this hierarchy:
1) introduction to the brand
2) introduction to the product and / or system
3) information about the product and / or system
4) service information
5) technical appendix
B1. LITERATURE
1.1. INTRODUCTION

46. SCALE 1:2
210 x 297 mm
Minimum and maximum text length / width
1.3. BASELINE GRID (BLG)
FOR COLUMN WIDTH
SCALE 1:2
210 x 297 mm
GRID
The symmetrical side grid is allowed for both left and right sides of the page
layout. The grids are used to determine image sizes and margin widths for
body copy. They facilitate the planning of print material.
The brochure grid is simple and there is not too much copy on each page.
The clean layout of the pages achieves a modern look.
For extensive publications, the inner pages have to be readable. Therefore,
one unit next to the gutter has to be left blank.
1.2. MASTER GRID FOR
IMAGES AND TEXT
8 12.5 4 12.5 4 12.5 4 12.5 4 12.5 4 12.5 4 12.5 4 12.5 4 12.5 4 12.5 4 12.5 4 12.5 8
6153153153153153153153153153153153153153153153156
A4, PORTRAIT FORMAT
- organisational papers
- folders
- pamphlets
- brochures
- books
- publications
- flyers
- price lists
IMAGE
TEXT
Lorem ipsum dolor sit amet.
Consectetuer adipiscing elit,
sed diam nonummy nibh
euismod tincidunt ut laoreet
dolore magna aliquam erat vo-
lutpat. Ut wisi enim ad minim
veniam,
Lorem ipsum dolor sit amet. Consectetuer adipiscing elit, sed diam nonummy nibh eu-
ismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim
veniam,
Lorem ipsum dolor sit amet. Consectetuer
adipiscing elit, sed diam nonummy nibh
euismod tincidunt ut laoreet dolore mag-
na aliquam erat volutpat. Ut wis.
Lorem ipsum dolor sit amet. Consectetuer adipiscing
elit, sed diam nonummy nibh euismod tincidunt ut
laoreet dolore magna aliquam erat volutpat. Ut wisi
enim ad minim veniam,
Lorem ipsum dolor sit amet. Consectetuer adipiscing elit, sed
diam nonummy nibh euismod tincidunt ut laoreet dolore magna
aliquam erat volutpat. Ut wisi enim ad minim veniam,
Lorem ipsum dolor sit amet. Consectetuer adipiscing elit, sed diam nonum-
my nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat.
Ut wisi enim ad minim veniam,
CORPORATE
DESIGN 2.0
CORPORATE
DESIGN 2.0
9190

47. TITLE
- “FF MetaMedium”
- min. 20 pt
- line spacing 24 pt
- tracking + 0
- SDBG red
SUBHEADING
- “FF MetaMedium”
- 14 pt
- line spacing 17 pt
- tracking + 0
- SDBG red
ILLUSTRATIONS /
PHOTOGRAPHY
Image material may be
placed anywhere within
the grid for text pages.
Images may run into the
margins.
ICON / CATEGORY
- “FF MetaMedium”
- 10 pt
- line spacing 14 pt
- tracking + 0
BRAND NAME
- “FF MetaMedium”
- 11 pt
- line spacing 14 pt
- tracking + 0
CONTACT DATA
- “FF MetaBook”
- 8 pt
- line spacing 11 pt
- tracking + 0
WEB ADDRESS
BRAND INFORMATION
- “FF MetaBook”
- 11 pt
- tracking + 0
1.4. DESIGN PRINCIPLES
FOR COVER AND
BACK COVER
210 x 297 mm
Colours for information: Pantone Black 6 C or Pantone Red 186 C. The body
copy is always 90% black, and the headlines and subheadings are red.
3
4
5
6
7
The headline position is not regulated by the basic line grid (BLG). The longest
line ends in alignment with the corresponding Saunier Duval Brand Group logo.
The line spacing (LS) can be optically adapted, allowing for more flexible design.
The minimum spacing between the headline and logo is 1 BLG unit; the spacing
between the headline and the “Red Wavy Wall” is 14.5 mm.
The subheading is outside the BLG. It is left-justified in alignment with
the headline.
The “Red Wavy Wall” starts as a wave on the cover and continues through the
brochure as a rectangle. The flat surface is used as an element to connect the
pages and can only be used in combination with a full-page background motif.
The height is fixed, and the width of the surface can be adapted to the layout
and to the picture.
1
4
5
6
7
2
1
2
14 x 18 mm
right-justified and
aligned with the
“Red Wavy Wall”
4 mm
Heat pump
Lorem ipsum
Lorem ipsum est
3
1.5. FONT SIZES AND PAGE GRIDS
1
2
3
4
6
8
Lorem ipsum
Loremipsum
• Excto et, consecte modolobor sismodiat
• Eugiam iliquam et alis nonsequisit am
Per sis delis do dolortio euisci bla faci tie el do ea cor-
percidunt at in henim iusciliquis alit adipis nostrud ex
eummod min vel diamet, quatio diamet aliquisi.
Headline
Subheading
Body copy
Second-most important bullet points
Navigation
- “FF MetaMedium” / SDBG red
- 26 pt
- line spacing 26 pt
- tracking + 0
- inside BLG*
- “FF MetaBook” / 90% black
- 9 pt
- tracking + 0
- capital letters
- left and right pages mirrored
- outside BLG*
- “FF MetaMedium” / SDBG red
- 14 pt
- line spacing 16-17 pt
- tracking + 0
- “FF MetaBook” / 90% black
- 9 pt
- line spacing 12 pt
- tracking + 0
- justification / inside BLG*
- “FF MetaBook” / 90% black
- 9 pt
- line spacing 12 pt
- tracking + 0
- left justification / inside BLG*
6 mm
8 mm
*BASELINE GRID (BLG)
LOREM IPSUM DOLOR 13
A: Ex et velit dolessi eum nulput alit esse
modolore er incincilit amet in henim
quamcore vercil iriure molendigna ater.
Descriptions / legend - “FF MetaBook” / 90% black
- 8 pt
- line spacing 9 pt
- tracking + 0
- left justification / outside BLG*
5 Most important bullet points - “FF MetaBook” / SDBG red
- 14 pt
- line spacing 16 pt
- tracking + 0
- left justification / outside BLG*
• Con heniat ipisism oluptat
• Quis et wisi eum dolenibh exerit
Per sis delis do dolortio euisci bla
faci tie el do ea corpercidunt at in
henim iusciliqui.
Text in combination with graphics - “FF MetaBook” / 70% black
- 7.5 pt
- line spacing 10 pt
- tracking + 0
- left justification / outside BLG*
7 Bullet points in combination with graphics - “FF MetaBook” / 90% black
- 9 pt
- line spacing 12 pt
- tracking + 0
- left justification / inside BLG*
Module hydraulique
universel ou électrique
6
CORPORATE
DESIGN 2.0
CORPORATE
DESIGN 2.0
9392

48. 1.6.FONT FOR PRODUCT
NAMES
EXAMPLE
Product headlines are written in “MetaMedium”, mixed case.
Thema CONDENS
Caldaia murale da esterni istantanea
ILLUSTRATIONS /
PHOTOGRAPHY
EXAMPLES
4
8
3
Image material may be placed anywhere within the grid for text pages.
Images may run into the margins.
2
6
3
2
1
2
5
1
3
2
1
6
7
SCALE 1:2
210 x 297 mm
1.7. MASTER FOR
SHORT PRICE LIST
PRODUCT INFO
- “FF MetaMedium”
- 26 pt
- line spacing 26 pt
- tracking + 0
- SDBG red
PRODUCT NAME
- “FF MetaMedium”
- 14 pt
- line spacing 16 pt
- tracking + 0
- SDBG red
CHART HEADLINE
- “FF MetaBold”
- 7.5 pt
- line spacing 11 pt
- tracking + 0
- White
CHART CONTENT
- “FF MetaBook”
- 7.5 pt
- line spacing 11 pt
- tracking + 0
- 90% black
FOOTNOTES
- “FF MetaBook”
- 6 pt
- line spacing 8 pt
- tracking + 0
- 90% black
“RED LINE”
- 1.5 pt
- SDBG red
ADDRESS
- “FF MetaBook”
- 8 pt
- line spacing 11 pt
- tracking + 0
- 70% black
15 mm
5 mm
4 mm SDBG red
4 mm 20% black
4 mm 10% black
0.5 pt black
21 mm
20.5 mm
17.25
mm
14.5 mm
11.5 mm
7 mm
3.5 mm
1
1
2
2
3
3
4
4
5 7
6
5
6
7
CORPORATE
DESIGN 2.0
CORPORATE
DESIGN 2.0
9594

49. 1.8. PRODUCT BROCHURE
COVER
- set-up with
brand colour and
“Red Wavy Wall”
- picture from
product category
TABLE OF
CONTENTS
- use of an index as
an entry page is
optional
- emotional brand
picture
- chapter and page
references
INTRODUCTION
OF PRODUCT THEMES
- especially product
features, technology
and its benefits:
for example
- product-specific,
elaborate,
flagship product
- general product
information
- benefit-oriented
picture (B2C / B2B
possible), which
illustrates the brand
values and benefit
- technical information
/ tables
- maximum
1–2 products
PRODUCT PAGE
- the page layout is
clear and structured
- key product facts
and features, and
innovative technol-
ogies
- more detailed
explanations,
several pages
where required
- product-oriented
description
including tables
- special information
is placed in the info
box
- 2–4 products
- the “Red Line”
visualises the innov-
ation or benefit of
the new technology
PRODUCT SYSTEM
- detailed explan-
ation of the product
system
- for visualising the
system, the prod-
ucts are integrated
into an abstract
room perspective
- product-oriented
description
- 3–5 products
SERVICE
- top B2B / B2C service
arguments, e.g. training
courses
- the photograph illus-
trates the benefit of
the product: positive,
nearby
- a stripe of the flat
surface adds a discreet
touch of colour and re-
inforces the brand look
TECHNICAL PAGE
- table, all products'
performance levels
and technical data at a
glance
- the background of the
diagram is monochro-
matic (light grey)
- the colours are reduced
(2–3 grey nuances) to
guarantee readability
BACK COVER
contact details
BRAND
INTRODUCTION PAGE
- picture with brand
reference
- defined brand text
optional:
A MORE EMOTIONAL DESIGN LEVEL A MORE TECHNICAL DESIGN LEVEL
CORPORATE
DESIGN 2.0
CORPORATE
DESIGN 2.0
OVERVIEW
9796

50. ELEMENTS
For dealing with the
logo and transparent
“Red Wavy Wall”, see
chapter A9.2
TYPOGRAPHY
Headline and subhead-
ing / product name
(see chapter B1.5)
ICON
(See chapter B1.4)
Size of the headline
varies; the longest line
should be set flush right
with the logo
VISUAL
Large picture with
concrete unnoticeable
in the background
DESIGN
Dominant use
of brand colour
Highly emotional
“RED LINE”
An element that
connects the products,
the installer and the
benefit
210 x 297 mm
DESIGN PRINCIPLES FOR COVER
210 x 297 mm
DESIGN PRINCIPLES FOR BRAND INTRODUCTION
1.8. PRODUCT BROCHURE
ELEMENTS
No “Red Wavy Wall”
for a more spacious
presentation of the
brand visual, combin-
ation of large pictures
and part of flat surface
TYPOGRAPHY
Headlines and subhead-
ings in brand colour
Headline aligned with
the top of the flat
surface
Appearance and size of
typography
(see chapter B1.4)
Definition of text frame
sizes and arrangement
(see chapter B1.2-1.3)
DESIGN
Highly emotive
Timeline runs along
the “Red Line”
Text highlights
in brand colour
Spacious design
of the visual
Exciting interplay
between text, images
and white space
1.8. PRODUCT BROCHURE
Clear text structure
in the baseline grid
Timeline:
Font size for the years
is the same as for the
subheadings.
Font size for the
text blocks is the
same as body copy;
colour: 70% K
CORPORATE
DESIGN 2.0
CORPORATE
DESIGN 2.0
9998

51. DESIGN
“Red Line” not too
playful
Products are presented
in an adequate size and
allocated to text blocks
The line visualises the
product benefit and
can be derived from the
product category (see
chapter A7)
ELEMENTS
Combination of large
pictures and part of
flat surface
TEXT
Product-oriented
but still emotive
Product-teasing
Headline aligned with
flat surface
210 x 297 mm
DESIGN PRINCIPLES FOR PRODUCT PAGE 1
DESIGN PRINCIPLES FOR PRODUCT PAGE 2
1.8. PRODUCT BROCHURE
CORPORATE
DESIGN 2.0
101100

52. 1.9. OVERVIEW OF NOVELTIES BROCHURE FEATURES
A MORE EMOTIONAL DESIGN LEVEL A MORE TECHNICAL DESIGN LEVEL
COVER
- set-up with
brand colour
and transparent
“Red Wavy Wall”
- picture from
product cat-
egory with
background
BRAND
INTRODUCTION
PAGE
- picture with brand
reference and
background
- use of transpar-
ent flat surface
as a colour touch
and a connecting
element
- defined brand text
INTRODUCTON PAGE OF
PRODUCT CATEGORY
- picture with category
reference, benefit-ori-
ented and with back-
ground
- use of transparent flat
surface as a colour
touch and a connecting
element
TEXT
- consumer
insights category
- Saunier Duval’s
product concept
- summary in
key benefits
(bullet points)
INTRODUCTION
OF PRODUCT THEMES
- product-specific,
elaborate,
flagship product
- general product
information
- benefit-oriented picture
(B2C / B2B possible)
- technical information /
tables
- 1–2 products
- plain white background
in combination with
product pictures and
a high amount of text
information
PRODUCT PAGE
- more detailed
explanations
- product-oriented
description
including tables
- 2–4 products
- plain white
background in
combination with
product pictures
and a high
amount of text
information
PRODUCT PAGE
- more detailed
explanations,
several pages
where required
- product-oriented
description
including tables
- 2–4 products
- plain white back-
ground in combina-
tion with product
pictures and a high
amount of text
information
SERVICE I
- top service
arguments
B2B / B2C,
e.g. training
courses
- plain white
background in
combination with
product pictures
and a high
amount of text
information
SERVICE II
- continuation with
regard to contents of
SERVICE I with further
service themes
- use of transparent flat
surface and picture of
B2B motif pool with
background
TECHNICAL PAGE
- table and all
products’
outputs and
technical data
at a glance
BACK COVER
contact details
SERVICE III
Web, contact
CORPORATE
DESIGN 2.0
103102
CORPORATE
DESIGN 2.0

53. 210 x 297 mm
The price list is a concentration of product names, some technical references
including prices, and product-related accessories.
Front
1.10. PRICE LIST 210 x 297 mm
The shortened price list is a short flyer, which contains a concentration of
product names, some technical references including prices, and related
accessories. In this case, emotional pictures with a background are only used
on the cover. On the inside, the people motifs are shown as cut-outs without
a background. Detailed information about the table grid is in chapter B1.7.
1.11. SHORT PRICE LIST
Cover, brand introduction
Back, service page
Price list
Back
4
1
2
3
CORPORATE
DESIGN 2.0
CORPORATE
DESIGN 2.0
105104

54. 1
2
4
5
210 x 297 mm
The extensive price list is a big catalogue, which contains a combination of
detailed technical product information and a price list. It offers plenty of
space for the presentation of the product, its benefits, technical data and pri-
ces. Here, emotional pictures with a background are used for the following:
cover, brand introduction, index and service pages. Detailed information
about the table grid is in chapter B1.7.
1.12. EXTENSIVE PRICE
LIST
Comparative overview of product performance
Cover, brand introduction
PRODUCT PICTURE
PRODUCT INTRODUCTION
WITH BENEFIT
TECHNICAL DRAWING
TECHNICAL TABLES
PRICES FOR PRODUCTS
AND ACCESSORIES
1
2
3
4
5
Double page with a pure look contains all technical and other relevant
information, prices and accessories. The people motifs are shown as cut-outs
without a background.
Technical and product information including prices
Index
Service
3
Product category introduction page
CORPORATE
DESIGN 2.0
CORPORATE
DESIGN 2.0
107106

55. 1.13. INSTALLATION AND
USER MANUAL
FORMAT INSTALLATION MANUAL
210 x 297 mm (when closed)
Back Cover
FORMAT USER MANUAL
148.5 x 210 mm (when closed)
The same concept is used for the covers of the manuals. Besides the basic
visual elements – the brand logo, the “Red Wavy Wall” and the headline –
there are two key elements that determine the layout of the cover: the picture
of the product and the “Red Line”. The image depicts the product, the line is
used as a “translator” of the product benefit: e.g. the systems are symbolised
by cogwheels. All materials are laid out in an identical manner; only the line is
adapted to suit the product category and benefit. The main difference lies in
the contents of the text and the size of the brochures. The User Manual is set
in DIN A5, the Installation Manual in DIN A 4 and both are printed in b/w.
Back Cover
FONT SIZES AND PAGE GRIDS
1
4
2
*BASE LINE GRID (BLG)
Image material may be placed anywhere within the
grid for text pages. Images may run into the margins.
7
8
EXAMPLES 210 x 297 mm
B2. NEWSLETTER
1 Headline
- “MetaPro Bold” / SDBG red
- 40 pt
- line spacing 48 pt
- tracking +0
- inside BLG*
2 Subline
- “MetaPro Normal” / SD red
- 14 pt
- line spacing 18 pt
- tracking +0
3 Body copy
- “MetaPro Book” / 100% black
- 10 pt
- line spacing 12 pt
- tracking +0
- justification / inside BLG*
4 Text in combination with graphics
- “FF Meta Book” / 70% black
- 9 pt
- line spacing 11 pt
- tracking +0
- left-justification / outside BLG*
The newsletter (“Redline Express”) concept has been developed in line with the existing brand communica-
tion and design elements. Its content responds to all target groups’ requests. Its main function is to regularly
keep in contact with our customers to give them the latest information about new products, examples of
work carried out, training sessions, rewards, website updates and information about upcoming fairs and
brochures. The newsletter should come attached with the email.
5 Bullet points in combination with graphics
- “MetaPro Book” / 100% black
- 9 pt
- line spacing 12 pt
- tracking +0
- left-justification / outside BLG*
109108

56. The “Red Line” visualises the product benefit and can
be derived from the product category (see chapter A7).
It appears as a design element and combines/supports
the Images.
7 Cover Subline
- “MetaPro Medium” / SDBG red
- 15,5 pt
- line spacing 18 pt
- tracking +0
- left-justification / inside BLG*
8 Cover Bodycopy
- “FF MetaBook” / 100% black
- 11 pt
- line spacing 14 pt
- tracking +0
- left-justification / inside BLG*
10 Navigation
- “MetaPro Bold/Normal” / SDBG red, 100% black
- 12 pt
- tracking +0
- left and right pages mirrored
- outside BLG*
5 mm
8 mm
The structure of the newsletter follows this hierarchy:
1) editorial
2) our performance (technologies)
3) our member's club (loyalty programme)
4) our relationships (international)
5) our relationships (external)
The used content is relative to the monthly existing news and should be kept variable.
6 Bullet points
- “MetaPro Book” / SDBG red
- 10 pt
- line spacing 12 pt
- tracking +0
- left-justification / outside BLG*
6
10
5
3
9 “Red Line”
- 2 pt / Pantone 186 c
9
B3. FLYER GRID
FLYER BACK
210 x 297 mm
Please make sure that there is a good balance between tables and text. The
tables have to be reduced to a minimum if the flyer only has two pages. Body
copy, bullet points, graphics, product pictures and tables are allowed. The
sender’s address and logo must be positioned in the bottom horizontal unit.
FLYER FRONT
210 x 297 mm
The grid is based on the master A4 brochure grid (see chapter 1.2). The logo, the
category photo including the necessary “Red Line”, which connects the stage
with the text below, should be positioned on the stage of the flyer. In addition,
the transparent “Red Wavy Wall” including its product photos and corresponding
category and product names, must also be placed on the left side of the stage.
The position of the logo must be adapted to the guidelines for brochure covers
(see A9.2). The size of the stage can vary depending on the motif and amount of
text. The textual content is divided, if possible, into two columns with a min. of
three and a max. of eight units on the front and rear sides. The running text, bullet
points and icons / graphics are allowed.
A picture from a working and living environment is placed in the background of
the people motif, and is suggested through the transparency of the “Red Wavy Wall”.
CATEGORY
- “FF MetaMedium”
SDBG red
- 26 pt
- line spacing 30 pt
- tracking +0
PRODUCT
- “FF MetaMedium”
SDBG red
- 14 pt
- line spacing 16 pt
- tracking +0
HEADLINE
- “FF MetaMedium”
SDBG red
- 14 pt
- line spacing 16 pt
- tracking +0
SUBHEADING
- “FF MetaMedium” /
SDBG red
- 14 pt
- line spacing 16 pt
- tracking +0
BODY COPY
- “FF MetaBook” /
90% black
- 9 pt
- line spacing 12 pt
- tracking +0
ADDRESS
- “FF MetaBook” /
90% black
- 8 pt
- line spacing 11 pt
- tracking +0
1
2
3
4
5
6
GeniaHybrid AWB example
Flyer front Flyer back
CORPORATE
DESIGN 2.0
2
3
4
1
2
3
5
1
2
5
4
4
6
111110

57. PEOPLE MOTIF
“RED LINE”
- outline: 1.5 pt
“RED SURFACE”
- transparent
- colour: SDBG red
HEADLINE
- “FF MetaBook”
- 25 pt
- line spacing 27 pt
- colour: white
SUBHEADING
- “FF MetaBook”
- 15 pt
- line spacing 17 pt
- colour: white
BODY COPY
- “FF MetaBook”
- 12 pt (headline)
- 9 pt (copy)
- line spacing: 14.4 pt
(headline)
12 pt (copy)
- colour: SDBG red (head-
line), black (copy)
- vertical ad: maximum
of nine lines including
subheading, 5 mm from
the motif
- horizontal ad: maximum
of twelve lines including
subheading, 6.5 mm
from the motif
PRODUCT PICTURES
QR CODE
PERFORMANCE LINE
- “FF MetaBook”
- 12 pt
- colour: SDBG red
B4. PRINT ADS AND BILLBOARD
Print ad formats vary from magazine to magazine significantly due to very
different magazine sizes and layouts. Therefore, the references for the print ad
formats are simply based on one portrait and one landscape format (portrait
format: 210 x 297 mm, landscape format: 420 x 297 mm); this should be used as
a guideline for the required format. This is also the reason why no grid has been
defined. The key message is conveyed in the thought bubbles. The headline
contains the specific benefit of the product and brand, for example: “I’m looking
for a dynamic and experienced partner ...” (see example below).
These key references are mandatory to follow:
1. The general aim of the print ad is to communicate the central idea via the motif
together with the headline. This means the visual of the motif should appear as
a close-up and should be large. Additional information is to be communicated
in the body copy. Do not flood the layout with additional written information.
2. The “Red Line” illustrates the person’s thoughts through bubbles, which are con-
nected to each other. There is a maximum of five bubbles allowed in the layout.
The size of the bubbles can be adapted to the length of the content and their
placement can vary according to the picture.
3. For the main picture, the transparent “Red Surface” is a part of the back-
ground. The size and distance of the “Red Surface” is variable but has to fill
two thirds of the background. The size depends on the background itself.
4. The headline is placed in the first bubble. It should not exceed three lines and
ends with “...”. The content is about the benefit of the product and the brand for
the person.
5. The subheading is placed in the other bubbles and should not exceed three lines.
6. The body copy contains continuous text about the benefit of the product and
the brand. The tonality is based on the core values: committed, smart, positive.
7. Depending on the product category, a maximum of one to six products with a
light perspective is allowed.
8. In the bottom left corner, there is a QR code that takes you to the Saunier
Duval website (also written under the code).
PRINT AD FORMATS
1
2
3
2
4
5
5
6
7
4
4
8
8
9
9
1
7
6
65
3
CORPORATE
DESIGN 2.0
1
2
3
7
8
VERTICAL PRINT AD
“RED LINE”
- outline: 18 pt
HEADLINE
- “FF MetaBook”
- 380 pt
- line spacing 410 pt
- tracking +0
- colour: white
SUBHEADING
- “FF MetaBook”
- 210 pt
- line spacing 250 pt
- tracking +0
- colour: white
PERFORMANCE LINE
- “FF MetaBook”
- 132 pt
- colour: SDBG red
For details of other
elements, please see
previous page.
A billboard’s format can vary according to its type and place. The reference for the
billboard is the 18 / 1 bulletin format for illuminated billboards (356 x 252cm); this
should be used as a guideline for the required format. The billboard’s layout and
key references are based on the print ad concept. To make it more readable, it has a
maximum of three bubbles.
BILLBOARD
5
9
4
CORPORATE
DESIGN 2.0
For details of the
elements, please
see previous page.
1 9–
2
2
1
3
4
5
6
7
8
9
1
2
3
4
5
7
9
8
113112

58. B5. ONLINE
B2C HOME PAGE B2B HOME PAGE
Above, there are two examples of the look and feel of the website. The B2C sec-
tion has a background in warm grey; the background of the B2B section is grey.
For more detailed information about the design for online media and the guideli-
nes for the individual countries, go to Wiki (Saunier Duval Brand Group Intranet)
or refer to the Internet Style Guide.
Examples of teaser boxes with motif and background
APPLICATION OF PEOPLE MOTIFS: all existing motifs of the SDBG shoot pool can
be displayed on the website (in combination with the “Red Line”). People motifs
with a background environment can be used in the header (hero space) and in
teaser boxes for brand-specific content or highlight tools / news.
CORPORATE
DESIGN 2.0
B6. E-MAIL SIGNATURES
A large part of our communication is done using e-mail, even with customers.
The aim here is to have a large impact (set up the correct signature). An e-mail
signature can be considered to be as important as a business card. That is why
it is important to ensure a consistent brand appearance here. This establishes a
sense of recognition and strengthens the brand image.
Signatures at the end of an email make it easier to establish contact, for example
to make a request or check the legal position of the sender. As in a business letter,
the basic contact details of the sender have to be included in the e-mail.
A comprehensive study proves that business cards are an important touchpoint
with our customers.
We have four different types of email signatures to be used:
COMMERCIAL BRAND E-MAIL SIGNATURE WITHOUT TOPIC
COMMERCIAL BRAND E-MAIL SIGNATURE WITH TWO TOPICS
FONT/COLOUR
“Arial Reg.” 10 Pt/Black
“Arial Reg.” 8 Pt/Black
“Arial Bold” 8 Pt/
SDBG Red
“Arial Reg.” 8 Pt/Black/
SDBG Red
“Arial Bold/Reg.” 8 Pt/
Black
“Arial Reg.” 8 Pt/
RGB 161/161/161
1
2
3
4
1
3
4
2
COMMERCIAL BRAND E-MAIL SIGNATURE WITH ONE TOPIC
Information about special events like fairs or customer days can be temporary
added below the signature.
115114

59. MULTI BRAND E-MAIL SIGNATURE WITHOUT TOPIC
MULTI BRAND E-MAIL SIGNATURE WITH ONE TOPIC
There are different templates available for different communication purposes.
For further information regarding the installation and editing of the files please
visit our Wiki.
MULTI BRAND E-MAIL SIGNATURE WITH TWO TOPICS
FONT/COLOUR
“Arial Reg.” 10 Pt/Black
“Arial Reg.” 8 Pt/Black
“Arial Reg.” 8 Pt/Black/
Vaillant Green/SDBG
Red
“Arial Reg.” 8 Pt/
RGB 161/161/161
“Arial Reg.” 8 Pt/Black
1
1
2
3
3
4
4
2
If a sales or service manager visits external customers doing business with
two brands (if 2nd brand revenue 15 %), a multibrand e-mail signature (max.
two commercial brands, Vaillant + SDBG brand) can be used. This case is an
exception which has to be released by the regional director (in case of directly
reporting country the Managing Director Sales Marketing).
VERSION 1
VERSION 2
B7. CO-BRANDING
BROCHURE
In case of co-branding for sales and trade partners of the Saunier Duval
Brand Group, the logo, address and contact details should be placed in the
specific spaces in all advertising materials.
For brochures, there is an intended stamp area on the back of the brochure
for this information. If required, it is additionally possible to position the
sales and trade partner’s logo in the bottom right of the brochure’s cover.
This is, however, dependent on the amount of space available.
The back of a flyer is also suitable for co-branding. The sales and trade
partner’s logo and contact details should be placed in the bottom right of
the flyer next to the logo and contact details of the SDBG brand.
In case of portrait and landscape adverts, ensure the address, contact de-
tails and logo align on the left. In this instance, it will be placed there instead
of the QR code.
In general, co-branding is not advisable inside advertising material such as
brochures. It is possible to introduce the cooperation partner with the words
“In cooperation with”, but it is not mandatory and can be applied at your
discretion.
However, it is then necessary to respect consistency throughout all adver-
tising materials. When you have decided on a 4c or black-and-white illustra-
tion, it is still necessary to pay attention to the consistency of the logo and
address details of the co-branding partner throughout the medium.
CORPORATE
DESIGN 2.0
117116

60. FRONT BACK VERSION 1 BACK VERSION 2FLYER
PRINT ADS HORIZONTAL
VERTICAL
CORPORATE
DESIGN 2.0
B8. TRADE FAIRS
The concept for the brand’s trade fair presentation is, on the one hand,
a derivative of existing brand communication and design, interpreted and
adapted for use in an interior room design context.
On the other hand, the trade fair stand must, of course, serve as a forum for
brand and product presentation. It provides information and is an area for es-
tablishing contacts and entering into business agreements, while also offering
space for taking breaks in an atmosphere of comfort.
The stand concept must thus be as homogenous as possible and function
well for widely varying stand sizes (from 25 sq m to over 700 sq m), while
emanating smartness, commitment and friendliness. The trade fair concept
and the extensive detailed technical descriptions are defined in the Trade Fair
Guidelines as well as in the Trade Fair Handbook, both are available separately
in the CD Manual.
91-s-qm version
25-s-qm version
600-s-qm version
8.1. TRADE FAIR CONCEPT
Examples of a 2-floors trade fair version
CORPORATE
DESIGN 2.0
119118

61. Category is displayed here
Category is displayed here
• Stiftung Warentest Best in Test
award for energy efficiency
• Stainless steel, heat exchanger tubes
• eBus interface
• Output range: 14 to 24 kW
Product name
Performance
• Stiftung Warentest Best in Test
award for energy efficiency
• Stainless steel, heat exchanger tubes
• eBus interface
• Output range: 14 to 24 kW
Product name
Performance
• Stiftung Warentest Best in Test
award for energy efficiency
• Stainless steel, heat exchanger tubes
• eBus interface
• Output range: 14 to 24 kW
Product name
Performance
• Stiftung Warentest Best in Test
award for energy efficiency
• Stainless steel, heat exchanger tubes
• eBus interface
• Output range: 14 to 24 kW
Product name
Performance
Product name
Product name
Product name
Product name
Category is displayed here
Category is displayed here
• Stiftung Warentest Best in Test
award for energy efficiency
• Stainless steel, heat exchanger tubes
• eBus interface
• Output range: 14 to 24 kW
Product name
Performance
• Stiftung Warentest Best in Test
award for energy efficiency
• Stainless steel, heat exchanger tubes
• eBus interface
• Output range: 14 to 24 kW
Product name
Performance
• Stiftung Warentest Best in Test
award for energy efficiency
• Stainless steel, heat exchanger tubes
• eBus interface
• Output range: 14 to 24 kW
Product name
Performance
• Stiftung Warentest Best in Test
award for energy efficiency
• Stainless steel, heat exchanger tubes
• eBus interface
• Output range: 14 to 24 kW
Product name
Performance
Product name
Product name
Product name
Product name
PRODUCT WALL (2,200 x 1,800 mm)8.2. TRADE FAIR
EXAMPLES
Front Back
SYSTEM WALL (2,400 x 3,600 mm)
• Stiftung Warentest Best in Test
award for energy efficiency
• Stainless steel, heat exchanger tubes
• eBus interface
• Output range: 14 to 24 kW
• Stiftung Warentest Best in Test
award for energy efficiency
• Stainless steel, heat exchanger tubes
• eBus interface
• Output range: 14 to 24 kW
• Stiftung Warentest Best in Test
award for energy efficiency
• Stainless steel, heat exchanger tubes
• eBus interface
• Output range: 14 to 24 kW
• Stiftung Warentest Best in Test
award for energy efficiency
• Stainless steel, heat exchanger tubes
• eBus interface
• Output range: 14 to 24 kW
Product name
Performance
Product name
Performance
Product name
Performance
Product name
Performance
Category is displayed here
Category is displayed here
Product name
Product name
Product name
Product name
CORPORATE
DESIGN 2.0
Front
Back
Product name
Product name
• Stiftung Warentest Best in Test
award for energy efficiency
• Stainless steel, heat exchanger tubes
• eBus interface
• Output range: 14 to 24 kW
• Stiftung Warentest Best in Test
award for energy efficiency
• Stainless steel, heat exchanger tubes
• eBus interface
• Output range: 14 to 24 kW
• Stiftung Warentest Best in Test
award for energy efficiency
• Stainless steel, heat exchanger tubes
• eBus interface
• Output range: 14 to 24 kW
• Stiftung Warentest Best in Test
award for energy efficiency
• Stainless steel, heat exchanger tubes
• eBus interface
• Output range: 14 to 24 kW
Product name
Performance
Product name
Performance
Product name
Performance
Product name
Performance
Category is displayed here
Category is displayed here
Product name
Product name
DYNAMIC WALL (1,700 x 5,600 mm)
reliable
easy solutions
from partner
to partner
your companion
at your side
always nearby
Always at your side
BACK WALL (3,000 x 12,000 mm)
8.2. TRADE FAIR
EXAMPLES
CORPORATE
DESIGN 2.0
121120

62. SCALE 1:3
210 x 105 mm
8.4. TRADE FAIR
INVITATION
Front, back
Inside
SCALE 1:4
210 x 297 mm
8.5. FAX REPLY
Hall xx Booth number xx
Aquatherm Vienna
26.01. - 29.01.2010
Invitation
Trade Fair Motto
lorem est dolor sit amet
Lorem ipsum dolor sit amet. Consectetuer adipiscing
elit, sed diam nonummy nibh euismod tincidunt
ut laoreet dolore magna aliquam erat volutpat dolor.
Est lorem ipsum dolor sit amet. Consectetuer
adipiscing elit, sed diam nonummy nibh euismod
tincidunt ut laoreet dolore magna aliquam erat volut-
pat adisciping dolor sit amet est. Tincidunt ut laoreet
dolore magna aliquam erat volutpat dolor.
Dear Mr. Smith
Cnsectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore
magna aliquam erat volutpat adisciping dolor sit amet est. Lorem ipsum dolor est. Adisciping
consectetuer adipiscing, sed diam nonummy nibh euismod tincidunt laoreet dolore magna
aliquam erat volutpat adisciping dolor sit amet est. Consectetuer adipiscing elit, sed diam
nonummy nibh euismod tincidunt ut erat volutpat.
Consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore
magna aliquam erat volutpat adisciping dolor sit amet est. Consectetuer adipiscing elit,
diam nonummy euismod .
Lorem est dolor
sit amet
Lorem ipsum dolor sit amet. Consectetuer adi-
piscing elit, sed nonummy nibh euismod tincidunt
ut laoreet dolore magna aliquam erat volutpat.
John Miller
The use of animations on screens including detailed descriptions is defined in
the Animation Guidelines Handbook, which is available separately.
8.3. ANIMATION
GUIDELINES FOR
SCREENS
CORPORATE
DESIGN 2.0
B9. POS WALLS AND POS POSTER
VAI02B00046-12_Messewand_RZoC_Logoliste.indd 19 11.03.13 18:08VAI02B00046-12_Messewand_RZoC_welle_ohne_logo_mit_fortfuehrung.indd 1 11.03.13 10:35 VAI02B00046-12_Messewand_RZoC_welle_ohne_logo_mit_fortfuehrung.indd 2 11.03.13 10:35
The concept for the POS walls is based on modularity. There are three kinds of
wall: a wall with one unit (S), a wall with two units (M) and a wall with three units
(L). Every unit is made up of three modules. This offers a lot of possibilities, units
can be added to as required. Order just one unit or several units to show a wide
range of products.
These key references are mandatory to follow:
“RED WAVY WALL”
The “Red Wavy Wall” builds up the background and is as an exception not
transparent. The width has to be adapted to the wall format. Please keep to the
proportions of the wall. Do not scale or modify its shape.
“RED LINE”
The “Red Line” shows at least one or several motifs at the bottom of the design.
The beginning and ending of the illustrations have to stay in the same position
to guarantee the modularity of all units.
MOTIF
The wall with one unit can only show a product, not a motif with people. The walls
with two and three units show one big motif. It is always placed in the second
unit, but can also reach the third unit. As an exception, there is no background.
PRODUCT
Products are placed on the first and third units. Please be aware of the position
of the products. The motifs should be covered as little as possible with the
products and only in the bottom part of any people's bodies. It is not allowed to
cover the upper part of the body.
LOGO
The logo is always placed in the top right of the last unit with or without the
claim depending on the country.
CORPORATE
DESIGN 2.0
1
2
3
4
5
1
3
2
4
5
123122

63. Poster_Frau_mit_Logo_RechterTeil_3x2.indd 1 11.03.13 18:12
Poster_Frau_mit_Welle_ohne_Logo_Mittelteil_3x2.indd 1 11.03.13 11:08Poster_Welle_ohne_Logo.indd 1 11.03.13 10:47
S
M
L
WALL WITH ONE UNIT (three modules)
750 x 2,300 mm
WALL WITH TWO UNITS (six modules)
1,500 x 2,300 mm
WALL WITH THREE UNITS (nine modules)
2,250 x 2,300 mm
POS WALL FORMATS
EXAMPLES
POS walls and their
combination possibilities
WALL MOTIFS
VAI02B00046-12_Messewand_RZoC_welle_ohne_logo_mit_fortfuehrung.indd 1 11.03.13 10:35
VAI02B00046-12_Messewand_RZoC_Logoliste.indd 19 11.03.13 18:08 VAI02B00046-12_Messewand_RZoC_Logoliste.indd 19 11.03.13 18:08VAI02B00046-12_Messewand_RZoC_welle_ohne_logo_mit_fortfuehrung.indd 1 11.03.13 10:35 VAI02B00046-12_Messewand_RZoC_welle_ohne_logo_mit_fortfuehrung.indd 2 11.03.13 10:35
VAI02B00046-12_Messewand_RZoC_welle_ohne_logo_mit_fortfuehrung.indd 1 11.03.13 10:35
VAI02B00046-12_Messewand_RZoC_Logoliste.indd 19 11.03.13 18:08 VAI02B00046-12_Messewand_RZoC_Logoliste.indd 19 11.03.13 18:08VAI02B00046-12_Messewand_RZoC_welle_ohne_logo_mit_fortfuehrung.indd 1 11.03.13 10:35 VAI02B00046-12_Messewand_RZoC_welle_ohne_logo_mit_fortfuehrung.indd 2 11.03.13 10:35
POSTER MOTIFS
Poster_Welle_ohne_Logo.indd 1 11.03.13 10:47
Poster_Frau_mit_Logo_RechterTeil_2x2.indd 1 11.03.13 18:10
CORPORATE
DESIGN 2.0
S M L
B10. PACKAGING
top
side
side
Placeholder
for symbols
EXAMPLE:
CATEGORY A
STANDARD CONDENS SD
86.5cm x 47.5cm x 34.9cm
1C PRINT
(Pantone 186c or
black print)
The cheaper version should be printed (normally 1c), but if there are no add-
itional costs for 2c, then the 2c version is the version to be used.
2C PRINT
Max:3x
Max:3x Max:3x
Max:3x
Max:3x
Max:3x Max:3x
Max:3x
Version 1: “Red Wavy Wall” Version 2: “Red Line”
Version 1: “Red Wavy Wall” Version 2: “Red Line”
125124

64. 11.1. STATIONERY
B11. BUSINESS STATIONERY
SCALE: 1:2
210 x 297 mm
GENERAL: The stationery consists of a static and a dynamic part. The static
part contains the logo and all sender details as meta data that are pre-printed
on the stationery. The dynamic part contains the address, the subject line
and the body copy, which are inserted individually using an “Arial” font.
The stationery’s structure has to be clear and easily understandable. The
sender’s complete details will be combined in a single column on the right.
The width for the letter’s text will be sufficient for approx. 52 characters in
10 pt to guarantee optimum readability. The “Red Line” appears as a design
element in the bottom section of the page. The reverse of the stationary is
white and blank.
LOGO: The logo will be aligned to the left of the sender’s column.
SENDER’S COLUMN: The sender’s column will contain the address details,
telephone and fax numbers, email and web address. There will also be space
here to include information such as managing directors, commercial register,
court of record, tax number and bank details (according to country-specific
requirements).
ADDRESSEE’S SPACE: The addressee’s space will further contain the
sender’s details at the top, so that the full address is visible in an envelope
with a window.
ALTERNATE A4/ISO A4,
PORTRAIT FORMAT
FOR AUSTRIA
Sample Town, dd/mm/yyyy
Dear Mr Sampleman,
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amconsed te veliquat ulla feugueros diam del dunt ulla conse esporato
feum zzrilit lortin vel dolorem el do el dit, cor at, con hent lorpero euima
giam,consequatpraessi.Ibherodiat,vullaadionullaaddolentaliselenit
autatnonulputedimeiduntloriuremdipisldelenimdiatinimquat.Erase
esequieliquismodolortionseminulputpatingenisisautillam,sentnullut
lumvulputametioningeacommolumesdignisisciersustingeugaitinim
voloredoloboreeineverilisisnonirsequam,quipit,venisiblafeumnullan
eugiat. Ut lutpatiop endigna conullu mmoloreetue dolobor tissis do od
del ero od eliquame zzrit lor aut et velis eugiatuer sismodolorem zzrit
augait venim veniami
inhentulputwisnullafeuguersustoodminitutpat.Volorevolobinaoresti
deliquat, vel ut ing et, conullaor acipsus cillumsandre facidu ipsum iloir
illam,seniminheniatdoleniamzzritaliseumsanexerimsuscillafeuguem
dipit prat. Ut init aliquat.
Onetlumvenitloreminveriurefaciblafacildoloreminimiriusciduntealit
wisisi tat la aut verit wis dolor sum vent nulpute corem in henis iam euis
aliscipis nit am velit lam iustrud essequis nos nons.
sequisetmorteidiamcoratiedolenisimdocoremodoeumsandiopit,quis
acillafacieroseugiam,sequamet,velenitlaautet,velingenimvenibhese
faciduntesiatdit,simincingessentvelduisnisitpraesendiamcorincinci-
dui tatimi veliquam ileum in volortinim acin velenibh esequat.
Ure venim zzrit eu feu faccummy nonsed ting euis et vel ut nosera nisit
in,quiercinutatisnosduieufacipeugaitiuremauguecorperaciduisetai
adtinimvoluptat.Amversuscinvelestisaugiamnonishendipsuscinent
loreet, commy nonse feugait dolore magnim vulla ore veliquisit dolend.
velenit la autet, vel ing enim venibh ese faciduntesi at dit, sim incing
essent rtinim acin velenibh esequat vulla ore veliquisit dolend.
Subject: Stationery
Saunier Duval, Polígono Ugaldeguren 3, Pacela 22, 48950 Zamudio (Vizcaya), España
Sample Sons Ltd.
Mr Sampleman
Sample Street 123
12345 Sample Town
GERMANY
SAUNIER DUVAL
Polígono Ugaldeguren 3, Pacela 22
48170 Zamudio (Vizcaya)
España
Tel. +34 94 489 62 00
Fax +34 94 489 62 53
info@saunierduval.es
www.saunierduval.es
Lorem ipsum dolor est
Doloris et vandoris
Manic deusartis
Minor et vandistric estiam
Lorem ipsum dolor est
Estiam est machina quantum
Sitartis veniom milor
Aldis sarzium deus estist
Mortiam divadis loeres
Bankium devertis minorc
Sample Town, dd/mm/yyyy
Dear Mr Sampleman,
Lum vel et diam dipsuscilit in ea feum dolore do euisi. Ulla feugait nisie amconsed te veliquat ulla
feugueros diam del dunt ulla conse esporato feum zzrilit lortin vel dolorem el do el dit, cor at, con
hent lorpero euima giam, consequat praessi. Ibh ero diat, vulla adionulla ad dolent alis elenit autat
nonulputedimeiduntloriuremdipisldelenimdiatinimquat.Eraseesequieliquismodolortionsemin
ulputpatingenisisautillam,sentnullutlumvulputametioningeacommolumesdignisisciersusting
eugait inim volore dolobore eine ver ilisis nonir sequam, quipit, venisi bla feum nullan eugiat. Ut
lutpatiopendignaconullummoloreetuedolobortissisdooddeleroodeliquamezzritlorautetvelis
eugiatuer sismodolorem zzrit augait venim veniami
in hent ulput wis nulla feuguer susto od minit utpat. Volore volobina oresti deliquat, vel ut ing et,
conullaoracipsuscillumsandrefaciduipsumiloirillam,seniminheniatdoleniamzzritaliseumsan
exerim suscilla feuguem dipit prat. Ut init aliquat.
On et lum venit lore min ver iure faci bla facil dolore minim iriusci dunte alit wisisi tat la aut verit wis
dolorsumventnulputecoreminhenisiameuisaliscipisnitamvelitlamiustrudessequisnosnons.
sequis et mortei diamcor atie dolenisim do core modo eumsandio pit, quis acilla faci eros eugiam,
sequamet,velenitlaautet,velingenimvenibhesefaciduntesiatdit,simincingessentvelduisnisit
praesen diamcor incincidui tatimi veliquam ileum in volortinim acin velenibh esequat.
Urevenimzzriteufeufaccummynonsedtingeuisetvelutnoseranisitin,quiercinutatisnosduieu
facipeugaitiuremauguecorperaciduisetaiadtinimvoluptat.Amversuscinvelestisaugiamnonis
hendipsuscinentloreet,commynonsefeugaitdoloremagnimvullaoreveliquisitdolend.velenitla
autet,velingenimvenibhesefaciduntesiatdit,simincingessentrtinimacinvelenibhesequatvulla
ore veliquisit dolend.
Ut lutpatiop endis gna conullu mmoloreetue dolo bor tissis dos od del ero od eliquame zzrit lor aut
et velis eugiatuer sismodolorem do el dit, cor at, con hent lorpero euimolorem el do el lorpero euim
giam,consequatpraessidit,corat,Utlutpatiopendisgnaconullummoloreetuedolobortissisdosod
del ero od eliquame zzrit lor aut.
Subject: Stationery
Saunier Duval, Salmhoferstraße 5, 1230 Wien, Austria
Sample Sons Ltd.
Mr Sampleman
Sample Street 123
12345 Sample Town
GERMANY
SAUNIER DUVAL
Salmhoferstraße 5
1230 Wien
Austria
Vertrieb und Training
Tel. +43 16 15 20-20
Fax +43 16 15 20-xx
Kundendienst
Tel. +43 16 15 20-70
info@saunierduval.at
www.saunierduval.at
Vaillant Group Austria GmbH, Forchheimergasse 7, 1230 Wien, Bankverb.: Bank Austria: 00606806xxx (BLZ 12000), BAWAG: 24219xx
(BLZ 60000), Sitz: Wien, Firmenbuchnr. 46616d, ARA Lizenznummer 3631, DVR 67300
11.1. STATIONERY
A4/ISO A4,
PORTRAIT FORMAT
127126

65. A4/ISO A4,
PORTRAIT FORMAT
SENDER’S COLUMN
BRAND NAME
- “FF MetaMedium”
- 9 pt
- line spacing 12 pt
- tracking +0
- capitals
- Pantone 186 c
CONTACT DATA
- “FF MetaBook”
- 8 pt
- line spacing 11 pt
- tracking +0
- 75% black
ADDRESSEE’S SPACE
SENDER’S DETAILS
- “FF MetaBook”
- 6 pt
- line spacing 7 pt
- tracking +0
- 75% black
ADDRESSEE
SUBJECT AND
BODY COPY
- “Arial regular”
- 10 pt
- line spacing 14 pt
- tracking +0
- 100% black
“RED LINE”
- 2 pt
- Pantone 186 c
SCALE: 1:2
210 x 297 mm
The measurements were determined in such a way as to guarantee optimum
readability at all times and for international correspondence especially.
To facilitate folding and hole-punching, suitable margins were included.
11.2. STATIONERY, MEA-
SUREMENTS AND
TYPOGRAPHY
Sample Town, dd/mm/yyyy
Dear Mr Sampleman,
Lum vel et diam dipsuscilit in ea feum dolore do euisi. Ulla feugait nisie
amconsed te veliquat ulla feugueros diam del dunt ulla conse esporato
feum zzrilit lortin vel dolorem el do el dit, cor at, con hent lorpero euima
giam,consequatpraessi.Ibherodiat,vullaadionullaaddolentaliselenit
autatnonulputedimeiduntloriuremdipisldelenimdiatinimquat.Erase
esequieliquismodolortionseminulputpatingenisisautillam,sentnullut
lumvulputametioningeacommolumesdignisisciersustingeugaitinim
voloredoloboreeineverilisisnonirsequam,quipit,venisiblafeumnullan
eugiat.Utlutpatiopendignaconullummoloreetuedolobortissisdooddel
ero od eliquame zzrit lor aut et velis eugiatuer sismodolorem zzrit augait
venim veniami
inhentulputwisnullafeuguersustoodminitutpat.Volorevolobinaoresti
deliquat, vel ut ing et, conullaor acipsus cillumsandre facidu ipsum iloir
illam,seniminheniatdoleniamzzritaliseumsanexerimsuscillafeuguem
dipit prat. Ut init aliquat.
Onetlumvenitloreminveriurefaciblafacildoloreminimiriusciduntealit
wisisi tat la aut verit wis dolor sum vent nulpute corem in henis iam euis
aliscipis nit am velit lam iustrud essequis nos nons.
sequisetmorteidiamcoratiedolenisimdocoremodoeumsandiopit,quis
acillafacieroseugiam,sequamet,velenitlaautet,velingenimvenibhese
faciduntesiatdit,simincingessentvelduisnisitpraesendiamcorincinci
dui tatimi veliquam ileum in volortinim acin velenibh esequat.
Ure venim zzrit eu feu faccummy nonsed ting euis et vel ut nosera nisit
in,quiercinutatisnosduieufacipeugaitiuremauguecorperaciduisetai
adtinimvoluptat.Amversuscinvelestisaugiamnonishendipsuscinent
loreet,commynonsefeugaitdoloremagnimvullaoreveliquisitdolendve
lenitlaautet,velingenimvenibhesefaciduntesiatdit,simincingessent
rtinim acin velenibh esequat vulla ore veliquisit dolend.
Subject: Stationery
Saunier Duval, Polígono Ugaldeguren 3, Pacela 22, 48950 Zamudio (Vizcaya), España
Sample Sons Ltd.
Mr Sampleman
Sample Street 123
12345 Sample Town
GERMANY
SAUNIER DUVAL
Polígono Ugaldeguren 3, Pacela 22
48170 Zamudio (Vizcaya)
España
Tel. +34 94 489 62 00
Fax +34 94 489 62 53
info@saunierduval.es
www.saunierduval.es
Lorem ipsum dolor est
Doloris et vandoris
Manic deusartis
Minor et vandistric estiam
Lorem ipsum dolor est
Estiam est machina quantum
Sitartis veniom milor
Aldis sarzium deus estist
Mortiam divadis loeres
Bankium devertis minorc
14
mm
46 mm24 mm 116 mm 10
mm
235 mm
position:
45 to max. 280 mm
18 mm
position: 14 to
32 mm
14 mm
170 mm
position:
110
to max.
280 mm
10 mm
position:
95
to max.
105 mm
17 mm10 mm 12 mm
45 mm
position:
45
to max.
90 mm
1
1
2
2
3
3
4
4
5
5
SCALE: 1:2
210 x 297 mm
Blank stationery with pre-printed logos will be used for all subsequent
pages. The sender’s column, and the spaces for address and subject will
be omitted. The text column moves to the top and begins where the
address space started on the first page. The text width is unchanged.
11.3. STATIONERY, SUB-
SEQUENT PAGES
A4/ISO A4,
PORTRAIT FORMAT
BODY TEXT
- “Arial regular”
- 10 pt
- line spacing 14 pt
- tracking +0
- 100% black
12 mm
Lum vel et diam dipsuscilit in ea feum dolore do euisi. Ulla feugait nisie
amconsed te veliquat ulla feugueros diam del dunt ulla conse esporato
feum zzrilit lortin vel dolorem el do el dit, cor at, con hent lorpero euim
giam,consequatpraessi.Ibherodiat,vullaadionullasaddolentaliselenit
autat nonulpute dimei dunt lor iurem dipisl dele nim diatinim quat. Era-
esequieliquismodolortionseminulputpatingenisisautillam,sentnullut
lumvulputametioningeacommolumesdignisisciersustingeugaitinim
voloredoloboreeineverilisisnoisnsequam,quipit,venisiblafeumnullan
eugiat.Utlutpatiopendignaconullummoloreetuedolobortissisdooddel
eroodeliquamezzritlorautetveliseugiatuersismodoloremzzritaugait
venim veniami
inhentulputwisnullafeuguersustoodminitutpat.Volorevolobosresti
deliquat,velutinget,conullaoracipsuscillumsandrefaciduripsumiloir
illam,seniminheniatdoleniamzzritaliseumsanexerimsuscillafeuguem
dipit prat. Ut init aliquat.
On et lum venit lore min ver iure faci bla facil dolore minim iriusci se
duntealitwisisitatlaautveritwisdolorsumventnulputecoreminhenis
iameuisaliscipisnitamvelitlamiustrudessequisnossemnonsequiset
morteidiamcoratiedolenisimdocoremodoeumsanidipit,quisacillafaci
eroseugiam,sequamet,velenitlaautet,velingenimvenibhesefacidun-
tesiatdit,simincingessentvelduisnisitpraesendiamcorincinciduitatimi
veliquam ileum in volortinim acin velenibh esequat.
Ure venim zzrit eu feu faccummy nonsed ting euis et vel ut nosem nisit
in,quiercinutatisnosduieufacipeugaitiuremauguecorperaciduisetai
adtinimvoluptat.Amversuscinvelestisaugiamnonerhendipsuscinent
loreet, commy nonse feugait dolore magnim vulla ore veliquisit dolend.
Lum vel et diam dipsuscilit in ea feum dolore do euisi. Ulla feugait nisie
amconsed te veliquat ulla feugueros diam del dunt ulla conse esporato
feum zzrilit lortin vel dolorem el do el dit, cor at, con hent lorpero euim
giam, consequat praessi.
Ibherodiat,vullaadionullaaddolentaliselenitautatnonulputeesisdimei
dunt lor iurem dipisl delenim diatinim quat. Eraesequi eliquise modolor
tionseminulputpatingenisisautillam,sentnullutlumvuliputametioning
eacommolumdignisisciersustingeugaitinimvoloredoloboreeinever
ilisisnonsequam,quipit,venisiblafeumnullaneugiat.Utlutpatiopendis
gnaconullummoloreetuedolobortissisdosoddeleroodeliquamezzrit
lor aut et velis eugiatuer sismodolorem do el dit, cor at, con hent lorpero
euimolorem el do el lorpero euim giam, consequat praessi dit, cor at,
condipisldelenimdiatinimlorpero. Amversuscinvelestisaugiamnonis
hendipsuscin ent loreet, commy nonse feugait dolore magnim vulla ore
veliquisitdolend.velenitlaautet,velingenimvenibhesefaciduntesiatdit,
sim incing essent rtinim acin velenibh esequat vulla ore veliquisit.
129128

66. (Here, the logo has been enlarged slightly)
Sample Town, dd/mm/yyyy
Dear Mr Sampleman,
Lum vel et diam dipsuscilit in ea feum dolore do euisi. Ulla feugait nisie
amconsed te veliquat ulla feugueros diam del dunt ulla conse esporato
feum zzrilit lortin vel dolorem el do el dit, cor at, con hent lorpero euima
giam,consequatpraessi.Ibherodiat,vullaadionullaaddolentaliselenit
autat nonulpute dimei dunt lor iurem dipisl dele nim diatinim quat. Era
se esequi eliquis modolor tionse min ulputpating enisis aut illam, sent
nullutlumvulputametioningeacommolumesdignisisciersustingeugait
inim volore dolobore eine ver ilisis nonir sequam, quipit, venisi bla feum
nullan eugiat. Ut lutpatiop endigna conullu mmoloreetue dolobor tissis
do od del ero od eliquame zzrit lor aut et velis eugiatuer sismodolorem
zzrit augait venim veniami
inhentulputwisnullafeuguersustoodminitutpat.Volorevolobinaoresti
deliquat, vel ut ing et, conullaor acipsus cillumsandre facidu ipsum iloir
illam,seniminheniatdoleniamzzritaliseumsanexerimsuscillafeuguem
dipit prat. Ut init aliquat.
Onetlumvenitloreminveriurefaciblafacildoloreminimiriusciduntealit
wisisi tat la aut verit wis dolor sum vent nulpute corem in henis iam euis
aliscipis nit am velit lam iustrud essequis nos nons.
sequisetmorteidiamcoratiedolenisimdocoremodoeumsandiopit,quis
acillafacieroseugiam,sequamet,velenitlaautet,velingenimvenibhese
faciduntesiatdit,simincingessentvelduisnisitpraesendiamcorincinci-
dui tatimi veliquam ileum in volortinim acin velenibh esequat.
Ure venim zzrit eu feu faccummy nonsed ting euis et vel ut nosera nisit
in,quiercinutatisnosduieufacipeugaitiuremauguecorperaciduisetai
adtinimvoluptat.Amversuscinvelestisaugiamnonishendipsuscinent
loreet, commy nonse feugait dolore magnim vulla ore veliquisit dolend.
velenit la autet, vel ing enim venibh ese faciduntesi at dit, sim incing
essent rtinim acin velenibh esequat vulla ore veliquisit dolend.
Subject: Stationery
Saunier Duval Belgique s.a, Chèe de Mons 1425, Bergensesteenweg, 1070 Brussel, Belgium
Sample Sons Ltd.
Mr Sampleman
Sample Street 123
12345 Sample Town
GERMANY
SAUNIER DUVAL BELGIQUE S.A
Chausèe de Mons 1425,
Bergensesteenweg
Bruxelles – 1070 – Brussel
Belgium
Tel. +32 25 55 13 13
Fax +32 25 55 13 14
info@bulex.com
www.bulex.com
Lorem ipsum dolor est
Doloris et vandoris
Manic deusartis
Minor et vandistric estiam
Lorem ipsum dolor est
Estiam est machina quantum
Sitartis veniom milor
Aldis sarzium deus estist
Mortiam divadis loeres
Bankium devertis minorc
Sample Town, dd/mm/yyyy
Dear Mr Sampleman,
Lum vel et diam dipsuscilit in ea feum dolore do euisi. Ulla feugait nisie
amconsed te veliquat ulla feugueros diam del dunt ulla conse esporato
feum zzrilit lortin vel dolorem el do el dit, cor at, con hent lorpero euima
giam,consequatpraessi.Ibherodiat,vullaadionullaaddolentaliselenit
autat nonulpute dimei dunt lor iurem dipisl dele nim diatinim quat. Era
se esequi eliquis modolor tionse min ulputpating enisis aut illam, sent
nullutlumvulputametioningeacommolumesdignisisciersustingeugait
inim volore dolobore eine ver ilisis nonir sequam, quipit, venisi bla feum
nullan eugiat. Ut lutpatiop endigna conullu mmoloreetue dolobor tissis
do od del ero od eliquame zzrit lor aut et velis eugiatuer sismodolorem
zzrit augait venim veniami
inhentulputwisnullafeuguersustoodminitutpat.Volorevolobinaoresti
deliquat, vel ut ing et, conullaor acipsus cillumsandre facidu ipsum iloir
illam,seniminheniatdoleniamzzritaliseumsanexerimsuscillafeuguem
dipit prat. Ut init aliquat.
Onetlumvenitloreminveriurefaciblafacildoloreminimiriusciduntealit
wisisi tat la aut verit wis dolor sum vent nulpute corem in henis iam euis
aliscipis nit am velit lam iustrud essequis nos nons.
sequisetmorteidiamcoratiedolenisimdocoremodoeumsandiopit,quis
acillafacieroseugiam,sequamet,velenitlaautet,velingenimvenibhese
faciduntesiatdit,simincingessentvelduisnisitpraesendiamcorincinci-
dui tatimi veliquam ileum in volortinim acin velenibh esequat.
Ure venim zzrit eu feu faccummy nonsed ting euis et vel ut nosera nisit
in,quiercinutatisnosduieufacipeugaitiuremauguecorperaciduisetai
adtinimvoluptat.Amversuscinvelestisaugiamnonishendipsuscinent
loreet, commy nonse feugait dolore magnim vulla ore veliquisit dolend.
velenit la autet, vel ing enim venibh ese faciduntesi at dit, sim incing
essent rtinim acin velenibh esequat vulla ore veliquisit dolend.
Subject: Stationery
Hermann S.R.L, Via Salvo D‘Acquisto,29010 Portenure (PC)
Sample Sons Ltd.
Mr Sampleman
Sample Street 123
12345 Sample Town
GERMANY
HERMANN S.R.L.
Via Salvo D‘Acquisto
29010 Portenure (PC)
Italy
Tel. +39 05 23 51 03 41
Fax +39 05 23 51 90 42
hermann@hermann.it
www.hermann.it
Lorem ipsum dolor est
Doloris et vandoris
Manic deusartis
Minor et vandistric estiam
Lorem ipsum dolor est
Estiam est machina quantum
Sitartis veniom milor
Aldis sarzium deus estist
Mortiam divadis loeres
Bankium devertis minorc
Sample Town, dd/mm/yyyy
Dear Mr Sampleman,
Lum vel et diam dipsuscilit in ea feum dolore do euisi. Ulla feugait nisie
amconsed te veliquat ulla feugueros diam del dunt ulla conse esporato
feum zzrilit lortin vel dolorem el do el dit, cor at, con hent lorpero euima
giam,consequatpraessi.Ibherodiat,vullaadionullaaddolentaliselenit
autat nonulpute dimei dunt lor iurem dipisl dele nim diatinim quat. Era
se esequi eliquis modolor tionse min ulputpating enisis aut illam, sent
nullutlumvulputametioningeacommolumesdignisisciersustingeugait
inim volore dolobore eine ver ilisis nonir sequam, quipit, venisi bla feum
nullan eugiat. Ut lutpatiop endigna conullu mmoloreetue dolobor tissis
do od del ero od eliquame zzrit lor aut et velis eugiatuer sismodolorem
zzrit augait venim veniami
inhentulputwisnullafeuguersustoodminitutpat.Volorevolobinaoresti
deliquat, vel ut ing et, conullaor acipsus cillumsandre facidu ipsum iloir
illam,seniminheniatdoleniamzzritaliseumsanexerimsuscillafeuguem
dipit prat. Ut init aliquat.
Onetlumvenitloreminveriurefaciblafacildoloreminimiriusciduntealit
wisisi tat la aut verit wis dolor sum vent nulpute corem in henis iam euis
aliscipis nit am velit lam iustrud essequis nos nons.
sequisetmorteidiamcoratiedolenisimdocoremodoeumsandiopit,quis
acillafacieroseugiam,sequamet,velenitlaautet,velingenimvenibhese
faciduntesiatdit,simincingessentvelduisnisitpraesendiamcorincinci-
dui tatimi veliquam ileum in volortinim acin velenibh esequat.
Ure venim zzrit eu feu faccummy nonsed ting euis et vel ut nosera nisit
in,quiercinutatisnosduieufacipeugaitiuremauguecorperaciduisetai
adtinimvoluptat.Amversuscinvelestisaugiamnonishendipsuscinent
loreet, commy nonse feugait dolore magnim vulla ore veliquisit dolend.
velenit la autet, vel ing enim venibh ese faciduntesi at dit, sim incing
essent rtinim acin velenibh esequat vulla ore veliquisit dolend.
Subject: Stationery
AWB cv-ketels B.V., Postbus 2138, 5700 DA-Helmond, Netherlands
Sample Sons Ltd.
Mr Sampleman
Sample Street 123
12345 Sample Town
GERMANY
AWB CV-KETELS B.V
Postbus 2138
5700 DA Helmond
Netherlands
Tel. +31 492 46 95 00
Fax +31 492 46 95 09
info@awb.nl
www.awb.nl
Lorem ipsum dolor est
Doloris et vandoris
Manic deusartis
Minor et vandistric estiam
Lorem ipsum dolor est
Estiam est machina quantum
Sitartis veniom milor
Aldis sarzium deus estist
Mortiam divadis loeres
Bankium devertis minorc
Sample Town, dd/mm/yyyy
Dear Mr Sampleman,
Lum vel et diam dipsuscilit in ea feum dolore do euisi. Ulla feugait nisie
amconsed te veliquat ulla feugueros diam del dunt ulla conse esporato
feum zzrilit lortin vel dolorem el do el dit, cor at, con hent lorpero euima
giam,consequatpraessi.Ibherodiat,vullaadionullaaddolentaliselenit
autat nonulpute dimei dunt lor iurem dipisl dele nim diatinim quat. Era
se esequi eliquis modolor tionse min ulputpating enisis aut illam, sent
nullutlumvulputametioningeacommolumesdignisisciersustingeugait
inim volore dolobore eine ver ilisis nonir sequam, quipit, venisi bla feum
nullan eugiat. Ut lutpatiop endigna conullu mmoloreetue dolobor tissis
do od del ero od eliquame zzrit lor aut et velis eugiatuer sismodolorem
zzrit augait venim veniami
inhentulputwisnullafeuguersustoodminitutpat.Volorevolobinaoresti
deliquat, vel ut ing et, conullaor acipsus cillumsandre facidu ipsum iloir
illam,seniminheniatdoleniamzzritaliseumsanexerimsuscillafeuguem
dipit prat. Ut init aliquat.
Onetlumvenitloreminveriurefaciblafacildoloreminimiriusciduntealit
wisisi tat la aut verit wis dolor sum vent nulpute corem in henis iam euis
aliscipis nit am velit lam iustrud essequis nos nons.
sequisetmorteidiamcoratiedolenisimdocoremodoeumsandiopit,quis
acillafacieroseugiam,sequamet,velenitlaautet,velingenimvenibhese
faciduntesiatdit,simincingessentvelduisnisitpraesendiamcorincinci-
dui tatimi veliquam ileum in volortinim acin velenibh esequat.
Ure venim zzrit eu feu faccummy nonsed ting euis et vel ut nosera nisit
in,quiercinutatisnosduieufacipeugaitiuremauguecorperaciduisetai
adtinimvoluptat.Amversuscinvelestisaugiamnonishendipsuscinent
loreet, commy nonse feugait dolore magnim vulla ore veliquisit dolend.
velenit la autet, vel ing enim venibh ese faciduntesi at dit, sim incing
essent rtinim acin velenibh esequat vulla ore veliquisit dolend.
Subject: Stationery
Glow worm, Nottingham Road, Belper, Derbyshire DE56 1JT, U.K.
Sample Sons Ltd.
Mr Sampleman
Sample Street 123
12345 Sample Town
GERMANY
GLOW WORM
Nottingham Road, Belper
Derbyshire DE56 1JT
U.K.
Tel. +44 17 73 59 61 47
Fax +44 79 77 49 48 16
info@glow-worm.uk
www.glow-worm.co.uk
Lorem ipsum dolor est
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Manic deusartis
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Estiam est machina quantum
Sitartis veniom milor
Aldis sarzium deus estist
Mortiam divadis loeres
Bankium devertis minorc
Sample Town, dd/mm/yyyy
Dear Mr Sampleman,
Lum vel et diam dipsuscilit in ea feum dolore do euisi. Ulla feugait nisie
amconsed te veliquat ulla feugueros diam del dunt ulla conse esporato
feum zzrilit lortin vel dolorem el do el dit, cor at, con hent lorpero euima
giam,consequatpraessi.Ibherodiat,vullaadionullaaddolentaliselenit
autat nonulpute dimei dunt lor iurem dipisl dele nim diatinim quat. Era
se esequi eliquis modolor tionse min ulputpating enisis aut illam, sent
nullutlumvulputametioningeacommolumesdignisisciersustingeugait
inim volore dolobore eine ver ilisis nonir sequam, quipit, venisi bla feum
nullan eugiat. Ut lutpatiop endigna conullu mmoloreetue dolobor tissis
do od del ero od eliquame zzrit lor aut et velis eugiatuer sismodolorem
zzrit augait venim veniami
inhentulputwisnullafeuguersustoodminitutpat.Volorevolobinaoresti
deliquat, vel ut ing et, conullaor acipsus cillumsandre facidu ipsum iloir
illam,seniminheniatdoleniamzzritaliseumsanexerimsuscillafeuguem
dipit prat. Ut init aliquat.
Onetlumvenitloreminveriurefaciblafacildoloreminimiriusciduntealit
wisisi tat la aut verit wis dolor sum vent nulpute corem in henis iam euis
aliscipis nit am velit lam iustrud essequis nos nons.
sequisetmorteidiamcoratiedolenisimdocoremodoeumsandiopit,quis
acillafacieroseugiam,sequamet,velenitlaautet,velingenimvenibhese
faciduntesiatdit,simincingessentvelduisnisitpraesendiamcorincinci-
dui tatimi veliquam ileum in volortinim acin velenibh esequat.
Ure venim zzrit eu feu faccummy nonsed ting euis et vel ut nosera nisit
in,quiercinutatisnosduieufacipeugaitiuremauguecorperaciduisetai
adtinimvoluptat.Amversuscinvelestisaugiamnonishendipsuscinent
loreet, commy nonse feugait dolore magnim vulla ore veliquisit dolend.
velenit la autet, vel ing enim venibh ese faciduntesi at dit, sim incing
essent rtinim acin velenibh esequat vulla ore veliquisit dolend.
Subject: Stationery
Protherm SPOL. S.R.O, Chrástany 188, 25219 Praha - západ, Ceská republika
Sample Sons Ltd.
Mr Sampleman
Sample Street 123
12345 Sample Town
GERMANY
PROTHERM SPOL. S.R.O
Chrástany 188
25219 Praha - západ
Ceská republika
Tel. +420 257 090 811
Fax +420 257 950 917
protherm@protherm.cz
www.protherm.cz
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Manic deusartis
Minor et vandistric estiam
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Sitartis veniom milor
Aldis sarzium deus estist
Mortiam divadis loeres
Bankium devertis minorc
11.4. STATIONERY WITH
BRAND LOGOS
11.5. STATIONERY, PAPER
RECOMMENDATION
OFFICE EQUIPMENT:
Igepa, SoporSet Premium Pre-print, 80g/m2
The “SoporSet Premium Pre-Print” stationary can be obtained by the paper
wholesale trade group “Igepa Group” and their trade partners in all Euro-
pean SDBG country markets excluding Russia and Romania.
If this specific sort of paper is not available in your country, we advise you to
purchase comparable material by another supplier. For further information
regarding availability, please visit: www.igepagroup.com.
SCALE: 1:2
210 x 297 mm
GENERAL: The fax template is set up in the same way as the stationery.
Because of technical considerations, the readability of text and logo as
well as because of economical questions, we do not recommend using the
stationery for fax correspondence.
The template does not have to be printed but can instead be taken directly
from “Word” as a template when needed.
ADDRESSEE’S SPACE: The addressee’s space of the fax template contains
the addressee’s fax number, the number of subsequent pages and the
receiver’s address. The fax number will appear in the same line where the
sender’s address was marked on the stationery.
COLOURS: For the fax template to ensure readability, no font colours or
colour nuances will be used. The typeface will be 100% black and the usual
logo exchanged for the black and white one.
11.6. FAX TEMPLATE
A4/ISO A4,
PORTRAIT FORMAT
Sample Town, dd/mm/yyyy
Dear Mr Sampleman,
Lum vel et diam dipsuscilit in ea feum dolore do euisi. Ulla feugait nisie
amconsed te veliquat ulla feugueros diam del dunt ulla conse esporato
feum zzrilit lortin vel dolorem el do el dit, cor at, con hent lorpero euima
giam,consequatpraessi.Ibherodiat,vullaadionullaaddolentaliselenit
autatnonulputedimeiduntloriuremdipisldelenimdiatinimquat.Erase
esequieliquismodolortionseminulputpatingenisisautillam,sentnullut
lumvulputametioningeacommolumesdignisisciersustingeugaitinim
voloredoloboreeineverilisisnonirsequam,quipit,venisiblafeumnullan
eugiat.Utlutpatiopendignaconullummoloreetuedolobortissisdooddel
eroodeliquamezzritlorautetveliseugiatuersismodoloremzzritaugait
venim veniami
inhentulputwisnullafeuguersustoodminitutpat.Volorevolobinaoresti
deliquat, vel ut ing et, conullaor acipsus cillumsandre facidu ipsum iloir
illam,seniminheniatdoleniamzzritaliseumsanexerimsuscillafeuguem
dipit prat. Ut init aliquat.
Onetlumvenitloreminveriurefaciblafacildoloreminimiriusciduntealit
wisisi tat la aut verit wis dolor sum vent nulpute corem in henis iam euis
aliscipis nit am velit lam iustrud essequis nos nons.
sequisetmorteidiamcoratiedolenisimdocoremodoeumsandiopit,quis
acillafacieroseugiam,sequamet,velenitlaautet,velingenimvenibhese
faciduntesiatdit,simincingessentvelduisnisitpraesendiamcorincinci-
dui tatimi veliquam ileum in volortinim acin velenibh esequat.
Ure venim zzrit eu feu faccummy nonsed ting euis et vel ut nosera nisit
in,quiercinutatisnosduieufacipeugaitiuremauguecorperaciduisetai
adtinimvoluptat.Amversuscinvelestisaugiamnonishendipsuscinent
loreet,commynonsefeugaitdoloremagnimvullaoreveliquisitdolend.ve-
lenitlaautet,velingenimvenibhesefaciduntesiatdit,simincingessent
rtinim acin velenibh esequat vulla ore veliquisit dolend.
Subject: Stationery
Fax +49 40 32 78 43 1 page
Sample Sons Ltd.
Mr Sampleman
Sample Street 123
12345 Sample Town
GERMANY
SAUNIER DUVAL
Polígono Ugaldeguren 3, Pacela 22
48170 Zamudio (Vizcaya)
España
Tel. +34 94 489 62 00
Fax +34 94 489 62 53
info@saunierduval.es
www.saunierduval.es
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Manic deusartis
Minor et vandistric estiam
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Estiam est machina quantum
Sitartis veniom milor
Aldis sarzium deus estist
Mortiam divadis loeres
Bankium devertis minorc
131130

67. 220 x 110 mm
GENERAL: For the envelopes’ design, all postage and encoding zones were
taken into consideration.
11.8. ENVELOPE, FORMATS
11.7. ENVELOPE, PAPER
RECOMMENDATION
LONG/ISO A4,
FOLDED TWICE = 1/3 A4
WITH WINDOW
MEASUREMENTS
Saunier Duval, Polígono Ugaldeguren 3, Pacela 22, 48950 Zamudio (Vizcaya), España
Sample Sons Ltd.
Mr Sampleman
Sample Street 123
12345 Sample Town
GERMANY
Saunier Duval, Polígono Ugaldeguren 3, Pacela 22, 48950 Zamudio (Vizcaya), España
Sample Sons Ltd.
Mr Sampleman
Sample Street 123
12345 Sample Town
GERMANY
10 mm
16 mm
110 mm
30 mm
90 mm
45 mm
220 mm
15 mm
Igepa, SoporSet Premium Pre-print, 100g/ m2
The “SoporSet Premium Pre-Print” envelopes can be obtained by the paper
wholesale trade group “Igepa Group” and their trade partners in all Euro-
pean SDBG country markets excluding Russia and Romania. If this specific
sort of paper is not available in your country, we advise you to purchase
comparable material by another supplier. For further information regarding
availability, please visit: www.igepagroup.com.
220 x 110 mm
GENERAL: For the envelopes’ design, all postage and encoding zones were
taken into consideration.
On the envelope, in addition to the logo, the “Red Line” is used as a design
element.
11.8. ENVELOPE FORMATS
LONG/ISO A4,
FOLDED TWICE = 1/3 A4
WITH WINDOW
MEASUREMENTS
“RED LINE”
- 2 pt
- Pantone 186 c
Saunier Duval, Polígono Ugaldeguren 3, Pacela 22, 48950 Zamudio (Vizcaya), España
Sample Sons Ltd.
Mr Sampleman
Sample Street 123
12345 Sample Town
GERMANY
10 mm
16 mm
30 mm
90 mm
45 mm
110 mm
220 mm
15 mm
75 mm
70 mm
5 mm
Saunier Duval, Polígono Ugaldeguren 3, Pacela 22, 48950 Zamudio (Vizcaya), España
Sample Sons Ltd.
Mr Sampleman
Sample Street 123
12345 Sample Town
GERMANY
133132

68. For envelopes without window, in addition to the logo, the sender’s address
will be printed on the envelope.
LONG/ISO A4,
FOLDED TWICE = 1/3 A4
WITHOUT WINDOW
MEASUREMENTS
SENDER
- “FF MetaBook”
- 6 pt
- line spacing 7 pt
- tracking +0
- 100% black
Saunier Duval, Polígono Ugaldeguren 3, Parcela 22,
48170 Zamudio (Bizkaia), Espana
110 mm
10 mm 30 mm 3 mm
16
mm
10 mm
220 mm
Saunier Duval, Polígono Ugaldeguren 3, Parcela 22,
48170 Zamudio (Bizkaia), Espana
220 x 110 mm
GENERAL: For the envelopes’ design, all postage and encoding zones were
taken into consideration.
The logo will be printed on the blank envelope with the postage machine.
Please note that due to purely technical issues, only the monochromatic,
one-dimensional logo version can be used. If needed, a placing of the slogan
may be possible within the postage space.
11.8. ENVELOPE FORMATS
LONG/ISO A4,
FOLDED TWICE = 1/3 A4
WITH WINDOW
Saunier Duval, Polígono Ugaldeguren 3, Pacela 22, 48950 Zamudio (Vizcaya), España
Sample Sons Ltd.
Mr Sampleman
Sample Street 123
12345 Sample Town
GERMANY
SCALE: 1:1
85.6 x 54 mm
GENERAL: Business card with print on one side only. The business card’s
owner’s name is highlighted in red and creates a visual connection to the logo.
The “Red Line” appears as a design element in the bottom section of the card.
11.9. BUSINESS CARD
CREDIT CARD FORMAT,
ISO 7810, WITH PRINT
ON ONE SIDE ONLY
MEASUREMENTS
- NAME
- “FF MetaMedium”
- 8 pt
- line spacing 11 pt
- tracking +0
- capitals
- Pantone 186 c
- POSITION
- “FF MetaBook”
- 6 pt
- line spacing 9 pt
- tracking +0
- 75% black
- CONTACT DATA
- “FF MetaBook”
- 6 pt
- line spacing 9 pt
- tracking +0
- 75% black
- brand name
in capitals
85.6 mm
54
mm
22 mm
5
mm
5
mm
32 mm
SAUNIER DUVAL
Polígono Ugaldeguren 3, Parcela 22
48170 Zamudio (Vizcaya)
España
Tel. +34 94 489 62 00
Fax +34 94 489 62 53
antonio.sanchez@saunierduval.es
www.saunierduval.es
ANTONIO SANCHEZ
Marketing Director
10 mm
19 mm
3 mm
3 mm
USE OF BUSINESS CARDS: In case of employees (i.e. sales reps, marketing
managers for one brand) who mainly have contact to external customers,
business cards with a commercial brand (Saunier Duval, Protherm….) have
to be used.
In case of employees (i.e. multi-brand marketing manager, central functions)
who mainly have non customer facing contacts (e.g. internal contacts),
“Vaillant Group” business cards should be used.
EXCEPTIONS: NSC managers and marketing managers for 2 brands can use
a Vaillant Group business card also when they meet external customers –
in order to minimize their number of business cards and due to the fact that
they have substantial non-customer facing and internal contacts.
135134

69. SCALE: 1:1
85.6 x 54 mm
General: Business card with print on both sides. The business card’s owner’s
name is highlighted in Pantone 186 c and creates a visual connection to the
logo. The contact details are printed on the reverse side.
The “Red Line” appears as a design element on the front and reverse.
11.9. BUSINESS CARD
REVERSE
5 mm
SAUNIER DUVAL
Polígono Ugaldeguren 3, Parcela 22
48170 Zamudio (Vizcaya)
España
Tel. +34 94 489 62 00
Fax +34 94 489 62 53
antonio.sanchez@saunierduval.es
www.saunierduval.es
54
mm
21.5 mm
5
mm32 mm
CREDIT CARD FORMAT,
ISO 7810, PRINTED ON
BOTH SIDES
MEASUREMENTS
FRONT
- NAME
- “FF MetaMedium”
- 8 pt
- line spacing 11 pt
- tracking +0
- capitals
- Pantone 186 c
- POSITION
- “FF MetaBook”
- 6 pt
- line spacing 9 pt
- tracking +0
- 75% black
MEASUREMENTS
REVERSE
- CONTACT DATA
- “FF MetaBook”
- 6 pt
- line spacing 9 pt
- tracking +0
- 75% black
- brand name
in capitals
- “RED LINE”
- 0.5 pt
- Pantone 186 c
FRONT
ANTONIO SANCHEZ
Marketing Director
85.6 mm
54
m
13 mm
10,5 mm
13 mm
24,5 mm
5 mm
5
mm
5 mm
SCALE: 1:1
85.6 x 54 mm
Coop-business cards are business card templates for brand / partner
cooperations. As an example, these cards feature a combination of brand
name and dealer’s address, and are printed on both sides. The name of
the regional branch and that of the dealer are highlighted in Pantone 186 c
and are thus visually connected to the logo. The contact details are printed
alongside the name and business description. The “Red Line” appears as a
design element on the front and reverse.
The specified dimensions for the coop-business cards apply for our coopera-
tion partners Hermann Saunier Duval and Glow-Worm.
11.10. BUSSINESS CARD
CO-BRANDING
HERMANN SAUNIER
DUVAL AND GLOW-
WORM
CREDIT CARD FORMAT,
ISO 7810, PRINTED ON
BOTH SIDES
MEASUREMENTS FRONT
AND REVERSE
- REGIONAL BRANCHES/
DEALERSHIPS
- “FF MetaMedium”
- 8 pt
- tracking +0
- capitals
- Pantone 186 c
- BUSINESS DESCRIPTION
- “FF MetaBook”
- 6 pt
- line spacing 10.5 pt
- tracking +0
- 75% black
- CONTACT DATA
- “FF MetaBook”
- 6 pt
- line spacing 9 pt
- tracking +0
- 75% black
- brand name
in capitals
- “RED LINE”
- 0.5 pt
- Pantone 186 c
HERMANN S.R.L.
Via Salvo D‘ Acquisto
29010 Pontenure (PC)
Italy
Tel. +39 0523 51 03 41
Fax +39 0523 51 90 42
hermann@hermann.it
P.IVA 00134690338
G.S.C. RISCLIMA S.R.L.
Agenzia di zona
FRONT
85.6 mm
54
mm
18
mm
5 mm
25 mm
3 mm5
mm
5
mm
5 mm 25 mm
G.S.C. RISCLIMA S.R.L.
Via Dell‘Industria 20/A
31015 Conegliano (TV)
Italy
Tel. +39 0438 22 56 2 r.a.
Fax +39 0438 32 37 3
Cell. +39 335 20 04 54
info@gscrisclima.it
www.gscrisclima.it
GIANNI RIZZO
Agenzia di zona
5 mm
REVERSE
18 mm
5
mm
3
mm
5 mm
5 mm
25 mm
25 mm
11.10. BUSINESS CARD
CO-BRANDING
137136

70. BUSINESS CARD:
Igepa, SoporSet Premium Offset, 300g/m2
The “SoporSet Premium Offset” stationary can be obtained by the paper
wholesale trade group “Igepa Group” and their trade partners in all Euro-
pean SDBG country markets excluding Russia and Romania.
If this specific sort of paper is not available in your country, we advise you
to purchase comparable material by another supplier. For further information
regarding availability, please visit: www.igepagroup.com.
11.13. BUSINESS CARD,
PAPER RECOMMEN-
DATION
11.11. BUSINESS CARD
WITH BRAND LOGOS
BULEX
Ch. de Mons 1425 Bergensesteenweg
Bruxelles – 1070 – Brussel
Belgium
Tel. +32 25 55 13 15
Fax +32 25 55 13 90
info@bulex.com
www.bulex.com
AWB CV-KETELS
Ringovenweg 4, Postbus 2138
5700 DA Helmond
Netherlands
Tel. +31 492 46 95 55
Fax +31 492 46 95 09
j.schepers@awb.nl
www.awb.nl
GLOW WORM
Nottingham Road, Belper
Derbyshire DE56 1JT
U.K.
Tel. +44 17 73 59 61 47
Fax +44 79 77 49 48 16
michelle.jakeway@glow-worm.uk
www.glow-worm.co.uk
MUHAMMET GÜVEN
Technical Manager
MATTEO GALUZZI
After Sales Export Dept.
JAAP SCHEPERS
E-Marketeer
MICHELLE JAKEWAY
Marketing Communication Manager
HERMANN S.R.L
Via Salvo D‘Acquisto
29010 Pontenure (PC)
Italy
Tel. +39 523 51 03 41
Fax +39 523 51 77 19
m.galuzzi@hermann.it
www.hermann.it
PROTHERM SPOL. S.R.O
Chrástany 188
25219 Praha - západ
Ceská republika
Tel. +420 257 090 811
Fax +420 257 950 917
jiri.hlavsa@protherm.cz
www.protherm.cz
JIRI HLAVSA
Managing Director
If a sales or service manager visits external customers doing business with
two brands (if 2nd brand revenue 15 %), a multi-brand business card (max.
two commercial brands, Vaillant + SDBG brand) can be used. This case is an
exception which has to be released by the regional director (in case of directly
reporting country the Managing Director Sales Marketing).
49
mm
55
mm
23.5
mm
45.5
mm
5 mm8 mm
47 mm
85 mm
9.5 mm
4.5 mm
Vaillant GmbH
Berghauser Straße 40
42859 Remscheid
Phone +49 2191 18 0000
Fax +49 2191 18 0001
Mobile +49 175 295 0000
Name Surname
Job description
name.surname@vaillant.com
Compatil Fact LT Com Bold 9.5 pt
Line spacing 8 pt
Compatil Fact LT Com Regular 6 pt
Line spacing 8 pt
max.
4 lines
11.12. MULTI-BRAND
BUSINESS CARD
139138

71. SCREEN PRESENTATION
FORMAT
LOCATION AND DATE
- “Arial regular”
- 12 pt
- 46% black
TITLE
- “Arial regular”
- 36 pt
- line spacing 1 line
- R 203, G 13, B 38
SUB-HEADLINE AND
AUTHOR
- “Arial regular”
- 18 pt
- line spacing 1.2 lines
- 46% black
“RED LINE”
- 1 pt
- R 203, G 13, B 38
Screen presentation format: 25,4 x 19,05 cm
GENERAL: Headlines, text emphases and bullet points will be set in
R 203, G 13, B 38. The subline will be 46% black, and thus distinguishable
from the headline in red and the body copy, which will be set in 100% black.
Headlines contained within the body copy will have the same font size as the
subline and will be set in CI red (R 203, G 13, B 38).
TITLE SLIDE: The title slide will feature the logo in the top right section.
Location and date will appear in the top left. The presentation title is
positioned at the centre of the slide. Below this, the subline and author
are given.
11.14. PPT SLIDES
1
2
3
4
Presentation Title: 36 pt (Font size)
Sub Headline, author FS 18 pt, LS: 1.2 lines
Font size for location and date FS: 12 pt 1
2
3
4
11.14. PPT SLIDES
INDEX
- “Arial regular”
- 10 pt
- line spacing 1.2 lines
- 46% black
TITLE
- “Arial bold”
- 18 pt
- line spacing 1 line
- R 203, G 13, B 38
SUB-HEADLINE
- “Arial regular”
- 16 pt
- line spacing 1.2 lines
- 46% black
BODY COPY
- “Arial regular”
- 16 pt
- line spacing 1.2 lines
- 100% black
CONCLUSION
- “Arial regular”
- 16 pt
- line spacing 1 line
- white
DATE, PPT TITLE,
LOCATION AND PAGE
NUMBER
- “Arial regular”
- 8 pt
- 46% black
SUBSEQUENT PAGES: On the subsequent pages, the logo is always
featured in the top right section of the slide and the chapter navigation
in the top left. In the bottom section of the subsequent pages, the title’s
design element, the “Red Line”, is continued and serves as a visual division
between the date, presentation title, presentation location, slide number and
the informational part of the slide.
1
2
3
4
5
6
PPT-Title Location 01
Click to add title 18 pt, FS: 1 line
• Chapter 02
• Chapter 05
• Chapter 03
• Chapter 06
Date: 8 pt (Font size)
• FS: 10 pt, LS: 1.2 lines
• Chapter 04
Click to add text FS: 16 pt, LS: 1.2 lines
Conclusion (maximum 2 rows) 16 pt, LS: 1.2 lines
Sub Headline Please delete if you don‘t need FS: 16 pt, LS: 1.2 lines.
1
2
3
5
6
4
141140

72. 11.14. PPT SLIDES
INDEX
- “Arial regular”
- 10 pt
- line spacing 1.2 lines
- 46% black
TITLE
- “Arial bold”
- 18 pt
- line spacing 1 line
- R 203, G 13, B 38
SUB-HEADLINE
- “Arial regular”
- 16 pt
- line spacing 1.2 lines
- 46% black
BODY COPY
- “Arial regular”
- 16 pt
- line spacing 1.2 lines
- 100% black
CONCLUSION
- “Arial regular”
- 16 pt
- line spacing 1 line
- white
DATE, PPT TITLE,
LOCATION PAGE
NUMBER
- “Arial regular”
- 8 pt
- 46% black
BULLET POINTS: Bullet points are used to mark lists within the body copy and
to highlight them. Bullets will be depicted in R 203, G 13, B 38.
CONCLUSIONS: Concluding statements will be highlighted using R 203, G 13,
B 38 as a background colour. In this case, the font’s colour changes to white.
Conclusions are generally to be kept succinct and not to exceed two lines.
1
2
3
5
6
4
PPT-Title Location 01
Click to add title 18 pt, FS: 1 line
• Chapter 02
• Chapter 05
• Chapter 03
• Chapter 06
Date: 8 pt (Font size)
• FS: 10 pt, LS: 1.2 lines
•Bulletpoint100%of fontsize
Click to add text FS: 16 pt, LS: 1.2 lines
Conclusion (maximum 2 rows) 16 pt, LS: 1.2 lines
Sub Headline Please delete if you don‘t need FS: 16 pt, LS: 1.2 lines.
Highlighted text in red
1
2
3
5
6
4
11.14. PPT SLIDES
INDEX
- “Arial regular”
- 10 pt
- line spacing 1.2 lines
- 46% black
TITLE
- “Arial bold”
- 18 pt
- line spacing 1 line
- R 203, G 13, B 38
SUB-HEADLINE
- “Arial regular”
- 16 pt
- line spacing 1.2 lines
- 46% black
BODY COPY
- “Arial regular”
- 16 pt
- line spacing 1.2 lines
- 100% black
BULLET POINTS
- 130 % of font size
- R 203, G 13, B 38
SUB-BULLET POINTS
- 130 % of font size
- 100% black
HIGHLIGHTED
HEADLINE
- “Arial bold”
- 18 pt
- line spacing 1.2 lines
- R 203, G 13, B 38
HIGHLIGHTED
BODY COPY
- “Arial regular”
- 16 pt
- line spacing 1.2 lines
- R 203, G 13, B 38
HIGHLIGHTED COPY: Body copy can be highlighted using R 203, G 13, B 38 or
can be distinguished visually from the slide’s informational text by using
R 245, G 240, B 223 as a background colour. The font colour is R 203, G 13, B 38.1
2
3
5
6
7
8
Bullet Points: 130 % of font size
PPT-Title Location 01
Click to add title 18 pt, FS: 1 line
• Chapter 02
• Chapter 05
• Chapter 03
• Chapter 06
Date: 8 pt (Font size)
• FS: 10 pt, LS: 1.2 lines
•Bulletpoint100%of fontsize
Click to add text FS: 16 pt, LS: 1.2 lines
Conclusion (maximum 2 rows) 16 pt, LS: 1.2 lines
Sub Headline Please delete if you don‘t need FS: 16 pt, LS: 1.2 lines.
Highlighted text in red
• Click to add text
• Click to add text
• Click to add text
• Click to add text
- Click to add text
1
2
3
5
6
4
Click to add text. FS: 18 pt, LS: 1.2 lines
Click to add text. FS: 16 pt, LS: 1.2 lines
PPT-Title Location 01
Click to add title 18 pt, FS: 1 line
• Chapter 02
• Chapter 05
• Chapter 03
• Chapter 06
Date: 8 pt (Font size)
• FS: 10 pt, LS: 1.2 lines
•Bulletpoint100%of fontsize
Click to add text FS: 16 pt, LS: 1.2 lines
Sub Headline Please delete if you don‘t need FS: 16 pt, LS: 1.2 lines.
Highlighted text in red
1
2
3
8
7
6
4
4
DATE, PPT TITLE,
LOCATION AND PAGE
NUMBER
- “Arial regular”
- 8 pt
- 46% black
143142

73. INDEX
- “Arial regular”
- 10 pt
- line spacing 1.2 lines
- 46% black
TITLE
- “Arial bold”
- 18 pt
- line spacing 1 line
- R 203, G 13, B 38
SUB-HEADLINE
- “Arial regular”
- 16 pt
- line spacing 1.2 lines
- 46% black
BODY COPY
- “Arial regular”
- 16 pt
- line spacing 1.2 lines
- 100% black
“RED LINE”
- 1 pt
- R 203, G 13, B 38
DATE, PPT TITLE,
LOCATION AND PAGE
NUMBER
- “Arial regular”
- 8 pt
- 46% black
DIAGRAM
- “Arial bold”
- 8 pt
- R 203, G 13, B 38
HIGHLIGHTED COPY: It is possible to highlight text by framing it in some way,
campaign cut-outs are especially suited for this.
DIAGRAMS: Diagrams will be depicted in shades of 46% black, R 203, G 13,
B 38 and R 245, G 240, B 223 and can come as line diagrams, bar charts
or pie charts. Different colour combinations can be used here (category
colours). In order to liven up the rather factual informational diagrams, they
may be set into the slide with a slight perspective angle. The diagram’s title
will have the same colour as the headlines and will be displayed, together
with the source information, below the diagram.
Date: 8 pt (Font size) PPT-Title Location 01
Click to add text FS: 16 pt, LS: 1.2 lines
Highlighted text in red.
Click to add title 18 pt, FS: 1 line
• Chapter 02
• Chapter 05
• Chapter 03
• Chapter 06
• FS: 10 pt, LS: 1.2 lines
•Bulletpoint100%of fontsize
Sub Headline Please delete if you don‘t need FS: 16 pt, LS: 1.2 lines.
Date: 8 pt (Font size) PPT-Title Location 01
Click to add title 18 pt, FS: 1 line
• Chapter 02
• Chapter 05
• Chapter 03
• Chapter 06
• FS: 10 pt, LS: 1.2 lines
•Bulletpoint100%of fontsize
Sub Headline Please delete if you don‘t need FS: 16 pt, LS: 1.2 lines.
Conclusion (maximum 2 rows) 16 pt, LS: 1.2 lines
Click to add text FS: 16 pt, LS: 1.2 lines
Highlighted text in red.
1
1
2
2
3
3
5
5
6
6
7
7
4
4
4
1
2
3
6
11.14. PPT SLIDES
The “Red Line” / black line is used as a design element within the stamp
and framing it.
75 x 36 mm
GENERAL: All retailers can be supplied with a stamp containing the logo,
the partnership details, the company’s contact details and opening hours,
the 24-hour hotline number and the internet address.
TYPOGRAPHY: Because of technical considerations, the CI font will be re-
placed with the “Arial” font.
PANTONE 186 C OR RED
11.15. STAMP
SELF-DYING STAMP
HEADLINE
- “Arial bold”
- 8 pt
- tracking +0
- Pantone 186 c,
or red
or 100% black
CONTACT DATA
- “Arial regular”
- 7 pt
- line spacing 9 pt
- tracking +0
- Pantone 186 c,
or red
or 100% black
24-HOUR HOTLINE AND
INTERNET
- “Arial regular”
- 5 pt
- tracking +0
- Pantone 186 c,
or red
or 100% black
LINE
- 1 pt
100 % BLACK
Vaillant Group Partner
Opening hours
Mo – Fri 7:00 – 12:00
13:00 – 18:00
Sat 7:00 – 13:00
www.saunierduval.com
Sample Company
Sample Street 123
12345 Sample Town
Tel. +49 40 55 43 50
Fax +49 40 55 43 50
24/7 hotline: +49 40 20 23 21
Vaillant Group Partner
Opening hours
Mo – Fri 7:00 – 12:00
13:00 – 18:00
Sat 7:00 – 13:00
www.saunierduval.com
Sample Company
Sample Street 123
12345 Sample Town
Tel. +49 40 55 43 50
Fax +49 40 55 43 50
24/7 hotline: +49 40 20 23 21
145144

74. B12. CAR BRANDING
Examples of car branding have been depicted on six different types of vehic-
le. However, the design must be adapted to suit each individual car model.
On the basis of the corporate design, the brand elements as defined (Red
Line, logo, slogan, performance line) should be used on all vehicles. In addi-
tion, the category headline should be displayed.
Alongside the use of brand elements from the corporate design, the fol-
lowing elements can also be used: hotline, address and home page.
In the case of vehicles that are being used for both Vaillant and SDBG, the
branding can be exchanged flexibly through the use of self-adhesive brand
elements (printed magnetic film).
• Service vans: white
• Sales reps' cars: white or silver
• Executive cars:
- if in contact with customers regularly: white or silver
- if not in contact with customers: different colours may be chosen; make
sure, however, that the logo's colour is still clearly visible. Please consult
our Brand Communication Team in such cases.
MULTIBRANDING: For service vans covering multiple brans, a branding
concept has been defined as well
12.3. SERVICE VANS
12.2. COLOURS
12.1. INTRODUCTION
www.saunierduval.com
Hotline: +49 0180 – xxxxxx
Adipiscingum.
Elementum.
Nam maecenas.
www.saunierduval.com
Hotline: +49 0180 – xxxxxx
Adipiscingum. Elementum. Nam maecenas.
Lorem Claim ipsum nerum
Lorem Claim ipsum nerum
www.saunierduval.comwww.saunierduval.com
www.saunierduval.com
Hotline: +49 0180 – xxxxxx
www.saunierduval.com Hotline: +49 0180 – xxxxxx
Adipiscingum.
Elementum.
Nam maecenas.
www.saunierduval.com
www.saunierduval.com
Hotline: +49 0180 – xxxxxx
Adipiscingum. Elementum. Nam maecenas.
Lorem Claim ipsum nerum
Lorem Claim ipsum nerum
12.4. FLEET MANAGEMENT
SUPPLIER VAN
Musterstraße 140, 22085 Musterstadt
Tel: 01223-456789, www.fachmann.de
Fachmann
Heizung und Sanitär
GmbH
Fachmann
Heizung und Sanitär
GmbH
www.saunierduval.com
www.saunierduval.com
Musterstraße 140, 22085 Musterstadt
Tel: 01223-456789, www.fachmann.de
Fachmann
Heizung und Sanitär
GmbH
Fachmann
Heizung und Sanitär
GmbH
www.saunierduval.com
www.saunierduval.com
12.5. INSTALLER CAR
12.6. SWAP TRAILER
Max Fachmann Tel. 0123-45678910
Muster Str.10, 12345 Musterstadt
Tel. 0123-45678910, www.fachmann.de
Adipiscingum. Elementum. Nam maecenas.
Lorem Claim ipsum nerum
Lorem Claim ipsum nerum
Adipiscingum.
Elementum.
Nam maecenas.
www.saunierduval.com
Hotline: +49 0180 – xxxxxx
www.saunierduval.com
Hotline: +49 0180 – xxxxxx
Adipiscingum. Elementum. Nam maecenas.
Lorem Claim ipsum nerum
Lorem Claim ipsum nerum
Adipiscingum.
Elementum.
Nam maecenas.
www.saunierduval.com
Hotline: +49 0180 – xxxxxx
147146

75. 12.7. SALES REPRESENT-
ATIVES' CARS
12.8. EXECUTIVE
COMPANY CARS
BRANDING: Logo prominently displayed on the front doors including the
“Claim Performance Line”. The license plates will feature the website
address and the logo will be placed beneath the taillight on the right.
Any deviations from the guidelines must be approved by the Sales Exco.
BRANDING: Logo prominently displayed on the side to the rear, with the license
plates featuring the website address and a small logo beneath the taillight on
the right.
149148