TAGLINE
A bold misson that reflects our positioning as Henkel Adhesive Technologies
Our value proposition can be translated into a tagline to be executed in our communication. The objective is to make one powerful statement by applying the same font style, size and color which means not to emphasize specific parts of the sentence.
Fields of use
We communicate with our customers all over the world through various media, be it to provide information or to create awareness of our solutions and products. Our tagline helps us to link all communication of the Henkel Adhesive Technologies business unit.
Entry point
Our tagline can be used as an entry point to the communication, with the tagline itself as the main message.
Closing
When talking about our business and our solutions, we can use our tagline to close a message, thus linking the content directly to our business unit.
Connector
If required, our tagline can be used as a connector between different types of content, e.g. a product description and an overarching solution.
Examples
Visual guidelines
To ensure a coherent design execution, we defined a set of basic rules:
– Do not use a line break to break up the tagline.
– Always put the tagline in capital letters.
– Use the same font style and font size for the entire line
– Primarily put the tagline in Henkel red.
NOTE: A tagline in white must be set on a red background.
Use black only for text closings.
Scalable tonality
We offer two fixed font styles – a reduced version and a bolder and more expressive version. Please use the one which best corresponds to your communicative purpose.
Design implementation
Whenever possible, the tagline must be set in one single line. Depending on the format, it can be set either in two or in four lines as shown below.
Don'ts