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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. 

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.

If required, our tagline can be used as a connector between different types of content, e.g. a product description and an overarching solution.

Entry point
Entry point


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. 

We make it happen

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.

Reduced & Expressive

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.



Goals 2025
Do not position the tagline in the corners of the layout.
We make it happen (long)
Do not mix font styles when creating designs with the tagline.
We make it happen (short)
Do not mix font styles when creating designs with the tagline.