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CORPORATE DESIGN MANUAL 2014 for AUTHORISED DEALERS Husqvarna Corporate Design | Page 2 Index the Brand 3 Communications Materials 41 CORPORATE DESIGN MANUAL 2014 FOR AUTHORISED DEALERS HUSQVARNA CORPORATE DESIGN | PAGE 2 INDEX THE BRAND 3 COMMUNICatioNS Materials 41 ForeWORD 4 adVertiseMENT 42 historY 6 WEBSITE 45 BRAND POSITIONING 8 SPatial COMMUNICatioN 46 THE BASICS 9 outdoor Materials 47 LOGOS 10 shoP SYSTEM 49 EMBLEM 11 LOGO USE 12 SIZE AND POSITION 14 SUBLOGOS 18 COLOURS 20 ClaiM 22 tYPOGRAPHY 24 iMAGERY 29 COLOURGRADING 30 PRODUCT PHOTOS 31 DEALER BUSINESS Materials 32 BusiNESS CARDS 33 STATIONERY 34 eNVELOPES 35 e-MAIL SIGNature 36 FLYER A5 37 DEALER ADVERTISMENTS 38 dealer VEHICLES 40 INDEX THE BRAND THE BASICS DEALER BUSINESS MATERIALS COMMUNICATIONS MATERIALS SPATIAL COMMUNICATION THE BRAND HUSQVARNA CORPORATE DESIGN | PAGE 4 THE BRAND FOREWORD A CELEBRATED PAST AND FABULOUS PROSPECTS FOR THE FUTURE. Husqvarna is a brand that has experienced golden A consistent brand presence is the key to success times. The Swedish motorcycle maker is renowned for Husqvarna. This CD manual is one of the prereq- for countless world championship titles, impressive uisites for assuring a harmonious market presence. victories and revolutionary motorcycles. Our goal is to By establishing uniform guidelines and values, we can pick up where these golden times left off. We intend achieve our goals for the future. Husqvarna will excel to uphold the virtues of the past, because this brand’s once again and reconnect with the victories and glory future lies in its history. days of its past. Husqvarna began developing motorcycles in 1903. The company’s eventful history was marked by climax- es and setbacks. One of those decisive events was the separation from Husaberg in 1988. But what belongs together came together again in 2013. Husqvarna and Husaberg reunited. These pioneers of motocross are setting out to overtake the competition. Stefan Pierer, Board of Directors INDEX THE BRAND THE BASICS DEALER BUSINESS MATERIALS COMMUNICATIONS MATERIALS SPATIAL COMMUNICATION HUSQVARNA CORPORATE DESIGN | PAGE 5 THE FACE OF A BRAND WHY IS A CORPORATE DESIGN REQUIRED / HOW DO I USE IT? WHY IS THERE A CORPORATE DESIGN? HOW DO I USE THIS MANUAL? Husqvarna has an eventful past. This can be seen in all the This manual confines itself to the essential elements products that have changed so dramatically over the years. concerned with the subject of appearance. And not only when it comes to motorcycle design, any Guidelines for logo sizes and their placement on business other branded materials are affected as well. From the equipment, in advertisements, posters, brochures and brand colours, to typography, wording and all the digital communications, and everything concerning vehicle communications. branding as well as shop systems are explained here. To bestow the Husqvarna brand with a new “face” and al- The materials illustrated in this manual can be low customers to identify themselves with the brand again, obtained from your Husqvarna Sales Manager. it is extremely important to adhere to the few, but funda- mental, rules described in this CD manual. INDEX THE BRAND THE BASICS DEALER BUSINESS MATERIALS COMMUNICATIONS MATERIALS SPATIAL COMMUNICATION HUSQVARNA CORPORATE DESIGN | PAGE 6 THE BRAND HISTORY WHERE DO WE COME FROM? In March 2013, Husqvarna entered the KTM family. In the post-World War 2 years the Husqvarna In 1983 Husqvarna marked yet another milestone with Model Year 2014 marks a historic moment for motorcycle range was limited to lightweight its 500 4-stroke model. The exceptionally light and Husqvarna, a return to its glorious origins, two-stroke models, which, in modified form, were easy-handling offroader with all-round lubrication and characterised by state-of-the-art technology also used in the offroad sports that were becoming air cooling became the forerunner of a generation of and a blue, yellow and white colour scheme… popular in the mid-1950s. four-stroke motorcycles for offroad use. By 1977 the entire Husqvarna business had already become part of Husqvarna is the original name of a town in southern In the years that followed numerous competition ma- Sweden’s Electrolux Group. Sweden, where a metalworking business was founded chines with two and four-stroke engines were developed; in 1689 to produce muskets for the Swedish Army. and between 1960 and 1963 the first five Motocross Then, in 1987, the Husqvarna motorcycle division was Production of motorcycles began in 1903, making World Championship titles were won in the 500 cc and sold to the Cagiva MV Agusta Group and the company Husqvarna one of the world’s oldest motorcycle 250 cc classes. Among the high-profile Husqvarna riders headquarters and production transferred to Varese in manufacturers with uninterrupted production. The first in the successful era of the 1960s and 1970s were Tor- Italy. In 2007, Husqvarna Motorcycles was acquired by Husqvarna motorcycle completely developed and sten Hallman, Malcolm Smith and Hollywood film actor the BMW Group. produced in Sweden was launched in 1918. As early Steve McQueen. Racing continued throughout the ’80s as the 1920s and 1930s, Husqvarna motorcycles and saw Gualtiero Brissoni win the European Enduro In 2013 Pierer Industries AG bought Husqvarna were being built for the road, but were also entered for Championship for the first time for Husqvarna in 1982 in Motorcycles – marking the reunion of the two halves prestigious racing events such as the Tourist Trophy. the 250 cc class, followed by authentic Swedish heroes of the original Husqvarna brand of the 60´sand 70´s. Its commitment to international competitions made like Sven Erik Jonsson and Thomas Gustavsson. Husqvarna famous throughout Europe. INDEX THE BRAND THE BASICS DEALER BUSINESS MATERIALS COMMUNICATIONS MATERIALS SPATIAL COMMUNICATION HUSQVARNA CORPORATE DESIGN | PAGE 7 THE BRAND LOGO HISTORY The Husqvarna logo has undergone manifold transformations in arriving at its current form. However, only the latest company logo is used now. INDEX THE BRAND THE BASICS DEALER BUSINESS MATERIALS COMMUNICATIONS MATERIALS SPATIAL COMMUNICATION HUSQVARNA CORPORATE DESIGN | PAGE 8 THE BRAND BRAND POSITIONING In order to strengthen the brand and to position and differentiate products clearly in the market, all communications – both internal and external – must reflect the company’s core values. APPROVED / CLASSIC TECHNIQUE NATURE RACING PRODUCTS COMPONENTS HEROES SWEDISH ROOTS FACTORY RACE BIKE WEAR SINCE 1903 SWEDISH RACING TEAM TECHNOLOGY TRADITION SWEDEN RACING PREMIUM Since our first motorcycle in 1903, Husqvarna A country of extremes. Vast rugged wilderness In the heat of battle there’s no place to hide. Every ride has the potential to be legendary. has built a tradition of innovation and excellence. that is beautiful yet unforgiving. Mastering the For a shot at glory, one needs to be both fast Whilst we have no control over how or where When the pioneering heroes of motocross took dense forests and rugged hillsides takes strong and consistent. The Husqvarna factory team’s one chooses to ride, we can ensure that their customised Husqvarna street bikes and character and determination. These origins are race bikes are the ultimate test for our complete every new Husqvarna is up to the challenge. turned the motorcycling world upside down, reflected in Husqvarna’s intelligent design, range of race products. Endurance and Only premium parts, components and their trail blazing spirit made Husqvarna a global dependable performance and classic Swedish performance thats continually being measured accessories make it onto our motorcycles. icon. Husqvarna continued this spirit by pro- colour scheme. There’s no bold experimen- at the world’s toughest races. With a family Quality materials, proven technology and ducing the first purpose-built off-road specific tation on our bikes and we make no outrageous heritage of over 105 World Championship Titles, precise manufacturing – all part of Husqvarna’s competition motorcycles, followed a decade claims. Much like typical Swedes, the new the new Husqvarnas have been bred to perform. uncompromising commitment to continuing later by the first mass produced motocross Husqvarnas prefer to do their talking out on the legend! bikes. Today the legendary tradition continues the tracks and trails. with the new generation of Husqvarnas. INDEX THE BRAND THE BASICS DEALER BUSINESS MATERIALS COMMUNICATIONS MATERIALS SPATIAL COMMUNICATION THE BASICS HUSQVARNA CORPORATE DESIGN | PAGE 10 THE BASICS LOGOS The Husqvarna logo exists in two different formats: the vertical logo and the horizontal logo. The logos always have the trademark sign ®. Husqvarna Motorcycles GmbH is not the owner of the trademark, it is owned by Husqvarna AB in Sweden. As the mere licensee Husqvarna Motorcycles GmbH is only entitled to use the “Husq- varna” trademarks in accordance with the guidelines of Husqvarna AB. CONSEQUENCES: Husqvarna Motorcycles GmbH is not entitled to register trademarks or domains or other projects containing the wording “HUSQVARNA” without The vertical logo prior permission of Husqvarna AB. In case of enquiries please contact Husqvarna Sales Manager. All logos can be obtained from your Husqvarna Sales Manager. The horizontal logo INDEX THE BRAND THE BASICS DEALER BUSINESS MATERIALS COMMUNICATIONS MATERIALS SPATIAL COMMUNICATION HUSQVARNA CORPORATE DESIGN | PAGE 11 THE BASICS EMBLEM The emblem in the Husqvarna logo may be used separately as a graphic element solely on products (incl. packagings). The emblem is not an alternative for the logo and can not replace the Husqvarna Motorcycles Logo. Any exceptions
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