modified wood by Accsys Technologies BRAND GUIDELINES February 2014 Version 7

Transcription

1 modified wood by Accsys Technologies BRAND GUIDELINES February 2014 Version 7

2 BRAND PROTECTION AND INTELLECTUAL PROPERTY Accsys Technologies trademarks the distinctive words, logos, slogans, packaging and labelling designs that identify our Accoya wood brand help distinguish the product and ensure our partners, licensees and customers that the Accoya they buy is genuine. Accsys Technologies is a trading name of Titan Wood Limited, a company registered in England and Wales. Registered Office: Royal Albert House, Sheet Street, Windsor SL4 1BE. Registered Number: Accoya and the trimarque logo devices are registered trademarks of Accsys Technologies. Patents related to Accoya wood include: UK ; ; CN ; EP ; US (together with corresponding patents in many other countries.) Trademark and related laws protect our Accoya brand from counterfeiting, decoding and other attempts to unlawfully extract benefit from the goodwill of our Accoya brand. Similarly, copyright protects our communications, unique marketing messages and websites. Our trade secrets, including our recipes and operating processes, price lists and licensee and customer lists, enable us to offer consumers unique products. Our patents prevent other companies from using our unique formulae, production methods and products. Accsys Technologies reserves the right to inspect all materials and goods to ensure compliance with these Brand Guidelines. Accsys Technologies also reserves the right to take action as necessary to ensure compliance. These guidelines have been produced for use by authorised parties including partners, licensees, customers and their customers - who wish to promote Accoya. They provide a framework for the visual communication of Accoya to achieve a strong, consistent image, both when Accoya is communicated as an independent identity and when it is promoted in conjunction with partner logos. 02

3 CONTENTS Background The Accoya Identity Joint Branding Other Elements The Accoya brand Accoya brand values The Accoya name The Trimarque device Introduction Protecting the brand Colour palette The Accoya logo Eden The Accoya logo Tab The Accoya logo Trimarque Device The symbol Joint branding examples Affiliate marks Accreditations Straplines Graphical elements Accoya iconography Accoya iconography & benefit descriptions Typography Imagery 25 Website 26 Example layout Performance brochure General brochure Accoya Marketing Accoya Toolkit Exhibition stand Species specific branding Accoya Alder Category specific branding Accoya deck Accoya Inside Contact us 03

4 THE ACCOYA BRAND Accoya is the first wood of its kind to become available on a commercial scale. Significant investment has been made in developing the product and its distinctive name and identity. The values that the Accoya brand identity encompasses are relevant to everyone, from the pioneers of the product, to partners, shareholders, licensees, customers and, ultimately, to end users. They offer reassurance of quality and reliability and, if all related products and communications carry the brand consistently, everyone in the chain can be safe in the knowledge that they are dealing with the genuine product. Everyone involved has a part to play. Every message or visual signal we send out influences people s views of Accoya wood. We will all benefit from living up to the brand and creating the right impression. With careful guidelines and control, Accoya wood will be recognised and valued the world over. 04

5 ACCOYA BRAND VALUES The way in which the Accoya brand is communicated is influenced by its practical and perceived values. All Accoya communications should take into account the following values: Premium Accoya wood is a high quality product offering the very best in wood performance this is why all communications should be of the highest quality and consistency. This will, for example, influence the tone of voice and the quality of paper used for printing. Confident Accoya wood is the leader in its field, with a confidence in a process that has been meticulously researched and developed over many years. Communications should be stylish, consistent and authoritative. Strong The Accoya wood brand has many strong performance credentials and strong and distinctive branding. Trusted Accoya wood can be trusted in many ways - to perform to the highest standards, to be sourced from certified, sustainable forests, to be non-toxic, to be reliable etc. The preferred use of FSC paper for print reflects this value. Contemporary A high technology wood that meets today s demands for performance and sustainability. The Accoya wood brand has a contemporary, distinctive look that differentiates it from direct and indirect competitors. Straightforward Accoya is wood only better. The branding has clean lines and a clear message. Communications should be clear and direct, imparting information in a language that can be easily understood. 05

6 The Accoya Name Accoya was derived from research on many possible names that conveyed the key attributes of the brand. The word Accoya was found to echo the positive connotations of sequoia, a majestic North American species know as The Big Tree distinguished by its grandeur, longevity and natural durability. The Acc at the beginning of the word reflects the ac of the word acetylation and the first letters of the brand s pioneers, Accsys Technologies PLC, which was itself named with the acetylation process in mind. Accoya is a distinctive name which conveys a sense of individuality, heralding a brand that is quite different from anything that has come before - a wood which performs better than any other known species. International language checks and trademark searches on the name and logo have been undertaken and it has been registered in many countries across the world. The Accoya Trimarque Device The unique, specially drawn Accoya namestyle is always shown in a unit with the distinctive Trimarque Device three interlocking pieces that signify three key attributes of the brand: Stability Durability Reliability When the sections are brought together in the Trimarque Device the whole device signifies: Sustainability (the use of sustainable wood species from well managed forests) Environmental Compatibility (non-toxicity, recyclability) Life Cycle (from seed, to tree, to sawmill, to Accoya wood, to end product, to re-use as wood fibre or as a source of embedded energy) 06

7 The Accoya Identity - Introduction The Accoya logo exists in two versions, known as Eden and Tab. Whilst Eden is the most frequently used version (the motherbrand ), Tab allows for creative flexibility and use in circumstances where Eden is not suitable. Eden version Tab version Logos for use on PCs & Macs and for design agencies and/or printers are available in JPEG, EPS and GIF formats from marketing@accoya.com When used on promotional collateral i.e adverts and exhibition stands, modified wood by Accsys Technologies must follow the Accoya logo when space permits. modified wood by Accsys Technologies 07

8 Protecting the Brand To protect the Accoya wood brand, there are a number of points that must be kept in mind at all times. To keep communications consistent and accurate please note the following: Always refer to Accoya wood or Accoya wood s where possible and logical in text. Always ensure that the symbol appears to the right of the Trimarque Device when using the logo. Always ensure that all communications carry the symbol in the footnote, e.g. Accsys Technologies and date. Always use the font Neo Sans for the URL (see page 23). Always use Accoya (with trademark symbol in superscript) throughout text. It is possible and simple to set your Word documents up so that Accoya always appears as shown here, with the symbol, using AutoCorrect. Multiple uses of the word Accoya on the same page or section of text may use the symbol in just the first instance of Accoya. All written communications must identify the legal owner of the trademarks with the following wording: Accsys Technologies is the trading name of Titan Wood Limited and a wholly owned subsidiary of Accsys Technologies PLC. ACCOYA the Trimarque Device and the icons are registered trademarks owned by Titan Wood Limited, and may not be used or reproduced without written permission. This phrase (except Accoya and the Trimarque Device ) can be translated into other languages subject to prior written approval from marketing@accoya.com The brand mark has been created as specially drawn digital master artwork and must never be modified in any way. The mark does not exist as a typeface: Do not try to re-draw it or separate or adjust any elements of it: Do not attempt to create your own brand message versions: wood is good Do not make any additions to the logo which would distract from its integrity: timber Never use the mark as part of a phrase or sentence: the durability of wood is Class 1 08

9 Accoya Colour Palette Accoya wood s principal logo, Eden, is black and green and a secondary palette of colours allows maximum flexibility and creativity. Primary Colour Palette Black Print as 100% Black 0C 0M 0Y 100K R0 G0 B0 Hex #000 Eden Green Print as Pantone 361 C69 M0 Y100 K0 On screen R13 G176 B43 Hex #0db02b In corporate communications Black and Eden Green must be used for the principal logo colours. Wherever possible the green should be printed as a Pantone colour. Secondary Colour Palette Acid Green Pantone 381 C29 M0 Y100 K0 R194 G255 B1 Hex #c2ff01 Bright Green Pantone 375 C41 M0 Y78 K0 R143 G255 B0 Hex #8fff00 Grey 40% Black C0 M0 Y0 K40 R133 G131 B131 Hex # Dark Grey 72% Black C0 M0 Y0 K72 R75 G71 B70 Hex #4b4746 Silver Graphite Pantone 8400 Gradient 1 From R13 G176 B43 to R194 G255 B1 To complement and enhance the primary brand colours, there is a secondary colour palette for use in corporate communications. Gradient 2 From R0 G112 B60 to R13 G176 B43 This includes Bright Green and Acid Green, which should be used as accent colours in design layouts (e.g. in the first paragraphs of text sections as per this document). It is not advisable to use the CMYK breakdown of Bright Green. Where possible, the metallic Silver Graphite Pantone 8400 should be used in professionally litho printed pieces. The silver is chosen to communicate the technology and forward-thinking nature of Accoya wood. Please note that in printed pieces on uncoated or recycled stock, the metallic ink will sink into the stock and will appear as a subtle sheen. The Dark Grey / Silver Graphite colours should predominently be used for body copy in communications. Grey should be used as an accent colour for layouts but should not be used for body copy, neither should text appear green on grey to ensure legibility at all times. Pantone colour Pantone Colours are referred to as 100% colours as they are special inks, not made up from a CMYK or RGB colour mix. Ensure Pantone colours are used for printing and RGB versions for on-screen, PDFs and web. The colours shown on these pages and throughout these guidelines should not be used for colour matching, nor are they intended to match the PANTONE color standards. For accurate PANTONE color standards, please refer to the current edition of the PANTONE color formula Guide. PANTONE is a registered trademark of PANTONE INC. Gradients have been introduced for use on graphical elements (see page 20), online banners & backgrounds. 09

10 The Accoya Logo Eden Version This unique visual device incorporates natural sweeping curves and the colour green to reflect Accoya wood s natural/environmental credentials. Striking, modern shapes communicate the brand s pioneering, contemporary nature. The Accoya Eden version is for use when the logo appears on a white background. Different versions allow optimum flexibility. Full colour versions Motherbrand With URL Must only be reproduced in 100% Black and Eden Green (whether Pantone, CMYK or RGB). Must be used against a white background. Mono versions Black Silver Graphite/Dark Grey Mono version may be used when joint branding (see page 15). Mono versions also add flexibility to the design style. White out versions White out versions of the logo can be used out of any colour within the colour palette. It is also acceptable to use the logo as white out on imagery. However it is imperative that the logo is completely legible at all times - therefore care must be taken to ensure that the logo is always positioned on a contrasting background. 10 The logo must always be given sufficient prominence in an uncluttered area - the example on the left shows incorrect usage.

11 The Accoya Logo Eden Version In order to ensure that the brand is always correctly represented - please ensure that the following instructions are followed. The Accoya Eden version is for use when the logo appears on a white background. Different versions allow optimum flexibility. Must always have white space around it to the depth of the a and no less than 5mm Must always be used as a single unit - never separate it from the green Trimarque Device Must always appear with the - registered trademark - symbol to the right of the Trimarque Device (Please refer to page 14 for sizing information) Must be used at a minimum size of 27mm x 6mm or larger Must be kept in proportion as one unit, i.e. do not change the size of the Trimarque Device without changing the size of Accoya in the same proportion 6mm 27mm Must only ever be scaled, never stretched or squashed May be used with a third party brand (see Joint Branding page 15) subject to the prior written approval of marketing@accoya.com Licensee Name 11

12 The Accoya Logo Tab Version To add flexibility to the Accoya brand, a secondary version of the logo has been created for maximum impact. This version is protected by a block of colour, containing the logo within a Tab shape that always bleeds off the top or bottom edge. Must only be reproduced in the following colours (page 09): Minimum size: Width 43.8 mm Font size of URL no less than 5.5pt Eden Green Black Dark Grey / Silver Graphite Must always bleed off to the top or bottom edge Must always be used as a single unit never separate it from the Trimarque Device Can be used when the logo appears on a full colour image or coloured background Must be used at a minimum size of 7mm high or larger. Must always appear with to the right of the Trimarque Device (please refer to page 14 for sizing information) 7mm Must be kept in proportion as one unit, i.e. do not change the size of the Trimarque Device without changing the size of ACCOYA in the same proportion Must only ever be scaled, never stretched or squashed May be used with a third party brand (see Joint Branding page 15) subject to the prior written approval of marketing@accoya.com Licensee Name 12

13 The Accoya Logo Trimarque Device The Trimarque Device is unique to the brands of Accsys Technologies including Accoya. Express prior written permission to use it on its own must be obtained from Must only be reproduced in a single colour from the colour palette (see page 09) Must be shown with the symbol to the right at all times, unless express written permission has been granted by marketing@accoya.com Eden Green Pantone 361 C69 M0 Y100 K0 R13 G176 B43 Hex #0db02b Black 100% Black 0C 0M 0Y 100K R0 G0 B0 Hex #000 Dark Grey / Silver Graphite 72% Black 0C 0M 0Y 72K R75 G71 B70 Hex #4b4746 May only be used on its own in approved instances and with written permission from marketing@accoya.com Must never be used with special effects such as drop shadows Must never be rotated, stretched or squashed, only scaled Must never appear smaller than 5mm x 5mm in printed media Must never be used for novelty purposes e.g. as bullet points Do not use as a bullet point Do not use as a bullet point 13

14 The Symbol The symbol must always be used next to the Trimarque Device element of the logo. It is important that it is visible at all sizes. 22mm high 14mm high 7mm high The may be enlarged if the Accoya logo is printed smaller than 14mm high, e.g. on stationery or as necessary. Care must be taken to ensure the is legible on websites and it may need to be increased in size accordingly. If the Accoya logo is used at larger sizes e.g. on an exhibition stand, the symbol should be scaled as a single unit with the Trimarque Device, as per its position below: All uses of the Accoya logo should be accompanied by the following legal wording: Accsys Technologies is the trading name of Titan Wood Limited and a wholly owned subsidiary of Accsys Technologies PLC. ACCOYA the Trimarque Device and the icons are registered trademarks owned by Titan Wood Limited, and may not be used or reproduced without written permission. 14

15 Joint Branding The following pages contain guidelines for the use of the Accoya logo alongside a partner brand. The Marketing Team recognises that each situation is different and that flexibility may be required. We are more than happy to assist and can be contacted at marketing@accoya.com When the partner logo appears alongside the Accoya logo, both should appear in full colour unless otherwise expressly approved in writing by marketing@accoya.com Licensee Name If the printing methods do not permit production in full colour a mono version of the Accoya and partner logo may be used. Licensee Name The Accoya logo must always appear at equal or greater size to the joint brand. The bottom of the Trimarque Device should align with the bottom of the partner logo type. The height of the word Accoya should match the height of the partner logo type. The logos must be at least one a apart. Licensee Name 15

16 Ownership of each mark must be acknowledged on all printed and electronic communications, i.e. Accoya and the Trimarque Device are registered trademarks owned by Titan Wood Limited, a wholly owned subsidiary of Accsys Technologies plc. The licensee name logo is a registered trademark owned by licensee name. These logos may not be used or reproduced without written permission from Titan Wood Limited and licensee name. Where the Accoya brand is used under licence, the name of Titan Wood Limited and the licensee must appear on the product and accompanying literature and confirm that the Accoya trademark is being used under licence or that the Accoya wood has been produced under licence from Titan Wood Limited, a wholly owned subsidiary of Accsys Technologies plc. The Accoya branding may only be associated with products whose exterior exposed wood components are made entirely of Accoya wood. If the partner logo carries a strapline then this MUST be dropped when the logos are used together. Rules regarding size and proportions are the same as for the use of the brand on its own. These guidelines aim to offer you the flexibility you require in order to promote Accoya wood alongside your own brand. If you should encounter any challenges that these guidelines do not answer, please do not hesitate to contact us to discuss your requirements. Permissions, guidance and other information may be obtained from marketing@accoya.com 16

17 Affiliate Marks The Accoya affiliate marks below have been developed for use by approved merchants, joineries and manufacturers of specialised Accoya wood products. They are a stamp of endorsement and may only be used with written permission from marketing@accoya.com These logos are designed so that the green area to the right is adaptable in length. This means that longer or shorter copy may be held in this space in cases where it is necessary to add a category of Accoya wood supplier or user or to translate the copy into other languages. Such additions or translations must be approved by marketing@accoya.com For example If you are an official Accoya wood distributor then please use the appropriate official distributor logo in your Accoya marketing literature and communications. French Distributeur Officiel German Offizieller Distributor Dutch Officiele Distributeur 17

18 Accreditations By significantly enhancing the durability and dimensional stability of sustainable and abundantly available certified wood, Accoya wood provides compelling environmental advantages over slow-growing hardwoods.the responsible procurement of wood plays a fundamental role in positioning Accoya wood as an environmentally compatible product. All Accoya wood is produced from well managed, sustainable sources including FSC, PEFC TM and other regionally certified woods. Accoya wood has been awarded a number of credentials and accreditations for its unique properties. Each marque must be used in accordance with the individual accrediting body s guidelines. FSC The name Forest Stewardship Council, the acronym FSC and the FSC Logo are registered trademarks. Their usage is dictated by strict requirements both for use on products and other purposes. Please see for more information. Having your own chain of custody certification is necessary in some uses. Organisations without FSC certification may wish to mention that they are using Accoya wood that comes from sustainable sources, including FSC certified wood. For more information, please refer to PEFC TM PEFC is an umbrella organisation that endorses national forest certification systems. PEFC TM bases its sustainability benchmark on broad consensus by society, expressed in globally respected international and intergovernmental process and guidelines. For more information, please refer to C2C Cradle to Cradle Certification is a multi-attribute eco-label that assesses a product s safety to humans and the environment and design for future life cycles. Accoya wood is one of the very few building products to have acquired Cradle to Cradle Gold Certification. For more information please refer to 18

19 Straplines A library of straplines have been commissioned for flexibility of use and messaging on a range of collateral. The straplines should appear in the corporate font Neo Sans and primarily in silver graphite/dark grey on a white background and acid green on dark grey background. They should appear in uppercase and with no punctuation at the end of the line. Ideally, Neo Sans Light should be used for straplines although care must be taken to ensure legibility at all times - particularly if reversing the text out of another colour the world s leading high technology wood the possibilities are endless welcome to the world of Accoya an innovation in wood wood without compromise DURABLE, STABLE & SUSTAINABLE the strength within welcome to the future of wood, welcome to Accoya imagination is the only limitation sustainable, high performance wood 19

20 Graphical Elements Unique graphical elements have been created to complement the brand and add depth and flexibility to marketing communications. They have been designed to build the brand and convey the messages of sustainability, growth, flexibility and life. These elements should be used as single units although they can be rotated to suit the composition of the design. Full colour versions exist and a mono version has also been created that can be used for single colour prints and foiling etc. 1. The main leaf graphic v1. Mono version v1. 2. Derivative of the main leaf graphic v2. Mono version v2. 3. Example of a minimalist graphic v3. Mono version v3. 20

21 Accoya Iconography A number of icons have been developed to communicate Accoya wood s key performance benefits. These are especially useful as summary tools on point of sale material and brand literature. Each icon illustrates a key product attribute or attributes as outlined below. There are 12 primary icons and these should be used in the order as specified below. The accompanying descriptor for the logo should appear in uppercase. The icons can be used with or without the description text, as needed. OUTSTANDING DURABILITY consistent quality throughout uv resistant Dimensionally Stable retained strength & hardness naturally insulating Insect Barrier perfect for coating naturally beautiful WOOD FROM SUSTAINABLE SOURCES EXCELLENT MACHINABILITY 12. non-toxic & RECYCLABLE A number of secondary icons are also available: The icons print in one colour only, using any of the following colours from the colour palette (see page 09): RENEWABLE RESOURCE consistent supply Eden Green Pantone 361 C69 M0 Y100 K0 R13 G176 B43 Hex #0db02b Bright Green Pantone 375 C41 M0 Y78 K0 R143 G255 B0 Hex #8fff00 Acid Green Pantone 381 C29 M0 Y100 K0 R194 G255 B1 Hex #c2ff01 Dark Grey 72% Black C0 M0 Y0 K72 R75 G71 B70 Hex #4b4746 Silver Graphite Pantone 8400 Black 100% Black C0 M0 Y0 K100 Hex # % recyclable CARBON FOOTPRINT 21

22 Accoya Iconography and Benefit Descriptions The following wording should accompany the icons, where appropriate, as outlined below. Text can be translated into different languages with prior written approval from OUTSTANDING DURABILITY consistent quality throughout Lasting 50 years above ground, 25 years in ground/freshwater - Class 1 durability, surpassing even teak - Virtually rot proof - 70 year minimum service life by TRADA - Consistent, measurable modification quality from surface to core - No need to apply chemical preservatives when cut or planed uv resistant - Superior resistance to UV degradation when translucent coated - Natural appearance lasts longer - The ultimate substrate and coating life is increased Dimensionally Stable retained strength & hardness Swelling and shrinkage reduced by 75% or more - Doors and windows open effortlessly year round - Reduced maintenance costs - The process does not compromise the wood s strength - Hardness is increased - High strength to weight ratio makes it suitable for challenging applications naturally insulating - Offers improved insulation in comparison with commonly used hardwood and softwood species - Ideal for applications where energy conservation is important Insect Barrier perfect for coating Indigestible to a wide range of insects, including termites - Greatly reduced vulnerability - Improved stability means coatings last up to two times longer - Easier to coat, less preparation and sanding required naturally beautiful WOOD - Process does not compromise the wood s natural beauty FROM SUSTAINABLE SOURCES From FSC, PEFC and other regionally certified woods - Naturally renewable EXCELLENT MACHINABILITY - Easy to machine and process - No special tools are required 12. non-toxic & RECYCLABLE - Protects the environment from the harmful effects of common treatments - May be safely reused, recycled and incinerated 22

23 Typography The typeface is an important element of the brand identity. The Accoya font Neo Sans has been commissioned for its appearance and personality, chosen to tie into the whole brand essence. Neo Sans should be used consistently in all printed Accsys Technologies communications unless otherwise specified and may be used by third parties. PC and/or Mac versions of the Neo Sans fonts may be acquired from Alternative fonts Neo Sans should be used in all professionally printed materials and any documents produced as PDFs. If it is not possible to use Neo Sans, the default font is Tahoma, e.g. in the case of digital communications and able documents. Arial should be used for HTML body copy and websites. Accoya Neo Sans family the typeface can be used in the following weights: Accoya Neo Sans Light Accoya Neo Sans Accoya Neo Sans Medium The use of these different weights is at the discretion of the designer although care must be taken to note the following: - Neo Sans Light is a preference for headlines - Ensure legibility on colours / imagery at all times - Where text is smaller, use a thicker version of the font to ensure legibility e.g. Neo Sans Medium for footer copy etc. - Special effects such as italic or underline may not be used - When using Neo Sans Light, reversed out text must appear greater than 16pt ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz!., ; : < > \ [ ] { } ( ) $ * & œ ^ ø ƒ ß å ç ~ µ

24 Imagery Accsys Technologies holds a selection of images which are constantly updated and may only be used with prior written consent and in relation to the promotion of Accoya wood. Images owned by Accsys Technologies must always be credited to Accsys Technologies using: Accsys Technologies 2014 (or applicable date). Accsys Technologies is the trading name of Titan Wood Limited. For image enquiries and usage permission, please contact marketing@accoya.com 24

25 Website The Marketing Team may, upon written request, make elements of the website available to third parties to enable them to promote Accoya wood on their own websites to optimum effect. Accsys Technologies will make available for distributors and customers an innovative websites to help improve the consistency of Accoya marketing throughout the world. Third parties may, with written permission from Accsys Technologies: Promote the Accoya wood brand under the umbrella of their own website, e.g. Promote the Accoya wood brand under a separate website where the URL leads with their company name, e.g. (or relevant country codes) The home page of any website promoting Accoya wood must feature a reference to the ownership of the Accoya wood trademarks, i.e. Accoya and the Trimarque Device are registered trademarks owned by Titan Wood Limited and may not be reproduced without written permission. Must not use + a country code (e.g for the promotion of the Accoya wood brand. Must not use product websites such as and or for the promotion of their companies and or Accoya products The promotion of Accoya wood on all third party websites must conform to these Brand Guidelines and Accsys Technologies reserves the right to request the removal of any site or pages of a site that do not meet these requirements. 25

26 Promoting sustainable forest management Press Advert Example Layout As a guide, the example of the advert below and subsequent pages shows how these guidelines can be implemented on collateral, adverts, trade shows, and brochures for the best effect. CMYK Eden version of the logo for full colour printing on a white background with modified wood by Accsys Technologies as a strapline modified wood by Accsys Technologies DURABLE, STABLE & SUSTAINABLE Website Powerful strapline, very clear benefits Background tint is black with a 80% multiply effect Striking imagery showing the product in use Various images WOOD WITHOUT COMPROMISE Created from sustainably sourced wood and completely non-toxic, Accoya is a revolution in wood technology: - Guaranteed for 50 years above ground - Guaranteed for 25 years below ground - Exceptional dimensional stability - Outstanding coating performance for low maintenance - Consistent quality throughout - Available in FSC and PEFC certified - Cradle to Cradle Gold certified Use of key strapline in Neo Sans Light, On white for clarity. All in one line and in 72% black, no punctuation AVAILABLE IN UK & IRELAND FROM: Distributor logos & URLs Accreditation logos & licence info plus copyright statement ACCOYA and the Trimarque Device are registered trademarks owned by Titan Wood Limited, a wholly owned subsidiary of Accsys Technologies PLC, and may not be used or reproduced without written permission th SEPTEMBER 2011 visit us on stand 01-D2 Key event info if needed 26

27 PERFORMANCE BROCHURE modified wood by Accsys Technologies PERFORMANCE TESTING SUMMARY TRIED, TESTED AND PROVEN Accoya is a product of Accsys Technologies 27

28 GENERAL BROCHURE DURABLE, STABLE & SUSTAINABLE modified wood by Accsys Technologies 28

29 Accoya Marketing Accsys Technologies marketing proactively target architects and manufacturers around the world to promote the Accoya brand including the features and benefits. There are a range of messages to promote the benefits and product solutions s produced which can be co-branded. If you wish to use these s for your own communication purposes please contact marketing@accoya.com 29

30 Accoya Toolkit The Accoya Toolkit is an online resource for all customers and distributors to support their sales and marketing efforts around the world. Please note there is a translation and personalisation option in case your desired material isn t uploaded. For easy access including username and password requests please contact marketing@accoya.com 30

31 EXHIBITION STAND 31

32 Accoya Wood - species specific branding In the majority of cases Accoya will remain the dominant and most promoted brand across the world. However, it may be relevant and appropriate to use these new Accoya logo with species for sales and marketing materials to create the desired differentiation along with the right benefits messages. When our offered species need to be differentiated, the original product can be referred to as Accoya Radiata pine. The following pages contain guidelines for the use of the logos for Accoya + Species products. The Marketing Team recognises that each situation is different and that flexibility may be required. We are more than happy to assist and can be contacted at marketing@accoya.com ALDER SYP Beech 32

33 Accoya sub-brand - Accoya Alder The following page contain guidelines for the use of the Accoya Alder logo. The Marketing Team recognises that each situation is different and that flexibility may be required. We are more than happy to assist and can be contacted at marketing@accoya.com Full colour version There are 6 Accoya Alder icons and these should be used in the order as specified below. The accompanying descriptor for the logo should appear in uppercase. The icons can be used with or without the description text, as needed. Motherbrand White out version 01. Outstanding Durability 06. Retained strength and hardness 03. Insect Barrier 05. reduced water intake 04. From Sustainable sources 07. Fine grained, natural wood Always refer to Accoya Alder wood or Accoya Alder wood s where possible and logical in text. Alder should be used with a Title case A and product name is Accoya Alder. Mono versions and white out versions can be used also add flexibility to the design style (see page 10). The icons print in one colour only, using any of the following colours from the colour palette (see page 09): Eden Green Pantone 361 C69 M0 Y100 K0 R13 G176 B43 Hex #0db02b Bright Green Pantone 375 C41 M0 Y78 K0 R143 G255 B0 Hex #8fff00 Acid Green Pantone 381 C29 M0 Y100 K0 R194 G255 B1 Hex #c2ff01 Dark Grey 72% Black C0 M0 Y0 K72 R75 G71 B70 Hex #4b4746 Silver Graphite Pantone 8400 Black 100% Black C0 M0 Y0 K100 Hex #000 33

34 Accoya - category specific branding As the registered trademark owner and creators of the Accoya brand, the Accsys Technologies marketing department will authourise appropriate and relevant use of the Accoya logo. The Accoya logo with the relevant extensions shown below have been developed to create more targeted and specific marketing into key markets. These logos can be used by approved licensees, merchants, distributors and manufacturers around the world. The main purpose for the development of these logos is to highlight the added value, high performance, premium end product solutions for market further down the supply chain. These logos are designed so that the grey area to the right is adaptable in length. This means that longer or shorter copy may be held in this space in cases where it is necessary to add a category of Accoya wood products or to translate the copy into other languages. Such additions or translations must be approved by marketing@accoya.com Clad PANEL Structural 34

35 Accoya sub-brand - Accoya deck The Accoya Deck brand name and logo device is owned by Accsys Technologies and has been developed to be the brand identity for an added value, high performance, finished decking product suitable for both the professional and DIY sectors. Distributors, retailers and end manufacturers are permitted to use the Accoya Deck branding following approval by the Accsys Technologies marketing deptartment. The following criteria must be met before permission is granted, to use Accoya Deck: 1. Must be actively marketed in line with Accoya brand guidelines highlighting key performance features and benefits. 2. Must be a high performance, premium finished end product (such as machined, planed, profiled, coated with an oil, stain or paint) and not a rough, sawn Accoya product. 3. Must be an added value product (such as planed, machined, profiled and coated with an oil, stain or paint). 4. Must be accompanied by relevant Accoya technical information on how to install, how to maintain and how to use. Full colour version There are 2 Accoya Deck specific icons and these should be used in the order as specified below. The accompanying descriptor for the logo should appear in uppercase. The icons should be give prominence by using white on a green background. The Accoya Deck strapline has been commissioned for the main messaging on a range of collateral. Motherbrand Always refer to Accoya Deck... or Accoya Deck s where possible and logical in text. Deck should be used with a Title case D and product name is Accoya Deck. Mono versions and white out versions can be used also add flexibility to the design style (see page 10). bare foot friendly - Less retained heat and splinters Easy to install - Pre-finished straight true deckboards NATURAL WOOD Decking that s designed for life. 35

36 Accoya INSIDE This is the Accoya Inside logo. The Marketing Team recognises that each situation is different and that flexibility may be required for its use. We are more than happy to assist marketing ideas and can be contacted at The Accoya Inside logos should be used when a generic brand has been created and 95% of the final external product is manufactured out of Accoya (such as face laminated window scantlings). The Accoya Inside logos can be used for joinery, cladding, decking and other exterior applications. The Accoya Inside logo should be prominently positioned in the marketing communications. Accsys Technologies marketing will approve the use of the Accoya inside logo. English French German 36

37 Contact Us As the guardians of the Accoya brand and Accoya marketing, we are more than happy to answer any queries relating to design, layout, logo, typeface, images, etc. Please contact the Marketing Team directly. Accoya Marketing Team Accsys Technologies Royal Albert House Sheet Street Windsor SL4 1BE Tel: +44 (0) Versions of the logo, graphical elements, these guidelines and some Accoya imagery are available on the Accoya toolkit - please contact the Marketing Team for your username and password. Accsys Technologies is the trading name of Titan Wood Limited and a wholly owned subsidiary of Accsys Technologies PLC. ACCOYA the Trimarque Device and the icons are registered trademarks owned by Titan Wood Limited, and may not be used or reproduced without written permission. 37