Page 2 - Schaeffler Brandplaybook
P. 2
Content
1 Prologue 4
5
6
Naming 19
Basic logic 19 Product names (creation & usage
e.g., OPTIME. TriFinitiy wheel bearing, TruPower) 19
7
Communication & Campaigns 34
Starting with our customers 34 Topics 34 Campaigns 34 “Green makes the difference” 34 Mottos 34 Product brand campaigns 34
Sponsoring & Events 34
Sponsoring concept 34
Brand ambassadors 34
Concept 34 Traits & types of
brand ambassadors 34 Schaeffler brand ambassadors 34
Glossary 34
xxxx 34
Closing 34
Key contacts 34 Outlook 34
2 Schaeffler – A short overview
5
History
Schaeffler in numbers
Schaeffler portfolio
Strategy 7
3 Brand Identity 9
Purpose 9 Vision 9
Naming process
Corporate Design
Concept
Design world (moodboard)
Logo
Schaeffler endorsement concept 23
Joint Ventures
Partnerships
Internal business units
Foundations
Claim usage (e.g., where is
claim positioned) 26 Typography
Colors
Design elements 28 Imagery
Iconography
Illustrations
Infographics 32 Moving images (trailer WIP) 32
5 6
20
22
22
22 8 22
Mission
Brand values and behavior Brand positioning
(incl. tonality & pioneer spirit) Employer brand
Claim
10 10
11 12 13
24 9 24
25
25
27 10 27
29 11 30
31
4 Structure 14
Brand architecture:
Branded House strategy
Product brands (regional usage
for the moment excluded)
Labels 17 M&As (incl. migration process) 17
14 15
