General Exhibition Concept Section 2 - Stand builder manual 1.2

Transcription

1 General Exhibition Concept Section 2 - Stand builder manual 1.2

2 General Exhibition Concept - Colours Following colours are to be used or matched as good as possible: Red : Pantone PMS 032C / RAL 3020 Verkerhrsrot for logo s, furniture seats Green: Pantone PMS 355C / RAL 6029 Minzgrün for floor covering, brand visual domino stones, headline and Circle of Trust Grey : Pantone cool grey 5c / RAL 7038 Achatgrau for displays and decorations White : RAL 9010 Reinweiβ for floor covering, displays, walls, furniture tables, bar, bar chairs, reception desk December

3 Stand building 3 solutions 1. Construction stands: Complex to build stands for exhibitions sizes appr. >50 m 2 Making use of dedicated constructions with walls, ceiling banners, extended product displays Typical for >3 day events and requires a stand builder 2. System stands: Easy to build stands for exhibitions sizes appr m 2 Making use of a aluminium constructions with banners or panels and easy to transport materials Typical for 2-4 day events 3. Roll-up stands: Easy to build stands for exhibitions sizes appr m 2 Making use of roll-up screens, pop-up walls and easy to transport materials Typical for 1 or 2 day events December

4 Construction stands - inspirations December

5 Floor - Colours For the floor 3 colours can be used: Green: closest possible to Pantone PMS 355C use this colour for between 10% - 40% of the floor surface White: no colour definition Light grey : no colour definition, just as light as possible Other, e.g. red, colours on the floor are never allowed (exception: in case a dedicated area on the stand is reserved for non Danfoss brand a brand matching colour replacing the green area s is allowed. See page 49 and 50 for details) Recommendations: Appearance of green area s should be sparkling, natural green Appearance of white or light grey area s should be white. In case light grey is used mostly lighting will make it look like white Light grey is recommended in case carpet is used for practical reasons like cleaning Consider possibility to use green and white / light grey area s on dedicated area s (product displays, hospitality, traffic) December

6 Floor - Shapes Shapes Use curved shapes only Shapes on the floor must follow shape of the ceiling banner (if present) above the floor as good as possible Use the curved shapes for positioning of product displays where possible December

7 Floor - Materials Green coloured areas: Recommended to use carpet Artificial produced grass is never allowed (this is opposite of the natural/environmental image we want to achieve) Real grass is not recommended (it s natural characters of dying, smelling, changing colours can make it a very bad choice) White / light grey coloured area: Recommended to use carpet in very light grey colour Optional you can choose between white coloured laminate, wood or other appropriate floor covering materials Raised floor & ramp area are to be decided by DSC: Use aluminium L-shape profile to mark the raised floor step Use aluminium U-shape profile if no raised floor is used Consider ramps in the raised floor for wheelchairs Be aware of using the same colour carpet in hall aisles. It can be dangerous if a raised floor is used, despite an aluminium L-shape profile a lot of people do not see the difference in height December

8 Floor - Materials WTV Velours white 720 WTV Velours light grey 650 Recommendations: Prevent white floor materials reflecting the lighting In case of carpet very light grey is more practical than white colour (cleaning) In case of a combination of floor materials make sure top-side of the floor is levelled (no small steps up/down from green <> white area) In case of carpets make sure it is placed well (smooth surface) In case of carpets for example: Light grey: carpet WTV Velours speed colour 650 Green: carpet WTV Velours speed colour 680 See Use same fabric/type of carpet in case both colours are to be made with a carpet flooring WTV Velours green 680 December

9 Displays Basic design For construction stands a number of displays are possible to use. All are based on the same principle design. 1. a Base structure build from wood/mdf/steel or combination of these materials front and back panels should be easy to replace 2. a layer of HPL laminate to make sure you have a smooth surface 3. a non transparent foil with graphic design. Easy to replace 4. side panels made of wood or MDF 5. a stripe of ABS edging material (flexible HPL) to nicely finish the side panels edges MDF = Medium Density Fibreboard HPL = High Pressure Laminate December

10 Displays Basic design Base structure build from wood/mdf/steel or combination of these materials a curved foot with a radius of 150 mm and a height of 250 mm front and back panels (850 x 1950 x 18 mm) should be easily replaceable HPL laminate is approx. 1 mm thick white: egger W980st2 for front and back panel grey: egger U765st2 for side panels and foot in case steel is used for the foot the grey colour needs to match egger U765st2 as good as possible Non transparent foil with full colour graphic design. min. resolution of 100 DPI real size Side panels are made of wood or MDF and are 18 mm thick ABS edging material (flexible HPL) to nicely finish the display side panels. Use grey colour just as the side panels. December

11 Displays Communication display To be used for product, solution, campaign and all other types of communication Use dedicated Indesign template Visual to be produced on foil Absolutely smooth surface Possible to use 2 displays attached for extra attention To be connected with product displays M/L/XL/XXL or as stand alone communication Only for written communication, no monitors are to be hang up on this display Optional: at the side have an opening for leaflets Sequence in producing content: 1 st use centrally developed content (f.e. campaign materials) 2 nd look for foreign developed content 3 rd produce local content December

12 Displays Communication display Technical details Materials: MDF, wood or steel construction HPL, smooth finishing white egger W980st2 grey egger u765st2 Full colour printed foil as visual Radius in foot 150 mm Colours Feet and side panels: grey egger u765st2 Front panel: white basis + visual foil Visual details Resolution min. 100 DPI real size Use dedicated Indesign template MDF = Medium Density Fibreboard HPL = High Pressured Laminate December

13 Displays Product display M To be used for small and medium sized products up to 60 cm Can be used on 2 sides (depending on how products are mounted) In case a back plate is used this is grey RAL 7038 coloured Products or screen inside circle area only 2x4 spotlights Mounting of products to be decided by DSC (back plate, shelf, risers, transparent,..,..) Try show the customer benefit Use dedicated Indesign template Visual to be produced on foil Absolutely smooth surface Connect with communication display December

14 Displays Product display M A. B. Example A: LCD Screen, optional shelf for keyboard + mouse is also possible. Depending the exact screen a 26 is approximately max. size to be used in the circle area. Example B: Products mounted in riser/return pipe application Example C: Products mounted on demonstration pillar Example D: Products mounted on back plate. Standard back plate colour is grey RAL In case the products involved are grey coloured, use a white RAL 9010 coloured back plate instead. Other possibilities: Use a shelf inside the circle Use a Plexiglas back plate.. C. D. December

15 Displays Product display M Technical details Materials: MDF, wood or steel construction HPL, smooth finishing white egger W980st2 grey egger u765st2 Alternative for HPL for circle: Varnishing Full colour printed foil as visual Colours: Feet and side panels: grey egger u765st2 Circle: white egger W980st2 / RAL 9010 varnished Back plate inside the circle for products: grey egger u765st2 white egger W 980st2 (grey products) Front panel: white basis + visual foil Varnishing = Special coating process December

16 Displays Product display M Technical details Spotlights 2x4 spots with build in height max. 25 mm Halogen or LED with metal look finishing For example manufacturer Nobile 2x4 halogen Nobile N 5022 matt titanium orientable towards the product incl. transformer EN-200 D or transformer with build in dimmer Dimking TF-200 F transformer/dimmer to be mounted hidden inside the display see PDF for local availability Visual details Resolution min. 100 DPI real size Use dedicated Indesign template December

17 Displays Product display L To be used for bigger sized, hanging products that do not fit in the circle of display M To be used on 2 sides Mounting of products or LCD screen to be decided by DSC. Depending the exact screen a 32 is approximately max. size to be used. Optional product pedestal for standing mounted products Try show the customer benefit Use Indesign template Visual to be produced on foil Absolutely smooth surface Connect with communication display December

18 Displays Product display L Technical details Materials: MDF, wood or steel construction HPL, smooth finishing white egger W980st2 grey egger u765st2 Full colour printed foil as visual Radius in foot 150 mm Colours: Feet and side panels: grey egger u765st2 Front panel: white basis + visual foil Visual details Resolution min. 100 DPI real size Use dedicated Indesign template MDF = Medium Density Fibreboard HPL = High Pressured Laminate December

19 Displays Product display L optional pedestal To be used for bigger sized, standing products that do not fit in the circle of display M To be used in combination with Product display L only (not with Communication display) Mounting of products to be decided by DSC Make sure the product can not fall of the pedestal or fall including the pedestal Try show the customer benefit Recommendations: Be aware of top weight. Consider special inside construction for heavy products or consider attaching to the display behind. Adjust height to needs with max. 85 cm December

20 Displays Product display L optional pedestal Technical details Materials: MDF or wood construction HPL, smooth finishing white egger W980st2 Alternative for HPL: Varnishing Height of pedestal up to 850 mm Radius of pedestal 250 mm MDF = Medium Density Fibreboard HPL = High Pressured Laminate Varnishing = Special coating process December

21 Displays Product display XL To be used for big sized, standing products To be used as pedestal in combination with Product display L and/or Communication display Mounting of products to be decided by DSC Try show the customer benefit Connect with communication display Be aware of bad looking backside of a product > try to position the display in a way it is only visible from the front It is possible to use a back plate behind the product (mounted on or in the circular pedestal) to add the Product information. Use the Indesign template for Product display L/XL for content. This back plate has the same width as the Displays front panels (850 mm). Make sure the total height including pedestal is the same as well (2200 mm). December

22 Displays Product display XL Technical details Materials: MDF, wood or steel construction HPL, smooth finishing white egger W980st2 grey egger u765st2 Full colour printed foil as visual Radius in foot 150 mm Height of pedestal A. 250 or B. 500 mm if needed adjust pedestal to your needs Colours: Feet and side panels: grey egger u765st2 Front panel: white basis + visual foil Pedestal: white RAL 9010 Visual details Resolution min. 100 DPI real size Use dedicated Indesign template December

23 Displays Product display XXL To be used for very big sized, standing products To be used in combination with Product display L and/or Communication display Try show the customer benefit Connect with communication display Be aware of bad looking backside of a product > try to position the display in a way it is only visible from the front Recommendations Position the communication display the best possible way, close to the XXL product with the same communication message on both sides. December

24 Displays Solution display To be used for Solution or Application promotion where 2 or more Danfoss products provide a (part of a) solution or application Minimum 2 different products involved Based on 2 Displays (either put 2 displays next to each other or prepare a single frame with double width panel of 1700 mm) Use dedicated Indesign template Connect with communication display Combine products to show our Solution or where our products fit into an Application Recommendations It is possible to add application content e.g. technical drawing to the graphic design Mention Solution/Application features instead of product features December

25 Displays Wall displays To be used for stands with walls available for products promotion (not e.g. kitchen wall) Possible to use for Communication display and Product display L Possible to use the Product display L optional pedestal Not possible to use for Display M Use the same Indesign templates Recommendations Fix to the wall to prevent the display falling December

26 Displays Wall displays Technical details Materials: MDF or wood construction HPL, smooth finishing white egger W980st2 grey egger u765st2 Full colour printed foil as visual No radius in foot Colours: Feet and side panels: grey egger u765st2 Front panel: white basis + visual foil optional pedestal: white RAL 9010 wall display Visual details Resolution min. 100 DPI real size Use dedicated Indesign template December

27 Displays Connection of displays Examples of combinations of displays Use a communication display as basis and: add 1x display M add 1x display L add 1x display L + optional pedestal add 1x display XL But also bigger combinations are possible: add 1x display M and 1x display XL f.e. for big size product + LCD screen installation movie Add 2x display L f.e. one for products and one for LCD screen And many more. Be creative and smart but be aware to keep the stand open and inviting. December

28 Displays Additional inspiration Product activity Displays can be used for live product demonstration and educational use Based on Display L it is possible to have a Touch screen Display for interactive customer explanation F.e. to demonstrate software or other interactive sales tools but also for photo s, literature. It is recommended to have dedicated sales reps operating these special displays Depending the needs other solutions can be designed. Make sure the design fits well into the concept and use same materials & colours. December

29 Ceiling banner Example: Ceiling banner 2.5 x 30 m. (for approx metre long stand side) Example: Ceiling banner 2 x 15 m. (for approx metre long stand side) Considered as one of the most important stand elements To be used in all situations where it is possible To be used with identical 2 side printing unless no visitors walk at the backside of the stand Use the maximum size for banners allowed by exhibition organisation + position the banner across the longest side of the stand Always use curved shapes (preferably but not necessarily S-shape), no circular or straight shapes. Shapes on the floor must follow shape of the ceiling banner as good as possible If not possible to use, instead use walls (f.e. kitchen/storage room) for similar messages brand communication Use provided examples as basis Height approx m depending stand size, allowed height and available height December

30 Ceiling banner Example: Ceiling banner 2.5 x 30 m. (for approx metre long stand side) Example: Ceiling banner 2 x 15 m. (for approx metre long stand side) Recommendations: High quality is important printing (colours, sharpness, no visible pixels) mounting (no folds, 2 banners in 1 frame for double sided view) Make sure it s perfect (no shining through print from other side) Make sure the Danfoss logo can be seen from different angle views Consider re-use on other exhibitions and requirements needed to do so December

31 Additional stand elements Kitchen / storage / walls A big wall area needs to be used for brand communication in case ceiling banner is not possible In case a ceiling banner is present it is recommended to repeat brand communication to some extend on walls as well Make the design fits the overall concept in terms of colours (white as basis) and shapes (curved shapes where possible) Design based on your needs Application area highlight For big stands it is possible to have the stand area divided in sections by using big sized application panels. Sizes and exact use to be decided locally. White and green colours are recommended. Alternatively walls on the stand can be used to indicate specific area s December

32 Additional stand elements Bar / reception desk / info desk Make the design fits the overall concept in terms of colours (white as basis) and shapes (curved shapes where possible) Design based on your needs Recommendations Use the logo to some extend on these stand elements Use red or white coloured bar chairs December

33 Additional stand elements Meeting rooms Make the design fits the overall concept in terms of colours (white as basis) and shapes (curved shapes where possible) Design based on your needs Make sure privacy is granted but at the same time let a customer feel welcome Interior should also fit the overall concept in terms of colours and materials Recommendations Create a nice atmosphere in general with maybe option to look from inside - out but not to look from outside in Think about inside decoration and use of light Have samples, info about most important news available inside December

34 Additional stand elements Hospitality area Always arrange some space to sit down with a customer Make the design fits the overall concept in terms of colours (white as basis) and shapes (curved shapes where possible) Size of the area based on your needs but prevent people walking through hospitality to see products & solutions Furniture White or neutral (f.e. glass) tables Red coloured seats, white coloured bar chairs Recommendations Create a nice atmosphere in general where people can sit down with salesmen but don t make it to comfortable December

35 Additional stand elements Eye catcher on the stand If possible add an eye-catching element on the stand to increase awareness or make people stop at the exhibition stand. Make sure it fits our appearance and messaging, no fun only eye catcher Suggestions A big plant/tree is recommended for bigger stands. If used, use either real or very high quality artificial only. Be aware of natural elements and exhibition hall circumstances and select a plant with green leaves at the time of exhibition. Competition for customers to participate. Product or Danfoss related only Some kind of personal activity based on science/nature/technical topics Audio/Video materials Use your imagination but be aware of additional costs December

36 Additional stand elements 2 nd floor If needed a second floor on the exhibition can be used. Follow organisations requirements and make sure the design fits the overall concept in terms of colours, shapes and materials Recommendations Be aware of safety topics. For the construction itself but also prevent f.e. glasses falling down. December

37 Additional stand elements Lighting Ceiling banner should be brightly lighted, use HID white/xenon light for this. F.e. Philips CDM-TD 150 W spots. These offer low energy use + high light output. Exhibition floor and displays should be lighted with the same white/xenon light as well. Make sure lights don t bother our customers. In cases product displays should be extended with lighting make sure our products and messages are well visible and the spotlight used fits the overall design of the stand. Overall make sure the stand is well lighted, this is a key feature of the Exhibition concept Recommendations If possible use environmental friendly lighting, f.e. LED for purposes where possible but be aware of other effect it might give (new technique) compared to f.e. halogen light December

38 Additional stand elements Electricity / water / internet / phone / fax Make sure all of these are available according your needs Be aware some displays will require electricity and/or internet connection December

39 Danfoss & non Danfoss brands Everything described in this manual so far is based on Danfoss brand only. In some markets & divisions Danfoss also owns other brand names which need to be promoted. Below are basic guidelines and recommendations how to work with other brands within this exhibition concept. Danfoss is leading brand Use all described guidelines. 2 nd brand must be used as product brand (see Corporate Standard 500B0579). 2 nd Brand logo is to be used on communication and product displays in bottom right corner. The useable area for the logo is reserved in the Indesign templates. 2 nd brand logo is not to be used anywhere else then on the displays Danfoss and 2 nd brand are equally present Try to make a clear deviation between two brands on the stand, f.e. using hospitality area to split the stand in two optical area s. Use this manuals floor descriptions. Consider typical brand colour to some extend instead of the green floor area s for 2 nd brand. (Danfoss = white/green 2 nd brand = white/.) Ceiling banner is to be used 50/50 for Danfoss / 2 nd brand or split in 2 equally sized banners The 5 th elements and Circles of Trust on walls are only for Danfoss brand side of the stand and need to be applied according the Core & Clear design. Use of communication & product displays design is OK to adapt to 2 nd brand use but don t use Display M with circular product area in 2 nd brand version. December

40 Danfoss & non Danfoss brands 2 nd brand is leading brand In this case the 2 nd brand products take up most of the space on the stand. Despite that make sure in communications Danfoss appears no smaller than the 2 nd brand, accentuate the Danfoss brand. Ceiling banner is to be used 50/50 for Danfoss / 2 nd brand or split in 2 equally sized banners The 5 th elements and Circles of Trust on walls are only for Danfoss brand For Danfoss product area follow this manual guidelines. Use of communication & product displays design is OK to adapt to 2 nd brand use but don t use Display M with circle in 2 nd brand version. Consider separation into two stands but realise the consequences in terms of costs, manpower etc. More than 2 brands In this case the above mentioned topics are still valid, things do get more complicated though December

41 System stands - inspirations December

42 Basics Floor: Use provided floor covering by organiser (mostly carpet tiles) If possible choose white or light grey, green accent is allowed Consider buying carpet or carpet tiles in case stand is used often Communication displays & Brand communication: Use standardised exhibition board as in Corporate Standard 500B0579 or Communication display Indesign templates for product communications Mainly use walls for communication and floor area for Products Use minimum 1 wall with Brand communication visual, red logo, tagline and slogans Solutions Ready! (mandatory in English) and At the core of Climate & Energy (allowed to translate) Recommendation to have the Brand communication in extra wide size (f.e. by using 2 or 3 panels). Construction stands: F.e. Syma see F.e. Standex see ww.system-standex.com F.e. Octanorm see December

43 Basics Product displays: Use Product display S for smaller sized products Possible to combine 2x Display S to 1 display Use dedicated Indesign template Alternatively use/add Product displays XS (see roll-up stands ) or M/L/XL (see construction stands ) but be aware of the sizes. Alternatively mount products on system stand wall panels. Use existing Indesign templates for Product displays as basis for the design Don t use glass showcases to put in products Additional stand elements: Consider using/renting seat, table, desk (in case of pop up wall a transportation suitcase can be used as desk) Use enough spots to light the stand Others: Pay attention to the number of products/solutions you promote Consider promoting only 1 or 2 products or solutions only December

44 Displays Product display S Technical details Materials: MDF, wood or steel construction HPL, smooth finishing white egger W980st2 grey egger u765st2 Full colour printed foil as visual Radius in foot 150 mm Colours Feet: grey egger u765st2 Panel: white basis + visual foil Visual details Resolution min. 100 DPI real size Use dedicated Indesign template MDF = Medium Density Fibreboard HPL = High Pressured Laminate December

45 Roll-up stands - inspirations December

46 Basics Floor: Use provided floor covering by organiser (mostly carpet tiles) If possible choose white or light grey, green accent is allowed Communication displays & Brand communication: Use standardised roll up display Indesign template as mentioned in Corporate Standard 500B0579 Use minimum 1 roll up with Brand communication visual and slogans Solutions Ready! (mandatory in English) and At the core of Climate & Energy (translation allowed) Recommendation to have the Brand communication roll up in extra wide size (f.e. available in 145 cm from Expolinc, roll up classic). See for worldwide dealer addresses. Alternative for wide sized roll up screen is using a pop up wall. Also f.e. available at Expolinc, pop up magnetic. This can be ordered in several sizes December

47 Basics update Product displays: Possible to use product display XS for smaller products To be ordered via SAP, code number 140F1120 price: 135,- ask local logistics to setup this code number for ordering white back panel, leaflet dispenser and 3 empty shelves for product mounting are included Products can be mounted according needs using mounting holes in steel construction or included shelves Size 1700 x 310 x 450 mm. Additional stand elements: Consider using/renting seat, table, desk (in case of pop up wall a transportation suitcase can be used as desk) Others: If possible look for a well lighted area or consider using spotlights Pay attention to the number of products/solutions you promote Consider promoting 1 product or solution only December

48 Get all you need from the FTP server All necessary content for stand builders can be downloaded from Danfoss FTP server 1. Go to the FTP server on your PC via Start > Run 2. Type in: ftp.danfoss.com 3. The FTP server area appears including a login pop-up 4. Username: exhibition Password: concept Click logon and do not use the optional tick boxes 5. Download needed content December

49 General Exhibition Concept Section 3 Graphic design manual 1.2

50 General Exhibition Concept - Colours Following colours are to be used or matched as good as possible: Red : Pantone PMS 032C / RAL 3020 Verkerhrsrot for logo s, furniture seats Green: Pantone PMS 355C / RAL 6029 Minzgrün for floor covering, brand visual domino stones, headline and Circle of Trust Grey : Pantone cool grey 5c / RAL 7038 Achatgrau for displays and decorations White : RAL 9010 Reinweiβ for floor covering, displays, walls, furniture tables, bar, desk December

51 Communication 3 levels Product level Brand level 1. Brand communication: To be used on ceiling banner To be used on a dedicated wall (mandatory in case there is no possibility to have a ceiling banner) To be used on the top area of the displays Materials provided in Brand communication package 2. Divisional communication: Can be used in Circle of Trust on available walls Materials provided in Brand communication package Divisional level 3. Product/solution communication: To be used on communication displays To be used on product displays Materials provided in product displays communication package December

52 Brand communication Ceiling banner: Use the domino visual Use min. 1x red coloured Danfoss logo Use Slogan 1: Solutions Ready! Use Slogan 2: At the core of Climate & Energy Use graphical part of Circle of Trust Wall: Use the domino visual Use min. 1x red coloured Danfoss logo Use Slogan 1: Solutions Ready! Use Slogan 2: At the core of Climate & Energy Displays: Use tagline MAKING MODERN LIVING POSSIBLE Use red coloured logo only December

53 Brand communication Ceiling banner Use the domino visual Rotate the original photo 15 counter clockwise for more horizontal view on wide banners It is allowed to mirror the visual if it serves a purpose (in this case rotate 15 clockwise for more horizontal view on broad banners) Use min. 1x red coloured Danfoss logo Make sure the logo can be seen from different angles Use more logo s if needed / possible DO NOT use a Circle of Trust This is considered too much information for ceiling banner Example: Ceiling banner 2.5 x 30 m. (for approx metre long stand side) Example: Ceiling banner 2 x 15 m. (for approx metre long stand side) December

54 Brand communication Ceiling banner Use Slogans: Solutions Ready! and At the core of Climate & Energy Colour 40% black (grey) + colour PMS 355C (green) Pay attention to capitals and! Slogan Solutions ready! mandatory in UK language Add slogan Solutions Ready! to the domino visual area Slogan At the core of Climate & Energy is recommended to keep in UK language but allowed to translate. If translated make sure the message is translated, not the words. (core = middle, centre) In case of doubt concerning translations you can contact division central marketing who can contact Corporate communications if needed Example: Ceiling banner 2.5 x 30 m. (for approx metre long stand side) Example: Ceiling banner 2 x 15 m. (for approx metre long stand side) December

55 Brand communication Ceiling banner Use graphical part of Circle of Trust To divide visual from slogan/logo, use 10-15% black Use web address to balance the position of both slogans in height Web address is to be localized, don t use too long addresses Use provided examples for graphical design Design according to size of the stand + allowed sizes by exhibition organisation Example: Ceiling banner 2.5 x 30 m. (for approx metre long stand side) Example: Ceiling banner 2 x 15 m. (for approx metre long stand side) December

56 Brand communication - Wall 157 million tons of CO 2 are saved per year through the 130 million heat pumps installed in residential buildings. This corresponds with 0.7% of global CO2 emissions 33 million tons of CO 2 are saved per year by the 3.5 million VLT variable speed drives installed worldwide from Danfoss Similar as for the Ceiling banner Use the domino visual Use min. 1x red coloured Danfoss logo Use Slogan 1: Solutions Ready! Use Slogan 2: At the core of Climate & Energy Do not use the graphical part of a CoT here Recommendation: Add corporate or divisional communication by Circle of Trust messages if there is free space to do so. See provided.eps files in brand communication package on FTP server. If slogan At the core.. is translated, so should the Circles of Trust be. Translate the message, not the words. New Circle of Trust can be defined Colours: red or green (based on PMS 032C/355C) In case of single BA exhibition participation, instead of brand communication on a wall, main BA communication is allowed as long as Core & Clear guidelines are obtained December

57 Product/solution communication Communication display: Use the provided Indesign templates by downloading from FTP server (see last page of this section for details) with several options for f.e. use of headlines, QR code and product brand logo at right bottom corner According to Core & Clear communication guidelines To be designed according specifications of stand builder or sub supplier for foils, yet visual min. 100 DPI in real size Achieve max. communication effect and cost efficiency by using: Sequence in producing content: 1 st use centrally developed content (global or divisional) (f.e. divisional campaign materials) 2 nd look for foreign developed content 3 rd produce local content December

58 Product/solution communication Product display S: Use the provided Indesign templates To be designed according specifications of stand builder or sub supplier for foils First headline = Solutions Ready! (grey 40% black) Second headline = Product group or Solution/Application name (colour same as on the attached communication display) Product type name = type + additional description (black) Product features = features, USP s, important technical info (black) Minimum 2 features, maximum 4 features Grey circles (10% black) only for decoration, not for Circle of Trust content December

59 Product/solution communication Product display M: Use the provided Indesign templates with several options for f.e. use of number of background circles, QR code and product brand logo at right bottom corner To be designed according specifications of stand builder or sub supplier for foils First headline = Solutions Ready! (grey 40% black) Second headline = Product group or Solution/Application name (colour same as on the attached communication display) Product type name = type + additional description (black) Product features = features, USP s, important technical info (black) Minimum 2 features, maximum 4 features Grey circles (10% black) only for decoration, not for Circle of Trust content December

60 Product/solution communication Product display L/XL: Use the provided Indesign templates with several options for f.e. use of number of background circles, QR code and product brand logo at right bottom corner To be designed according specifications of stand builder or sub supplier for foils First headline = Solutions Ready! (grey 40% black) Second headline = Product group or Solution/Application name (colour same as on the attached communication display) Product type name = type + additional description (black) Product features = features, USP s, important technical info (black) Minimum 2 features, maximum 4 features Grey circles (10% black) only for decoration, not for Circle of Trust content Special template to use in case 32 screens are used on the display December

61 Product/solution communication Solution display: Use the provided Indesign templates with several options for f.e. use of number of background circles, QR code and product brand logo at right bottom corner Possible to choose for 1 double sized display or 2 displays next to each other (incl. Indesign templates) To be designed according specifications of stand builder or sub supplier for foils First headline = Solutions Ready! (grey 40% black) Second headline = Solution or Application name (colour same as on the attached communication display) Optional: Solution features = features, USP s, important technical info regarding the solution or application (black) Minimum 2 features, maximum 4 features Grey circles (10% black) only for decoration, not for Circle of Trust content December

62 QR codes The provided Indesign templates offer 3 possible locations for adding interactive QR codes: Communication display - left of body text Communication display - inside the Circle of Trust Product displays left of the product features About QR codes: Choose 1 preferred location and use that location only Always link to something that adds customer value e.g. not to a general website The QR code inside the CoT is only allowed when the link refers to something that has to do with the CoT content Always concretely describe what the visitor will get to see in a text line e.g. Scan the QR code to watch the installation video Recommendations: Use only when it makes sense and good content is available See Danfoss design kit version 4.2 for details December

63 Product/solution communication Example texts for Product displays: HS DEN PE Headline. First line Solutions Ready! Solutions Ready! Solutions Ready! Headline. Second line = Product group name or Solution/Application name 1. Radiator thermostats 2. Living by Danfoss Family houses 1. Plate heat exchangers 2. Substations 3. Multi family houses 1. VLT Frequency converters 2. Power stacks 3. HVAC Product type name 1. RA-N radiator valves 2. Danfoss Link + living connect 1. XG Gasketed plated heat exchangers 2. Red frame 1. VLT Automation Drive 2. VLT HVAC Drive Product feature 1 1. Presetting without tools 1. Exchangeable plates 1. Easy menu navigation Product feature Product feature Product feature December

64 Product/solution communication Example texts for Product displays: RC CC Headline. First line Solutions Ready! Solutions Ready! Headline. Second line = Product group name or Solution/Application name Product type name Product feature 1 Product feature 2 1. Expansion valves 2. Industrial automation 3. Food retail 1. TU Thermostatic expansion valves 2. RT Pressure switches 3. AK-CC 550 evaporator controller 1. Exchangeable orifice Condensing units 2. Scroll compressors 3. Commercial Air conditioning 1. Optyma TM 2. Performer VSD 1. Pump-down function Product feature Product feature December

65 Product/solution communication 2 languages Communication display: Use the provided Indesign templates for bilingual displays with several options for f.e. use of headlines, QR code and product brand logo at right bottom corner According to Core & Clear communication guidelines To be designed according specifications of stand builder or sub supplier for foils, yet visual min. 100 DPI in real size First headline (1-3 lines) = 1 st language customer benefit (English or 2 nd important language) (grey 40% black) Second headline (1-3 lines) = 2 nd language customer benefit (most important language) (colour 5 th element) Body text left = 1 st language content (black) Body text right = 2 nd language content (black) Circle of Trust: Prepared for 2 languages. Need to have short body texts. In case needed too choose for 1 language, English is preferred. Aim for 1 CoT. In case needed two CoT s (each with 1 language) is also allowed. December

66 Product/solution communication 2 languages Monitor Product display M/L/XL: Use the provided Indesign templates with several options for f.e. use of number of background circles, QR code and product brand logo at right bottom corner To be designed according specifications of stand builder or sub supplier for foils First headline = 1 st language Product group or Solution/Application name (English or 2 nd important language) (grey 40% black) Second headline = 2 nd language Product group or Solution/Application name (most important language) (colour 5 th element) 2x Product type name = type + additional description (black) 2x Product features = features, USP s, important technical info (black) Minimum 2 features, maximum 4 features Grey circles (10% black) only for decoration, not for Circle of Trust content December

67 Get all you need from the FTP server All necessary content for graphic designers can be downloaded from Danfoss FTP server 1. Go to the FTP server on your PC via Start > Run 2. Type in: ftp.danfoss.com 3. The FTP server area appears including a login pop-up 4. Username: exhibition Password: concept Click logon and do not use the optional tick boxes 5. Download needed content December

68 Access to Danfoss FTP server For everybody (both internally as external partners) involved in creating Danfoss exhibitions a link to the Danfoss FTP server has been established. From the FTP server it is possible to download necessary content to build the exhibition stand according the new general exhibition concept version 1.2 used in all 5 Danfoss divisions. Below you can read how to access the FTP server. We ask you to use this information and forward it to trusted external partners that will be involved in the realisation of the exhibition stand. 1. Go to FTP server via Start > Run 2. type: ftp.danfoss.com

69 3. FTP appears followed by a login pop-up window Username: exhibition Password: concept Click logon!!! DO NOT use the optional tick boxes!!! 4. Download exhibition concept files to your computer