guidelines-banners_0000s_0013_SEA20-FINAL-15-

 

 

 

 

Welcome to the guidelines section of the Wärtsilä Brand Hub.

 

 

 

Introduction

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Registered Trademark

Registered Trademark

Wärtsilä is a registered trademark and use of the ® sign is compulsory. The Wärtsilä Corporate Manual (available on our intranet) contains further details about the trademark.

 

® is only used at the first mention of Wärtsilä in text.
® is not used in connection with the logo.
® is not used in press or stock exchange releases.

 

Trademark text used in advertising

WÄRTSILÄ is a registered trademark of Wärtsilä Corporation. or alternatively Wärtsilä®.

 

Trademark and copyright used in brochures

Wärtsilä is a registered trademark of Wärtsilä Corporation. Copyright © 2014 Wärtsilä Corporation.

 

Example of use in text:
 
"Wärtsilä Aquarius® EC Ballast Water Management System (BWMS) provides robust technology for the treatment of ballast water using a simple two stage process involving filtration and electro-chlorination (EC), across the full range of ship operating and environmental conditions.
 
The system is easy to integrate and maintain, and is type approved according to the IMO Convention and has an Alternative Management System (AMS) acceptance certificate from the USCG. Wärtsilä works in close cooperation with its customers, our BWMS partnership program covers all stages from fleet evaluation to lifecycle support. Wärtsilä’s tailored turnkey solutions help minimize your environmental footprint, improve operational efficiency and enhance reputation."
 

Corporate Logo

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Corporate Logo

Corporate Logo

  • The symbol and logotype combination make up the corporate logo.

  • The elements should not be repositioned.

  • Full colour version is the preferred one and is always used on light or preferably white backround.

  • Leave white space around the logo and position it to the grid based layout as in shown examples.

  • The minimum size for the logo is 25 mm wide.

  • Symbol alone can be used in some promotional items. All exceptional logo versions need to be approved by Brand Board.

Wärtsilä-logo

Primary logo | full colour version
(Branding, signature, ads, posters, banners, flags, signage etc…)

 

 

 

 

Wärtsilä-logo-black

Secondary logo | Single colour version
(b&w application, website footer etc… )

Wärtsilä-logo-black

Secondary logo | Single colour outline version
(engraved/embossed etc…)

Exclusion-zone

Exclusion zone

Corporate Logo

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Corporate Logo Versions

Corporate Logo Versions

Wärtsilä-logo-slide-1
Full colour positive version
Full colour positive version
(black logotype)

Primary logo version with black logotype should be used on white or light coloured backgrounds.

Use the PANTONE®* version in specialized applications only i.e. stationery and high quality external documentation.

Use the CMYK version if the PANTONE®* version cannot be used, and for all external communications & internally printed documents.

Use the RGB version in all digital and video communications.
Wärtsilä-logo-slide-2
Full colour positive version
Full colour negative version
(white logotype)

Primary logo version with white logotype should be used on black or dark coloured backgrounds.

Use the PANTONE®* version in specialized applications only i.e. stationery and high quality external documentation.

Use the CMYK version if the PANTONE®* version cannot be used, and for all external communications & internally printed documents.

Use the RGB version in all digital and video communications.
Wärtsilä-logo-slide-3
Single colour positive version
Single colour positive version
(compact black with 25% tint in symbol)

Secondary logo versions must be used only as an exception.

These versions are to be used in applications where it is not cost effective to use either the PANTONE®* or CMYK versions, or where only one-colour is available. These versions can be utilized also in situations where space is limited and the purpose of branding is more suddle or subordinate, such as website footers or graphical user interfaces.
Wärtsilä-logo-slide-4
Positive outline version
Positive outline version
(100% compact black)

Secondary logo versions must be used only as an exception.

Use in a limited number of applications where reproduction processes are poor. These versions of the corporate logo are good for reproduction at small sizes, engraving or embossing.
Wärtsilä-logo-slide-5
Single colour negative version
Single colour negative version
(compact white with 25% opacity in symbol)

Secondary logo versions must be used only as an exception.

These versions are to be used in applications where it is not cost effective to use either the PANTONE®* or CMYK versions, or where only one-colour is available. These versions can be utilized also in situations where space is limited and the purpose of branding is more suddle or subordinate, such as website footers or graphical user interfaces.
Wärtsilä-logo-slide-6
Negative outline version
Negative outline version
(100% compact white)

Secondary logo versions must be used only as an exception.

This version is only for use on business gifts and clothing.

 

The corporate logo may only be used as described.

 

Full colour versions
Use the PANTONE®* version in specialized applications only i.e. stationery and high quality  external documentation.
Use the CMYK version if the PANTONE®* version cannot be used, and for all external communications & internally printed documents.
Use the RGB version in all digital and video communications.

 

Single colour versions
These versions are to be used in applications where it is not cost effective to use either the PANTONE®* or CMYK versions, or where only one-colour is available. These versions can be utilized also in situations where space is limited and the purpose of branding is more suddle or subordinate, such as website footers or graphical user interfaces.

 

Outline versions
Use in a limited number of applications where reproduction processes are poor. These versions of the corporate logo are good for reproduction at small sizes, engraving or embossing.

 

Single colour negative outline version
This version is only for use on business gifts and clothing.

 

Corporate Logo

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Corporate Logo Size

Corporate Logo Size

 

The full colour, single colour and outline versions of the corporate logos have been defined to allow for optimum visual clarity at the relevant sizes.

W-logo-size-color

 

 

Full colour versions

The minimum width of full colour versions is 25mm or 110px in digital media. If the corporate logo is required smaller than 25mm or 110px, use the line version.

W-logo-size-color

 

 

Single colour versions

The minimum width of the single colour versions is 25mm or 110px in digital media. If the corporate logo is required smaller than 25mm or 110px, use the outline version.

W-logo-size-color

 

 

Outline versions

The Minimum width of the outline versions 15mm or 80px in digital media.

Corporate Logo

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Corporate Logo Usage

Corporate Logo Usage

In principle the full colour Wärtsilä logo is only intended for use on clear/white backgrounds. The Wärtsilä logo should always be positioned in a clear area. Do not add a surrounding outline to the Wärtsilä logo. The negative outline version of the Wärtsilä logo is for use with black, blue or orange backgrounds – but for business gifts and clothing only.

 
Correct use | primary logos

 

Correct-usage-1

Full colour version on white or light colour background.

Correct-usage-1

Full colour negative version on black or dark colour background.

 

 

Correct use | secondary logos

 

Correct-usage-1

Black colour version on white or light colour background.

Correct-usage-1

White colour version on black or dark colour background.

Correct-usage-5

Black outline version on white or light colour background.

Correct-usage-5

White outline version on black or dark colour background.

Correct-usage-5

Outline version machined or cast on metal surface.

Correct-usage-5

Outline version laser cut from frosted glass sticker.

 

 

Incorrect use

 

Incorrect-usage-1

Do not distort the proportions of the logo.

Incorrect-usage-1

Do not use the logo as a part of body text.

Incorrect-usage-1

Do not use black logo against dark background.

Incorrect-usage-1

Do not use colours that obscure the logo.

 
Incorrect-usage-5

Never use the symbol alone.

Incorrect-usage-5

Do not alter the colours of the logo.

Incorrect-usage-5

Do not alter or modify the symbol in any way. Two wave shapes must be recognizable at all times

Incorrect-usage-5

Do not add a keyline around the logo.

 
Incorrect-usage-5

Do not use colours that obscure the logo.

Incorrect-usage-5

Do not add a surrounding outline to the logo.

Incorrect-usage-5

Do not alter the position or the relative proportions of the elements.

Incorrect-usage-5

Do not make new logo variations by combining text or graphics with logo.

 
Incorrect-usage-5

Do not use the logo on a busy background.

Corporate Logo

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Logo & Grid Usage

Logo & grid usage

The primary and secondary use scenarios are the most preferred when using the logo together with the grid device. When used together with the grid the logo must include a white holding shape that takes its form and proportion from the grid.

 

The tertiary use shows examples of the various situations, where the logo is used as a standalone element. Depending on the context and reproduction method, the proper logo can be either full color version or an outline version.

Grid-and-Logo-usage-1
Primary use / as an identification element
Primary use / as an identification element

Preferably in corners with the white surrounding holding device scaled to match with the grid. (small banner ads, presentations, brochure covers, roll-ups etc…)
Grid-and-Logo-usage-2
Secondary use / as a signature
Secondary use / as a signature

On a bottom right corner, scaled to match with the grid together with the light gray footer element. (posters, magazine / newspaper ads etc…)
Grid-and-Logo-usage-3
Tertiary use / as a standalone identification element
Tertiary use / as a standalone identification element

Isolated with considered placement and a generous clear space around the logo, always depending on the context whether physical, engraved, cut or silkscreened. (signage, pylons, apparel, business gifts etc…)

Colour Palette

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Corporate Colours

Corporate Colours

 

Colour definitions

Reproduce colors using PANTONE®* colour standards (PMS) or by using the four-colour printing process (CMYK) for printed materials.

 

For digital / screen displays use RGB color model.

 

In spatial design use acrylic paint standard (RAL).

Use of colors

Primary identification colour is orange. It is combined with white and shades of grey. Blue complementary palette can be used for variation. Orange and shades of blue are never used equally and simultaneously in the same application. They are used alternately and combined with supportive colours or with only small amount of contrasting colour. Corporate colours are not used for colour coding for. ex blue only for marine etc).

 

Corporate-colours

Colour Palette

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Colour usage in different applications

Use of colours in context

Wärtsilä-colors-usage

Typography

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Typography

Typography

 

Wärtsilä-Typography

 

Supportive weights

In very restricted environments it is possible to use condensed versions of the same typefaces.

 

Use of colours in typefaces

On white backgrounds use black, blue and orange type. On dark blue and grey, shades use white and orange type. Darker blue and grey are more visible on light grey. On orange, use white and dark or middle blue. Lead texts are middle blue and body copies and captions black. Combine orange or blue texts with black or white in headlines.

 

Typography

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Professional Productions

Typography in professional productions

 

Agencies producing ad’s, posters, brochures etc. on behalf of Wärtsilä should use Helvetica Neue as the principal typeface.

Due to the licenced nature of Helvetica Neue, Wärtsilä cannot provide the fonts to Agencies.

 

Agencies must purchase the licence for their productions. 

 

 

Typography

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In-house Productions

Typography for in-house productions 

 

Wärtsilä employees producing presentations and reports etc. should use Arial as the typeface. 

 

For internally produced documents replace Helvetica Neue with Arial bold and regular typefaces. 

Due to the fact that Helvetica Neue is a licensedfont is not available on company PCs and cannot be supplied by the corporate branding function.


If Helvetica Neue is needed in any in-house productions, the departments have to cover the licensing cost themselves. 

Grid System

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Purpose of the grid guide

Purpose of the grid guide

The background grid helps organising graphics and information. It is never visible in the final outcome. The same grid is used in all applications. Do not make new grids.

 

Structure of the grid guide

Diagonal and vertical lines in angles 0°, 60° and -60°.

 

Wärtsilä-grid

Grid System

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Using the grid

Using the grid


Scaling
A4 grid shown here can be used as a base. For bigger applications grid can scale up proportionally and for smaller applications it can be cropped. Never make the grid bigger compared to the environment. See businesscard size for reference. The grid does not work if it is too loose or dense.

 

Positioning
Place one whole triangle on one corner of the layout. Ideally vertical lines align with vertical edges of the layout.

 

A foundation for graphic forms
Use grid for creating graphic shapes, decorative lines and connective lines. Examples shown on next page.

 

 

Using-the-grid

Basic grid guide usage

Use grid for creating graphic shapes, decorative lines and connective lines as shown here.

Grid-usage
Graphic shapes
Graphic shapes

Shapes can vary. However, very small details like many triangles are not used in print layouts. Any of the Wärtsilä colours can be used for this. Images can be cropped within the shapes.
Grid-usage-2
Decorative lines
Decorative lines

Use decorative lines on top of colour fields or images.

Line thickness 0,5 pt in A4 and smaller.

Colours: light blue on dark blue, dark blue on light blue, grey on orange and lighter grey, white on images.

Transparency 50% (on images depends on colouring, ensure visibility).
Grid-usage-3
Connective lines
Connective lines

Use only when there is a story (text elements to connect to each others). Never use only for decorative purpose.

Line thickness 0,5 pt in A4 and smaller.

Colour always orange.

A dot surrounded with circle highlighting every text element. In smaller applications more simple dot can be used also. (on images depends on colouring, ensure visibility).

Grid System

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Incorrect use

Incorrect use of the grid

The Wärtsilä grid should not be used in any other than specified way.

This page showcases a few incorrect examples that you should avoid in order to keep the use of Wärtsilä grid consistent and relevant.

ful grid
Do not display the whole grid. The grid is only an invisible understructure.
no_2
Do not make honeycomb structure or other repetitive patterns out of the grid.
no_3
Do not break the grid into ill-fitting, too loud and cacophonic purposes.
no_4
Do not use the grid to create collages of photos.
no_5
Do not use the grid thoughtlessly as a decoration lacking focus on the composition and rhythm.
no_6
Do not use the grid to create restless and confusing compositions.

Our purpose

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Introduction

Our purpose

 

Wärtsilä's purpose is enabling sustainable societies with smart technology. We shape our markets by generating transformative results through collaboration, partnerships, market insight and active engagement in ecosystems.

ENABLING  We shape our markets by generating transformative results through collaboration, partnerships, market insight, and active engagement in ecosystems.

SUSTAINABLE  The long-term environmental, social, and economic impact of our operations drives our priorities and behaviour. We take pride in diversity, providing equal opportunities and demonstrating high ethical standards.

SOCIETIES  We care about the communities in which we operate, and our people want to make a difference for our customers and partners. We are committed to giving back to society.

SMART  We mix human and machine intelligence with customer understanding to enable smart, data-driven solutions. Our way of working is operationally excellent, agile and innovative.

TECHNOLOGY  We have a heritage of technical innovation and a passion for developing cutting-edge technical solutions that are reliable and efficient over their entire lifecycle.

Read more about our purpose here

 

Our purpose

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Resources

Purpose resources

 

Below is a list of downloadable Purpose related resources. These resources are only accessible by Wärtsilä employees. 

 

Purpose Q&A

 

Purpose presentation (PPT)

 

Purpose presentation (PDF)

 


Our purpose

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Purpose guidelines

Purpose guidelines

 

 

wartsila_esswt_by_carlbergman_final_TIFF_SRGB_02_preview

 

Our purpose is a reflection of our brand DNA, our values, our people, and our mission. It conveys the message of a company that cares about the environment and our communities; one that is focused on challenging the status-quo, and leading the transformation of our industry and its ecosystem. It defines a company embracing and developing technologies to create solutions that will optimise the marine industry’s production and use of energy, and helping to create solutions, which will optimize the marine industry and the production and use of energy, helping to build a cleaner and smarter future.

 

This guide will help you use our purpose in a powerful and consistent manner in all marketing and communications activities.

 

Download the Purpose guidelines (Sing-in required) 

 

 

Audio

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Audio guidelines

Audio guidelines

 

By consistently using a signature audio logo Wärtsilä is building a unique audio brand legacy to differentiate us from competitors and make the brand recognisable also without visuals.

 

In order to further distinguish ourselves, Wärtsilä should avoid using orchestral or cinematic musical themes to represent our brand, opting instead for a modern and innovative synth sound with a strong sense of rhythm.

 

Audio representations of the brand attributes:

 

Snip20180906_1

 

Wärtsilä branded music should adhere to these tactical elements. 

 

tactics

Audio

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Audio logo

Official audio logo

 

The official Wärtsilä audio logo is called Trinity. The three-note audio logo is based on the three syllables in the Wärtsilä name and the three colours used in the visual logo. Trinity is clear, distinct and recognizable. Trinity is also the foundation of all other Wärtsilä branded audio. 

 

Combining Trinity with the visual logo; we double the sensory experience of the brand. For all of our videos, we have created a custom animation. This animation - the Wärtsilä Video Signature - must be used at the end of all Wärtsilä videos. 

Wärtsilä Video Signature 

 

Audio

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Branded music

Branded Music

 

Wärtsiä currently has a limited set of branded music pieces. This library will grow over time.

 

Brand Theme

 

The brand theme can be seen as a soundscape template for the company. Elements from the theme can and should be heard across other branded music productions. This music can also be featured as video music. 

 

 

Download brand theme (long - 1m32s)

 

Download brand theme (short- 45s)

 

 

Event ambience 

 

Strongly based on the brand theme, this piece of music is 10 minutes long and composed in order to give the right ambient music for our events. The music can be looped so that it will play for as long as needed. This music should be used in all events where applicable. 

 

Download event ambience

 

Speaker bump

 

This piece is used when speakers are entering the stage at Wärtsilä events.

 

Download speaker bump

 

 

 

Tone of Voice

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Tone of Voice

Tone of Voice


Our tone of voice guideline is currently being updated.

 

If you have questions regarding this, please email us

 

Email the brand team

Icons

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Introduction

Wärtsilä icons - Introduction

 

 

Wätsilä has a defined icon family which is used across all of our software applications. These have been carefully crafted by our industrial design team and are a vital part of our brand visuals and our UX. 


There are currently 364 icons available for download. 

Flip through this carousel below to preview them all.


new_1_carousel

new_2_carousel

new_3_carousel

new_4_carousel

new_5_carousel

new_6_carousel

new_7_carousel

 

 

The icons were optimised for software IU applications, but should also be used in other types of content, such as presentations and marketing material. There is a base-set of icons available for download behind the link below. However, if other icons are needed, such can easily be created by following these guidelines. 

 

Any new icons that are created must be aligned with the rest of the icon family and adhere to the same design principles. One of the major inspiration sources for the Wärtsilä icons was the international standard labels, which are attached to machines and electric products. Their common features are bold lines, round shapes, simple structures, and they can be presented in two-tone print. Even in a chaotic layout, with small text, numbers and other labels placed around them, these icons can still easily be spotted from a distance.

 

 

Icons

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Download icons

 

Download the official Icons

 

The Wärtsilä icon library can be downloaded from the Brand Hub. The icon files are available in ZIP packages divided by colour. Each package contains both PNG and SVG file formats.

 

The current icon count:

364 ICONs

 

Black Icons ZIP file incl. PNG and SVG files

 

White Icons ZIP file incl. PNG and SVG files

 

Official icons in Adobe Illustrator (AI) format 

 
An index of the available icons can be downloaded here:

 

Official Icons index

 

Icons

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Hero icons

Hero icons

 

Hero icons are useful when you want to add a Wärtsilä personality in the look of digital products; use them wisely.

 

Some icons are perhaps easy to neglect, the directional icons for example, but regardless of their size, they are still powerful tools for making sure our digital designs have a consistent appearance.

 

 

2_hero_icons

Icons

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Icon grid

Icon grid

 

The thickness of the line is standardized at 4px and 2px. The gap between the lines should be minimum 2 px. Most of the structure should be composed by robust straight and/or round lines. Avoid too generic looks, but do not sacrifice the readability.

 

When designing an icon, please remember to leave some space for the icon to breathe. The lighter pink area pictured below is a soft no-go
zone with the width of 6 px, the deeper pink area of 2 px is the hard no-go zone. This will also help the icon to be more centrally focused.

 

 

icon_grid

 

 

 

Icons

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Repeatable elements

Repeatable elements

 

We encourage you to spot the repeatable elements in the icon library and extend those elements to other icons in the future.
Through this method, you can increase productivity, the readability and keep the overall library’s look consistent. Those small elements can be slightly adjusted according to the need for individual icons, but the main feature should remain the same.

 

 

Here are some examples of repeatable elements.

 

Digital

 

When a design calls for a "data or information processing"element in an icon, please leverage the standard circuit element like in the examples below. The blue area is shown for illustrative purposes and is not intended for final designs.

 

 

 

digital icons

Maintenance

 

When a design needs to convey repair, system check or settings in an icon, then leverage the standard wrench element like in the examples below. The blue area is shown for illustrative purposes and is not intended for final designs.

 

maintenace icons

Icons

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Usage of icons

Usage of icons

 

Besides the basic rules of not stretching and twisting the existing icons, nor presenting them at different angles, another common incorrect way of using icons are to place them on a dark background with too little contrast. Icons are provided in black and white. Choose the colour of the icon to suit the background.

 

Always strive for the best readability.

 

 

 

Incorrect use of icons

usage of icons

Icons

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Icons in presentations and marketing

Icons in presentations and marketing material

 

The use of icons in presentation and marketing material, the restrictions and guidelines are more flexible. However, the icons should adhere to the overall brand guidelines. Please refer to our visual guidelines for more information on these areas and always use Wärtsilä templates when available. The overall layout should be simple and sharp. The icons alone are often not enough to explain the key features or certain status, so some text placement is necessary. The usage rules of icons are similar to the usage in user interface environments. However, there are a few parts which are following different guidelines.

Please see the details and examples below.

 

Free size

In the marketing material, the size of the icons are not restricted. Generally, on darker or more complex backgrounds, the icons need to be bigger than the ones on light coloured backgrounds. Try not to place too many icons on one page.

 

Background picture allowed

When placing icons on dark or complex backgrounds, be aware of the readability level. Usually grayscaling the background photo or adding a colour overlay plus a shadow effect on icons makes the icon pop up more from the background. This depends largely on the background photos you select, so avoid visually busy ones.

 

Shadow effects

In marketing materials, like posters or online banners, the icons are allowed to include shadow
effects within reason when they are on dark photo/ colour backgrounds. On light or white
backgrounds; shadow effects are not recommended.

 

 

Examples of icon use in presentations and marketing

 

Example of Wärtsilä icons used on a webpage in order to highlight different themes or aspects of the content.

 

Marketing 2

 

 

Example of Wärtsilä icons used on a presentation slide in order to highlight different themes or aspects of the content.

 

Marketing 1

 

 

Example of how Wärtsilä Icons are used in an app.

 

Marketing 5

 

 

Icons can be used in many creative ways. Here's a mock-up of Wärtsilä Icons as stickers.

 

Marketing 4

 

 

Icons

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Feedback and requests

Feedback and Suggestions

 

The Wärtsilä icon library is constantly evolving. We constantly make new icons and tweak existing ones. The icon library is maintained by the Design Thinking and UX team. If you have any feedback or question regarding the icon library, please be in touch through our Yammer channel. We would love to hear from you.

 

Yammer Channel

 

 

You can also suggest new icons by emailing the Brand Team.

 

Email your suggestion

 

 

 

Facilities

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Facilities guideline

Facilities guidelines

 

With some basic principles, we can ensure that the Wärtsilä premises are in line with a modern and sophisticated look, that enables sustainable societies with smart technologies.

 

Our brand guidelines for facilities can be downloaded through the link below. 

 

Link to guideline (Sign-in required)

 

 

 

 

Facilities

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Expertise Centre & Remote Control Centre

EXPERTISECENTRE

Our Expertise Centres and Remote Control Centres are at the pinnacle of our digital transformation. They are customer facing service centres that enable us to serve our customers in the digital age. Since these are locations which we are very proud of and we want to show off to our customers and stakeholders. These facilities should adhere to the brand guidelines for the interior design principles in this global guideline. 

 

LINK TO GUIDELINE (Sign-in required)

Distributor branding

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Distributor branding guidelines

Distributor branding guidelines

 

When the Wärtsilä logo is used in association with another brand’s materials, it has to be clear who the signer of the message is. Therefore the text “authorised distributor” must be attached to the logo when used by partners. 

 

The complete distributor branding guideline can be downloaded from Brand Hub's Assets Library.

 

Link to guideline (Sign-in required)

 

 

 

 

 

 

Joint ventures

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Joint venture branding guidelines

Joint Venture branding guideline

 

Wärtsilä joint ventures should follow specific brand guidelines.

 

Download the full JV Guidelines (sign-in required)

© 2019 Wärtsilä