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Visual Brand Language. Introduction to Global Style Guide. Agenda. What is Visual Brand Language? MSA Brand Positioning VBL Concept Global VBL Style Guide Graphic Design Packaging Design Industrial Design Trade Shows Next Steps. What is Visual Brand Language?.

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visual brand language

Visual Brand Language

Introduction to Global Style Guide

  • What is Visual Brand Language?
  • MSA Brand Positioning
  • VBL Concept
  • Global VBL Style Guide
    • Graphic Design
    • Packaging Design
    • Industrial Design
    • Trade Shows
  • Next Steps
what is visual brand language
What is Visual Brand Language?
  • Unique combination of design elementsthat allow customers to make an immediate visual connection to the MSA brand
  • VBL communicates our values and personality
  • VBL is like a pyramid
why visual brand language
Why Visual Brand Language?
  • To communicate our company's brand identity more effectively and clearly
  • To have a uniform and recognizable appearance of communications
  • To support the overall customer experience
  • To differentiate from our competitors
  • To have a new and fresh look for MSA all around the world
  • To create an emotional connection to our target audiences
msa brand positioning
MSA Brand Positioning


For nearly 100 years our passionate mission of safety empowers us “The Safety Company” to protect lives.

We are committed to providing the latest in innovative, best-in-class safety solutions that feature integrated systems capability and allow our customers to return safely to their families and friends.

Every day our customers place their lives in our hands. In response, we provide them with protection they can trust, and their stories become our stories. Hand in hand we partner with our customers to earn that trust.

  • Defines the visual tone of the MSA brand in relation to other brands
  • Communicates our purpose, our cause, and our beliefs

Goal of Brand Positioning:

  • Create a positive memorable image, feeling and satisfaction with MSA in the minds of our customers
msa brand positioning1
MSA Brand Positioning
  • It is our goal for all MSA associates worldwide to embrace, believe and promote our brand promise
  • Trust & Durabilityshould be supported visually in all our marketing materials and product designs
  • It should be obvious to users interacting with our products
  • To support MSA Brand Positioning effectively, a new Visual Brand Language concept will be applied globally
vbl concept
VBL Concept
  • Focus on PEOPLE (employee at work compared to individual in private life) communicates the TRUST aspect
  • Structured and clear look provides high-grade impression and powerful forms communicate DURABILITY
vbl concept1


VBL Concept
  • Basic Element:MSA Keystone
    • Plays a fundamental role for the recognition of the MSA brand
    • Stands for protection, trust and durability
    • Clear and strong form reflects the ruggedness and reliability of MSA products
global vbl style guide
Global VBL Style Guide
  • Defines all relevant, visual features specific for MSA
  • Should guarantee a global consistency and recognition of the MSA brand
global vbl style guide1
Global VBL Style Guide
  • Section 1: Introduction
    • Mission and Vision, MSA Brand Positioning, VBL Pyramid, Total Brand Experience Lifecycle
  • Section 2: Graphic Design
    • Essentials, Literature, Advertisements, Stationery, PowerPoint Presentations, Videos, MSA Website
  • Section 3: Packaging Design
  • Section 4: Industrial Design
    • Design Process, Design Principles, Signature Elements, General Guidelines, Logo Application
  • Section 5: Trade Shows
vbl guide essentials
VBL Guide – Essentials
  • Logo Usage Guidelines
  • Corporate Color Palette
  • Corporate Font
  • Corporate Design Paper
vbl guide literature
VBL Guide – Literature

Market-Segment Brochure

4-Pages Product Leaflet

2-Pages Product Leaflet

vbl guide literature1
VBL Guide – Literature
  • Categories of Literature
    • Application / Market Segment-oriented
    • Product-related
    • Others
  • Image Style
  • Layout
    • Color Scheme
    • Typography
    • Graphic Elements
  • Literature Content
vbl guide advertising
VBL Guide – Advertising




vbl guide advertising1
VBL Guide – Advertising
  • Essential Elements
    • MSA Logo
    • Corporate Font
    • Contact Details
  • Recommended Elements
    • MSA Keystone
vbl guide stationery
VBL Guide – Stationery
  • Business Cards
  • Letterheads
  • Internal Notices
  • Internal Memos
  • Email Signature
vbl guide videos
VBL Guide – Videos
  • Logo Opening
  • Identifying Graphic
  • Program Exit
  • Program Format
  • Packaging and Labeling
vbl guide website
VBL Guide – Website
  • URL
  • Concept
  • Color Scheme
  • Typography

vbl guide packaging
VBL Guide – Packaging
  • Corporate Logo
  • Color Scheme
  • Elements on the Box
    • Text
    • Carbon Fiber Texture
    • Product Picture
    • Keystone
    • Aspect Ratio
  • Taping
vbl guide industrial design
VBL Guide – Industrial Design
  • Design Process
  • Design Principles
  • Signature Elements
  • General Guidelines
  • Color Scheme
  • Logo Application
  • Product Name
vbl guide trade shows
VBL Guide – Trade Shows
  • General Look
  • Design Elements
  • Staff Rules
where to find the vbl guide
Where to find the VBL Guide…
  • Online version:
  • PDF: Global Branding Database
  • Printed version: For Marketing and R&D associates

Note: The VBL guide is an internal document and not meant for publication.

  • Trainings on specific design areas in MSA-U
    • Graphic Design
    • Packaging Design
    • Industrial Design
next steps
Next Steps
  • Mandatory training for associates dealing with VBL topics
  • Local Creativity and Design Centers are provided with templates for literature and packaging design
  • New concept will be applied to all future materials
  • Existing materials will be used up and changed with revision/reorder
  • Existing products remain unchanged
key facts at a glance


Key Facts at a Glance
  • Always show MSA Logo in the right manner
  • Use the Corporate Color Palette for all materials
  • Always use the Corporate Font, in 80% Black
  • Focus on People visually supports Brand Positioning “Trust & Durability”
  • MSA Keystone as basic graphic element for all professionally designed items
vbl concept applied to different materials







VBL Concept applied to different Materials

Now it's up to us to support and live MSA's Visual Brand Language to make our customers' MSA experience the best that it can be!