CD Manual - Extranet - Palfinger

corporate 

≥ IdentIty ≥ desIgn ≥ medIa ≥ Language

content how 

to use 3 

1. corporate IdentIty 5 

1.1 The Mission Statement 7 

1.2 The Brand 8 

1.3 Family Brands 9 

1.4 The Brand Essence 10 

1.5 The Brand Values 11 

1.6 The Brand Promise 12 

2. corporate desIgn 13 

2.1 Introduction 14 

2.2 The Brand Mark 15 

2.3 Family Brand Logos 16 

2.4 The Brand Claim 17 

2.5 Logo Proportions 18 

2.6 Logo Free Space 19 

2.7 Logo Sizes 20 

2.8 Logo Variants 21 

2.9 Logo Variants with Claim 22 

2.10 Logo Positioning 23 

2.11 Colours and Hues 24 

2.12 Colour Values 25 

2.13 Colour Gradient 26 

2.14 Colour Gradient as Design Element 27 

2.15 Typography 28 

2.16 Typographical Concept 29 

2.17 Headline System / Typesetting 30 

2.18 Headline System / Tracking 31 

2.19 Product Icons 32 

2.20 Product Icons as Button 33 

2.21 The Picture Concept 34 

2.22 Image Pictures 35 

2.23 Title Pictures 36 

2.24 Product Pictures 37 

2.25 Close-up Pictures 38 

3. corporate MedIa 39 


3.2 Business Stationery 42 

3.3 Business Cards 43 

3.4 Letter Headed Paper 45 

3.5 US Letter Format 49 

3.6 Compliment Slips 50 

3.7 Envelopes 52 

3.8 Email Signature 55 

3.9 Dealer Orientation System/Pylon Signs 57 

3.10 Flags 58 

3.11 Roll Up Systems 59 

3.12 Roll Up Variants 60 

3.13 Trade Fair Display Walls 61 

3.14 SYMA Illuminated Cube Stand 63 

3.15 Brochures 66 

3.16 Brochure Title Pages 67 

3.17 Brochure Structure – four-pager 68 

3.18 Brochure Structure – twelve or more pages 69 

3.19 Advertisements 71 

3.20 Advertisements Full Page 72 

3.21 Advertisements 1/2 Page 73 

3.22 Advertisements 1/3 Page 74 

3.23 Powerpoint 77 

3.24 Website 82 

4. corporate Language 83 


4.2 Wording Guideline 85 

4.3 “Performance” in Copy 86 

4.4 “High Class” in Copy 87 

4.5 “Customer Focus” in Copy 88 

4.6 Spellings 89 

work In progress 90 

2

how 

to 

use 

This manual is linked internally as 

a structured PDF file. Clicking on 

the entries in the contents list will 

take you directly to the relevant 

page. Within the pages, key words 

marked in bold with an arrow 

symbol are also linked to relevant 

content. 

In addition, there are external 

links that point to files saved on 

the PALFINGER extranet (for 

downloading). These external links 

are indicated with a folder symbol. 

IntroductIon 

CD 

2.7 Logo Sizes 

In principle, the logo size must 

always be adapted according to 

the surrounding area. To ensure a 

uniform appearance, the logo sizes 

for the most common DIN formats 

(and formats close to them) are 

strictly defined! 

MARINE / CD / LOGOS 

Path to files and 

templates 

CORPORATE DESIGN 

Din A3 

297 x 420 mm 

Din A4 

210 x 297 mm 

Din A5 

148,5 x 210 mm 

Sondergröße 

Geschäftsausstattung 

ab Din A6 

105 x 148,5 mm 

GENERAL RULES FOR THE LOGO SIZES 

» The logo sizes for DIN formats from A6 to A3 are 

mandatory. 

» The image size may not be less than the 28 x 6 mm 

format > BUSINESS CARDS. 

»For electronic media, the image size should not 

be less than 42 x 9 mm. 

12 

10 

9 

8 

6 

28 

37 

42 

47 

56 

»For enlargement and reduction beyond the defined 

standards, the logo height should always be changed in 

steps of complete millimetres (for example, a height of 

12.5 mm is not permitted)! 

Internal link 

as hyperlink 

20 

3

Intro 

new posItIonIng & redesIgn 

In 2012, the PALFINGER Group – with all its products, 

brands and locations – has undertaken the most 

comprehensive brand relaunch since the company was 

founded. With the help of marketing and design experts, 

a new brand system and joint brand messaging, as well 

as a consistent new brand design have been developed. 

With the publication of this manual, these new rules are 

binding for all areas of PALFINGER Group communication 

and design. 

goaLs oF the new Brand desIgn 

» Jointly create brand values. 

» Position PALFINGER as industry leader. 

» Establish consistent market messaging with target groups. 

» Substantiate the premium price of PALFINGER products. 

» Generate pride of ownership and emotional customer loyalty. 

» Demonstrate stability, strength and service competence. 

4

1. corporate 

IdentIty 

5

cI 

Introduction 

corporate IdentIty 

A company’s identity derives from the sum of all 

perceptions of its own personality. Corporate Identity 

(CI for short) comes, therefore, from the way a 

company operates, what it produces, how it appears 

to the outside world and the way it communicates 

and thinks. 

The task of company communication is to help 

the company achieve a defined identity. Everyone 

responsible for communications should, therefore, 

be acquainted with the corresponding messages! 

6

cI 

1.1 The Mission Statement 


paLFInger stands 

For the Most 

InnovatIve, reLIaBLe 

and cost-eFFectIve 

LIFtIng soLutIons 

Worldwide, PALFINGER stands for the most innovative, reliable and cost-effective 

lifting solutions for commercial vehicles and maritime applications. With our technological 

expertise and experienced staff, we set quality benchmarks in the industries 

in which we operate. Sustainability and the responsible use of resources are at the 

core of all our actions. High flexibility and competence in production and a global sales 

and services network give us a crucial competitive edge and ensure our customers 

LIFETIME EXCELLENCE. 

7

cI 

1.2 The Brand 

Well-managed brands impart 

additional value to products. 

The benefit of a strong brand 

is that it significantly increases 

the value of products and adds 

emotional value to them that 

goes far beyond pure product 

performance. 


the uMBreLLa Brand 

» PALFINGER is a premium brand; an umbrella brand 

across all products and divisions of the PALFINGER Group. 

It also identifies all production, sales and service sites. 

» In the form of the logo, the brand represents and 

symbolises the Corporate Image of PALFINGER. 

8

cI 

1.3 Family Brands 

For sales related reasons, there 

can also be so-called family 

brands that fulfil an equivalent 

function, along with umbrella 

brand, for a limited series of 

products. 

For these exceptions, individual 

logos and /or individual colour 

codes can be used. They must 

nevertheless be clearly marked 

as part of the PALFINGER 

Group. 


BusIness unIts: MARINE CRANES, WIND CRANES, AFTER SALES AND SERVICE 

BusIness unIts: OFFSHORE CRANES 

BusIness unIts: LAUNCH AND RECOVERY SYSTEMS 

FaMILy Brands 

» Additional family brands can be created as a result of 

joint ventures. Their integration into the PALFINGER 

Corporate Identity must be developed on a case-bycase 

basis. 

9

cI 

1.4 The Brand Essence 


Lifetime exceLLence 

LIFETIME EXCELLENCE is our promise. Our central message. The core of our brand. For 

our customers, it means uncompromising top performance. The most economical, reliable 

and innovative lifting solutions in a global network of professional service partners – for the 

lifetime of the product. 

Professionals need product solutions with excellent lifecycle performance. High resale 

value, shorter downtime and durable components result in outstanding cost balance – 

decisive reasons for our customers to invest in PALFINGER products. They know that, 

along with excellent performance, they are getting the most cost-effective and economical 

product solutions in the long term. 

10

cI 

1.5 The Brand Values 

The PALFINGER brand essence 

consists of three central brand 

values that are applicable to all 

product areas. 

MarInE / CI / BranDVaLUES 


top 

perFormance 

onLy tHe 

Best 

LeadIng 

InnoVatIons 

LIFetIme eXceLLence 

eFFIcIency 

reLIaBILIty 

InnoVatIon 

FunctIonaL 

desIgn 

partner For 

proFessIonaLs 

InteLLIgent 

systems 

serVIce 

cHampIon 

gLoBaL 

LocaL pLayer 

toucH 

and FeeL 

eFFIcIency 

PALFINGER products offer an outstanding 

price-performance ratio. High productivity, 

ease of use, a close-knit service network as 

well as high resale value more than pay for 

the investment in a PALFINGER product over 

the period of its use. 

reLIaBILIty 

Premium quality and strength of the products, 

durable components and outstanding workmanship, 

dependable worldwide service as 

well as the company’s stability and strength 

make PALFINGER a reliable partner for 

professionals. 

InnovatIon 

PALFINGER is committed to leadership 

in innovation. In the past, trailblazing 

developments have revolutionised products 

and, in future, intelligent system solutions 

and unique functionality from PALFINGER 

will also shape the industry and new product 

development. 

11

cI 

1.6 The Brand Promise 

The brand values are transformed 

at the product level into brand 

promises that are easy for the 

target groups to understand and 

emphasise the product benefits 

explicitly and competitively compared 

to the competition. 

These brand promises are to 

be developed by each business 

unit and must be agreed by 

Corporate Marketing. 

MarInE / CI / BranDPrOMISE 


LIfEtImE ExCELLENCE 

buILDING A StRoNG RELAtIoNShIP by 

PRovIDING ExCELLENt LoCAL SuPPoRt 

AND SERvICE thRouGhout thE ENtIRE 

PRoDuCt LIfE CyCLE – WE CARE About 

you. PALfINGER WIND: thE PREfERRED 

SuPPLIER of oNShoRE AND offShoRE 

CRANES foR NACELLES, PLAtfoRmS AND 

tRANSfoRmER StAtIoNS. 

hIGhER vALuE 

REtENtIoN 

bEttER 

SoLutIoNS 

hIGhER 

SERvICEAbILIty 

moRE 

fLExIbILIty 

moRE 

RELIAbILIty 

bEttER 

EffICIENCy 

bEttER 

ERGoNomICS 

hIGhER 

AvAILAbILIty 

eXaMpLe MarIne wInd cranes (For europe) 

For further information please visit: www.palfinger.com/thebrand 

12

2. corporate 

desIgn 

13

cd 

2.1 Introduction 

corporate desIgn 

Corporate design defines the image of a company. 

A consistent, professionally designed appearance 

not only promotes recognition, it also conveys 

professionalism and seriousness. 

PALFINGER’s new corporate design was developed 

to give the premium standards visibility. This manual 

defines the fixed basic elements of the corporate 

design – such as logos, colours, typography, imagery 

and design principles – to ensure that the group is 

presented consistently around the world. 

goaLs oF the new corporate desIgn 

» Translate the PALFINGER brand identity in 

a concise, self-contained design language. 

» Differentiation from the competition with 

a characteristic appearance. 

» Recognition through defined design elements. 

» Make premium standards visible. 

» Build brand values. 

14

cd 

2.2 The Brand Mark 

The brand mark represents 

PALFINGER’s competence 

and premium standards. 

The logo identifies all the 

company’s products and 

advertising material. It is 

protected under trademark 

law and may not be altered 

in any way! 


BasIc ruLes For the paLFInger Logo 

» The PALFINGER logo must not be changed. 

» The logo may only be used for, and by companies in the 

PALFINGER Group. All other uses require the express 

permission of Corporate Marketing! 

» There is now only one version of the logo – with a blue 

outline. The version with the additional white outline 

will no longer be used. 

» The shape and colour of the logo may not be changed! 

» The logos are available for download as printable files 

> LOgO VarIanTS. 

15

cd 

2.3 Family Brand Logos 

PALFINGER MARINE – a special 

division differentiated by a blue 

colour scheme. 


FaMILy Brands 

» The same rules apply to the family brands as for the 

PALFINGER umbrella brand. The following design examples 

are have been reduced innsize and described as follows. 

In addition, both family brands have got their own Corporate 

Design Manual. The logos are available as printable files 

to download > LOgO VarIanTS. 

16

cd 

2.4 The Brand Claim 

At PALFINGER, LIFETIME 

EXCELLENCE is more than a 

claim; we live it. It stands for the 

whole company’s philosophy: 

to develop well-engineered 

product solutions that prove 

themselves excellently in use 

and thereby provide optimum 

support for professionals – 

during their entire lifecycle. 


LIFetIMe eXceLLence 

ruLes For appLyIng the Brand cLaIM 

» The brand claim is always positioned under the 

PALFINGER logo in the specified proportional size. 

» The brand claim should always be used in communication 

material about products – i.e. in advertising 

material, adverts, brochures and similar. 

» The brand claim is not used for product branding 

(logo stickers). 

» The brand claim is not used for pure corporate 

communications, for example on letterheads, 

business cards and websites. 

» The brand claim applies to all PALFINGER Group 

products as well as for all family brands. 

17

cd 

2.5 Logo Proportions 

The brand claim is always 

positioned under the trademark 

and flush with the PALFINGER 

lettering. The distance from the 

logo is equal to 1/4 of the logo’s 

height. The font size (height) of 

the brand claim is equal to 1/4 of 

the logo’s height. 


x 

1 / 4 x 

1 / 4 x 

x = logo height 

18

cd 

2.6 Logo Free Space 

To provide enough room for the 

Brand Mark, a free area has 

been designated around the 

logo – above, below, to the left 

and right – each equal to the 

logo height. 

No text or other graphical 

elements may be positioned 

within this area! 


x 

x 

x 

x 

x 

x 

x 

x 

x = logo height 

19

cd 

2.7 Logo Sizes 

In principle, the logo size must 

always be adapted according to 

the surrounding area. To ensure a 

uniform appearance, the logo sizes 

for the most common DIN formats 

(and formats close to them) are 

strictly defined! 

MarInE / CD / LOgOS 


Din A3 

297 x 420 mm 

Din A4 

210 x 297 mm 

Din A5 

148,5 x 210 mm 

Sondergröße 

Geschäftsausstattung 

ab Din A6 

105 x 148,5 mm 

generaL ruLes For the Logo sIZes 

» The logo sizes for DIN formats from A6 to A3 are 

mandatory. 

» The image size may not be less than the 28x6mm 

format > BUSInESS CarDS. 

» For electronic media, the image size should not 

be less than 42x9mm. 

12 

10 

9 

8 

6 

28 

37 

42 

47 

56 

» For enlargement and reduction beyond the defined 

standards, the logo height should always be changed in 

steps of complete millimetres (for example, a height of 

12.5 mm is not permitted)! 

20

cd 

2.8 Logo Variants 

In principal, the PALFINGER logo 

is always shown in colour. In very 

exceptional cases (i.e. only those 

where no colour is possible) the logo 

may be used in black and white. 

MarInE / CD / LOgOS / PaLFIngEr-MarInE 

MarInE / CD / LOgOS / PaLFIngEr-DrEggEn 

MarInE / CD / LOgOS / PaLFIngEr-nED-DECK 


appLIcatIon ruLes For the Logo coLours 

» Logos must always be shown in colour. 

» The colours for the PALFINGER logo are defined for 

all common printing processes and colour variants 

(CMYK, RGB, Pantone, RAL) and available as print files 

> COLOUr VaLUES. 

» The black and white version may only be used where 

there are technical limitations in printing. 

» The MARINE logo consists of blue PALFINGER lettering 

on a white surface with a blue outline. 

» With the DREGGEN and NED-DECK logo, the PALFINGER 

LOGO is used with lettering with a black outline. 

21

cd 

2.9 Logo Variants with Claim 

In principle, the PALFINGER logo 

with claim is displayed in colour. 

In very exceptional cases (i.e. only 

those where no colour is possible) 

the logo may be used in black and 

white. 

MarInE / CD / LOgOS / PaLFIngEr-MarInE 

MarInE / CD / LOgOS / PaLFIngEr-DrEggEn 

MarInE / CD / LOgOS / PaLFIngEr-nED-DECK 


on dark coLoured Backgrounds 

» Logo in colour, claim in white 

» In exceptional cases in B/W, claim in negative 

on LIght coLoured Backgrounds 

» Logo in colour, claim in black 

» In exceptional cases in B/W, claim positive 

22

cd 

2.10 Logo Positioning 

Ideally, the logo should always 

be on a coloured strip. 

With narrow strips, the logo 

position is centred vertically. 

The minimum height of the strip 

depends on the logo size and 

should (without claim) not be 

less than twice the logo height! 

On larger areas, the logo is 

aligned at the top. Depending on 

the height of the strip, the space 

between the logo and the top 

edge corresponds with the full, 

or half, logo height. 

The space between the logo 

and the right edge is always 

equivalent to the full logo height. 


X X 

eXceptIonaL cases 

» With slim formats, if the area to the left of the logo 

is less than twice the logo height (2 X), the logo 

position is horizontally centred > rOLL UP 

» For longer formats, the vertical distance from the 

edge of the page can be multiple logo heights 

> rOLL UP. 

X 

» With narrow formats, the vertical distance from the 

edge of the page can be equal to 1/2 the logo height 

> aDVErTISEMEnTS 1/3 PagE 

X 

½ X 

X 

½ X 

½ X 

½ X 

½ X 

½ X 

2 X 

1.5 X 2.5 X 

23

cd 

2.11 Colours and Hues 

The PALFINGER colour scheme 

is derived from the product finish 

and logo. The colours create a 

signal effect and generate emotional 

warmth. The colour gradient 

makes the Corporate Design very 

self-contained. 


prIMary coLours 

» The primary colours of the PALFINGER MARINE brand 

are blue, yellow and black. These eye-catching colours 

contribute to quick recognition of PALFINGER MARINE 

and ensure clear differentiation from the competition. 

» The primary colours should be visible in all media and 

denote the colourful character of the brand. 

gradient colours 

1 With PALFINGER MARINE, the dominating colour is the 

blue gradient that stands for the products, which are 

primarily painted blue. 

» The blue gradient is the most important colour for 

design. 

highlight colours 

» For PALFINGER Marine, blue is used as the 

highlight colour for text and product icons. 

yellow 

» Yellow is principally used in the brand logo and is 

otherwise only used for accenting. For example, for 

emphasising in text or for claims and web addresses. 

white 

» White is also considered to be a primary colour. White 

space should be used generously. It gives the Corporate 

Design lightness and class. 

secondary coLours 

» Additionally, there are grey tones in the following 

shades: 80 %, 40 % and 10 %. 

24

cd 

2.12 Family Brand Colour 

Values 

The PALFINGER MARINE family 

brand colours are bindingly defined 

for all common printing processes. 

Additionally, the colour values of the 

PALFINGER Corporate Design for 

yellow, black and grey are valid. 


MarIne 

BLue 

PanTOnE coated 661 C 

PanTOnE uncoated 661 U 

CMYK 100 /70 /0/10 

rgB 45 /72 /153 

HEX #2d4899 

-- 

yeLLow 

PanTOnE coated 109 

PanTOnE coated Yellow U 

cMYK 0/5/100 /0 

rgB 248 /236 /23 

HEX #f8ec1a 

raL 1023 

dark grey 

CMYK 0 /0/0/80 

rgB 94 /94 /93 

HEX #5e5e5d 

dark BLue 

PanTOnE coated 281 C 

PanTOnE uncoated 281 C 

CMYK 100 /75/0/35 

rgB 33 /49/120 

HEX #213178 

raL 5013 

BLack 

PanTOnE coated Prozess Black C 

PanTOnE uncoated Prozess Black U 

CMYK 0 /0/0/100 

rgB 0 /0/0 

HEX #000000 

raL 9017 

grey 

CMYK 0 / 0/0/40 

rgB 185 /185 /186 

HEX #b9b9ba 

LIght BLue 

-- 

-cMYK 

75/50/0/15 

rgB 94 /110 /171 

HEX # 5e6eab 

-- 

LIght grey 

CMYK 0/0/0/10 

rgB 238 /239 /239 

HEX # eeefef 

25

cd 

2.13 Colour gradient 

As the dominant colour in the 

Corporate Design, red plays a 

vital role. The colours in the 

gradient from the starting point to 

the endpoint are strictly defined. 

MarInE / CD / graDIEnT 


paLFInger gradIent 

CMYK 0 /100 /100 /20 

rgB 197 /47 /37 

PanTOnE 485 

ruLes For the coLour gradIent 

» The dark colour runs for 60% of the strip length or 

height, the light colour to 95% (Settings in InDesign). 

» When the strip is interrupted (other than by a page fold), 

the gradient begins from the start again. 

» The orientation of the colour gradient is basically 

from dark to light (from left to right). With vertical 

applications, the orientation is from the bottom to the 

top (equally from dark to light). 

CMYK 0/75/100 /0 

to 60 % to 95 % 

rgB 206 /103 /39 

rotated 90º 

to 95 % 

to 60 % 

» The gradient is only available in 4c or RGB. 

» For monochrome printing, the correspondingly 

defined Pantone or RAL colour should be used 


26

RMARINE.COM 

cd 

2.14 Colour gradient as 

Design Element 

The colour gradient or coloured 

strip serves as an important 

graphic element. 


WWW.PALFINGERMARINE.COM 

ruLes For the coLoured strIps 

» The coloured strip serves primarily as an area for 

headlines and logo placement > LOgO POSITIOnIng 

» Most media consists of a vertical raster in seven 

sections. The height of the coloured strip should 

where possible fit in this raster. 

» Graphics can be formed from the gradient. 

- 

AFTER SALES AND SERVICE 

LIFETImE ExCELLENCE 

PALFINGER mARINE SERVICES IS YOUR SPECIA- 

LIST IN WORLDWIDE AFTER SALES AND 

SERVICE FOR THE mARITImE AND OFFSHORE 

INDUSTRIES 

1 


MAXIMIZE THE LIFETIME OF YOUR 

EQUIPMENT 

Palfinger Marine Services operates on a global scale and offers a wide range of services 

for the shipping, offshore and wind industries. 

As a business unit within the PALFINGER MARINE Group, Palfinger Marine Services 

combines PALFINGER MARINE’s professional knowledge, long-standing customer 

relationships, spare parts from a world leading supplier and a worldwide service network. 

Palfinger Marine Services is your specialist in After Sales and Service for marine and 

offshore cranes, davits, winches, lifeboats and hooks. Trained and experienced 

professionals work globally to provide you with the highest level of service. 

≥ Global service network 

≥ 24/7 service – professional help whenever and wherever you need it 

≥ Experienced professionals working worldwide 

24H SERVICE NUMBER: +47 94 84 96 90 

ANNUAL INSPECTION AND MAINTENANCE ORIGINAL SPARE PARTS 

SERVICE AGREEMENTS 

≥ IMO/SOLAS MSC.1/Circ 1206 compliance ≥ Worldwide coverage and 24/7 availability ≥ Predictive maintenance - Palfinger Marine 

(annual and 5-yearly control) 

≥ PALFINGER MARINE central warehouse, Services keeps track of services 

≥ Professional service engineers 

covering most of the spare parts 

≥ Shipping or offshore wind park agreements 

≥ Approved check list and service reports ≥ For all leading crane, lifeboat and davit ≥ Single point of contact 

≥ Service certificate issued after final 

manufacturers 

≥ Fixed prices for annual and 5-yearly services 

inspection 

≥ Single point of contact and single point ≥ Always in compliance with the latest 

≥ Training of the crew 

of billing 

regulations 

≥ Competitive prices by leveraging global 

buying power 

MULTIBRAND SERVICING 

TRAINING SERVICES 

RELEASE & RETRIVAL SYSTEM (HOOK) 

≥ All leading OEM brands 

≥ User training for crew/operators 

≥ In compliance with regulations (IMO/SOLAS 

- spare parts 

≥ 1st line maintenance, trouble shooting regulation MSC.1/Circ 1206/1277/1392) 

- repairs 

and repairs 

≥ CAR 35 Replacement Program for rescue 

- service 

≥ Certification courses for Ned-Deck Marine boats and rafts 

≥ Comprehensive knowledge and service equipment in accordance with MSC.1/Circ 1206 ≥ Extensive experience in re-hooking 

history 

≥ Familiarization courses for superintendents, ≥ Global network of installation teams 


crew, classification societies and flag states ≥ Partner of OEM manufacturers for release 

≥ One-stop shop 

≥ IMO/MSC annual inspection and mainte- and retrieval systems 

nance, release and retrieval systems (hook) 

3 

» The coloured strip can be implemented as a narrow 

strip or area, as a separator or as an element for 

accentuating important content. 

» The colour gradient can in exceptional cases fill 

a complete page. 

» Subheadings can also be accentuated with a 

coloured strip. 

27

cd 


Trade Gothic Next LT Pro 

2.15 Typography 

For print media, Trade Gothic 

Next LT Pro is used exclusively. 

For electronic media as well as 

correspondence, Arial is to be 

used. 

aBcdeFgHIJKLm 

nopQrstuVWXyZ 

0123456789 &%!?» 

Trade Gothic Next LT Pro Bold 

aBcdeFgHIJKLmnopQrstuVWXyZ 

abcdefghijklmnopqrstuvwxyz 

0123456789 ?%!?» 

Trade Gothic Next LT Pro regular 

ABCDEFGHIJKLMNOPQRSTUVWXYZ 


0123456789 &%!?» 

Trade Gothic Next LT Pro light 



0123456789 ?%!?» 

the typeFace 

» The typeface in the new Corporate Design is dominated 

by upper case in headlines, which distinguish the layout 

as structural text. 

» Trade Gothic is a so called grotesque font and sans serif 

classic from Linotype that was developed in 1948 in the 

USA by Jackson Burke. 

Arial 

ABCDEFGHIJKLM 

NOPQRSTUVWXYZ 

0123456789 &%!?» 

Arial bold 



0123456789 &%!?» 

Arial 



0123456789 &%!?» 

Din Black 

≥ 

» The font was modernised in 2009 and is now available 

in approx. 30 languages. 

» The typography and block capital type provide a modern 

and confident typography. 

» The fonts sizes are strictly defined for different uses 

> MEDIa. 

28

cd 

2.16 Typographical Concept 

A characteristic, modern 

appearance that is immediately 

identifiable with the brand is 

created solely through colour 

and typography. The striking 

typographical concept displays 

greatness and premium 

standards and creates awareness 

as well as differentiation. 

Headlines are written in upper 

case and are white. With text, 

yellow is used for emphasis. 

MarInE / CD / TYPOgraPHY 


FunctIonaL desIgn and tHe neWest 

controL tecHnoLogy set standards 

For user FrIendLIness and comFort 

29

cd 


X 

2.17 Headline System / 

Typesetting 

Titles and headlines are always 

placed in the gradient, written in 

upper case and justified. 

WIND CRANES 

WInd cranes 

paLFInger WInd – tHe gLoBaL WInd crane 

eXpert For InnoVatIVe and cusomIZed 

soLutIons For maXImum reLIaBILIty 


PALfINGER WIND – thE GLobAL WIND CRANE 

ExPERt foR INNovAtIvE AND CuStomIzED 

SoLutIoNS foR mAxImum RELIAbILIty 

typesettIng 

1 

» Headlines consist of at least two and a maximum 

of four rows of justified text. 

» The last row in the headline block is left-aligned. 

» Rows are aligned with the bottom edge. 

» Text must be matched to the typesetting; gaps and 

hyphenation should be avoided wherever possible. 

» Punctuation is not used at the end of the sentence. 

hIghLIghtIng 

» Product categories, product descriptions and the most 

important product benefits are highlighted in yellow. 

» The amount of yellow content in headlines should be 

around 30 % and never more than 50 %. 

3 /4 X 

30

cd Trade 

2.18 Headline System / 

Tracking 

To ensure as consistent a look as 

possible on the title pages of all 

PALFINGER publications, headline 

fonts must remain within a defined 

framework. 

PALFINGER / GB / CD / xyx 


Gothic Next LT Pro bold 

L + 0 

Latest controLtecHnoLogy 

+ 25 


+ 60 


trackIng 

» Standard tracking is +25. 

» Tracking can be varied for better typographical 

appearance although the minimum tracking may not 

be less than 0 and the maximum not more than 60. 

» Tracking in the last line of a headline block should be 

matched to the tracking of the last-but-one line 

(e.g. both lines +30). 

» Word spacing in lines can be manually adjusted: 

minimum 90 %, maximum 120 %. 

» Leading is 110 %. 

» Font size for individual advertising material is defined 

in the chapter > MEDIa. 

31

cd 

2.19 Product Icons 

New icons have been developed 

for individual product groups and 

company divisions that symbolise 

their respective areas. The icons 

represent products in reduced, 

abstract form and don’t go into 

the technical detail of the product. 

Benefit: the known system is 

retained, the icons can be shown 

smaller and have a better impact 

from a distance. 

MarInE / CD / ICOnS 


MarIne eu /na 

Marine Cranes 

Marinekrane 

desIgn 

Offshore 

Cranes 

Offshorekrane 

Launch and 

recovery 

Systems 

Wind Cranes 

Windkrane 

» Vehicles and loads are shown in grey. 

» PALFINGER products are always shown in blue. 

» The icons may not be changed in colour or form.They 

generally stand on a white background with a light 

mirroring effect. 

» In exceptional cases (for technical reasons), the 

after Sales and 

Service 

mirroring can be left off. 

» When multiple icons are used they must all be shown 

in the same size. 

32

cd 

2.20 Product Icons as Button 

In principle, the icons are available 

with a reflection on a white background. 

When they are placed on 

coloured backgrounds, icons must 

be displayed in a square button. 


1 / 7 x 

1 / 10 X 

2 / 10 X 

Button desIgn 

radius = 5 % of X 

» Buttons are square with rounded corners. 

» The corner radius is equivalent to 5% of the button size. 

» Icons are centred horizontally in the button with sufficient 

distance from the edge. They are vertically aligned 

with the lower edge of the tallest icon. 

» Vehicle heights are always the same. 

» The line width of the border is dependent on the size of 

the button (at least 0.25 pt). 

X 

Button pLaceMent 


» Buttons are placed on coloured areas and/or images. 

» On white backgrounds the icons are displayed without a 

button. 

» Buttons are used as a link between areas and images. 

Here 1 /7 of the button height projects from the image 

or the coloured area. 

» When placing multiple icons together they all must be 

shown in the same size. 

33

cd 

2.21 The Picture Concept 

WIND CRANES 





MarInE / CD / PICTUrECOnCEPT 

1 


Professional photography, aesthetic product presentation and a consistent visual 

style are just as essential design elements in corporate design as colours and fonts. 

Therefore, there are clear company guidelines about how PALFINGER photos should 

look and be produced. 

These guidelines are detailed in the PALFINGER Photo Briefing and are available for 

download here. 

PALFINGER photos should have a unique look created by the duotone effect and create 

a differentiated branding: photos are desaturated and partially coloured with shades of 

blue. This unique picture style applies to all images and title images! 

34

cd 

2.22 Image Pictures 

PALFINGER corporate marketing 

produces a high-quality image for 

each product category and company 

division, showing the products in a 

spectacular setting, operating in a 

heroic manner. 

In the image pictures, the focus is 

more on mood and emotion than on 

the product presentation. Breadth 

and space allow spectacular operational 

situations or locations to be 

optimally shown to advantage. 

usage 

» Title pages of product folders, image folders, 

adverts, magazines, posters, background 

images on websites, etc. 

Print files for image pictures are 

only available on direct request from 

PALFINGER Corporate Marketing. 


35

cd 

2.23 Title Pictures 

The individual colour style also 

applies to all title pictures on 

PALFINGER brochures and 

folders. With title pictures, 

industry-typical products and 

activities are in the foreground – 

staged, exaggerated and stylized 

in spectacular settings, 

locations and use. 

Here, the focus should be on 

product benefits, innovations 

or outstanding performance: 

for example, lifting power, 

precision, range, robustness, 

durability, speed, ease of use, 

etc. 

usage 

» Front pages of product folders, title 

pages, technical folders, adverts, 

website, etc. 


36

cd 

2.24 Product Pictures 

Product photos used on the inside 

pages of folders and brochures 

are not provided with the duotone 

effect. Here, pure industry-specific 

products and performances are 

at the forefront. 

Product benefits, innovations and 

the performance spectrum should 

be presented as clearly as possible: 

lifting power, precision, range, 

robustness, durability, speed, 

control, etc. 

usage 

» Inside pages of product folders, technical 

folders, websites, etc. 


37

cd 

2.25 Close-up Pictures 

Close-up pictures show special 

features or illustrate product uses 

and benefits. 

These photos are exclusively used 

on the inside pages of brochures 

and folders. 

usage 

» Inside pages of product folders, technical 

folders, websites, etc. 


38

3. corporate 

MedIa 

39

cM 


corporate MedIa 

All letters, folders, flags, presentations and 

communication activities must contribute to the 

PALFINGER brand image. 

In this way, we create synergies and increase the 

brand value. Corporate Media includes all company 

communications – both internal as well as external. 

aBout thIs chapter 

» This chapter provides an insight into the design criteria for the most 

important communication media in the PALFINGER Group. 

» It demonstrates the correct implementation of the CD guidelines. 

» It gives a representative picture of PALFINGER company communication. 

40

BusIness 

statIonery 

41

cM 

3.2 Business Stationery 

With the business cards of every 

employee, letterheads and forms, 

envelopes and compliments slips, a 

company communicates an image 

externally. The design is a message 

that signalises how professional 

and modern the company is, and 

how much value it places on 

aesthetics and quality. 

Which is why there are clear and 

strict design guidelines for the 

business stationery of a PALFINGER 

company that should be adhered to 

exactly. 


PALFINGER MARINE- UND BETEILIGUNGS-GMBH 

Moosmühlstraße 1 | 5203 Köstendorf | Austria 



Faktura: F.-W-Scherer-Straße 24 | 5020 Salzburg | Austria 

info-marine@palfinger.com | www.palfingermarine.com 

T +43 6216 7660 | F +43 6216 7660 - 2770 

Sitz Salzburg | Landes- als Handelsgericht Salzburg 

FN 225413s | UID ATU 54683203 | DVR 0035548 

Zahlbar und klagbar in Salzburg 




T +43 6216 7660 | F +43 6216 7660 - 2770 



Musterfirma 

Herr Mustermann 

Musterstraße 5 

5020 Musterort 

Attn. 

Date 

For your attention 

As agreed 

Urgend 

Please reply 

Please return 

sabine Jabinger 

Head of Marketing 

BUSINESS AREA MARINE 

Best regards, Palfinger Marine- und Beteiligungs-gMBH 


s.jabinger@palfinger.com 

t +43 662 6216 7660 - 2751 | f +43 6216 7660 - 2770 

M +43 664 40 12 196 | www.palfingermarine.com 

42

cM 

3.3 Business Cards 

The business card is often the 

first contact with the outside 

world and therefore extremely 

important. It is clear and 

consistently designed for both 

the brand and the family brands. 

The position and style of the 

address block is defined and 

precisely explained on the 

following page. Templates are 

available via the link, into which 

only the person’s individual information 

needs to be entered. 

MarInE / CM / BUSInESS-CarDS / MarInE 

MarInE / CM / BUSInESS-CarDS / DrEggEn 

MarInE / CM / BUSInESS-CarDS / nED-DECK 





Palfinger Marine- und Beteiligungs-gMBH 



t +43 662 6216 7660 - 2751 | f +43 6216 7660 - 2770 


Morten Jervell Pettersen 

Marketing Manager 

OFFSHORE CRANES 

PALFINGER DREGGEN AS 

Hegreneveiens 17A | 5042 Bergen | Norway 

m.pettersen@palfinger.com 

T +47 55 30 75 - 33 


Jolanda van den Brink 

Human Resources 

LAUNCH AND RECOVERY SYSTEMS 

Palfinger neD-DeCK BV 

Ambachtsweg 10 | 3771 MG Barneveld | The Netherlands 

j.vandenbrink@palfinger.com 

T +31 342 422 - 105 | f +31 342 492 - 717 

M +43 xxx xx xx xxx | www.palfingerneddeck.com 

43

BLank BusIness cards 

1 

2 

3 

4 

5 







t +43 662 6216 7660 - 2751 | f +43 6216 7660 - 2770 








t +43 662 6216 7660 - 2751 | f +43 6216 7660 - 2770 


desIgn ruLes 

1 Logo & gradient 

» The logo is positioned in the coloured gradient strip 

> LOgO POSITIOnIng / > LOgO SIzES. 

2 name 

» Font: Trade Gothic Next LT Pro bold/9pt/tracking + 5 

» Name without academic title 

3 Job description 

» Font: Trade Gothic Next LT Pro light/6pt/ 

line spacing 7 pt/tracking + 5 

» The job description can be entered in one or two 

languages. 

» The text block is aligned with the top border. 

4 company division 

» Font: Trade Gothic Next LT Pro regular/upper case/ 

» tracking + 25 

5 adresse 

» Font: Trade Gothic Next LT Pro light 

» 7 pt / line spacing 9 pt / tracking + 5, numbers: + 25, 

upper case + 25 

» The company name is in upper case and in colour. 

» A vertical bar with a space before and after separates 

the data. 

» Phone, fax and mobile phone are abbreviated to their 

initial letters. 

» Syntax for phone numbers: the international code is a 

standard part of the phone number (without 0 in parentheses), 

functionally related separation through spaces. 

The extension number is separated with a hyphen. 

» Mobile phone numbers are optional. 

» The word email is not used. 

» Only one Internet address is printed. 

» The address block consists of no more than six lines and 

is aligned with the bottom border. 

productIon 

» Business card format 85mmx55mm 

» Paper: Creato 340 g /m 2 matt cellophaned 

» 4c 

44

cM 

3.4 Letter Headed Paper 

Letter paper must have a 

consistent appearance across 

the whole company. Differences 

only result from affiliation to 

the umbrella brand or a family 

brand. 

Group division or locations are 

differentiated by the address. 

MarInE / CM / LETTErHEaDED_PaPEr / MarInE 

MarInE / CM / LETTErHEaDED_PaPEr / DrEggEn 

MarInE / CM / LETTErHEaDED_PaPEr / nED-DECK 








T +43 6216 7660 | F +43 6216 7660 - 2770 


FN 225413s | UID ATU 54683203 | DVR 0035548 


PALFINGER NED-DECK | Ambachtsweg 10 | 3771 MG Barneveld | The Netherlands 

PALFINGER NED-DECK BV 


neddeck@palfinger.com | www.palfingerneddeck.com 

T +31 342 422105 | F +31 342 492717 

Rabobank 36.79.13.534 

IBAN Code: NL 46 RABO 036 791 3534 | SWIFT Code: Rabo NL 2 U 

VAT no.: NL8056.98.218.B.01 | Chamber of Commerce no: 09095130 


Hegrenesveien 17A I 5042 Bergen I Norway 

dreggen@palfinger.com | www.palfingermarine.com 

T +47 5533 3650 | F +47 5533 3651 - 52 

45

1 

2 

3 

Letterhead teMpLate 

B 

a 



PALFINGER MARINE- UND BETEILIGUNGS-GMBH D 




T +43 6216 7660 | F +43 6216 7660 - 2770 

C 


FN 225413s | UID ATU 54683203 | DVR 0035548 


1 X 

1/2 X 

X 

1/2 X 

teMpLate dIMensIons 

a 50 mm Sender line 

B 25 mm Company information left margin 

C 8 mm Company information bottom margin 

D 8 mm Distance between company information and 

text block 

teMpLate eLeMents & typography 

» All type is set in PALFINGER house font Trade Gothic 

Next Pro. 

1 Brand 

» The PALFINGER logo is positioned in the coloured 

gradient strip > LOgO POSITIOnIng. 

» Logo height: 8 mm 

2 2 sender 

» Font – company: Trade Gothic Next Pro bold/upper 

case/5,25 pt/line spacing 7 pt/ tracking + 25 

» Font – address: Trade Gothic Next Pro light/5,25 pt/line 

spacing 7 pt/tracking + 5 

3 3 company information 

» Font: Trade Gothic Next LT Pro light 

» 7 pt /line spacing 9 pt /tracking + 5, numbers: + 25, 

upper case + 25 

» The company name is in upper case and in colour. 


the data. 










» The address block is aligned with the bottom border. 

productIon 

» Letterhead format 210 x297 mm 

» Paper: FSC Premium Exclusiv, 80 g/m 2 

» 4c 

46

1 

2 

3 

4 

BLank Letterhead 

a B C D 

E 

F 



Musterfirma 




Lorem ipsum dolor sit amet ipsum utas doluptaquam, 

eratque parciis ut assequate dit, od qui rem 

Bergheim/Salzburg, 5. Juni 2012 

Sehr geehrter Herr Mustermann, 

Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut 

laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation 

ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo. 

Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore 

eu feugiat nulla facilisis at vero et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril 

delenit augue duis dolore te feugait nulla facilisi. Lorem ipsum dolor sit amet, consectetuer adipiscing 

elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat. 

Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut 

laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation 

ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. 

Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore 

eu feugiat nulla facilisis at vero et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril 

delenit augue duis dolore te feugait nulla facilisi. Lorem ipsum dolor sit amet, consectetuer adipiscing 

elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat. 

Mit freundlichen Grüßen 

Herr Muster 


Moosmühlstraße palfinger ag1 

| 5203 Köstendorf | Austria 

Faktura: F.- W.-Scherer-Straße F.-W-Scherer-Straße 24 | 5020 24 | Salzburg 5020 Salzburg | Austria | Austria Sitz Sitz Salzburg Salzburg | Landes- | Landes- als Handelsgericht als Handelsgericht Salzburg Salzburg 

info-marine@palfinger.com info@palfinger.com | www.palfinger.com 

| www.palfingermarine.com FN 33393h FN 225413s | UID | ATU UID 36827902 ATU 54683203 | DVR | DVR 0035548 0035548 

T +43 + 43 6216 662 4684 7660 - | 2261 F +43 | f 6216 + 43 7660 662 4684 - 2770 - 2280 Zahlbar Zahlbar und und klagbar klagbar in Salzburg in Salzburg 

E 

BLank dIMensIons 

a 115 mm Correspondence text 

B 93 mm Subject line 

C 56 mm Addressee 

D 50 mm Sender line 

E 25 mm Left and right margin 

F 32 mm Bottom margin 

BLank typography 

» Arial is the font used for correspondence. It is pre-installed 

on all computers around the world and has 

a similar typeface as the company font Trade Gothic. 

» Font colour is black. 

1 sender 

» Font – company: Arial bold /5,25 pt/upper case/ 

line spacing 7 pt/tracking + 25 

» Font – address: Arial regular/5,25 pt/line spacing 7pt / 

tracking + 5 

2 address 

» Font: Arial regular /10 pt /line spacing 13 pt/ 

tracking + 5 

» An empty line is left between the street and town. 

3 subject line 

» Font: Arial regular /14 pt /line spacingt 16 pt / 

tracking + 5 

» The headline is left justified. 

» Not more than two lines. 

4 correspondence 

» Font: Arial regular, 10 pt/line spacing 12 pt 

» Letter copy is left aligned. 

» The date is left aligned with one line spacing above 

the salutation. 

» Salutation and signature at the end of the letter are 

offset by two tab stops. 

47

1 

Letter contInuatIon sheets 

a 

LoremIquiatibus accum nullate re consequ odipsume si omnimpel ipsunde velicit illenis et a aut alictiunt 

et ommolorundi none plit, ipitiorem libus, voluptatur as coreperis enimust, que aut volorer uptatis 

palfinger nobit que marine- simus.Etur und beteiligungs-gmbH rectiis moluptame | Vogelweiderstrasse pedigen 40a | 5020 Salzburg delessit | Austria ilique pel ipsunt erfero tecto bea cullat.Od ut 

et occus rem. Otatur? Quisimagnis doluptae nonet eum laccus dus qui occullit dis maximil istes asped 

untia volendae dolestiatem nem. Cust ad magnimi nullam sundis molorer natquas ducit ea conemol 

oresecae quae am, quasitasped maionse catiore sciendis et ari con pro inus idit, ut dundigentiis sanditaesedi 

ratureste aturehention ratem dolorrum volendem nobis sequis adicidebit, omnimod iciminctur, 

ad quam quis qui ommoloratame coratquia int, abor aut fugit volut andit, officimagnat excea eum 

fugiae quodi adignie ntotaque volut eum quo volut rente volupta tempor archit aborpor estiati orisque 

qui consed quibusam ium fugia voluptatem. Itatume nimoluptatur rerum aut essit alicidi gnihilia dolorec 

erovidem. Is sinitiis quos evellen imaionseque veliquid mo is min prae. Agnatur ionsentis explam, ut 

facepudi dolenis iumet voluptae debis ani doluptasped qui odicabore maion placepel ilibus eatur res 

alici remperiorem ditatiur sit, inveliquia dolupta temoloreste consequo qui bla comnimusti tempeles 

estiniatur sam quam dis expla que vel explaut lam et reped ea dus consent. 

Sitionem ventia sunt. Namust ereperum aut volecatur ma voluptatur as sum dolute il magnatus, ad 

mossitatenis magnias exerum nulluptae sanda cumquia veri quaerro exceatis commodisin plit et, quibusam 

sa con nectur aut et ea porpora tionsequam et quaspeles quas dolut hit et aut aut andae el ipsum 

volorenti blatatquam, qui quia venimag nimolup tatquaeptae evendae eicillaut es de coruntio test, 

ommoluptas id quatur? Qui cus ut evenda ipientus mint as eum qui sitae. Tium autem ut ullacipsum 

nus dolorpor sitassunt ea ime lignametur ad ut que rerovid quidebit, quundantem. Ut aliquis dellendaes 

dusam ipsus, siminct otatur abor at ad que nisquias remquis qui suntur si reptati to di sinvenimus 

as vollore, totas dolumquas net iuntis eatem etur sit quas ma et re nobit ex est, quossin velendel inus 

reptatemos estiusa ndandic ienecto tassit, cullignatqui aut laborec tustiam voluptate sim endias as 

dem faces as a plaut a nusanis aut et odio explition re pedigen ihillabore est laudandiae. Bus mostrunt 

ut etur re eat volorumqui re volorestrum repelendus molorepudae moditat atis ratium laccabo rporibusa 

consequatem. Os cus rem quiam, eos nonetur iasiti il ipictiunt maximusam sit in cum apiento 

is solut il molessimus sum reiusam et remquisci ut ad quatectur, ut ra alique eum alia quiasperumet 

ellaccatibus cus rectur am ut fuga. Que doluptatia et aut eatus iur? Qui rae liquatus vid ut alicipsam 

remposam volum haribusdae. Ita voluptatur samus quat ommolupta se est, vendelibus. 

Genitis nonsed qui solupta ssenisquo te si corehendis modit illorem porepta tquatus cillestiae. Et 

reicatur, illaceatur ad eos maionem nuscipit oditasim quidebis doluptusda quatestiur, si il eos deliquae 

nos rero volorat ectiae pa debitas expelit, eaturia quam fugita experna turesendaes at rem sitaten 

deliquibus minullit mos ulparum illa quasi totaquis rat moluptae et volorit quis pero volum, senis aut 

faci consequ istium aut repelest, cor simini quaeratur simi, sequi uta quame dunt aut ut hit ut hil in 

eos ex et quiame quia nessimos nossim elit odit re doluptas quae dolora inum eic to quas invenemqui 

sunt que dolupta solorate dolut paruptincia quam ipsunt, exeris dolorerrum nos qui dolorum voluptas 

quisqui optior aut rerfers peribus. 

Te autemquis non nobis susdant invendento eaquia imod quo et imporum verume venda porepud itectaepta 

impedip sapidia qui odic te nienime nihici unt quasime parum undent aborro et ma sin nonsed 

ut providi cus. Ximiniatem et aut oditature vit officienda experit excesed igenia quam unt la plitios aperate 

labo. Cusciendiam harum volore ommos et eatur sam dolum vel ma quas eost, ommossi tiosto te 

con porem. Ex et quos ressunt. 

Invendem qui aliqui consed mi, te sae. Ut hicimusdae natur si dolut pre explat exeribus de consectur? 

Asperchit, intia consed quo vollend icienducit, nobis essi que nihitia volupta quaspicipsae quid ut qui 

volorerum autas porpore stionestios ut vel mo estibus doluptati re, init eos velitia epreste volorrum excea 

vel is none min comnim etur rent exere, omnimo to et abores expe idendicimus et optatii ssitibus 

dolore ipsumquodit molupta ssusdae res aliquaspide verum quas sitinci autetur iorrovitam la solupit 

repelit ioratas eiciisitia sitatio vendam rerspelique des rem vere eaquist quis res atibus iduci corrorp 

oreresequide cus dolorum quam aut odi demollorro blatiant volupta tectem accab in cus assimus, to 

molupta temperum dist quo cum eaque mod excepudant unt et quae omnime idelici ut alis ipientum 

que maio et aut viduciunt, auta doluptiis est, utem fuga. Bo. Ut verferiti tem estiis et, suscimpora in 

recto corisci endest volut ut eat aped quatibus estrum es quias doluptatem. Ed maion con pla into 

blaccus utesciur? Ex et quos ressunt. 

palfinger marine- und beTeiligungs-gmbH 

Vogelweiderstrasse 40a | 5020 Salzburg | Austria 

B info@palfingermarine.com | www.palfingermarine.com 

T + 43 662 880033 - 2751 | f + 43 662 880033 - 2770 


FN 33393h | UID ATU 36827902 | DVR 0035548 



a 32 mm Body text 

B 25 mm Body text bottom margin 

teMpLate eLeMents & typography 

» All type is set in the PALFINGER house font Trade Gothic 

Next Pro. 

1 Brand 



» Logo height: 8mm 

BLank typography 

correspondence 

» Font: Arial regular, 10 pt/line spacing 12 pt 

» The date is left aligned with one line space above the 

salutation. 

» Salutation and signature at the end of the letter are 

offset by two tab stops. 

48

cM 

3.5 US Letter Format 

The positions of text blocks 

for the North American letter 

format are also exactly defined. 

The text blocks are arranged 

within the frame at the top 

border and are left aligned (not 

justified). 

MarInE / CM / US-LETTEr / MarInE 

MarInE / CM / US-LETTEr / DrEggEn 

MarInE / CM / US-LETTEr / nED-DECK 








T +43 6216 7660 | F +43 6216 7660 - 2770 


FN 225413s | UID ATU 54683203 | DVR 0035548 





T +47 5533 3650 | F +47 5533 3651 - 52 

PALFINGER NED-DECK | Ambachtsweg 10 | 3771 MG Barneveld | The Netherlands 




T +31 342 422105 | F +31 342 492717 

Letter-ForMat 

» 215.9 x279.4 mm 

or rather 8.5 x11Inches 

Rabobank 36.79.13.534 

IBAN Code: NL 46 RABO 036 791 3534 | SWIFT Code: Rabo NL 2 U 

VAT no.: NL8056.98.218.B.01 | Chamber of Commerce no: 09095130 

49

cM 

3.6 Compliment Slips 

With compliment slips, handwritten 

messages can be sent 

quickly and uncomplicatedly. 

It goes without saying that any 

handwritten message should 

be clean and readable. 

MarInE / CM / COMPLIMEnTSLIP / MarInE 

MarInE / CM / COMPLIMEnTSLIP / DrEggEn 

MarInE / CM / COMPLIMEnTSLIP / nED-DECK 





T +43 6216 7660 | F +43 6216 7660 - 2770 




T +47 5533 3650 | F +47 5533 3651 - 52 

Attn. 

Date 


As agreed 

Urgend 

Please reply 

Please return 

Best regards, 

Attn. 

Date 


As agreed 

Urgend 

Please reply 

Please return 

Best regards, 




T +31 342 422105 | F +31 342 492717 

Attn. 

Date 


As agreed 

Urgend 

Please reply 

Please return 

Best regards, 

50

1 

2 

coMpLIMent sLIps 

a 




T +43 6216 7660 | F +43 6216 7660 - 2770 

B 

Attn. 

Date 


As agreed 

Urgend 

Please reply 

Please return 

Best regards, 


a 8 mm Left margin: company information 

B 8 mm Bottom margin: company information 

teMpLate eLeMents, typography 

» All type is set in the PALFINGER house font Trade Gothic 

Next Pro. 

1 Brand & gradient 



» Logo height: 8mm 

2 company information 

» The address block is set as with letter headed paper 

> LETTErHEaD TEMPLaTE. 

productIon 

» Compliment slips format 210 x105 mm 

» Paper: Target, 150 g/m 2 

» 4c 

51

cM 

3.7 Envelopes 

Branded envelopes show 

professionalism and size. 

Therefore all business 

correspondence from 

PALFINGER companies 

must be sent in envelopes 

that are marked with the 

colour strip and logo. 

Attention has been paid to 

postal requirements such 

as machine readability 

and franking fields. 

MarInE / CM / EnVELOPES / MarInE 

MarInE / CM / EnVELOPES / DrEggEn 

MarInE / CM / EnVELOPES / nED-DECK 

corporate MedIa c6 enveLope 



Musterfirma 




PALFINGER DREGGEN AS | Hegrenesveien 17A I 5042 Bergen I Norway 

Musterfirma 





a 20 mm Right hand margin – strip 

B 15 mm Bottom margin 

(minimum distance for post) 






PALFINGER NED-DECK BV | Ambachtsweg 10 | 3771 MG Barneveld | The Netherlands 

Musterfirma 




B 

1 

a 

52

c5 enveLope 



Musterfirma 




www.PALFINGERMARINE.coM 




palfinger Dreggen aS | Hegrenesveien 17A I 5042 Bergen I Norway 

Musterfirma 




www.palfingerMarine.coM 

B 

1 

a 










» The Internet address is integrated into the strip. 

palfinger neD-DeCK BV | Ambachtsweg 10 | 3771 MG Barneveld | The Netherlands 

Musterfirma 




www.palfingerneDDeCK.Com 

53

c4 enveLope 

palfinger Marine- UnD BeTeiligUngS-gMBH 


Musterfirma 








B 

a 

1 

palfinger Dreggen aS | Hegrenesveien 17A I 5042 Bergen I Norway 

Musterfirma 














» The Internet address is integrated into the strip. 

PALFINGER NED-DECK BV | Ambachtsweg 10 | 3771 MG Barneveld | The Netherlands 

Musterfirma 




www.PALFINGERNEDDECK.Com 

54

cM Sabine 

3.8 Email Signature 

Every user has to make the 

signature on his own. 

For help contact your 

local IT. 


1 

2 

3 

4 

5 

Jabinger 

Head of Marketing Marine 



Moosmühlstraße 1 

5203 Köstendorf | Austria 

T +43 6216 7660 - 2751 

F +43 6216 7660 - 2770 

M +43 669 170 888 88 

www.palfingermarine.com 


Legal notices are following. 

desIgn ruLes 

1 name 

» Font: Arial regular 10pt 

» Name without academic title 

2 Job description 

» Font: Arial regular 10pt 

» The job description can be entered in one or two 

languages. 

3 company division 

» Font: Arial bold 10pt 

4 adress 

» Font: Arial regular 10 pt 

» The company name is in upper case and the Font are: 

Arial bold 10 pt 


the data. 










5 Legal notices 

» Font: Arial regular 10 pt 

55

BrandIng 

56

cM 

3.9 Dealer Orientation 

System / Pylon Signs 

Sales and service locations around 

the world must have a consistent 

appearance. The first and most 

striking symbol is the pylon sign, 

which must be positioned so that 

it can be seen clearly from the 

road. This pylon sign provides 

orientation about the PALFINGER 

products and services available 

from the location. For presentation, 

the PALFINGER icons are used 

> PrODUCT ICOnS. 


1/2 X 

1400 mm 

X 

3500 mm 

1/2 X 

1/2 X 

0 

desIgn ruLes 

» Pylon dimensions: 1400 x3500 x400 mm 

» Front: white and blue Perspex. 

» Side: blue Perspex. 

» Product icons from adhesive foil 

» A maximum of eight icons is allowed. 

» Product icons can be easily added. 

» The front consists of modular pockets for exchanging 

the product icons. 

57

cM X 

3.10 Flags 

When flags are produced using 

a 4-colour print process, they 

always carry the colour of 

the defined colour strip as a 

gradient. When they are 

produced in special colours, 

the colour strip can be printed 

in a single colour using the 

defined Pantone colour 


The logos are aligned with the 

upper edge and read from top 

to bottom 

> LOgO POSITIOnIng. 

MarInE / CM / FLag 


X 

58

cM 

3.11 roll Up Systems 

For trade fairs, exhibitions, 

product presentations and 

POS, mobile roll up systems 

are excellent for creating 

branding and for displaying 

messages. Because different 

roll up subjects can be used 

next to each other, exactly 

maintaining the design grid 

is essential for a consistent, 

cohesive appearance. 

MarInE / CM / rOLLUP S 

X 


X 


desIgn ruLes 

1000 mm 

2200 mm 

2:5 

1/14 

» The format is a seven-segment vertical grid 

> COLOUr graDIEnT aS DESIgn ELEMEnT. 

» Text and images are positioned within this grid. 

» The logo is aligned with the centre. With long 

formats, the vertical distance from the top edge 

can be more than one multiple of the logo’s height 

> LOgO POSITIOnIng. 

X 

1000 mm 


0 0 

3500 mm 

2:5 

1/14 

» With similar format widths, the logo size remains 

the same. 

» The colour gradient is vertical > COLOUr graDIEnT. 

» The distance between the Internet address and lower 

edge is 1/14 of the overall height. 

59

cM 

3.12 roll Up Variants 

Icon buttons can optionally be 

placed on the roll up. 

If no images are used, the colour 

gradient is continuous. In such 

cases, text is positioned where 

the image would normally appear. 

MarInE / CM / rOLLUP S 



desIgn ruLes wIth Icon 

» The colour gradient is vertical. 

» The width of the buttons is equal to 40% of the 

width of the PALFINGER logo. 

» 1/7 of the button area projects into the picture 

> PrODUCT ICOnS. 

» All Internet addresses have the same font size. 

The longest is aligned with the PALFINGER claim. 


60

cM 

3.13 Trade Fair Display Walls 

Trade fairs are extremely 

important points of contact 

between customers and the brand. 

Therefore, every PALFINGER 

trade stand must be high quality 

and conform to the Corporate 

Design. Professional image and 

advertising material must be used. 

PALFINGER trade stands are 

available in finished modules that 

can be ordered from Corporate 

Marketing. There are precise 

guidelines for self-produced 

exhibition systems that can be 

downloaded here. 

MarInE / CM / TraDEFaIr_DISPLaYWaLLS 

X 


desIgn grId 

» Trade stands should consist of at least three panels. 

» The coloured gradient is vertically oriented on the 

panels > COLOUr graDIEnT. 

» The logo is positioned centrally on the panel in the 

coloured gradient > LOgO POSITIOnIng. 

» One logo per wall is sufficient, always on the outerend 

panel. 




920 mm 

2500 mm 

» The basic panel layout consists of a seven-segment 

vertical grid. Pictures and text must be positioned within 

this grid. 

» Less is more. Large, striking images create a better 

effect than a grid divided into small sections. 

» Pictures can extend over multiple panels. 

2:5 

1/7 

0 

61

ModuLar dIspLay waLLs 




62

cM 4000 

3.14 SYMa Illuminated Cube 

Stand 

The SYMA System is perfectly 

suited to indoor trade stands. 

Logos, colour strips and pictures 

can be mounted on the backlit 

cubes with foil, ensuring a highquality 

appearance. 


100 mm 

6500 mm 

mm 

fast 2:5 

0 mm 

63

syMa ILLuMInated cuBe stand 

MarInE / CM / TraDEFaIr / SYMa-STanD 

EPSILOn / CM / TraDEFaIr / SYMa-STanD 

BasIc constructIon 

» The rear walls dimensions are 6.50x4.00 m. 

» The dimensions of the single SYMA illuminated cubes 

are 100 x100 mm. 

» The counter is branded with a neutral PALFINGER logo 

in grey and can therefore be used by all brands. 

» The storage area is a neutral grey light cube. 

» The wooden floor is dark brown. 

» Lighting strips provide high-quality illumination. 

desIgn grId 

» The rear walls of the SYMA illuminated cubes can 

be freely decorated with text and images. 

» Image and text formats are governed by the light 

cube grid. 

» The light cubes are laminated with a single colour. 

The colour gradient is produced by the backlighting 


» The logos are on the outside of the rear walls and 

positioned centrally on the cubes > LOgO POSITIOnIng. 

64

product 

Brochures 

65

cM 

3.15 Brochures 


Brochures and leaflets are the most important sales 

tools and the most common point of contact with the 

brand for PALFINGER customers. 

Different product brochures always sit next to each 

other in dispensers. Which is why, above all, the title 

pages should adhere exactly to the design guidelines 

to create a professional, consistent overall impression! 

66

cM 

3.16 Brochure Title Pages 

In a row with other title pages, including 

those from other divisions, 

brochures must have a consistent 

look. Therefore, there are strict 

design guidelines. 

paper 

two-, four-, six- und eight-pager 

» Cover and inside pages: Hello Silk, 200 g/m 2 

ten- and twelve-pager 

» Cover and inside pages: Hello Silk, 170g / m2 sixteen or more pages 

» Cover: 200 g/m 2 , inside pages: 150 g/m 2 

Image and brand brochure 

» Cover: 250 g/m 2 , inside pages: 170 g/m 2 

MarInE / CM / PrODUCTBrOCHUrE 


product Brochure dIn a4 

WIND CRANES 

desIgn guIdeLInes For tItLe pages 





» The > TITLE PICTUrES must have an individual duotone 

effect and, together with the headline, strikingly 

present the product usage or benefits 

» The > COLOUr graDIEnT runs from top to bottom. 

The height of the strip is equal to 2/5 of the page height. 

The logo with claim is always positioned in the upper 

right corner > LOgO POSITIOnIng. 

» The logo size is strictly defined > LOgO SIzES. 

» The product descriptor is yellow, aligned left and in line 

with the top edge of the logo. 

1 

2:5 

typography 

» The headline is set in upper case, justified. The text 

is two to four lines long and aligned with the bottom 

edge of the coloured strip > HEaDLInE SYSTEM / 

TYPESETTIng. 

» The product category, descriptor and benefits are 

highlighted in yellow. The yellow component should be 

between 30 and 50 % of the headline. 

» Font sizes on DIN A4 title pages: 

Trade Gothic Next LT Pro bold 28pt/line spacing 30 pt 

» Font sizes on DIN A5 /DIN long title pages: 

Trade Gothic Next LT Pro bold 14pt/line spacing 16 pt 

> HEaDLInE SYSTEM / TraCKIng. 

67

cM 

3.17 Brochure Structure – 

four-pager 

Every PALFINGER brochure 

must have a page devoted to the 

> BranD ESSEnCE. With a 

four-page brochure, this is the 

back page. Here, the > BranD 

VaLUES are broken down on a 

product level and shown as 

> BranD PrOMISE in keywords. 

These keywords (minimum 

three, maximum eight) should 

be specifically targeted against 

the competition. 

Technical drawings and performance 

curves stand on grey backgrounds 


InDesign files for a four-page 

brochure template can be downloaded 

from this Link. 



Palfinger marine Services AS 

Skålagato 50 | 5470 Rosendal 

Norway 

T +47 900 52 272 

marine-services@palfinger.com 

www.palfingermarineservices.com 


PALFINGER mARINE SERVICES – YOUR 

GLOBAL SERVICE PARTNER, DEDICATED TO 

PROVIDING RELIABLE, RESPONSIVE AND 

COST-EFFICIENT SERVICE FOR mARINE 

CRANES, OFFSHORE CRANES AND LIFE- 

SAVING APPLIANCES. 

HIGHER VALUE 

RETENTION 

BETTER 

SOLUTIONS 

HIGHER 

SERVICEABILITY 

mORE 

FLExIBILITY 

mORE 

RELIABILITY 

BETTER 

EFFICIENCY 

BETTER 

ERGONOmICS 

HIGHER 

AVAILABILITY 

For further information please visit: www.palfinger.com/thebrand 

Applications shown in the leafl et do not always correspond to the standard specifi cations. Country-specifi c regulations must be considered. 

Dimensions may vary. Subject to technical changes, errors and translation mistakes. 


mAxImIZE THE LIFETImE OF YOUR 

EQUIPmENT 

KP-MARINESERV12+E / E 08 / 12, K 12 / 12, D 12 / 12 

- 


Palfi nger Marine Services operates on a global scale and off ers a wide range of services 

for the shipping, off shore and wind industries. 

As a business unit within the PALFINGER MARINE Group, Palfi nger Marine Services 

combines PALFINGER MARINE’s professional knowledge, long-standing customer 

relationships, spare parts from a world leading supplier and a worldwide service network. 

Palfi nger Marine Services is your specialist in After Sales and Service for marine and 

off shore cranes, davits, winches, lifeboats and hooks. Trained and experienced 

professionals work globally to provide you with the highest level of service. 


≥ 24/7 service – professional help whenever and wherever you need it 

≥ Experienced professionals working worldwide 

24H SERVICE NUmBER: +47 94 84 96 90 

ANNUAL INSPECTION AND mAINTENANCE ORIGINAL SPARE PARTS 

≥ IMO/SOLAS MSC.1/Circ 1206 compliance ≥ Worldwide coverage and 24/7 availability 

(annual and 5-yearly control) 

≥ PALFINGER MARINE central warehouse, 

≥ Professional service engineers 

covering most of the spare parts 

≥ Approved check list and service reports ≥ For all leading crane, lifeboat and davit 

≥ Service certifi cate issued after fi nal 

manufacturers 

inspection 

≥ Single point of contact and single point 

≥ Training of the crew 

of billing 

≥ Competitive prices by leveraging global 

buying power 

mULTIBRAND SERVICING 

TRAINING SERVICES 

≥ All leading OEM brands 

≥ User training for crew/operators 

- spare parts 

≥ 1st line maintenance, trouble shooting 

- repairs 

and repairs 

- service 

≥ Certifi cation courses for Ned-Deck Marine 

≥ Comprehensive knowledge and service equipment in accordance with MSC.1/Circ 1206 

history 

≥ Familiarization courses for superintendents, 


crew, classifi cation societies and fl ag states 

≥ One-stop shop 

≥ IMO/MSC annual inspection and maintenance, 

release and retrieval systems (hook) 

SERVICE AGREEmENTS 

≥ Predictive maintenance - Palfi nger Marine 

Services keeps track of services 

≥ Shipping or off shore wind park agreements 

≥ Single point of contact 

≥ Fixed prices for annual and 5-yearly services 

≥ Always in compliance with the latest 

regulations 

RELEASE & RETRIVAL SYSTEm (HOOK) 

≥ In compliance with regulations (IMO/SOLAS 

regulation MSC.1/Circ 1206/1277/1392) 

≥ CAR 35 Replacement Program for rescue 

boats and rafts 


PALFINGER mARINE SERVICES IS YOUR 

SPECIALIST IN WORLDWIDE AFTER SALES 

AND SERVICE FOR THE mARITImE AND 

OFFSHORE INDUSTRIES 

≥ Extensive experience in re-hooking 

≥ Global network of installation teams 

≥ Partner of OEM manufacturers for release 

and retrieval systems 

1 

3 

68

cM 

3.18 Brochure Structure – 

twelve or more pages 

Every PALFINGER brochure 

must have a page devoted to the 

> BranD ESSEnCE. With a 

brochure of twelve or more pages, 

this is page 2. Here, the > BranD 

VaLUES are broken down on a 

product level and shown as 

> BranD PrOMISE in keywords. 

These keywords (minimum three, 

maximum eight) should be 

specifically targeted against the 

competition. Product brochures 

must present the product benefits 

from a customer’s point of view and 

are modularly structured: first large 

photos of the application situation 

followed by details such as technical 

features and, finally, technical 

drawings. 



Palfinger marine- und beteiligungs-Gmbh 

moosmühlstr. 1 | 5203 Köstendorf 

Austria 

t +43 6216 7660 

wind@palfinger.com 

www.palfingermarine.com 

WWW.PALfINGERmARINE.Com 

We reserve the right to change design and specification without prior notice. Applications shown in the leaflet do not always correspond to the standard specifications. 

Country-specific regulations must be considered for the crane installation. Dimensions may vary. Subject to technical changes, errors and translation mistakes. 

4 

8 

ouR ComPLEtE LIftING CoNCEPt: 

thE ShoRtESt WAy fRom SEA to SKy 

ouR PRoDuCt RANGE 

NACELLE CRANES PLAtfoRm CRANES 

≥ Safe and fast lifting from the platform to the nacelle 

≥ Lifting from heli-deck into the nacelle 

≥ Handling within the nacelle 

≥ Optional man-riding capability 

≥ Optional blade and tower inspection 

ComPACt tELESCoPIC CRANES (PC) 

≥ 1.5 mt to 6.6 mt 

≥ Typically used for handling tool kits and spare parts 

≥ Light weight and high performance 

foLDAbLE KNuCKLE boom CRANES (PK) 

≥ 4 mt to 117 mt 

≥ Typically used for handling of heavy loads such as generator 

parts, drives or electric motors 

≥ Compact storage and highest flexibility 

≥ Safe and fast unloading of supply vessels at main or auxiliary 

boat landing 

≥ Flexible material handling on the platform 

≥ Customized to accommodate any sea state 


fIxED boom CRANES (SC) 

≥ 0.5 mt to 4 mt 

≥ Typically paired with a compact telescopic crane (PC) in the 

nacelle 

≥ Simple design available with electric or hydraulic motor and 

manual or electric slewing 

StIff boom CRANES (PS/PSm) 

≥ 10 mt to 183 mt 

≥ Typically paired with a foldable knuckle boom crane (PK) in the 

nacelle 

≥ Simple handling with variable outreach 

KP-WINDSAMM12+E / E 09 / 12, K 09 / 12, D 12 / 12 

WIND CRANES 


PALfINGER WIND – thE GLobAL WIND 

CRANE ExPERt foR INNovAtIvE AND 

CuStomIzED SoLutIoNS foR mAxImum 

RELIAbILIty 

SubStAtIoN / 

ACCommoDAtIoN PLAtfoRm CRANES 

≥ Safe and fast unloading of supply vessels 

≥ Flexible material handling on the platform 

≥ Customized to accommodate any sea state 

≥ Rescue lowering point 


StIff boom CRANES (PSm) 

≥ 22 mt to 183 mt 

≥ Lifting of supply containers, transformers or other spares 

≥ World´s leading manufacturer of cranes for the wind 

industry 

≥ Preferred supplier of onshore and offshore cranes 

for nacelles, platforms and transformer stations 

≥ Complete lifting concept based on a perfectly matched 

set of nacelle and platform cranes 

≥ Minimized downtime for servicing and repair work 

≥ Safe and fast unloading and hoisting of material and 

people 

≥ Worldwide service network 

1 

9 

5 

2 

6 


buILDING A StRoNG RELAtIoNShIP by 

PRovIDING ExCELLENt LoCAL SuPPoRt 

AND SERvICE thRouGhout thE ENtIRE 

PRoDuCt LIfE CyCLE – WE CARE About 

you. PALfINGER WIND: thE PREfERRED 

SuPPLIER of oNShoRE AND offShoRE 

CRANES foR NACELLES, PLAtfoRmS AND 

tRANSfoRmER StAtIoNS. 

hIGhER vALuE 

REtENtIoN 

bEttER 

SoLutIoNS 

hIGhER 

SERvICEAbILIty 

moRE 

fLExIbILIty 

moRE 

RELIAbILIty 

bEttER 

EffICIENCy 

bEttER 

ERGoNomICS 

hIGhER 

AvAILAbILIty 

For further information please visit: www.palfi nger.com/thebrand 

ouR ExPERIENCE – 

youR bENEfIt 

10 

PALfINGER WIND 

thE PREfERRED SuPPLIER 

Windparks equipped with 

PALFINGER wind cranes 

hIGhESt ENGINEERING ComPEtENCE 

A WELL RouNDED PACKAGE 

bESt AvAILAbLE SERvICE 

≥ 80 years of experience in manufacturing ≥ Professional marine and offshore con- 

≥ Worldwide service network 

cranes 

sulting 

≥ Preventive service concept 

≥ More than 10 years of specialized 

≥ Perfectly matched nacelle and platform 

≥ Fast response time for carring out mainte- 

experience in wind cranes and off- 

cranes 

nance and repair 

shore-systems 

≥ Installation support & commissioning 

≥ Global spare parts delivery 

≥ Technical support from early development 

≥ Operator and maintenance training 

≥ Fleet service agreements 

≥ Highest product quality 

≥ 5 year warranty available 

≥ Design approved by class societies, 

≥ Proven track record within the wind 

e.g. GL, DNV 

industry with more than 10 years of 

≥ Customized solutions 

experience 

7 

3 

11 

69

advertIseMents 

70

cM 


3.19 advertisements Advertisements are a high cost method of communication with a very broad reach. 

It is, therefore, especially important that they contribute to PALFINGER’s brand world. 

Every advert, whether in North America or Southern Europe, China or Australia must, 

alone through the design grid, be recognisable as a PALFINGER advert. The varying 

formats, product differences and creative freedom demand a degree of flexibility in the 

design grid, which is taken into account here. Nevertheless, the basic PALFINGER 

Corporate Design rules may not be broken. 

generaL desIgn prIncIpLes 

Layout 

» The layout is divided into picture and coloured gradient 

strip. 

» The relationship between the sizes of the picture and 

coloured strip can be 1:6, 2:5, 3:4 or 4:3. For adverts 

that are significantly larger than A4, the coloured strip 

can also be a ratio of 1.5:5.5. 

» There is no border outline; the advert is arranged in the 

print area either with a plain border or full bleed. With 

bordered adverts, the margin can be adjusted individually 

so that the binding does not obscure the copy. 

» The logo should, where possible, stand free. Text is 

aligned with the bottom border. Distances between 

headline, copy and Internet address should, where 

possible, be equal to the height of the logo (X). 

Layout adaptions /placementn 

» With minor deviations from the standard format, the 

height of the strip remains the same and the advert 

is adapted through the height of the picture. With the 

width, the logo height X remains as a fixed distance. 

coloured gradient / logo 

» The > coLour gradIent is positioned across the 

entire advert and the gradient runs from top to bottom. 

In exceptional cases, the strip can run over the full 

height of the advert on the right hand side. 

» The logo with claim is positioned in the top right of the 

strip > Logo posItIonIng. 

» The logo size is strictly defined > Logo sIZes. 

photos 

» All photos must adhere to the PALFINGER > pIcture 

concept! 

» The picture component should dominate the advert. 

» Image adverts only ever use one picture. 

text / typography 

» Copy is concise and focused on the essentials. 

» Principally, all copy is placed in the coloured gradient. 

In exceptional cases, the headline can also be 

positioned on the picture. 

» Only Trade Gothic Next LT Pro is used. 

» The font sizes are defined for the most important 

advert formats. 

» Headline font: Trade Gothic Next LT Pro bold, upper 

case/tracking + 25, black and yellow, left aligned 

ragged type. 

» If the Internet address is integrated into the copy: 

Trade Gothic Next LT Pro bold, yellow and in lower case. 

» If the Internet address stands alone: Trade Gothic Next 

LT Pro bold upper case/tracking + 25, yellow, font size 

identical to the font size for the claim. 

71

cM 

3.20 advertisements 

Full Page 

MarInE / CM / aDVErTISEMEnTS 

5:2 

X 

flexible 

X 

X 


X 

maximal 3 zeilen, TRaDe 

GOTHiC nexT lT PRO BOlD, 

26 PT / zaB 28 PT 

Trade Gothic next LT Pro regular 9,5 PT / ZAB 13 PT halici pos 

et grae mant? Adducones et? Nostissen silius, tea vivit acered in 

senat ad neri, nihiciv ividessus fuem vis? Verei fortemed deponsimili 

fes ius omnimmo clabutent? 

weB TRaDe GOTHiC nexT lT PRO BOlD, 9,5 PT 

desIgn grId 

» The colour gradient strip is, without exception, positioned 

at the bottom. 

» Depending on picture content or length of copy, the relationship 

between picture and strip is a ratio of 5:2 or 6:1. 

» The border around elements is equal to the height of 

the logo > Logo sIZes / > Logo posItIonIng. 

» The headline should be in the gradient area but may 

also be positioned in the picture. 

PALFINGER MARINE- UND BETEILIGUNGS-GMBH · 5203 Köstendorf, Austria · E-Mail info@palfingermarine.com 

X 



26 PT / zaB 28 PT 






X X 

typography 

» All text is Trade Gothic Next LT Pro. 

» Claim and Internet address are bold/upper case/9.5 pt/ 

tracking + 25. 

» Copy is regular 9.5 pt /line spacing 13 pt/tracking + 25. 

» Headlines are bold/upper case/26p/line spacing 28 pt/ 

tracking + 25. 

» Headlines are a maximum of 3 lines and top aligned. 

» The PALFINGER address information is 6pt/regular. 

» It is positioned at the right edge of the page vertically 

aligned in the image. 


1 /2 X 

X 

6:1 

72

5:2 

cM 


1/2 Page 

max. 2 zeilen, TRaDe GOTHiC nexT lT 

PRO BOlD, 20 PT / zaB 22 PT 

Trade Gothic next LT Pro regular 8,5 PT / ZAB 11 PT halici pos et grae mant? Adducones et? 

Nostissen silius, tea vivit acered in senat ad neri, nihiciv ividessus fuem vis? Verei fortemed 

deponsimili fes ius omnimmo clabutent www.PalfinGeRmaRine.COm 



desIgn 


X 

1/2 X 

1/2 X 

» The coloured gradient strip is preferably positioned at the 

bottom. If the picture requires it, the strip can also be on 

the right hand side. 

» For horizontal strips, the relationship between picture 

and strip is 5:2 and with vertical strips, 4:3. 


the logo or half its height > Logo sIZes / > Logo 

posItIonIng. 


typography 

4:3 

X 

max. 3 zeilen, TRaDe 

GOTHiC nexT lT PRO 

BOlD, 20 PT/zaB 22 PT 

Trade Gothic next LT Pro regular 8,5 PT / ZAB 11 PT 

halici pos et grae mant? Adducones et? Nostissen sil 

ius, tea vivit acered in senat ad neri, nihiciv ividessus 

fuem vis? Verei fortemed deponsimili fes ius et omni 

immo clabutent? 

TRaDe GOTHiC nexT lT PRO BOlD, 8,5 PT 


» Claim, Internet address and copy are 8.5pt/tracking 

+25/regular 

» Headlines are 20 pt/line spacing 22 pt/tracking + 25/ 

bold/upper case. 

» The headline should be in the gradient area but may also 

be positioned in the picture. 

» The PALFINGER address information is 5pt/regular. It is 

positioned at the right edge of the page vertically aligned 

in the image. 

X 

X 

flexible 

X 

X 

X 

73

cM 


1/3 Page 





desIgn 

» 1/ 3 page formats in landscape format where possible. 

Strip adverts in portrait format should be avoided. 

» The coloured gradient strip is positioned preferably on 

the right. Depending on picture content or length of 

copy, the relationship between picture and strip is a 

ratio of 4:3 or 3:4. 


the logo > Logo sIZes / > Logo posItIonIng. 

3:4 



20 PT/zaB 22 PT 

Trade Gothic next LT Pro regular 8,5 PT / ZAB 11 PT halici pos et grae 

mant? Adducones et? Nostissen sil ius, tea vivit acered in senat ad neri, 

nihiciv ividessus fuem vis? Verei fortemed deponsimili fes ius et omni 



4:3 










typography 

x 

x 

X 

flexible 

X 

X 

X 

X 

flexible 

X 

X 

X 


» Claim, Internet address and copy are 8.5pt/tracking 

+25/regular 

» Headlines are 20 pt/line spacing 22 pt/tracking 

+25/bold/upper case. 

» The headline should be in the gradient area but may also 

be positioned in the picture. 

» The PALFINGER address information is 5pt/regular. 

» It is positioned at the right edge of the page vertically 

aligned in the image. 

74

advertIseMent ForMat overvIew 




26 PT / zaB 28 PT 






ein PaRTneR, 

alle lösunGen 

uptatem: quatemp erciis 

namendia: volorio bea corehendae 

dolupenis: accab im nonet labor 






www.PalfinGeRmaRine.COm 




26 PT / zaB 28 PT 






max. 2 zeilen, TRaDe GOTHiC nexT lT 

PRO BOlD, 20 PT / zaB 22 PT 

Trade Gothic next LT Pro regular 8,5 PT / ZAB 11 PT halici pos et grae mant? Adducones et? 

Nostissen silius, tea vivit acered in senat ad neri, nihiciv ividessus fuem vis? Verei fortemed 

deponsimili fes ius omnimmo clabutent www.PalfinGeRmaRine.COm 








20 PT/zaB 22 PT 

Trade Gothic next LT Pro regular 8,5 PT / ZAB 11 PT halici pos et grae 

mant? Adducones et? Nostissen sil ius, tea vivit acered in senat ad neri, 

nihiciv ividessus fuem vis? Verei fortemed deponsimili fes ius et omni 





















75

dIgItaL MedIa 

76

cM 

3.23 Powerpoint 

MarInE / CM / POWErPOInT / MarInE 

MarInE / CM / POWErPOInT / DrEggEn 

MarInE / CM / POWErPOInT / nED-DECK 


Powerpoint is the most widely used and popular format for presentations. PALFINGER 

Powerpoint presentations are customised for the special requirements of this medium: 

good readability from long distances; clear design; not overloaded with too much text 

per slide; small amount of coloured areas for toner-saving printouts. Nevertheless, 

coloured gradients and large photos are used for variation and as design elements. 

Master templates are available for downloading. 

generaL desIgn prIncIpLes 

Basic layout 

» The Powerpoint presentation is very minimal. 

It is a neutral stage for a range of different content. 

» Text blocks/tables are designed to be visually 

appealing and understandable. 

» The presentation can also be designed very strikingly 

with large pictures. 

» The > Brand vaLues should be included in all 

presentations where possible. (Introduction slide or 

closing slide: Lifetime Excellence). 

» Conscious use of white space makes the presentation 

easier to comprehend, appealing and elegant. 

» The design colours are used in the text and graphic 

blocks (coloured bullet symbols, arrows etc.). 

» When there are multiple pictures on one slide, 

the pictures should be a uniform size and spaced 

2mm apart. 

» The colours for each brand are defined in the 

Powerpoint colour menu. 

» There are 2 layout variants that differ primarily in the 

title and intermediate slides, either reduced without 

the coloured gradient or with the coloured gradient. 

coloured gradient 

» The coloured gradient is minimalistic and reduced to 

a coloured line. 

» The coloured gradient appears with the design of 

the content, e.g. with the brand values.The coloured 

gradient serves as a background element for important 

information and (intermediate) title slides. 

» The coloured gradient is already present in the Powerpoint 

template and does not need to be imported. 

typography 

» Arial, which is installed on all computers, is used as 

the font. 

» Headlines are black and set in upper case. 

» Headlines must be clear and striking 

» Clear, simple design of text blocks using bullet points 

and clear difference in font size from the headline. 

» Bullet points are always in the design colour of the 

respective brand. The arrow is from the Powerpoint 

symbol menu. The small arrows are special characters. 

77

powerpoInt paLFInger MarIne 

TITEL, ARIAL BOLD 36 PT VERSAL, 

LINKSBÜNDIGER FLATTERSATZ 

ARIAL BOLD, VERSAL, 19 PT 

2009 2010 2011 % 

Revenue 505.4 651.8 845.7 + 29.7% 

EBITDA 18.5 59.9 96.8 + 61.6% 

EBITDA margin 3.7% 9.2% 11.4% – 

EBIT (3.0) 37.1 67.9 + 82.8% 

EBIT margin (0.6%) 5.7% 8.0% – 

Result before income tax (11.9) 29.8 57.0 + 91.1% 

Consolidated net result for the 

period 

(7.8) 24.2 42.0 + 73.2% 

Dividend per share (EUR) 0 0.22 0.38* + 72.7% 

Diese Zeile ist für Anmerkungen und Quellenangaben gedacht. 


➔ Arial regular 20 Pt 

» Arial regular 16 Pt 


7 

14 


Arial regular 20 PT. Lore ipsum dolor sit amet, consectetuer adipiscing 

elit. Aenean commodo ligula eget dolor. Aenean massa. Cum 

sonatoque ciis penatibus et magnis dis parturient montes, nascetur 

ridiculus mus. Donec quam felis, ultricies nec, pellentesque eu, pretium 

quis, sem. Nulla consequat massa quis enim. 

 

Lore ipsum dolor sit amet 

DIAGRAMM POWERPOINT 


1. Qrtl. 

2. Qrtl. 

3. Qrtl. 

4. Qrtl. 

4 

8 

16 

SUPERVISORY BOARD 

ARIAL BOLD 12 PT VERSAL 

➔ Dr. Alexander Doujak 

» (since 13.12.2010)Chairman of the 

Supervisory Board 

➔ Hubert Palfinger 

» Jun. Deputy Chairman of the 


➔ Additional members of the 


» Mag. Hannes Palfinger 

» Dr. Heinrich Kiener 

» DI Wolfgang Anzengruber 

» Mag. Peter Pessenlehner 

» Johann Mair 

» Gerhard Gruber 

» Alois Weiss 

ZWISCHENTITEL, ARIAL BOLD 

36 PT VERSAL 

DIE MARKENWERTE 

6 

13 

17 

78

powerpoInt paLFInger dreggen 




2009 2010 2011 % 

Revenue 505.4 651.8 845.7 + 29.7% 

EBITDA 18.5 59.9 96.8 + 61.6% 

EBITDA margin 3.7% 9.2% 11.4% – 

EBIT (3.0) 37.1 67.9 + 82.8% 

EBIT margin (0.6%) 5.7% 8.0% – 



period 

(7.8) 24.2 42.0 + 73.2% 







7 

14 







 




1. Qrtl. 

2. Qrtl. 

3. Qrtl. 

4. Qrtl. 

4 

8 

16 



















36 PT VERSAL 


6 

13 

17 

79

powerpoInt paLFInger ned deck 




2009 2010 2011 % 

Revenue 505.4 651.8 845.7 + 29.7% 

EBITDA 18.5 59.9 96.8 + 61.6% 

EBITDA margin 3.7% 9.2% 11.4% – 

EBIT (3.0) 37.1 67.9 + 82.8% 

EBIT margin (0.6%) 5.7% 8.0% – 



period 

(7.8) 24.2 42.0 + 73.2% 







7 

14 







 




1. Qrtl. 

2. Qrtl. 

3. Qrtl. 

4. Qrtl. 

4 

8 

16 



















36 PT VERSAL 


6 

13 

17 

80

powerpoInt corporate – paLFInger MarIne, paLFInger dreggen – paLFInger ned deck 



6 

HIGHLIGHTS 

ZWISCHEN TITEL 

1 

SECTION 

4 

SECTION 

1 

KAPITEL 

4 

KAPITEL 

2 

SECTION 

5 

SECTION 

2 

KAPITEL 

5 

KAPITEL 

3 

SECTION 

6 

SECTION 

3 

KAPITEL 

6 

KAPITEL 

2 

3 

12 



6 

HIGHLIGHTS 


1 

SECTION 

4 

SECTION 

1 

KAPITEL 

4 

KAPITEL 

2 

SECTION 

5 

SECTION 

2 

KAPITEL 

5 

KAPITEL 

3 

SECTION 

6 

SECTION 

3 

KAPITEL 

6 

KAPITEL 

2 

3 

12 



6 

HIGHLIGHTS 


1 

SECTION 

4 

SECTION 

1 

KAPITEL 

4 

KAPITEL 

2 

SECTION 

5 

SECTION 

2 

KAPITEL 

5 

KAPITEL 

3 

SECTION 

6 

SECTION 

3 

KAPITEL 

6 

KAPITEL 

2 

3 

12 

81

cM 

3.24 Website 

The Internet is our most 

important channel of 

communication. PALFINGER 

websites are characterised 

by a modern appearance 

and high usability. They lead 

the user to the required 

information as quickly and 

easily as possible. 

The PALFINGER web design 

conveys premium quality 

as well as high levels of 

service. Official PALFINGER 

websites are commissioned 

and managed exclusively 

by Corporate Marketing. 

A style guide for web-based 

applications is available for 

download. 

MarInE / CM / WEBCOnCEPT 


82

4. corporate 

Language 

83

cL 


PaLFIngEr /CL / WOrDIng-gUIDELInE ??? 

corporate Language 

The way things are expressed and written is an 

important aspect of a company’s identity. 

PALFINGER’s language is concrete (rather than 

abstract), simple and concise. It avoids convoluted 

sentences, abbreviations and the passive form. 

Plus, it addresses people politely and appropriately 

in accordance with their culture. 

A comprehensive definition of the corporate wording 

is being prepared and will be made available as a 

download when it is complete. 

84

cL 


4.2 Wording guideline wrItIng styLe / speLLIng 

» We write simply and clearly. 

» A catchy sentence consists of 15-20 words. 

» We turn commas into full stops. 

» One thought per sentence is enough. 

» We eliminate superfluous words and syllables 

(e.g. instead of “one single goal’ just “one goal”, 

instead of “in order to” just “to”). 

» We avoid words with five or more syllables. 

» We avoid convoluted sentences. 

» We avoid unintelligible abbreviations. 

» We create a clear structure for the content: 

everything step by step. 

ForMuLatIon 

» We use the active voice, not the passive. Rather than 

“The truck-mounted forklift from PALFINGER”, use 

“the PALFINGER built truck-mounted forklift. 

» We avoid auxiliary words like must, can and should. 

Rather than: “You can check with your dealer” simply 

use: “Check with your dealer!” 

» Verbs at the beginning of a sentence make it dynamic. 

Instead of: “You have the opportunity to test this crane” 

use: “Test this crane!” “Take the chance!” etc. 

» We avoid distant and abstract phrase such as “one”. 

We write “you” and “your” instead. Instead of: “One 

uses the remote control” we say: “You use the remote 

control.” 

» We replace complicated foreign words and technical 

terms with understandable words. 

» We substantiate statements with numbers or evidence 

wherever possible. 

» We only use superlatives if they can be proven. 

We justify our statements. 

» We use positive formulations. Instead of: “We don’t 

charge you for this service” we say: “This service is 

free.” 

» We formulate according to usage. Instead of: “AOS – 

patented vibration damping system” we use: “More 

load cycles through controlled movement. AOS – the 

PALFINGER Vibration damping system. 

» We find benefits for our reader and describe them 

precisely. Instead of: “Use the wide range of benefits 

from POWER LINK Plus.” it’s better to use: “With this 

crane arm you can reach through low openings and even 

work in buildings. Complicated crane work – even in the 

tightest spaces. 

85

cL 

4.3 “Performance” 

in Copy 

We express our performance 

linguistically through modern 

language and style criteria. 


This means: 

» we write as actively as we speak 

» not using flowery phrases or verbiage 

» using more verbs and fewer nouns 

» positive formulation 

» creating concise, modern sentences 

» using questions (optionally addressed directly) 

key words 

reliable | durable | high performance | valuable | precise |maintenance-free | preserves | 

efficient | productivity | productively | peak performance |pays back | highest capacity | 

precision work | easy to use | rapidly ready for operation | perfectly matched | added value | 

best overall package | excellent resale value | high commitment | low downtime | powerful | 

economical | sustainable | convenient | superior value | excellent performance | intelligent 

| innovative | technology leader | tried and tested | proven | development intensive | 

developed by professionals | trendsetter | leading | modern technologies | new generation | 

fit for the future 

86

cL 

4.4 “High Class” 

in Copy 

Our copy also reflects the fact 

that we are high class. 


This means: 

» expressing technically-complicated facts simply 

» conveying the emotional benefit as well as the rational 

» paying attention to correct grammar and spelling 

key words 

No. 1 | qualitative | the best use PALFINGER | sustainable | long term | functional design | 

valuable | aesthetic | professional | design | premium | competent | swear by PALFINGER | 

demand the best | committed | superior | perfection | dynamic | 1st class equipment | 

standard | class | style | be proud | pride of ownership | like | specialist | giving the best | 

world of professionals 

87

cL 

4.5 “Customer Focus” 

in Copy 

We show our customer focus 

through simple, appealing copy. 


This means: 

» directly addressing customers in copy wherever possible 

» balanced mix of “you” and “we” 

» personal, friendly approach 

» active, pictorial formulation 

» many examples 

» no distant, abstract formulation 

key words 

comprehensive | close service network | try products out | nearby | partnering | accessible | 

fast / quick | happily | simple / uncomplicated | available | local | there for you | convenient | 

partner for professionals | best global service network | responsible | years of experience | 

carefree | closely connected | test yourself | team spirit | you’re welcome 

88

cL 

4.6 Spellings 


The company name is always written in upper case. Other words are combined 

with PALFINGER without a hyphen. Only in the Register of Companies is 

PALFINGER written in lower case. The only exception here is PALFINGER AG. 

Lower case is generally used for Internet addresses (www.palfinger.com) in body 

text. PALFINGER is always written without an article. 

eXaMpLes 

» PALFINGER 

» PALFINGER Group 

» to PALFINGER 

» from PALFINGER 

» PALFINGER AG 

» PALFINGER MARINE 

» PALFINGER DREGGEN Offshore cranes 

» Palfinger Platforms GmbH 

» WWW.PALFINGER.COM 

» www.palfinger.com (in body text) 

89

work 

In progress 

Corporate Identity is a living thing, influenced and 

inspired by a company’s employees and their activity. 

In addition, despite all the rules, Corporate Design 

is not a rigid solution, but a guideline to be adapted 

from case to case and that continually develops. 

Therefore, this manual will also continue to be 

developed. Make sure that you always know the 

current status and ask Corporate Marketing if 

you’re not sure of something. 

Thank you! 

90

CD Manual - Extranet - Palfinger

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