If sales and service locations or other subsidiary companies appear together, the “holding” addition is necessary. “Holding” can appear on the same page separate from the corporate logo. Brands may only be combined on the same level. This means that only the “IST” brand may not be combined with a corporate brand.
If documents or advertising material refer to the entire group of companies or if the identity of the company with METZ HOLDING is to be emphasised – for example in job advertisements – the brand + brand icon of the production facilities must be used. The Metz Holding companies are to be placed in addition to the primary logo and do not replace it.
The company name is written as follows: IST METZ GmbH & Co. KG. “IST” is used on its own to designate affiliation to the company, e.g, “IST UV units”
The following presentations of brands shall be used in all correspondence, presentation and advertising material, as the right to use lapses if the brands are not designated:
- IST is the umbrella brand for the IST sales and services network.
Presentation of protected marks of IST Systems Technology division:
- MBS® (modular building set)
- BLK® (basis air cooling)
- LUV® (LED UV)
Presentation of protected marks from the area of UV components:
- FLC® (fast lamp change)
- ELC® (electronic lamp control)
- URS® (UV reflector system)
It is sufficient in the document used to cite the copyright mark when it is first mentioned and to make the following note at the end of the document: IST and the products/services MBS, BLK, ELC, FLC, LUV and URS are registered trademarks of IST Metz GmbH.
The “IST” brand, as the sovereign originator, can be used without any further additions. It is the brand’s visual recognisable feature and can be used for both the mother and sales/service network. The brand has a strong, promotional character and shall be used in the context of the IST companies and their products.
The IST brand can be extended by the brand icon – the IST stripes. The IST stripes are the visual representation of the “energy in light” claims. The visual impact is enhanced as a result and greater differentiation achieved from other brands. The logo may be used universally for communications media that stand globally for both a mother and subsidiary brand.
This claim represents the mission statement of the company across all its market activities. The claim reinforces the brand and demonstrates the strategic focus with “energy in light”. The claim stands for both the broad economic focus and the commitment of staff and the social cooperation. The claim is the conviction/the internal value of the brand core of IST. The reinforcement is particularly required if “energy in light” stands for more than technology, e.g. advertisements, mission statements, internal notices, business reports etc.
The three elements brand icon, brand and “energy in light” must be used individually in the associated context. The brand icon is mainly placed in the left-hand corner in printed media, the IST logo on the right opposite page and the typeface “energy in light” either directly or at a visible distance beneath the IST logo.
The IST stripes symbolically stand for rays of light and are the visual representation of the “energy in light” claim. A colour is assigned to each of IST’s core competencies. Green, grey and blue each stand for PRINT, SERVICE and INDUSTRIAL. The brand icon can be used on its own, in conjunction with the logo or in abstracted form as a style element. If the brand icon is used on the same page as the logo but separate from this, the IST stripes are to be placed cropped off in the top left-hand corner. The grey stripe is extended in this case.
The slogan “WE HAVE THE CURE” represents the company’s key statement at the product level for the respective business units. It is subordinate to the “energy in light” claim which represents the mission statement of the company. The dual meaning of the word “Cure” connects the technical aspect of the product with the company’s solution-oriented philosophy. The slogan should be used in conjunction with the company's contact details to design the advertisement.