Brand profile

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Siemens
Brand DNA

Siemens

Siemens builds industrial automation, rail, building and grid technology, along with the software that designs and simulates it.

48%
Background#FFFFFF
28%
Secondary#F2F5F5
12%
Text#000028
8%
Primary#009999
4%
Surface#000028
Typography
Aa
Siemens SansDisplay · Modern & cleanSiemens SansText · Sharp & flat

Tight, technical and grid bound. Headings set in the brand sans at a controlled scale, no display sizes, units always exact.

Tone
WarmCool
PlainTechnical
SeriousPlayful
ModestConfident
QuietLoud
Never

quote an efficiency gain without its measurement period

show an installation without permission

use abstract industry imagery instead of a real plant

Never says
revolutionarymagicseamlesssynergy
Sounds like this

Eighteen percent less energy on the same line, measured over a year.

Engineering led and unhurried. Name the installation, the constraint and the measured improvement.

Audience

Plant, rail and building engineers and the operations leaders who sign off long lived capital equipment.

Loves

+Systems that run for thirty years

+Measured efficiency gains

+Standards and interoperability

Loathes

×Unverified savings claims

×Proprietary dead ends

×Industry buzzwords

The hill it
would die on

An efficiency claim that has not been measured on a real installation is marketing.

DensityBalanced
AlignmentLeft
MotionSubtle
AddressFormal
Siemens · brand DNA at a glance 10 of 12 traits
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