Advertising

Advertising provides broad exposure for the Nordson name and identity to worldwide audiences.

The image projected through advertisements can significantly influence perceptions held by customers, prospective customers and prospective employees. Therefore, it is important that all materials consistently reflect the quality, reliability and integrity of Nordson Corporation, its products and its services.

The graphics standards that follow describe and illustrate the proper use of key corporate identity elements to create a clear, consistent and unified Nordson image. While creative execution may vary depending on the market or culture, the basic identity elements remain constant in all applications worldwide.

Samples and specifications for these are shown on the following pages. (Refer to specific sections for additional information on the proper application of the logo, fonts, and color palette.)

Questions concerning the application of Nordson identity elements in the production of advertising and promotional materials can be directed to Corporate Communications.

Copywriting Guidelines
All ads should be written keeping Nordson's brand promise in mind: Nordson delivers precision technology solutions that help customers succeed worldwide. In general, every ad should clearly communicate the customer benefit of Nordson's product, system or service.

Use the following questions to help you identify the customer value proposition:

• Why should a customer buy Nordson's product or system instead of a competitor's?
• Will this product, system or service save the customer time? How much?
• Will this product, system or service save the customer money? How much in the short term? How much in the long term?
• Is the product or system easier to install than a competitor's? By how much?
• Will this product or system last longer than a competitor's? By how much?
• Will this product allow the customer to operate more safely? How?
• Will this product or system help the customer reduce maintenance? How?
• Does this product or system integrate the functions of several components, therefore reducing the number of components a customer has to buy and/or install?
• Is the product or system smaller, allowing the customer to save space?
• Does the product provide environmental benefits?
• Is a particular service something that competitors do not offer?
  
  

Whenever possible, significant focus should be given to communicating the message that Nordson offers complete solutions - solutions that start with innovative products and are backed by exceptional services and support.

Advertising Specifications and Graphic Standards
This section shows examples of advertisements that illustrate the use of the logo, fonts, layout, and color to create a unified Nordson look. The examples and specifications provided here will ensure a consistent appearance is maintained for advertisements across all Nordson businesses.

Specifications Common to all Nordson Advertising

• The logo appears in the sign-off area positioned at the bottom of the ad, in the lower right-hand corner.
• The Nordson Blue Bar appears in the sign-off area anchoring the bottom of the ad.
• Nordson (or Nordson sub-branded business) web address and phone number appear in the call to action area positioned at the bottom of the ad, preferably in the lower left-hand corner.
• Headline font is Source Sans Pro.
• Body copy is EB Garamond.
  
  

Please see Nordson's Layout Application page for downloadable Design Grids and more information. These should be used as starting points for development of new ads.

Print Ad Examples - Arc Layout


Print Ad Examples - Box Layout


Print Ad Examples - Solid Layout



Web Banner Ad Examples