There are contexts in which our brand is communicated alongside other brands, such as in the case of sponsorship, events or information on collaborative projects. All our collaborations should have the potential to enhance our brand. It is therefore vital to choose partners that provide the right associations.
We want our brand to be associated with innovative solutions, with working closely with our customers, and with taking responsibility for our employees, the locations where we operate and the environment. Our partners are to help reinforce this image.
The following checklist is a useful guide when assessing whether to enter into a collaboration. If the answer to any of the questions is no, the collaboration is questionable.
- Is the image of LKAB enhanced by being associated with the partner or activity?
- Is it unlikely that the partner will be associated with anything negative?
- Will our target groups consider the collaboration understandable and relevant?
- Is there a plan for how to evaluate and end the collaboration?
- Are the collaboration and the areas of responsibility regulated by agreements?
- Has the financing been established?
If a collaboration or sponsorship is to be started, we need to decide how the collaboration should be designed visually. In order to do so we need to determine the relationship between LKAB and our partner. To decide which roles our partner and we should have in the collaboration will give us clear visual guidelines and communication.
LKAB as primary sender
When we are the sender of the communication, our own brand identity and design are used. This means that we produce the communication according to our design guidelines, with the LKAB brand in sender position. Always ensure that you are using the correct version of the partner’s logo and treat it with respect as regards positioning, background and colours.
- LKAB’s graphic profile is fully used
- LKAB’s logo is placed in one of the four corners
- The collaboration is expressed in text, for example “In cooperation with...”
- The collaboration can also be expressed by our displaying our partner’s logo
- The partner logo should primarily be black or white depending on the background
- Partner logos are placed at the bottom
- Partner logos should have a size that’s totals 70% of the LKAB logotype
Example of sponsoring:
LKAB as partner of the sender
When the partner is the sender, its brand identity is used. In these situations we often have limited control over the content and look, but we must always ensure that our brand and our logo are treated properly and that the relationship between the two brands can be perceived clearly in all communication.
The only tools used in this context are LKAB’s name and logo. No other graphic tools – such as images, colours or patterns – are used. Always request a proof so that you can make sure our brand is treated properly by our partners.
- The partner’s graphic profile is fully used
- Only LKAB’s name or logo is used
- Ensure that guidelines on clear space are followed
- Our logo is to be positioned apart from the main sender – for example, in a separate corner
Equal focus branding
When LKAB and a partner communicate as equal senders, the framing is to be as neutral as possible so that neither partner appears stronger. Names, identities and logos are never to be mixed.
- One party’s brand must not be more prominent than the other
- Neutral design is used throughout – none of the parties’ design elements are used
- Only LKAB’s name or logo should be used
- Ensure that guidelines on clear space etc. are followed
- In certain cases an explanatory text may be used: “A joint initiative by LKAB and ...”
If possible, we should avoid the role as equal sender because it is resource-intensive to create completely new identities and takes longer to work up awareness. It is also difficult to make the sender and identity consistent across all channels. Avoid communicating as equal senders if the collaboration partner’s brand is weaker and is less well known. Also avoid allowing LKAB to be an equal sender in a context where the other brand is dominant.