We bring progress to life
We have a clear and singular purpose to our brand and business:
We bring progress to life
It captures our ability to combine what we want – what we need – and what the planet demands, empowering us to develop smarter products and solutions for our customers – to drive meaningful progress.
We use “life” alongside progress to highlight the positive contribution that we make to our people and our world.
“We bring progress to life” is our single, unifying tagline
No other taglines are permitted. Every business unit narrative or campaign title must always be paired with this tagline.
“We bring progress to life” alignment
Our tagline can be showcased in two ways:
- One-line format – the full tagline in a single line.
- Indented format – split into three lines, with “progress” indented in line with the official grid system.
Important:
Do not use the tagline with a trademark symbol (™). If you are still using it in your email signature and other materials, please update them.
The tagline should always be positioned left-aligned, set in DM Sans Bold and without a period at the end.
We bring progress to life – standard indentation
We use a grid* to properly indent and align the tagline.
This method defines the exact positioning of the word “progress”. The indentation should align with the position of the letter “e”.
This layout is best suited for touchpoints where canvas space is limited – making it a stronger choice than the on-line tagline version in these contexts.
*Basing on our standard grid guidelines for different sizes.
We bring progress to life – flexible indentation for large-scale applications
When using the tagline as a header or a wall mural, you have more flexibility with the indentation of the word “progress.”
The standard grid* remains the foundation, and the indentation may extend to align with the position of the letter “b”.
This option works best when there is enough space on a touchpoint to position the tagline prominently.
Positioning may be adjusted based on the canvas size and overall layout to ensure balance and visual impact.
Please ensure to apply the correct stylistic set of the DM Sans font for the lowercase letter “g”.
*Basing on our standard grid guidelines for different sizes
Using the tagline together with the company logo and content
The tagline should be placed he bottom left of the layout, preferably in the lower left corner.
For larger canvases, the position of the tagline may move upwards a bit for visibility and balance while maintaining alignment with the overall design.
If content limits space, the tagline can be placed on the lower right side of the layout.
In certain cases, for example when combined with a BU narrative title, the tagline may be placed closer to the headline to maintain a smooth visual flow and improve readability.
Examples
What NOT to do
