Sustainable Product Brands

Usage

The exclusion zone and minimum size are critical to maintaining the visibility and integrity of our logo. The exclusion zone ensures that no text, graphics, or other visual elements interfere with the logo’s clarity and impact by defining a clear area of space around it. This protects the logo from appearing crowded or diminished.

Exception

If the claim “the world’s first carbon captured near-zero cement” is used as a headline or as wording and is positioned in close proximity to the logo, it can be removed as part of the logo. Another exception are promotional items/giveaways whose purpose is not exclusively to influence purchase decisions. These items can be produced without using the “near-zero” claim next to the logo.

Position

The product logo is always placed on the background or shape. The corporate brand logo is always placed on the imagery and must always be placed on the left side of any layout or document.

On a shape, the product logo should be prominently placed first in front of all content. On a background the product logo can be placed in each of the four corners.

Dont's

The CO₂ word device has been developed to place emphasis on carbon capture within our key messaging. It is designed to highlight the ‘CO’ letterform by incorporating the CO₂ mark directly into selected words. To maintain clarity and impact, only single words containing the letters ‘CO’ may be used with this treatment.

When applying this device, chosen words must always be relevant, meaningful, and appropriate to the context of the communication. Careful selection ensures that the emphasis on CO₂ remains purposeful and reinforces our brand narrative, rather than distracting from it. Incorrect or arbitrary use of this device dilutes its effectiveness and should be avoided.

Always use Lexend HM Bold in uppercase with the ‘Capture Graphic’ highlighting the CO₂ part of the word.

Keyword messages should always appear in English unless a direct translation can be made which includes ‘CO’.

Dont's

evoZero Capture Graphic

Inspired by a viewfinder, the ‘Capture Graphic’ is a dynamic device derived from the Heidelberg Materials brand mark, used to highlight messages, facts, and aspirational ideas.

Layout

We have created an outer exclusion zone to ensure appropriate scale within a frame and provide a protective area from separate graphic elements.

The minimum size requirements guarantee legibility and recognition across all applications, whether in print or digital formats.

Usage

The examples below show how we may use the ‘Capture Graphic’ in a variety of applications, highlighting its versatility and the dynamic role it plays within our visual identity system.

Example

Dont's

Typography plays a vital role in shaping the clarity, tone, and professionalism of our communications. Consistent use of these typefaces across all applications creates a unified visual identity and reinforces recognition of the brand. Establishing a clear hierarchy, through defined heading, subheading and body styles ensures information is delivered with structure and impact.

Main Headings

Campaign Headlines

Body Text

This includes adhering to approved fonts, specified weights, and recommended sizes across print, digital, and presentation materials. Substituting typefaces, altering proportions, or misusing weights and styles weakens brand cohesion and should be avoided.

Typography

Colour is a fundamental component of our visual identity, providing immediate recognition and reinforcing the personality of evoZero®. When applied consistently, colour strengthens brand recall and ensures a cohesive look and feel across all communications. Examples below demonstrate our permitted identity colours.

To maintain visual integrity, colour must be used with precision and consistency. Always apply the specified CMYK, RGB, and HEX values to guarantee accuracy across print and digital media. Overuse of accent colours or alterations to the established palette undermine the strength of the brand and must be avoided.

The labelling text is set separately from the descriptor within the layout. It appears as an asterisk text for the tiering note on defined media.

All touchpoints that are aimed directly at (potential) customers (invoices, orders, cement bags, e-brochure) have a QR code that leads directly to a website with the labeling text. In the high-level marketing and campaign materials (print ad, digital assets) there will be no QR code but instead a hyperlink or URL.

The world’s first carbon captured near-zero cement/concrete. Learn more here: evozero.com

Find the labelling text on evozero.com

evoZero Microsite

The visual language of the evoZero product brand is minimalist, reduced and defined by images with a high proportion of white. The white colour scheme is consistently integrated into the visual language, both in CGI and in real images. Exceptions can be made for editorial and informational content.

For special content purposes, such as campaigns, it is possible to expand the image guidelines. For specific requests that go beyond the guidelines, please contact the Brand Communication Team.

Abstract Imagery

Dont's

Campaign Imagery

Dont's

Campaign Hierarchy

The evoZero® campaign hierarchy is carefully structured to communicate effectively across multiple audience levels, guiding messaging from broad brand awareness to highly targeted, personalised engagement. It provides a clear framework for how evoZero® connects with the market – building recognition, driving interest, and fostering meaningful relationships with specific customer groups through tailored communication strategies.

Messaging – Level 1

The level 1 campaign is anchored by the single headline ‘One giant leap.’ This serves as the unifying statement for all broad, awareness-focused communications. Supporting this, we have three alternative copy options to complement the headline. This allows flexibility in tone and emphasis while maintaining consistency in the overarching message.

Messaging – Level 2

For Level 2 messaging, the campaign employs paradox headlines that sit within the benefit-driven themes of ‘Pioneering, Reliable and Empowering.’ Each headline is designed to capture attention while highlighting key customer benefits. Supporting these headlines, we have copy developed to complement them, ensuring clarity and impact in communicating value to customers.

Messaging – Level 2a

For Level 2a messaging, the campaign also uses paradox headlines, but these are aligned with specific customer benefits. We have complementary copy developed to reinforce each message, ensuring clarity and impact in communicating the benefits to each audience.

The product logo is independent, but at the same time fits into the visual language of Heidelberg Materials, as the proportions and typeface are derived from the corporate brand.

Usage

Position

Usage