Claim Guideline

Brand usage example showing three vertical PALFINGER flags on flagpoles against a blue sky, demonstrating consistent logo placement and color application in outdoor branding.

Lifetime Excellence

We reinforce the use of the claim in moments that clearly demonstrate PALFINGER’s technical maturity, lifecycle performance, and future readiness – signaling trust, long-term commitment, and vision. This focused shift enables broader, high-impact applications across meaningful touchpoints – while avoiding short-lived or disposable formats that risk diluting its value.

We sharpen the framework and keep its application purely focused on:

  1. Product communication
    Where there is proof of maturity, lifecycle performance and future readinees.
  2. Brand communication

    Signals trust, long-term commitment and vision to the customer.

Our revised approach unlocks strategic potential by using it as a credibility signal across brand and business – not just product.

Product communication

This is where the functional promise of "excellence over a lifetime" becomes tangible: through materials, specifications, design durability, and reliable support. It speaks directly to professionals who depend on consistent performance and long-term value.

What it includes

  • Product brochures
  • After-sales materials
  • Lifecycle service packages (Spare parts delivery or subscription, Lifetime warranty extensions, Maintenance contracts)
  • On-product placements (when subtle and premium)

Brand communication

This is where the brand’s deeper promise comes into play – not just the specs, but the philosophy: We think in decades.

It signals reliability, vision, and future readiness – giving emotional and trust-building tool to the PALFINGER name.

This involves brand storytelling, product experiences, and identity-building moments that shape brand perception.

Usage example

  

Correct brand usage examples showing a wall-mounted screen displaying PALFINGER content and a mobile website hero with the “Lifetime Excellence” headline, both marked with green check icons to indicate approved applications.

  

Incorrect brand usage examples showing a PALFINGER-branded pen and a mobile website page layout with misaligned or improper headline placement, marked with red cross icons to indicate disallowed applications.

Trade shows

Do:

  • Integrate the claim into hero messaging on booth structures only when showcasing innovation, durability, or lifecycle-focused offerings. (brand communication)
  • Feature in live demos or video loops that explain product reliability, long-term performance, or service support. (product communication)

Don’ts:

  • Print on giveaways or disposable items (e.g. bags, balloons, pens – it weakens the claim’s premium association).

  • Use as a booth decoration without context (e.g. repeated claim on walls without tying to product/service proof).

  • Add to team apparel or badges – it dilutes the strategic focus and makes it feel internal-facing.

Website

Do:

  • Use as part of trust-building elements – e.g. at the end of a service journey or in testimonials. (brand communication)
  • Feature on About/Innovation sections when explaining the brand philosophy. (brand communication)
    Support sections (product communication)

Don’ts:

  • Place in the site-wide footer when connected to a narrative.
  • Use on careers or finance pages without lifecycle context.
  • Reuse on every page title without tailoring to the specific content or audience need.

Summary

Use only if ...
  • It connects directly to a product or service with real-life performance or innovation evidence.
  • The narrative supports vision, trust, and long-term vision
  • The format is permanent or high-value (e.g. brochure, website, trade booth)
  • Its presence is focused and deliberate, not repeated excessively in a single space
Never use if ...
  • It's a short-lived channel (e.g. fast social content, giveaways)
  • The context is internal or HR-related (EVP, employer branding, onboarding)
  • It’s just being used to “fill space” or decorate without narrative alignment
  • It’s overused and repeated in a single setting, leading to fatigue and diminishing its premium impact.

Summary with touchpoints examples

Use

Use with confidence when content supports lifecycle, credibility, trust or innovation.

  • Product brochures
  • After-sales materials
  • Lifecycle service packages
  • On-product placements (subtle & premium)
  • External corporate presentations

Conditional use

Only if the message is in the right context and usage is deliberated and limited.

  • Trade show signage (limit to one high-value use)
  • Social media (only in innovation, customer success, or thought leadership posts, for example)
  • Website Sections

Avoid

Lacks narrative context, risks diluting the claim’s credibility, is a short-lived channel or is intended for internal use:

  • Trade show signage (limit to one high-value use)
  • Social media (only in innovation, customer success, or thought leadership posts, for example)
  • Website Sections

Application

Option 1

Aligned around the logo

Layout example showing a headline in uppercase aligned around the PALFINGER logo, with the Lifetime Excellence claim positioned within the layout grid and supporting body text below.

Option 2

As subline or topline

Layout example showing a headline in uppercase with the Lifetime Excellence claim used as a subline or topline beneath the PALFINGER logo, maintaining clear hierarchy and spacing.

Option 3

As a headline

Layout example showing the Lifetime Excellence claim used as the primary headline, with supporting body text and the PALFINGER logo placed above in the approved layout structure.

Claim option 1

Single and two lines

Single line brand claim, set in PALFINGER Headline weight, with 0% letter spacing.

Two line brand claim, set in PALFINGER Headline weight, with 0% letter spacing and 100% line height.



Typography example showing the Lifetime Excellence claim set in one line and two lines using PALFINGER headline weight, demonstrating correct letter spacing and line height.

Size ratio

To maintain balanced proportions, set the brand claims’ height to at least 1/3 and at most 1/2 of the Palfinger logo height.

Avoid

To ensure legibility across all formats, the brand claim should never be smaller than 9 pt

Size ratio guideline showing minimum and maximum proportions between the PALFINGER logo and the Lifetime Excellence claim to ensure balanced scale and legibility.

Aligned with the logo

When positioning the brand claim, always align it with the PALFINGER logo, either vertically or horizontally.

Avoid

Do not align the brand claim diagonally with the PALFINGER logo.

Correct and incorrect examples of aligning the Lifetime Excellence claim with the PALFINGER logo, highlighting approved horizontal or vertical alignment and disallowing diagonal placement.

Single and two lines

When positioning the brand claim, always align it with the PALFINGER logo, either vertically or horizontally.

Avoid

Do not align the brand claim diagonally with the PALFINGER logo.

Application examples showing the Lifetime Excellence claim used in single-line and two-line formats aligned with the PALFINGER logo within image-based layouts.

Claim option 2

As topline, subline or closing line

The brand claim should always appear in PALFINGER Headline weight and uppercase when used in text – whether in a topline, subheadline, or closing line. However, the decision of where to place the claim should remain flexible, ensuring it aligns with and complements the content of the headline or text it accompanies.

Claim as topline


Bright Limestone adds softness and clarity when full Limestone feels too heavy.

Layout example showing Lifetime Excellence used as a topline above the main headline, with a subheadline and body text to demonstrate clear hierarchy and soft contrast.

Claim as subline


Helps create clear content containers without adding heavy contrast.

Layout example showing Lifetime Excellence placed as a subline beneath the headline, supporting the main message without adding visual weight.

Claim as closing line


Effective for defining larger content areas or modules, especially in digital applications.

Layout example showing Lifetime Excellence positioned as a closing line below headline, subheadline, and body copy, suitable for concluding content sections.

Claim Option 3

As headline


The brand claim always appear in PALFINGER Headline weight and uppercase, adding the opacity shade, when used as a headline.

Claim Option 3 showing Lifetime Excellence used as a headline, with the first line in full black and the second line in reduced opacity, followed by a subheadline and body copy to demonstrate hierarchy and emphasis.

Dont's

Do not place the claim directly below the logo.

  

Brand claim placed directly below the PALFINGER logo, demonstrating incorrect vertical positioning.

Claim should not be placed diagonally with the logo.

  

Brand claim positioned diagonally relative to the PALFINGER logo, showing improper alignment.

Do not set the claim in mixed case.

  

Brand claim displayed in mixed letter case, illustrating incorrect typography usage.

Never use the claim twice or multiple times in one layout.

  

Brand claim repeated multiple times within a single layout, demonstrating incorrect duplication.

Do not set the claim in other font weights then PALFINGER Headline.

  

Brand claim set in a different font weight than the PALFINGER headline, showing incorrect typographic hierarchy.

Always use the claim with normal spacing.

  

Brand claim displayed with altered letter spacing, illustrating incorrect spacing usage.