Definition of Tonality
The tonality defines what messages are communicated to the different target groups and stakeholders via the brand, products or images.
The tonality also affects the wording - it is often called tone of voice and supports the advertising activities verbally. In contrast to that, the basic tone is more the colour scheme or range of tones that are used.
The tonality of Mitsubishi Materials
Clearly structured, modern appearance, large and effective pictures.
Bright, fresh, modern
Colours
White, grey, red and black accents
Imagery
Large and effective pictures, lots of product action shots
Graphics & icons
Striking graphics & icons - white, grey, red and black accents
Videos
Informative and to the point
Text Hierarchy
Text and Language
The text plays also animportant role in conveying a message. For this reason, standardised language, punctuation and syntax are essential and should be consistently employed in all communication media.
Headlines and Sublines
Headlines and sublines are always written in capital letters.
The Tone of Text
The text should convey a clear message about the brand and the products.
Spelling of the Company Names and Brands
In continuous texts, the company “Mitsubishi“ and “Mitsubishi Materials can be written both in capiltal or in mixed-case letters. Brand names should never be hyphenated. In contrast, all product names should be written in capital letters for greater emphasis. An exception applies to products that include lower case letters in their description, such as the iMX series, even when they are included in titles or subtitles. In this case, the writing style should remain in mixed-case letters.
Examples
MPS1
NEXT-GENERATION SOLID CARBIDE DRILL FOR STANDARD AND DEEP HOLE DRILLING
The Metalworking Solutions Company of Mitsubishi Materials is dedicated to the development and processing of metals, cutting materials, coatings and precision tools. Profound know-how and many years of experience in manufacturing technology makes Mitsubishi Materials one of the leading suppliers in the precision cutting tool market.
The company‘s global market presence, with headquarters and sales offices in Japan, Europe, India, Brazil, China, Thailand, Mexico and the US, as well as a broad network of international distributors, ensures a targeted, comprehensive service.
Information exchange and technology transfer, open communication and growing synergies beyond boundaries guarantee maximum performance and sustainable customer success.
INNOVATION – THE KEY TO CONTINUOUS GROWTH
Mitsubishi’s wide range of milling products provides off the shelf or tailor-made solutions, whether for the automotive, aerospace and medical or general machining industries.
From the smallest cutter in the mini end mill series to the ceramic CE-series, Mitsubishi Materials provides targeted, innovative, high quality products.
MITSUBISHI MATERIALS - METALWORKING SOLUTIONS COMPANY A SYNERGY FOR SUCCESS
The new high-performance MPS1 drill sets a benchmark and is regarded as a next generation solid carbide drill. MPS1 is the first choice for high cutting speeds and feed rates and also provides excellent wear resistance and long tool life. Accurate pilot drilling paves the way to extremely precise deep holes up to 40xD. MPS1 achieves optimum chip removal thanks to its polished flutes and the double margins ensure high quality hole surface finishes.
In addition, the optimum cutting edge geometry ensures stability and precision.
PERFORMANCE – REDEFINING THE PARAMETERS
The modern manufacturing industry is fast moving, therefore Mitsubishi continuously strives to be at the forefront of the market.
In a constant exchange with partners and clients, solutions are offered for every situation.
From the indexable insert drill MVX for hole depths up to 6xD, through to the deep-hole MPS1, Mitsubishi Materials has individual solutions for all drilling applications.