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Nederlands
Roba

Brand story,
A tradition in
growth and innovation.

For over 80 years we have proved that two worlds can come together in one company. By prospering in the commercial field and being social at the same time. We are honest while being successful. We are based in IJsselstein and we do business worldwide. Metal is our core business and people are at the heart of the company.

Indeed, at Roba Metals everything is about our people. Loyal people, hardworking people, long time employees, persistent people; entrepreneurs on the payroll having a lot of freedom because they know how to deal with that responsibility. Driven but without being pretentious.

We are successful, but modest. To be honest: almost too modest. We are world renowned, but mainly in our own circle. In a world full of exaggeration we tend to whisper. We sell ourself short. Roba Metals is the best kept secret in IJsselstein.

We are not a pioneer of things that have not yet been proved successful. We take part when things have become relevant and clear and when we understand how it can help us to get to the next level. Whether it is a new cut-to-length line, a digital platform or innovation in the field of sustainability. It is our tradition to ensure growth and stability. We are looking forward to a sustainable future for the next generation.

The identity structure of Roba Metals

Trustworthy, loyal, flexibility and tradition are a few words that describe the identity of ROBA. These terms are the skeleton of our new brand positioning. With this, we describe the goal of our organisation, our added value for our customers and our key principle.

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Logo

We use our logo in three different ways. Our logo in ROBA green is our standard way of communicating our logo. We can also use the white ROBA logo on a dark background and when colour is not an option we use the black ROBA logo.

Slogan

Our new slogan is at the heart of our organization. It shows our drive to help our customers to thrive in their business.

Use of logo & slogan

It is no longer our standard to communicate our slogan together with our logo. So don’t be shocked when you see the logo without the new slogan.

Use of colour palette

ROBA is green. The dark green colour is part of our identity. Therefor this will remain our main colour, however we choose for a slightly fresher green. We added two new base colours and two accent colours to our colour palette.

Dark Green

White

Light grey

Mid Grey

Dark grey

Black

Bright green

Orange

Corporate identity and symbols

Our new corporate identity is recognizable, innovative and unambiguous, which just perfectly suits our company. In the near future we will introduce our new corporate identity on all kind of means of communication. This includes a new website, we are currently working on.

Icons

With these new created symbols it is possible to see all our divisions at a glance. The symbols refer to a specific characteristic of each of our divisions.The icon used for our Steel division is a coil, whereas the icon used for our Stainless steel- and Aluminium division is a stack of sheets and the icon for Non-Ferro is a fitting. Our Recycling division is indicated by a symbol that is generally known.

Font for office purposes

Our standard office font will be Arial. This font is available to everyone and we will use this for all our daily communication. This means we will change all kinds of documents, PowerPoint presentations, and e-mails to this font. It is no longer allowed to use other fonts.

Corporate font

For communication to our customers we use a new special font: Maison Neue. Only our marketing department has a licence to use this font. You will find this font on our new brochures and website for example.

Tone of voice

We have developed a handbook in order to give you some extra support when you are writing to customers. This tool is not meant to suddenly change the way we communicate with customers. With some of our customer we have a long and trusted relationship. Therefor we recommend to use your own judgement when communicating with customers and only use the handbook as a guidance.

This handbook is based on the Dutch language. If you would like to receive this handbook, please contact our marketing department. Some examples:

Example

Clear, to the point, down to earth, direct, decisive, confident, knowledgeable, decent, unadorned clear and accessible language, accessible choice of wording.

Specific

This means

Roba Metals stands for excellent service and quality. We help our customers to find the right moment to purchase, we have short delivery times and we offer independent advise. We are trustworthy just as it should be.

This does not mean

Curt, bland, boring, arrogant, disconnected.

Example

Our work is all about you as a customer. At Roba Metals we are one team and together we make sure you stay satisfied: from the first cup of coffee when we meet to the delivery we make.

Personal

This means

People minded, engaged, connected, emphatic, cheerful, warm, respectful, social, friendly, open, narrative.

This does not mean

Amicable, not professional, not business like, emotional, woolly language, unnecessary, cautious, without a purpose, too familiar.

Example

For over 80 years we are proud of metal. While our industry is constantly changing, at Roba Metals we remain experts. We follow all innovations and therefor you are assured of the best products, service and price.

Driven

This means

Ambitious, passionate, positive, strong, energetic, goal oriented, forward looking, proud.

This does not mean

A specialist from another planet, too many details, too serious, jargon, loud, arrogant, pedantic.

Our marketing department

We are proud of our new corporate identity and we would like to use it in the right way. This why our marketing department has been appointed to handle all marketing related issues/questions for all companies within the ROBA division. Marketing makes sure that the corporate identity be used as it is meant to be. If you have any questions in this regard, please contact our marketing department. We are here to help.

Our marketing department is in charge of all external communication of our organization. For example, we can assist you with advertisements, brochures, flyers and fairs. We can also help with:

  • Advice regarding to communication, design and the use of our corporate identity.
  • Approval of the layout of content, documents, PowerPoints and advertisements.
  • Assisting with content creation and finding third parties to help us with creating content.
  • Drafting advertisement plans together with third parties.
  • Create a marketing plan for specific communication goals within our different divisions.
  • Managing our LinkedIn page and posting content on the website.

Thank you

We would like to thank you for your patience. We do realize that it took a while before we were ready to disclose our new corporate identity. We hope that you are enthusiastic about our new brand style. A special thanks goes to our marketing team: Kendrick, Lucien, Danny Peele and Maarten Overbeek. We would also like to thank Hanka, Jaco, Tom, Adrian and William for their great help and critical views throughout the process.

Contact and further information:

Marjolein van der Bij

Marketing departmentmvdbij@robametals.com

Naomi Sapir

Legal and Marketing departmentnsapir@robametals.com

Paul Cohn

pcohn@robametals.com

Pim van den Heuvel

pvdheuvel@robametals.com