BRAND PRINCIPLES

We make the world a cleaner place – and we do it sustainably

At MEIKO we fulfil the key human need for cleanliness and hygiene. Our innovative, high-end technology delivers impeccable washing and cleaning results. We especially focus on economy, durability and keeping resource consumption low. Our brand image, the MEIKO spring, communicates just that: we are the source of cleanliness and sustainability – globally.

100 % MEIKO, 100 % committed

MEIKO is so strong – and that is down to our teams and our people. Because we are 100 % committed. Our team spirit brings us together: we are proud to be MEIKO employees. Being part of the MEIKO family makes every one of us a brand ambassador for MEIKO quality. That is what drives our market success. Our image is competent, customer-focused and friendly – that is why people trust us. Whether we are in the workshop, visiting customers as part of the field sales team or exhibiting at a trade fair: we embody MEIKO values. And we do it sustainably. 

These are everything to MEIKO  

Trust is the foundation for everything – and the heart of any authentic brand. Our customers know for certain that they can totally rely on us. MEIKO is the right choice. MEIKO is the clean solution for improved economy and sustainability. MEIKO is a values-driven company and reliable to do business with.
One intention motivates all of our efforts in communication and in every MEIKO workspace: we aim to build trust and communicate our values. That makes decisions easy and transparent for the customer. MEIKO offers added value in technology, quality and service. That makes for long-term customer loyalty. You see, we think in long durations, not just in business quarters. Happy, loyal customers are the best possible adverts for the MEIKO brand. As are happy employees.

We take our responsibilities seriously.      

Our clean solutions offer our customers new opportunities to achieve the highest levels of cleanliness and hygiene. That is how we answer our responsibility for people and environment. We are always innovating, developing resource-efficient technology and making our manufacturing and work sustainable. We believe that economic activity forms a cycle and at every stage, we have an important part to play. That means that we don't just think about washing and cleaning. We also deal with recycling food waste and other materials, as well as disposal. Not to mention behaving in an environmentally responsible way in the company, too. MEIKO takes a holistic approach. That makes us especially unique as a brand.

MEIKO – The clean solution

Our guiding principle expresses the MEIKO brand claim: we have the clean solution for people and planet. Our entire company and all of our actions are guided by it. 
The clean solution – at MEIKO, this is our guiding principle in every area: in technology, in how we deal with one another and in society.

The clean solution for communication

‘The clean solution’ is the guiding principle of our whole brand – so naturally, it also applies to our communication strategy.
We want our brand to appear professional and to win the trust of customers, the media and the public. We have therefore developed our own distinct communication strategy, centred around our values and claims. It has style and structure – it communicates our messages simply and speedily.

Our key image, the MEIKO spring is the starting point for our brand world and recognisable design elements. Our colours, typography, corporate wording, images and texts form a single whole: our branding. We apply this consistently and continuously so that our customers always recognise us everywhere. If we portray ourselves in the same way over an extended period of time, a distinctive image of MEIKO will emerge – and that will create a good deal of trust. Across all media channels.

Recognisability, continuity and a consistent image are the keys to marketing success.
That is why we are providing you with the MEIKO brand manual: this is where you will find the design elements of our professional brand image. Logo use, colour palette, graphic composition and graphic style, wording and terminology. Please follow the content and instructions when designing communication media. You will see that these guidelines make your work simpler and easier. They contain all of the technical details and style guidelines, as well as the full look and feel of the MEIKO brand. All of this is presented in a clear way for all uses and levels of communication.

Always remember: everything communicates something!
Be it small or large, internal, external or both.

Have fun and good luck with your MEIKO brand manual!