Haitian International
Claims & Calls
A claim is a brand statement that anchors positioning and boosts recognition across all channels. It should stay stable over time and work consistently in different formats and markets.
Our Communication Levels
1. Corporate Level
Represents the company/division as a whole
2. Product Level
Used whenever products are the focus
3. Campaign Level
A temporary, action-driven line for a specific campaign or event. It creates attention and momentum.
1. Corporate Level
The corporate claim is a long term message. It will be used for all Group members. One mission, one direction. By combining the strengths of several industry divisions with the synergies of our Group, we deliver smart technologies, strong performance, and global support—creating lasting value for our customers.
We Create
We create advantage through cutting-edge product technologies and energy-efficient machines – designed within each division’s core strengths to deliver smart, sustainable, and high-performing solutions.
We Extend
We extend advantage by combining automation, smart solutions, and the technologies of all divisions into turnkey solutions – backed by global service and localized support across industries and markets.
Use
The company slogan will be used on company level with the fixed background elements.
2. Product Level
At Haitian, “Technology to the Point” is the shared product strategy across all divisions – one mindset, many specialized interpretations.
For Haitian International, the Group’s largest division, it’s more than a claim: it’s a measurable standard. It reflects a unique position among the world’s leading injection molding machine manufacturers – built on an unmatched breadth of solutions, deep engineering power, and innovation speed. Backed by 60 years of machine-building expertise and production volumes few can rival, Haitian International turns proven industrial scale into customer-ready performance – precise, efficient, and built to last.
The 3 Pillars of Technology to the Point
Smart Technology
Haitian combines innovative hardware in its machines with digital intelligence through AI and sensors for more efficient production. We strive for innovation to reduce operating costs and increase efficiency and want to shape a smart future with our customers.
Flexible Integration
Our smart machines offer open integration with peripherals and automation, creating an integrative production ecosystem, which provides data for insights into plant status, production, process control, and quality traceability.
Sustainable Solutions
We have been a pioneer in the industry for years in the development of energy-saving technologies and machines. Further innovations promote the use of recyclates to conserve resources and process-related energy management.
Signature System
Haitian International uses an established, product-specific visualization of TttP. The claim is translated into a “three-pillar system” that makes the strategy tangible. Each symbol of the triad represents a clear positioning in the market and thus connects to a clear customer benefit.
Full version
Claim + icons + terms. Always use this version when the symbols and the text below them are easily legible and when the Claim needs to be understood and explained (e.g., in brochures, large-format trade fair graphics, special Ads, strategy-oriented content. etc..)
Short version
A reduced version that is optimized for small advertising formats, among other things, where space is limited and the legibility of the detailed labels cannot be guaranteed (e.g., advertisements, online banners, exhibition displays, small signage).
As the signature has been used at Haitian International for more than a decade, it is widely recognized and established. Therefore, the short version can increasingly be used in larger formats when a clearer, more minimalist appearance is desired – provided that brand awareness and context are clearly guaranteed.
Usage Examples
The Claim + triology is always used when Haitian International communicates at the product level.
Indoor Poster Trilogy TTP
Format: 1000 x 700 mm
This is a good example of a large format that is nevertheless the more aesthetically pleasing short version.
3. Campaign Level
Level Up! Your Advantage
Event Message 2025 / 2026
is the actual event call built on the Corporate Claim and designed to add energy and momentum. It’s emotionally charged—signaling “we’re taking the next step together”—and speaks in a young, international tone that’s easy to understand. The message communicates growth, progress, and readiness to move to the next level.
Possible Variations
Depending on the portfolio of exhibits, the Event Call can also be diversified with different focal points. See here the example of K-Show 2025 in Duesseldorf.
Main call
Generation 5 introduction. Industry driven solutions. Smart application technologies.
Automation solutions. Open connectivity. MES solutions.
