This ambitious slogan will be the strapline, from 2013, for architectural aluminium glazing systems specialist, Technal. For the very first time since the business was established 50 years ago, Technal has introduced a global communications concept to more clearly explain its intrinsic values to the world.
This worldwide leader in the manufacture of aluminium windows and façades has grown across the world since it was created in France. It has expanded across Europe and then internationally into areas with high growth potential such as Latin America, the Middle East, India and South East Asia.
Central to its global expansion has always been the strategy of diversification and innovation, offering each local market the precise products they need. Technal’s current product portfolio is, therefore, highly diverse. However, the brand has always strongly retained its own individual characteristics, created out of its strong corporate culture and shared across the whole business.
The aim of the strapline, ‘The world looks better’ , is to unify communications across all Technal’s markets and to share the values that make up the brand’s ethos – a genuine passion for contemporary architecture and timeless design, the commitment to enhancing user comfort and quality of life, and to reducing energy consumption and minimising impact on the environment.
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With these values, Technal can openly communicate its vision for a better world. On the one hand, the brand continues to work in partnership with architects and specifiers to develop aesthetic solutions that help to improve the built environment in which we live and work.
On the other hand, building occupiers will benefit from even greater enjoyment of Technal products every day, products that successfully achieve the balance between thermal and acoustic performance and even slimmer sight lines that maximise natural light and views outside.
Lastly, the world will be a better place if we all play our part in protecting and conserving the earth’s natural resources. Technal's commitment in this area includes taking aluminium recycling initiatives to the next level, developing systems for buildings with low or zero energy consumption, and achieving standards for energy efficiency that go beyond statutory requirements.
‘The world looks better’ is much more than a simple strapline, it is a genuine declaration of the principles that this global brand represents.
