01
Who we are,
and why it matters.
The foundation under every logo, color and sentence in this book. Sourced from the corporate brochure (2026), the “Our Viscon DNA explained” leaflet, the “We are Viscon” leaflet and viscongroup.eu.
Project-driven
system integrator.
Specializing in the automation of Agro & Food production processes. We provide automation technology, software and integrated solutions to make agricultural processes more sustainably profitable, scalable and easy. Our collaborative, flexible approach and heritage of innovation ensure efficient, future-proof systems that help people, plants, and animals thrive.
The three strands
From “Our Viscon DNA explained” — the helix visual with three call-outs. These three claims are the substance of the brand; everything else is expression.
Extensive Agro & Food experience
We believe in fully designing and building your production process. Thanks to our extensive experience in Agro & Food markets, we deeply understand the operations, opportunities, and challenges faced by Agro & Food producers and processors. This enables us to create the best production layouts for your company.
Customer-specific innovation
We work with a large number of ‘tried-and-tested’ automation solutions that can be configured as building blocks. These modules form the basis of our solutions. On top of this standard foundation we apply customer-specific engineering, adapting the solution to your product, process, layout and building.
Complete process designing & building
As a system integrator, we build machines but moreover we build integrations. We design and build the complete process, combining Viscon automation with carefully selected partner equipment. Our software enables full control and management of your production facility.
Crossovers create the best ideas
Crossovers create the best ideas.Corporate brochure — Viscon DNA
We believe in continuous innovation. Our Viscon DNA demands that we ask questions, learn every day, developing new business in new sectors and emerging markets. Crossovers enable us to acquire the best ideas from one sector and introduce them into the next — bringing innovation and inspiration to our employees and the people we work with, everywhere we go.
What this means for communication
- Lead with the crossover. A hatchery solution that came out of tissue culture is a better story than a spec sheet.
- “System integrator”, not “machine builder”. The distinction is deliberate — we build integrations, not just machines.
- Never claim a single market. Viscon Group is cross-sector by definition.
- Invite, don’t broadcast. The brochure closes this chapter with “Let’s connect and share fresh ideas!” — that tone is the standard.
together
We know no bounds when it comes to adventure, diversity, and inspiration. As tech-enthusiasts, we dive head-first into challenging processes, using technology to create innovative solutions. We dare to experiment. The development of ideas and talent: that’s our goal!
The words we
open with
“Thrive together” is not a campaign line — it is the manifesto, and it carries the brand wherever it appears.
Thrive Together
The corporate manifesto and internal rallying cry. Used as the closing line of the brand, on interior displays and in employer branding.
#thrivetogether
The social form — one word, lowercase, thrive in Bold and together in Light. Closing frame of the corporate brochure.
for a thriving tomorrow.
The commercial tagline, preceded by the core-value line: automation, robotics & software — for a thriving tomorrow. Note the closing full stop.
We dare to experiment
The “We are Viscon” leaflet opens on “We dare to experiment.” — the same manifesto in its boldest, shortest form. Use it where a single line has to do all the work: a cover, a wall, a title slide.
We envision a world
in which people, plants
& animals can thrive.
Vision
We envision a world in which people, plants and animals can thrive.
Mission
Through state-of-the-art technology and knowledge, we make food and agriculture processes sustainably profitable, scalable and user-friendly.
Where we come from
Founded in 1927 by Jan Visser, starting in the flax industry and shifting to horticulture after the flax business declined in 1967. The Visser family began designing and manufacturing their own machinery for a diversifying market, expanding into Fresh Produce, Poultry and Food Logistics. The business is led today by the fourth generation of the Visser family.
Figures as published in the “We are Viscon” leaflet (2025) and the 2026 corporate brochure. Note: the leaflet prints “3 generations of experience”, but the fourth generation now leads the business — use four, and correct the figure at the next reprint.
Automation
Robotics
Software
The three core values are not abstract virtues — they are what Viscon actually sells, and they double as the tagline: automation, robotics & software for a thriving tomorrow.
Automation
Robotics
SoftwareLayout reference: the core-values spread in the corporate brochure sets each value as a rotated word over a full-bleed process photo.
Automation
Specializing in automation solutions for product handling and intralogistic processes.
Robotics
Focussing on reducing (labour) costs, maximizing efficiency and achieving full production potential.
Software
Offering a full range of modules helping you to control, manage & optimize your production.
The underlying promise
Do more with less.Viscon’s aim — corporate brochure
By embracing constant innovation and leveraging ideas from various sectors, we create added value across the supply chain. Viscon’s technologies and robotics solutions are focused on reducing (labour) costs, maximizing efficiency, and achieving the full potential of your production.
One group,
a family of divisions.
Viscon Group is the endorsing parent. Underneath it sits a family of flexible, independent divisions, each with its own expertise in a specific market or product — together delivering a truly complete solution package.
The architecture, at a glance
Group endorses. Units own markets. Products and technologies sit one level lower again. Entities have a mark but no commercial story of their own.
Unit marks above are the full-color versions — all five download in color and white from 2.1.
The divisions, in their own words
Descriptions as published in the “We are Viscon” leaflet (2025). The full logo set for every unit is in 2.1.
Viscon Plant Technology
Bringing together reliable automation, software, and plant science: creating future-proof and innovative young plant automation.
Viscon Hatchery Automation
Since the 90’s, Viscon has invested its R&D skills in the hatchery industry and today is one of the market leaders in intelligent automation solutions.
Viscon Fresh Produce
As market leader in fresh produce logistics, Viscon provides scalable solutions to process, pack and store fresh produce with optimal precision.
Viscon Warehouse Automation
Smart and efficient solutions for compact storage systems and material handling in both food and non-food industries.
Viscon Factory Intelligence
In-house software company developing the next generation of software that intelligently integrates work processes with your automation technology.
All logo packs live on the Marketing drive → 01. Huisstijl → 01 logo’s.
Division voice, in practice
A unit may speak sharply in its own market as long as the Group mark and gradient hold it together. The test is not how loud the line is — it is whether a reader who knows one unit would recognize the other as the same company.
What holds across units
What changes between units
- The market vocabulary. Growers and packers for Fresh Produce; integrators and hatcheries for Hatchery Automation; throughput and pick rates for Warehouse Automation.
- The division gradient — Greens for Plant Technology, Blues for the three market units, Software for Factory Intelligence.
- The register. Factory Intelligence can be dry and provocative; Plant Technology talks to growers who know their crop better than we do.
What never changes
- The shared ‘V’. Every unit mark carries it — that is the whole architecture in one glyph.
- First-person plural. “We”, and the reader as “your”, in every unit.
- Concrete over adjectival. “Structural labor savings, higher processing capacity” — never “cutting-edge solution”. See 4.2.
- The hashtag. #thrivetogether belongs to the Group and is not re-cut per unit.
02
The parts
everything is built from.
Logos, color, type, textures, icons, photography, video and layout — the raw material of every Viscon output, on screen and in print.
Logo usage
Viscon Group’s logo is based on the renowned ‘V’ as base element. Logo usage is always the same.
The four logo forms
Image logo (the ‘V’ icon)
Base rules
- Color usage only as shown above; the logo is only used as a whole.
- Gradient and blue mono logo always on a white (or light-gray) background.
- Reverse logo on gradient or photo background — preferably on gradient.
- Place the logo in the upper-left or upper-right corner and respect the alignment (clear-space) zone.
- Image logo may be used as icon; watermark on overlay/multiply with white as base.
- Don’t distort the logo horizontally or vertically.
- No text or imagery placed within the logo.
- Don’t place the gradient or mono logo on a colored, gradient or photo background.
- Don’t partly combine mono colors with gradient colors.
- Never recolour the logo outside the approved forms.
The five business units
Each unit carries the Group ‘V’ for unity, but focuses on its own division colors when posting and bannering. These five are the units that are marketed externally — see 1.5.
Full logo packs (RGB/CMYK/PMS · EPS/SVG/PNG/PDF/JPG, incl. DIAP and grayscale) per unit live on the drive. More marks sit there too — TREGG, VLC, MyConveyor, Vinovo, Viscon Connect, Viscon Group Holding/Services, Viscon Logistics and the foreign offices.
Gradient & mono colors
Viscon Group’s gradient color is always prioritised. Division gradients are only used when highlighting a certain division topic — preferably as gradient accents on a white background.
Group gradient · 60°
Division gradients
RGB 40|59|139 → 24|155|215
#00AD7C → #189BD7 *
RGB 14|18|59 → 40|59|139
* The 2023 handbook lists swapped RGB/CMYK values for the Greens gradient.
Mono colors
Mono colors can be used as heading titles and may be combined with gradient colors.
Support colors
Support colors can be used in backgrounds, next to plain white.
Avenir, throughout
Overall font family: Avenir. In general everything is left-aligned; headers and quote titles can be aligned on outer sides depending on the output.
This page renders in Avenir Next when installed (macOS default); otherwise the nearest system face is substituted. Presentations use Avenir Next LT Pro (see review points).
Avenir Heavy 8 pt · tracking 200 · line 41
Avenir Bold or Black · 36 pt · tracking 0
Avenir Bold or Black · 24 pt · tracking 0
Avenir Bold or Black · 18 pt · tracking 0
Avenir Bold or Black · 14 pt · tracking 0
Avenir Medium 12 pt
Avenir Light 9 pt · line 16
Avenir Roman 9 pt · line 20
Avenir Bold or Black (focus) + Light · 42 pt · line 55
Avenir Heavy 7 pt · tracking 200
How the web maps the weights
viscongroup.eu does not use the cuts in the obvious order. It ships four Avenir files and assigns them like this — and this book is set the same way, so what you read here is what the site renders.
| CSS weight | Avenir cut | Used for |
|---|---|---|
300 | Light | The light half of a display headline; large quiet type |
400 | Medium | Body copy — not Roman, not Book |
500 | Heavy | Card titles, menu links, buttons |
700 | Black | Headlines, the bold half of a display line |
The Viscon
swoosh
Gradient as base
The gradient (preferably the Group gradient) is often used as base or background — this is the sanctioned way to make an output “dark”. Business-unit gradients only when highlighting that unit’s topic.
Scribbled icons
Fine-line artwork in Viscon Group gradient, or reversed white on a gradient background — used both online and in print. A selection is shown below.
Isometric designs
To empower the cross-sector expertise of Viscon Group, platform visions are drawn as isometric designs.
- Isometric angle of 30 degrees; titles always UPPERCASE.
- Color scheme as used on the image; Viscon branding as watermark before export.
- Platforms: Hydroponics · Hatchery Automation · Breeding · Insects · Reforestation · Tissue Culture · Vertical Farming.
Fine-line,
in the gradient.
Scribbled icons are fine-line artwork, shown here in the gradient of the unit they belong to. Every icon is downloadable in four forms, straight from this page.
118 icons · 12 sets · full library on the Marketing drive under 05 Iconen en Elementen
General & social 27 icons · Group gradient
Everyday interface and social icons — the set most work reaches for.
Fair wall 6 icons · Group gradient
The six benefit icons from the trade-fair wall.
Website & markets 3 icons · Group gradient
Market and capability icons used across viscongroup.eu.
Plant Technology 3 icons · Greens gradient
Tissue culture, somatic embryogenesis and transplanting.
EVA crop scouting 6 icons · Greens gradient
Crop-scouting icons for the EVA product line.
Hatchery Automation 16 icons · Blues gradient
Pro-Vacc-Tive, in-ovo and the hatchery process steps.
Fresh Produce 6 icons · Blues gradient
Weighing, washing, storage and layout consultancy.
Warehouse Automation 11 icons · Blues gradient
Grading, packing, palletising and storage systems.
Shuttle-Satellite 10 icons · Blues gradient
Technical characteristics of the Shuttle-Satellite system.
Omnishuttle 10 icons · Blues gradient
Technical characteristics of the Omnishuttle system.
Service 11 icons · Blues gradient
Support, maintenance, training and spare parts.
Factory Intelligence 9 icons · Software gradient
Software, AI vision, traceability and shop-floor control.
Real people,
real environments.
Viscon photography shows work happening. People at machines, hands on product, halls in use — not equipment posed on a white sweep. If a picture could belong to any automation company, it is the wrong picture.
- People in frame — a colleague, a grower, a customer.
- Real halls, labs, greenhouses and hatcheries.
- Available light; the blue of our own machines as the accent.
- Bleed to the edge. A photo is not a box on a page.
- No generic stock — it undoes the whole point.
- No machine alone on white where a working shot exists.
- No heavy filters, vignettes or fake grain.
- Nothing from the archive when a recent shoot covers it.
The Viscon shoot is the people-first set — colleagues, offices, halls, hands. It carries who we are and is reshot every couple of years. Project shoots document one installation, machine or event, and live on viscon-group.pixieset.com. Reach for the Viscon shoot when the subject is the company, and a project shoot when the subject is the work.
The Viscon shoot — people first
Fifteen frames from the 2023 and 2025 shoots. This is the tone to match: colleagues in their own environment, doing the actual job, lit by whatever light is there.
Project shoots
Twenty-three frames from the four most recent project shoots — VitroFlow at the lab, VFP Workshop Growers United, VWA Workshop Bidfood and Seedpicker & -crusher. Click a frame to see it full size; the chip opens the gallery it came from, where the full set and the originals live.
Show the line
running.
Video is where Viscon is most convincing, because the product is motion. A still cannot show throughput, gentleness or flow — footage can. The rule is the same as for photography: a real installation, running, with people around it — and recent enough to look like the company we are now.
Leader and outro
Open on the V-mark over the Group gradient. Close on the full logo with the tagline. Same two frames on every film, whatever the unit — that is what makes a playlist feel like one company.
Titles
Lower thirds and titles in Avenir Bold, supporting text in Light. White on footage; gradient bar behind if contrast fails. English subtitles always — most viewers are outside the Netherlands.
Formats
Master 16:9. Derive 9:16 and 1:1 for social from the same grade — never letterbox a 16:9 into a feed. Music license documented with the project file.
Vimeo — the current work
Eight public films from the Vimeo Team Library, newest first. All from 2026 — the sharpest picture of what Viscon looks like today.
YouTube — the public channels
Twenty-two films from @Viscon-Group and Viscon Plant Technology, newest first. Nothing older than 2021 — see the note below.
Room to breathe,
edge to edge.
Viscon layouts are built on two moves: a generous text column that never fills the page, and imagery that runs all the way to the edge.
The recurring page recipe
- Gradient rule at the top edge. A thin Group-gradient bar (roughly 8–10 px at A4) opens almost every page and spread.
- Text lives in a third. Body copy sits in a narrow column — about one third of the spread — with the remaining two thirds given to a full-bleed image or gradient.
- Bleed, don’t frame. Photography runs off the page. Boxes and frames around images are not part of the language.
- Kicker → headline → body. Every page opens with a small tracked uppercase kicker, then the headline, then the copy. Never a headline on its own.
- Cards are square. White panels with a colored or gradient bar on one edge — no rounded corners, no drop shadows.
- The swoosh separates. Where a section change needs marking inside a page, the swoosh curve does it rather than a rule or a box.
Spacing scale
A simple doubling scale keeps rhythm consistent across web and print. This document uses it throughout.
03
The brand,
in working order.
Live, interactive elements — not screenshots. Every button, field and card on the next pages is real HTML you can click, focus and copy. Specs are measured from viscongroup.eu (August 2026).
Inputs & forms
Fields stay square and low-chrome — a light box, a tracked uppercase label above it, and a corporate-blue underline that appears on focus. The pill shape is reserved for the action at the end.
label: 11px / 700 / 2px tracking / uppercase / gray · focus: bottom border → corporate blue
submit: the solid pill — a form has exactly one, and it is the primary action on the page
Rules
- Label above the field, always. Placeholder text is a hint, never a substitute for a label.
- Ask for as little as possible. Every extra field costs conversions — name, e-mail, market and question is usually enough.
- Errors explain, they don’t scold. State what is needed, not what went wrong.
- Never rely on color alone to mark an error — pair the red underline with a message.
Cards
The Viscon card is not an image with a caption underneath. It is a single 4:3 image, veiled towards the bottom, with a white pill badge in the corner and the headline set over the picture in white.
News
The new era of plant breeding
Where biology and automation finally meet.
Solution
Somatic embryogenesis, automated
AI-powered singulation with visual recognition.
Event
Meet us at GreenTech 2026
Three days of crossovers.
::before — linear-gradient(transparent 0%, rgba(0,0,0,.7) 100%) over the whole card
badge — white pill, border-radius 25px, black 10px / 700 / 2px tracking uppercase, top 30 left 30
title — H3 28px / 500 (Medium) / line-height 1.4, white · copy 12px / 500 white · content block padding 0 30 30
Rules
- The headline lives on the image. Never a white body panel under the picture — the veil is what makes it readable.
- The whole card is the link. No separate “read more” button inside it.
- One badge, one category. News, Solution, Case, Event — white pill, always top-left.
- The badge is the one rounded shape in the system. Everything else stays square.
- Photography only in the image slot — no illustration, no icon.
- Title in Medium, not Bold. At 28px over a photograph, Medium reads better and the site uses it throughout.
Navigation & footer
The header is transparent and sits over the hero, so imagery runs full height behind it. The footer closes the page on the Group gradient, with a swoosh separating the two.
the live header is transparent and absolutely positioned over the hero — 122px tall, padding 34px 96px
Viscon Group
Mijlweg 18
3295 KH ’s-Gravendeel
The Netherlands
column heading 14px / 500 / 2px tracking / UPPERCASE at 95% white · links 16px / 400 at 72% white, full white on hover
a swoosh sits in the band directly above the footer
Rules
- The header carries no background. It floats over the hero — that is what lets the imagery run full height.
- Menu links are sentence case. Uppercase is for kickers and buttons, not navigation.
- Footer links sit back deliberately. 72% white, not full — the footer is a directory, not a call to action.
- The swoosh separates page from footer. Gray lines on the light band above it, so the gradient starts clean.
- Four columns maximum. Address, solutions, contact, social.
Mobile & app
On a phone the gradient does the branding and the content goes quiet. The same square, low-chrome components simply stack.
tomorrow.
Running
Rules
- Marketing uses the Group gradient; software uses the Software gradient. That is the fastest way to tell a Viscon site from a Viscon tool.
- Tap targets are at least 44 × 44 px, even where the visual element looks smaller.
- The logo goes in the masthead, not the tab bar. Reversed white on the gradient.
- Never shrink the wordmark below 22 px height on screen — use the V-mark alone instead.
The real source: Figma
The two screens above are a proposal drawn from this book, not documentation of a shipped product. The actual UI work lives in Figma, and that — not this page — is where a mobile or app specification should come from.
VLC | Design system
The live design system for Viscon Logistics Control. Actively maintained — last edited days, not months, ago. Lanes, lane details and machine views are already componentised here.
VLC | Final design
The screens the design system produces. Read alongside VLC | Vision and VLC | Customer inspiration for the reasoning behind them.
EVA · Project mocks · HMI Grafisch
EVA’s interface, current project mock-ups, and the HMI graphics used on machines. Between them these cover most of the screen work Viscon actually ships.
Print, documents & social
Print features
Viscon Group brochures
A4 landscape 297 × 210 mm · silk MC 170 g/m² · cover soft-touch matt laminate, softcover 300 g/m² · print 4/4 full-color offset · glossy overlay on the Group gradient.
Division brochures
Square 210 × 210 mm · silk MC 170 g/m² · cover matt laminate, softcover 300 g/m² · print 4/4 full-color offset.
Business cards
85 × 55 mm · 400 g/m² · print 4/4 full color · thickening gloss laminate on the image logo.
Document templates
Word template — Viscon Group
Current Group letterhead/template (.docx + PDF); a VFP variant exists (Feb 2024).
Presentation template
Branded PowerPoint master (Group gradient, V-logo, Avenir Next LT Pro, division variants). The 2016 sjablonen on the drive are outdated — see review points.
Social media features
- Every channel carries Viscon Group’s icon (for unity); divisions use their own colors when posting and bannering.
- Vertical swoosh for fair announcements; black + light Avenir to highlight.
- Business-unit logo on banners; avatar = Group gradient circle (see section 07).
04
We dare
to experiment.
How Viscon sounds — the taglines that carry the brand, the words we use and avoid, and the system behind every product name.
Tagline, pay-off & slogan
We fully design your process— Corporate pay-off
Describes what the company has to offer in a few words.
Gives direction to the promise; describes the core and identity. No words or phrases may be added, with the exception of a market. Set in Avenir Bold (as quote) or Light with the market highlighted in Bold. May be used separately from the logo.
Draws attention to a campaign or feeling: combining forces cross-sector, learning by doing, within teams, partners and colleagues. Used to creatively promote customer cases, employer branding and news items.
Digital positioning — viscongroup.eu Live · Aug 2026
The website positions Viscon as making “food and agriculture processes sustainably profitable, scalable and user-friendly” and groups its offer around the five business units. The slogan appears in two forms in the wild — “Thrive Together” is the one to use, and #thrivetogether is its hashtag. Featured product names: EVA Scoutr, SwiftPick™, InSight, Level 4 Autonomous Mobile Robot, Robotic gap filler.
Say it short,
say it human.
Observed from the corporate brochure, the leaflets and the site: Viscon copy is short, concrete, first-person plural and confident without shouting.
How Viscon writes
- “We”, not “the company”. Every headline text in the brochure is written as we — “We believe”, “We know no bounds”, “We dare to experiment”.
- Two weights, one sentence. Headlines split across Light and Bold: “Crossovers create the best ideas.” The Bold half carries the point.
- Sentence case with a full stop. Display lines end in a period — “for a thriving tomorrow.”, “We dare to experiment.” The stop is part of the line.
- Address the reader as “your”. Your process, your factory, your production — not “the customer’s”.
- Provoke, then resolve. The Factory Intelligence posters open with a problem (“Because spreadsheets aren’t a long-term strategy.”) rather than a product claim.
- One spelling, everywhere. American English — see the ruling below. Older material mixes “optimized” and “maximizing”; new work does not.
Words we use
system integrator · crossover · complete process · building blocks · future-proof · scalable · sustainably profitable · thriving · do more with less · Agro & Food
machine builder (we build integrations) · cutting-edge as a filler · world-leading without proof · synergy · solutioning · “click here” · naming a machine after a technology (no “SwiftPickr”)
Spelling & naming conventions
| Item | Convention | Source |
|---|---|---|
| Viscon Group | Full name on first mention; “Viscon” thereafter. Never “VG”. | Brochure, leaflets |
| Division names | “Viscon” + market, title case: Viscon Plant Technology, Viscon Hatchery Automation. | Logo library |
| Machine sub-brands | Lowercase compound, no space: tissueplantr, PepperPackr, ChickCountr — see 4.3. | Naming deck |
| Technologies | “Viscon” + name + “technology”: Viscon SwiftPick™ technology, Viscon InSight technology. | Naming deck |
| Tagline | automation, robotics & software — lowercase, ampersand — then for a thriving tomorrow. | Brochure cover |
| Hashtag | #thrivetogether — one word, all lowercase. | Brochure back cover |
| Domain | viscongroup.eu is the live site; viscon.eu redirects there. The leaflets still print viscon.eu — align this. | Observed Aug 2026 |
The spelling ruling
Press releases — the shape that is already in use
Measured from the releases on viscongroup.eu/news. This is not a proposal; it is what Viscon already does, written down so the next one matches.
Structure
- Headline in sentence case. Full sentences are fine and common — “Looije Group chooses Viscon as strategic automation partner for new production location”.
- Dateline, then an en-dash.
Berlin, February 4, 2026 –— city of the event, not of the office. - Lead paragraph carries the whole story. Who, what, where, and the business reason, in one or two sentences.
- Sub-heads in sentence case, three or four across the piece.
- Two quotes, one from each party, attributed as
Name, Company: “…”. - Close on the forward look, naming the unit’s proposition.
The vocabulary that recurs
Words the published releases lean on — reuse them rather than inventing synonyms:
Note the register: concrete operational benefit, never adjectives on their own. “Structural labor savings, higher processing capacity, and fully data-driven control” beats “cutting-edge solution”.
The boilerplate
Every press release, tender, partner announcement and fair catalog entry ends with the same paragraph about the company. It is written once and reused verbatim — the point of a boilerplate is that it never varies. Three lengths; take the one that fits the space.
About Viscon Group — Viscon Group is a family-owned system integrator for the Agro & Food industry. Founded in 1927 and led today by the fourth generation, Viscon designs, builds and fully integrates complete production processes, combining its own automation, robotics and software with equipment from carefully selected partners. Around 300 colleagues serve propagators, growers, packers, poultry hatcheries, insect farmers and factory managers in 77 countries, from two factories in the Netherlands. Five business units cover the chain: Plant Technology, Hatchery Automation, Fresh Produce, Warehouse Automation and Factory Intelligence. Viscon works toward a world in which people, plants and animals can thrive.
About Viscon Group — Viscon Group is a family-owned system integrator for the Agro & Food industry. Since 1927 the company has designed, built and integrated automation, robotics and software for growers, packers, hatcheries and factories in 77 countries, making food and agriculture processes sustainably profitable, scalable and user-friendly.
Viscon Group designs, builds and integrates automation, robotics and software for the Agro & Food industry — in 77 countries, since 1927.
When the story belongs to one unit
A unit-led release carries two paragraphs: the unit first, the Group second. The unit paragraph is one sentence — what it does and for whom — and is followed by the short Group boilerplate unchanged.
About Viscon Hatchery Automation — Viscon Hatchery Automation is the Viscon Group business unit for poultry hatcheries, automating the process from setting to chick handling and delivery. — then the short Group boilerplate, word for word.
Rules for using it
- Third person, and only here. Viscon writes as “we” everywhere else. The boilerplate is the one place it does not, because it sits under an “About Viscon Group” heading at the foot of a release, where the reader has already left the story.
- Verbatim, or not at all. Do not trim a clause to fit, do not reorder the units, do not add an adjective. “Leading”, “innovative” and “world-class” are not in it on purpose — the figures do that work.
- The figures are the checkable part. They match what viscongroup.eu publishes and are reviewed once a year. If a number here and a number in your draft disagree, this page is the one to fix — tell Marketing, do not quietly edit around it.
- One translation per language. The DE, PL, PT and ES editions are translated once and stored with the original; a release is never re-translated on the fly.
- Follow it with the contact block — name, role, e-mail, telephone, viscongroup.eu — never with a second paragraph of positioning.
| Figure used in the boilerplate | Value |
|---|---|
| Founded | 1927, by Jan Visser — great-grandfather of the current owners |
| Ownership | Family-owned, fourth generation |
| Colleagues | ≈ 300 |
| Countries active | 77 |
| Factories | 2 · 23,000 m² of facility |
| Headquarters | Mijlweg 18, 3295 KH ’s-Gravendeel, the Netherlands |
| Business units | Plant Technology · Hatchery Automation · Fresh Produce · Warehouse Automation · Factory Intelligence |
Write numbers as figures, not words, and keep the thousands comma: 23,000 m², 77 countries. “Around 300” rather than a precise headcount that dates within a quarter.
The market vocabulary
viscongroup.eu files every article under one of seven markets. This is a controlled list — use these exact words, in this form, when tagging or describing a market.
With a single word, a name can communicate volumes
The machine portfolio uses a naming system that turns generic machine descriptions into ownable sub-brands — “Tissue Culture planter” becomes tissueplantr — while Group-level technologies keep their own endorsed marks.
Architecture: technologies vs. machines
Technologies — Group level
Viscon InSight technology (AI vision solutions) and Viscon SwiftPick™ technology (pick & place robotics) hang directly under Viscon Group. They were introduced as technologies — capabilities shown with demo models — not as concrete solutions.
Machines — business-unit level
Market-specific machines live under their unit and get a commercially viable name, optionally “equipped with” a technology. Example: PepperPackr — equipped with SwiftPick technology. Never name the machine after the technology: no “SwiftPickr”, no “InSightr” (that’s why the counter is ChickCountr).
The wordmark recipe
Lowercase compound name set in Avenir Bold & Light (the corporate typeface): the front describes the subject, the back the action. A market-segment dependent color palette, an optional small distinctive visual element (leaf, egg, pepper) and optional endorsement branding complete the mark.
The six naming rules
- Only English names — too-fancy naming loses findability and recognizability.
- Cross-sector unity — same build-up, same essence, in every business unit.
- Product functionality remains key — intentionally tweaked titles stay recognizable for their function, yet create a sub-brand.
- Only the logo may contain the “typo” — in body text write the name in full (“tissueplanter”) or describe it (“tissue culture planter”).
- Title tweaks only in the back — only in the second part of the word, where the action is described.
- Add-on for current products — existing machines can be branded with minor tweaks, easy to follow up in product series.
Cross-sector name set (pitch, status: proposal)
| Hatchery Automation | Fresh Produce | Warehouse Automation | Plant Technology |
|---|---|---|---|
| selectdtect · selecttransfr · selectinject · flexinject · chickcountr | polyweighr · vitaminboostr · cropharvestr · avocadopackr · pepperpackr | omnishuttle · 3dshuttl · cratestacr · palletbuffr · casepacr | seedpickr · vitroflow · tissueplantr · tissuecuttr · embryopickr · trayfilr |
Sources: “Viscon Machine Portfolio — product naming” pitch deck and the “Technology vs. machines” memo (Aug 2026). The eva scoutr and Vinovo GOinject marks predate/parallel this system — see review points. The insect-technology names from the original pitch (entodose, entoflow) have been dropped with the unit; Factory Intelligence has no name set yet — the example above is illustrative.
Talk to Marketing before the name sticks.
A working name has a way of becoming the real one. It ends up in a drawing, then a quotation, then a customer’s purchase order — and by the time anyone asks whether it fits the system, changing it costs more than it saves. The rules on this page will get you a plausible name. They will not tell you whether it clashes with an existing mark, whether it can be registered, or whether it still makes sense in Portuguese.
- Come early. At the concept stage, not the launch stage.
- Bring the function. What the machine does, in one sentence — the name is built from the action, not from the technology.
- Bring the unit and the markets. Which unit sells it, and where.
- Bring your shortlist. Three candidates beats one favorite.
05
Have it built
on the brand.
Logos, icons and photographs download from their own pages in this book. This chapter is about the other half: getting a document, a deck or a memo made that already follows everything in here — and checking one that does not.
Three skills.
One brand.
A skill is this brand book turned into something Claude can apply. Instead of starting from a blank template and hoping the colors are right, you describe what you need and get back a file that is already on-brand — the gradient, the Avenir ramp, the V-mark, the card anatomy, the voice.
viscon-brand
The rules from this book in a form Claude can reason with: color values, the type ramp, logo placement, naming, voice, the real component specs from viscongroup.eu, and a review checklist.
Use it to check. Paste in a draft — a slide, a banner, a page of copy — and ask whether it follows the brand book. You get findings ordered by severity, each one naming the rule it breaks and the fix.
viscon-pptx
Builds presentations on the branded master — real layouts, the V-mark, the Group gradient, the Avenir ramp. Commercial offers, strategy decks, client pitches, internal reviews.
Use it to build. Give it the content and the audience; it returns a .pptx you open in PowerPoint and edit like any other deck.
viscon-memo
Builds memos and board notes as branded Word documents — gradient rule, VISCON masthead, metadata block, decision and risk call-outs, footer with tagline and page numbers.
Use it to write. Board notes, briefing notes, position papers, decision notes — anything that has to look considered.
How to use them
Asking well
- Say the level. Group, business unit or product — the logo, gradient and tone all follow from it. “A one-pager for Viscon Hatchery Automation” gets you the Blues gradient; “a one-pager” gets you a guess.
- Say the audience and the medium. A grower reading a leaflet and a buyer reading a tender need different registers.
- Give it the facts. It knows the brand, not your project. Paste the numbers, the customer name, the scope.
- Ask for the check separately. “Now check this against the brand book” is a different job from “write this”, and it catches more.
What comes back
- A real file. A .pptx or .docx you open and edit — not a picture of one.
- A draft, not an approval. Everything still goes past Marketing. The skill gets the mechanics right so the review can be about the content.
- Findings you can act on. A check names what is wrong, which rule it breaks, and what to change — split into hard rule breaks and matters of judgement.
- An honest limit. Where a rule has not been written down — layout grids, mobile UI — the skill says so and points at Marketing instead of inventing one.
What it gets right, and what it cannot
- It checks the checkable. Color values, type weights, logo placement and clear space, naming form, tagline wording, button and card specs, the words we avoid.
- It knows the five units. Plant Technology, Hatchery Automation, Fresh Produce, Warehouse Automation, Factory Intelligence — and that Insect Technology lapsed and Visser Horti Systems is legacy.
- It cannot approve. Brand approval stays with Marketing. A generated deliverable is a starting point.
- It cannot judge whether the argument is any good. It gets the form right; the thinking is still yours.
- It only knows what is written down. On layout grids and interface work it will point you at Marketing and the Figma files rather than invent a rule — see 2.8 and 3.5.
The rest of the toolbox
Everything in this book
Logos and the five unit marks (2.1), all 118 icons in gradient and white (2.5) and the Viscon-shoot photography (2.6) download from their own pages. There is no separate downloads chapter on purpose — the asset sits with the rule that governs it.
E-mail signatures
Signature HTML per business unit, built on the swoosh.
Fonts
Avenir, plus the Figtree webfont and Gold Girls for employer-branding quotes. Licensed — install from the drive, do not redistribute.
The .woff set in the Logo’s folder is a web conversion — right for a website, not the cut to design with.
Print artwork
Business cards, stationery, stickers, fair walls and interior artwork, ready for the printer.
Photography & video
Project shoots on Pixieset, newest gallery first. Films in the Vimeo Team Library; masters on the drive.
06
Not in here?
Ask Marketing.
This book covers what has been written down and verified. It does not cover everything. When you hit an edge — a format nobody has made before, a partner logo, a market that needs its own tone, a rule that seems to contradict itself — the answer is a short e-mail, not a guess.
marketing@viscon.euSay the level — Group, unit or product — the medium, and the audience. Attach what you have. “Which gradient for a Hatchery Automation leaflet aimed at Brazilian integrators?” gets answered in one reply.
Anything going outside the company: a leaflet, a stand, a campaign, a partner co-brand. This book gets the mechanics right — it does not approve.
If a value, a rule or a file here is wrong or out of date, say so with the section number. Several rules in this book exist because someone pushed back.
How this book
was made.
Built with Claude, from Viscon sources
This book was assembled with Claude (Anthropic) working through Viscon’s own material: the 2023 brand handbook, the 2026 corporate brochure, the “Our Viscon DNA explained” and “We are Viscon” leaflets, the unit brochures, the Marketing drive, the Adobe CC libraries, viscongroup.eu, Pixieset, Vimeo, YouTube and Figma.
Where a rule could be measured, it was measured — color values sampled, type specs read off the live site, component anatomy taken from the CSS, upload dates checked one film at a time. Where it could only be observed, it is labeled as convention. Where nothing existed, the page says so rather than inventing one.
What that means for trust
- It is a working document, not a contract. Marketing owns the brand; this book records it.
- Some of it is inference. Anything marked convention or observed was derived from published work, not from a written spec — a good default, not a ruling.
- Assets can go stale. Project photography and video stream from Pixieset, Vimeo and YouTube; if something is unpublished there, it disappears here.
- Check anything that carries risk. Contracts, tenders, regulated claims, legal entity names — verify with the source, not with this page.
Where the book is the authority
Published work is made over years, by different hands, to different versions of the rules. Where something you find in the wild does not match this book, this book is the current instruction. The four that come up most:
- Corporate blue is
#189BD7. Older files carry a brighter blue. Use the value in 2.2. 2.2 - A page closes on the Group gradient. The gradient footer with a swoosh above it is the specified ending, whatever an older layout does. 3.4
- Units are named in full. Viscon Plant Technology, Hatchery Automation, Fresh Produce, Warehouse Automation, Factory Intelligence — market and menu labels are navigation, not names. 1.5 · 4.2
- Web body weight is Medium. viscongroup.eu maps CSS
400to Avenir Medium; this book is set in the same four cuts with the same mapping, so it renders like the site. 2.3
Still to be written down
- Layout grids (2.8). An InDesign template set exists; the numbers are not written down here. Ask Marketing for anything beyond a standard leaflet.
- Mobile & app (3.5). The real source is Figma — VLC Design system, EVA, Project mocks, HMI — and the shared foundation across the three is still being drawn.