Initial designs play off the company slogan “Power Link The World”:
"Your Link To The World" slogan relates to the 'Business Partner Network' and product offerings.
"Access Your Link To The World Today" – encourages customers to get in touch.
"Your Link To Reliability" – relates to the brand's continuous power products and emphasises reliability as the main benefit; can also be utilised for further specific products.
“Fist” design represents: strength, power, unity.
"Your Link To Tranquility" – relates to silenced generator products – calmness, relaxed, worry-free etc.
The word "LINK" in each slogan is ‘outlined’ as to create subtle emphasis that to access or ‘fill’ this "LINK" to particular service/product they should adopt PowerLink.
All of the above slogans and designs were created in aim to fuse together both functional and emotional benefits.