The subject of the final project with thesis was the consistency of the Tana Ltd’s external communication and the messages conveyed by the form language of its products. Tana Ltd is a Finnish manufacturer of the machines made for solid waste management. The products are landfill compactors and mobile shredders. The external communication means the marketing material and other communicational material consciously produced for open publishing such as advertising material and Internet pages. The objective of the final project with thesis was to compare the aimed values and values communicated through the products with each other. Another objective of the study was to understand how to manage the brand at the level of physical form. The topic was close to the strategic brand management, design management, corporate identity and image; however, the approach used was communicational. The messages were studied using semantic methods. The starting point was the triadic division of signs developed by C.S. Peirce. In the particular study, the triadic model was further modified to better fit in the chosen approach. Following the example given by Toni-Matti Karjalainen in his Doctoral Dissertation, the triadic sign was connected to other triads to form a hexagon, which represents the semantic relation network in a rational size to be dealt with. The hexagonal presentation of sign was used as a tool for studying the signs of form language. The aimed values of the company were studied by using the analysis of words and expressions, and also 4D-analysis of product platform with design attributes. In addition, visual expressions of products and product brochures were compared with each other and to the aimed values expressed in words. The coherence of the entire situation in the company’s external communication was the object of observation. Another aim was to figure out what differed most from the overall style, and what supported the core values best.