Graphic design guidelines

Graphic
design
guidelines
Guidelines, recommendations and inspiration on
VisitDenmark’s visual design for marketing products
www.branddenmark.com
Marts 2015
Aim
Contents
These brand and graphic design guidelines define VisitDenmark’s visual identity.
The aims are twofold:
- To provide guidance on the visual identity
- To offer inspiration in relation to applying the visual identity to different kinds of
media as well as in relation to the different partnerships with which VisitDenmark
engages itself.
A consistent approach to visual design is a prerequisite to achieving a strong
visual brand identity with a clear message.
The guidelines are to ensure that all VisitDenmark’s markets adopt a unified visual
identity that is professionally applied and is based on our brand values:
- Diversity
- Eye-to-eye
– Creativity
3 Marketing of Denmark as a travel destination
4-5 Basics
6-7 Logo
8-9
Colour Palette
10-11 Typography
12-13 Text box
One of the aims of adopting a unified approach to online and offline graphic design
is to ensure greater overall efficiency and to ensure that we communicate more
proactively and professionally with our partners.
Our graphic elements, including the VisitDenmark logo, typography, colour palette
and text box, combine to create an original visual universe with a strong connotative reference to Denmark.
Read about the main target groups, get inspired by examples of applied graphic
design and use the tools to sharpen your marketing and attract more tourists. Use
branddenmark.com
Branddenmark.com
At branddenmark.com you can learn about Denmark’s strengths and unique
position within international tourism. Immerse yourself in Denmark’s top-three
selling points as a tourist destination: namely, a diversity of locations and
experiences, a creative culture and an easygoing attitude where people meet
eye-to-eye.
Also learn about our brand promise: ‘Come and be part of it’, which invites
visitors to become part of a culture where fun and learning is a natural way to
share quality time. Denmark offers a wide choice of inspiring experiences to
recharge your batteries – everything from nature in the raw to nearby buzzing
cities in all their diversity.
Grafiske grundelementer
Basic graphic elements
The following pages feature the basic elements of VisitDenmark’s visual
identity.
The basic elements:
• Logo
• Text box
• Colour palette
• Typography
The graphic elements are the cornerstone of VisitDenmark’s visual identity
and branding. The following pages show the use of the elements on offline
and online platforms.
All the basic elements should be applied in ways that are consistent with
VisitDenmark’s visual identity to ensure the communication is recognisable
and sends the right message to the outside world.
Logo
Colour palette
Primary colours
CMYK 0/100/100/20
Pantone 187
RGB 157/25/32
Hex #9D1920
RAL 3031
3M Folie: SC 80-53
NCS: S 2070-R
CMYK 0/100/100/0
Pantone 1795
RGB 203/27/36
Hex #CB1B24
RAL 3020
3M Folie: SC 80-368
NCS: S 1080-Y90R
CMYK 0/0/0/85
Pantone Cool Grey 11
RGB 71/72/71
Hex #474847
RAL 7043
3M Folie: SC 80-706
NCS: S 7500-N
CMYK 0/0/0/65
Pantone Cool Grey 9
RGB 109/110/109
Hex #6D6E6D
RAL 7037
3M Folie: SC 80-822
NCS: S 5500-N
CMYK 0/0/0/15
Pantone Cool Grey 2
RGB 191/192/191
Hex #BFC0BF
RAL 7047
3M Folie: SC 80-2428
NCS: S 1500-N
Secondary colours
CMYK 0/75/100/0
Pantone 7579
RGB 214/75/37
Hex #D64B25
CMYK 0/40/100/0
Pantone 130
RGB 229/141/44
Hex #E58D2C
CMYK 0/5/60/0
Pantone 127
RGB 254/227/116
Hex #FEE374
CMYK 20/100/40/60
Pantone 7428
RGB 61/11/29
Hex #3D0B1D
CMYK 50/100/0/0
Pantone 513
RGB 108/35/104
Hex #6C2368
CMYK 0/100/0/0
Pantone Process Magenta
RGB 203/18/106
Hex #CB126A
CMYK 60/20/10/40
Pantone 5415
RGB 53/87/103
Hex #355767
CMYK 75/0/0/0
Pantone 298
RGB 0/165/213
Hex #00A5D5
CMYK 25/5/10/5
Pantone 552
RGB 165/194/192
Hex #A5C2C0
CMYK 50/10/50/40
Pantone 5555
RGB 64/96/73
Hex #406049
CMYK 50/0/100/0
Pantone 375
RGB 114/176/57
Hex #72B039
CMYK 25/0/90/0
Pantone 390
RGB 183/203/67
Hex #B7CB43
CMYK 81/2/100/0
Pantone 136-6C
RGB 0/174/66
Hex #00AE42
CMYK 76/0/62/0
Pantone 142-8C
RGB 0/200/151
Hex #00C897
CMYK 25/35/35/70
Pantone 405
RGB 55/48/44
Hex #37302C
CMYK 30/30/40/20
Pantone Warm Grey 7
RGB 125/116/99
Hex #7D7463
CMYK 5/5/15/10
Pantone 7534
RGB 210/203/181
Hex #D2CBB5
Typography
Text box
Life is good
in Denmark
Familieferie
experience danish hygge
CITY BREAK
Tourist Information
One of the greenest capitals in the world
MINDBLOWING
besuchen
Basic graphic elements
Logo
Clearance zone
VisitDenmark uses a logo on all global product marketing and for VisitDenmark’s corporate communications.
This global logo is used in all contexts where Denmark is marketed as a
travel destination.
Graphic elements such as text, images, borders,
colour surfaces or other logos must not intrude into
the clearance zone around the logo.
x
x
The logo is composed of a combination of two strong symbols:
x
x
- The colours of the Danish flag
- The heart as a symbol of the Danish way of life and Danish hospitality.
The height and width of the square is determined by
the height of the horizontal top line in relation to the
baseline of the heart.
The width of the clearance zones to the right of the
heart and under the heart are always identical.
x
x
The clearance zone around the logo equals the
square marked with an X.
x
x
The logo size is determined by each individual task and the specific conditions of the media of choice.
There is a limit to how small a logo can be, which is determined by the
technical conditions under which it should be reproduced, and the practical conditions under which it should be read.
The logo should never be scaled to a width less than 20 mm.
The logo should always be placed either in
the lower or upper right corner. Never centred or to the left.
Basic graphic elements
The text box
VisitDenmark’s graphic element – the text box.
A graphic element helps underpin our messages
and provides a number of different visual options
that are consistent with the VisitDenmark graphic
identity. For each campaign, a text box colour is
generally selected to be used on all platforms and
thus reinforce the visual context of the campaign.
The text box must only contains text messages
and logos. The text box is placed on a photo or
colour surface and must always cut into the image
Website
Top image
from one of the sides. On ad banners, text boxes
can also be placed at the bottom.
Text boxes placed on photos need to be slightly
transparent (opacity 85-95%). When a text box is
placed on an online banner it is always 100%
saturated.
Culture night
in Copenhagen
Banner
Ad for print
Shakespears
Hamlet...
Website
Custom
Block
Sense
the Sea
Romance...
Cover, Denmark Magazine, International edition
Långa härliga stränder, vind i håret...
Vesterhavet har allt!
Evenist et accus iderum rem excerum Løkken, que volorehendam volupta tureped
molore eaquam que erum reri quuntis itatis inte explatiis et officiur, sinctia sa Løkken
et ut pra vollate cone volore verionsequi aut expeles nit officatem
PowerPoint
Colour palette
Basic graphic elements
Colour palette
VisitDenmark’s colour palette consists of five
primary colours and 17 secondary colours.
It is a broad and flexible colour palette that
covers many different needs and can appeal to
widely different audiences. The overall colour
palette is based on VisitDenmark’s core values:
diversity, creativity and eye-to-eye.
The primary colours are powerful, eye-catching and symbolise strength, dynamism and
‘Danishness’.
Primary colours
The secondary colours are inspired by many of
Denmark’s strengths, such as nature, energy,
design, innovation, history, art and culture.
These clear, bright colours can be used to express life and dynamism, while the more muted, cool, classic colours can be used to express
tradition, Scandinavia and history.
CMYK 0/100/100/20
Pantone 187
RGB 157/25/32
Hex #9D1920
RAL 3031
3M Folie: SC 80-53
NCS: S 2070-R
CMYK 0/100/100/0
Pantone 1795
RGB 203/27/36
Hex #CB1B24
RAL 3020
3M Folie: SC 80-368
NCS: S 1080-Y90R
CMYK 0/0/0/85
Pantone Cool Grey 11
RGB 71/72/71
Hex #474847
RAL 7043
3M Folie: SC 80-706
NCS: S 7500-N
CMYK 0/0/0/65
Pantone Cool Grey 9
RGB 109/110/109
Hex #6D6E6D
RAL 7037
3M Folie: SC 80-822
NCS: S 5500-N
CMYK 0/0/0/15
Pantone Cool Grey 2
RGB 191/192/191
Hex #BFC0BF
RAL 7047
3M Folie: SC 80-2428
NCS: S 1500-N
Secondary colours
The choice of colours should reflect the type
of information you seek to convey, the target
audience you seek to reach and your choice of
imagery.
Basic elements
Colour Palette - colour systems
Here is a brief explanation of when to use the different colour systems:
CMYK 0/75/100/0
Pantone 7579
RGB 214/75/37
Hex #D64B25
CMYK 0/40/100/0
Pantone 130
RGB 229/141/44
Hex #E58D2C
CMYK 0/5/60/0
Pantone 127
RGB 254/227/116
Hex #FEE374
CMYK 20/100/40/60
Pantone 7428
RGB 61/11/29
Hex #3D0B1D
CMYK 50/100/0/0
Pantone 513
RGB 108/35/104
Hex #6C2368
CMYK 0/100/0/0
Pantone Process Magenta
RGB 203/18/106
Hex #CB126A
CMYK 60/20/10/40
Pantone 5415
RGB 53/87/103
Hex #355767
CMYK 75/0/0/0
Pantone 298
RGB 0/165/213
Hex #00A5D5
CMYK 25/5/10/5
Pantone 552
RGB 165/194/192
Hex #A5C2C0
CMYK 50/10/50/40
Pantone 5555
RGB 64/96/73
Hex #406049
CMYK 50/0/100/0
Pantone 375
RGB 114/176/57
Hex #72B039
CMYK 25/0/90/0
Pantone 390
RGB 183/203/67
Hex #B7CB43
CMYK 81/2/100/0
Pantone 136-6C
RGB 0/200/151
Hex #00AE42
CMYK 76/0/62/0
Pantone 142-8C
RGB 0/174/66
Hex #00C897
CMYK 25/35/35/70
Pantone 405
RGB 55/48/44
Hex #37302C
CMYK 30/30/40/20
Pantone Warm Grey 7
RGB 125/116/99
Hex #7D7463
CMYK 5/5/15/10
Pantone 7534
RGB 210/203/181
Hex #D2CBB5
Pantone colours (PMS)
Pantone colours (PMS) is a global colour system primarily used for printing
things such as stationery and silkscreen on gift items and clothing, etc.
CMYK (4-colour)
CMYK colour references is used for most printed matter.
RGB and HEX (#)
RGB and HEX values are used for electronic media such as websites and
PowerPoint.
Foil / 3M Scotchcal
Foil colours are used for e.g. signage where logos and texts are cut from foil
sheets and glued on a smooth surface.
NCS
NCS references are used for painted surfaces, such as walls.
RAL
RAL references are used only where NCS and PMS are not applicable.
Basic graphic elements
Typography - Soho Gothic Std
Basic graphic elements
Typography - Calibri
Calibri is to be used with Office applications except PowerPoint where we use Soho Gothic
Std.
Soho Gothic Std is the font used
by VisitDenmark in its international marketing. A consistent visual
identity is only achievable by consistent use of
a standardised typeface.
Soho Gothic Std is used for online
and offline material, such as websites, PowerPoints, newsletters,
banners, magazines, brochures
and advertisements.
The font can be purchased from
fonts.com. The font may not be
forwarded or copied.
Please contact the branding team
at VisitDenmark head office for
further information.
Soho Gothic
Soho Gothic Std Thin
Soho Gothic Std Light
Soho Gothic Std Regular
For body text and standard
information
Calibri Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZÆØÅ
Soho Gothic Std Medium
abcdefghijklmnopqrstuvwxyzæøå
Soho Gothic Std Bold
0123456789
Soho Gothic Std Extrabold
As highlight in body text
Calibri italic
ABCDEFGHIJKLMNOPQRSTUVWXYZÆØÅ
Which font is to be used
when?
You must use Soho Gothic Std for
both online and offline material,
such as websites, PowerPoint,
graphic elements for newsletters,
magazines, brochures, advertisements, banners.
abcdefghijklmnopqrstuvwxyzæøå
0123456789
For headlines and chapter heads
Calibri Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZÆØÅ
abcdefghijklmnopqrstuvwxyzæøå
You must use Calibri with Office applications such as Word, Excel, email
signatures and letter templates.
0123456789
As highlight in text
Calibri Bold Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZÆØÅ
abcdefghijklmnopqrstuvwxyzæøå
0123456789
Please contact the branding team for advice, coaching and
further practical details.
Rikke Henriksen, rh@visitdenmark.com, tel: +45 3288 9927
Siv Kaisner, sik@visitdenmark.com, tel: +45 3288 9938