Visit Denmark 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