Lundbeckfonden Design Guide 2022

The Lundbeck Foundation

Design guide

Contents

Introduction Welcome to the design guide for the Lundbeck Foundation. The following pages contain guidelines and examples of how you can work with the Foundation’s visual identity. Learn about the basic design elements – logo, typography, graphic devices and colour – and see examples of the design elements combined.

Lundbeckfonden design guide

3

The Brain Prize design guide

8

Neurotorium design guide

13

Typography

18

Infographics

21

Social media

22

THE LUNDBECK FOUNDATION DESIGN GUIDE

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LOGO, PRIMARY

LOGO, SECONDARY

The primary logo in dark green should be used when possible. The scale and ratio between the logo mark and the logo name must not be altered. Choose the colour version that ensures the best contrast and legibility.

The secondary logo variant ensures that “Lundbeckfonden” is legible in a small scale. The logo can be used when a horizontal format is more appropriate. The scale and ratio between the logo mark and the logo name must not be altered. Choose the colour version that ensures the best contrast and legibility. The logo can also be found in an english version.

Primary logo

Secondary logo (small size)

Dark green

Dark green

Primary logo

Secondary logo (small size)

Black

Black

White

White

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LOGO, TRADEMARK The trademark is only used as a graphical element.

Choose the colour version that ensures the best contrast and legibility.

See examples on next page.

Trademark

Trademark

Dark green

Black White

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LOGO, TRADEMARK / EXAMPLES Use the trademark on e.g. a logo wall and as the profile picture on social media.

Trademark pattern The trademark pattern is built with one trademark’s space horizontally and vertically spaced according to the illustration.

Social media The trademark does not need the Foundation’s logotype as the ­trademark will always be shown next to the name.

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LOGO, CLEAR SPACE When applying the logo, surrounding space defined below must be left clear of any graphics, images, etc.

Primary logo

Secondary logo (small size)

Clear space equals

Clear space equals 1x ‘L’ from

3x ‘L’ from Lundbeckfonden.

Lundbeckfonden / Lundbeck Foundation.

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THE LUNDBECK FOUNDATION DESIGN GUIDE

THE LUNDBECK FOUNDATION COLOUR PALETTE There are both primary and secondary colours in the colour palette. The secondary colours should only be used when there is need for multiple colours.

COLOURS, PRIMARY

COLOURS, SECONDARY

The dark green is the main colour and can be used on large surfaces, e.g: backgrounds. The orange and greys should be used as accent colours.

Turqoise and red are our secondary colours, and should only be used in situations where there is need for mulitple colours.

Dark Green

Yellow

Dark gray

Light gray

Turquoise

Warm red

Pantone 3435

Pantone 137

Pantone cool gray 11

Pantone Cool Gray 5

Pantone 3265

Pantone Warm red

C:100 M:40 Y:100 K:60

C:0 M:34 Y:90 K:0

C:0 M:0 Y:0 K:85

C:0 M:0 Y:0 K:40

C:60 M:0 Y:40 K:0

C:0 M:85 Y:65 K:0

R:0 G:66 B:37

R:229 G:155 B37

R:77 G:77 B:77

R:178 G:178 B:178

R:43 G:204 B:176

R:240 G:78 B:82

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LOGO, THE BRAIN PRIZE The Brain Prize logo can be used in the colours black, white, and gold.

The scale and ratio between the logo mark and the logo name must not be altered. Choose the colour version that ensures the best contrast and legibility.

Minimum size:

Gold

In order to ensure ease of reading, the logo must have a width of at least 7 mm for print and 45 pixels for screen.

15% larger for the white logo. ≥ 7 mm

≥ 45 pixels

White Black

THE LUNDBECK FOUNDATION DESIGN GUIDE

LOGO, THE BRAIN PRIZE, CLEAR SPACE When applying the logo, surrounding space defined below must be left clear of any graphics, images, etc. Clear space equals the height of the letter ‘B’ in the logo.

Primary logo Clear space equals 1x ‘B’ from BRAIN

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THE LUNDBECK FOUNDATION DESIGN GUIDE

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LOGO, THE BRAIN PRIZE, BYLINE This logo variation with a byline is ideal for media and publications that allow sufficient space for the byline to be legible.

Primary logo

Secondary logo

Gold

Gold

White

White

Black

Black

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LOGO, THE BRAIN PRIZE, BYLINE, CLEAR SPACE When applying the logo, surrounding space defined below must be left clear of any graphics, images, etc. Clear space equals the height of the letter ‘n’ in the logo.

Primary logo

Secondary logo (small size)

Clear space equals

Clear space equals

1x ‘B’ from BRAIN

1x ‘B’ from BRAIN

THE LUNDBECK FOUNDATION DESIGN GUIDE

THE BRAIN PRIZE COLOUR PALETTE The gold is the primary colour, used as an identity colour for “The Brain Prize”. The gray colours should be used as an accent colour.

Gold

Dark gray

Light gray

Pantone 871

Pantone cool gray 11

Pantone Cool Gray 5

C:20 M:25 Y:60 K:25

C:0 M:0 Y:0 K:85

C:0 M:0 Y:0 K:40

R:181 G:158 B:95

R:77 G:77 B:77

R:178 G:178 B:178

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THE LUNDBECK FOUNDATION DESIGN GUIDE

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LOGO, NEUROTORIUM, PRIMARY

LOGO, NEUROTORIUM, SECONDARY

The primary logo in brown should be used when possible.

The scale and ratio between the logo mark and the logo name must not be altered. Choose the colour version that ensures the best contrast and legibility Furthermore, we also have a special version of the logo mark for use in extra small size with slightly thicker strokes to ensure legibility.

In addition to the primary logo, we have a secondary logo. This variant can be used in places where a more compact logo is necessary. The scale and ratio between the logo mark and the logo name must not be altered. Choose the colour version that ensures the best contrast and legibility.

Primary logo (small size)

Secondary logo

Brown

Brown

Black

Black

White

White

The mark alone (micro size) Stroke thickness is adjusted accordingly when used in very small sizes.

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LOGO, NEUROTORIUM, CLEAR SPACE When applying the logo, surrounding space defined below must be left clear of any graphics, images, etc. Clear space equals the height of the letter ‘n’ in the logo.

¹/³ x

Primary logo (small size)

Secondary logo

Clear space equals

Clear space equals

1x ‘n’ from neurotorium

1x ‘n’ from neurotorium

The mark alone (micro size) Clear space equals 1/3 of the width of the mark.

x

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LOGO, NEUROTORIUM, BYLINE This logo variation with a byline is ideal for media and publications that allow sufficient space for the byline to be legible.

Primary logo (small size)

Brown

Brown

Black

Black

White

White

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LOGO, NEUROTORIUM, BYLINE, CLEAR SPACE When applying the logo, surrounding space defined below must be left clear of any graphics, images, etc. Clear space equals the height of the letter ‘n’ in the logo.

Secondary logo (small size)

Primary logo

Clear space equals

Clear space equals

1x ‘n’ from neurotorium

1x ‘n’ from neurotorium

Neurotorium design guide 2022 ver. 1

11

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THE LUNDBECK FOUNDATION DESIGN GUIDE

NEUROTORIUM COLOUR PALETTE COLOUR PALETTE Thedark darkbrown brownisisthe theprimary primary colour and togetherwith withgold goldand andthe thegrey greycolours coloursthey theyall form the basis The colour and together all form the basis of the colour palette. The blue, turquoise and green represent our of the colour palette. The blue, turquoise and green represent our secondary colours. secondary colours. All colours make up an important part of the visual identitey and All colours make up an important part of the visual identitey and should be used in criss-cross and should be used in criss-cross and different combinations. different combinations.

All tints can be used. The tints on this page (80%, 60%, 40%, 20% etc.) are only All tints can be used. The tints on this page (80%, 60%, 40%, 20% etc.) are only examples. examples.

BROWN

LIGHT GREY

top linepart of darker secondary on the palette The top line of darker colours are a The secondary on thecolours paletteare anda should onlypart be used when a and should only be used when a darker version of a colour is really needed (e.g. navigation at the website) darker version of a colour is really needed (e.g. navigation at the website) Do not use the brown or the turquoise colours for big solid surfaces or backgrunds. It Do not use the brown or the turquoise colours for big solid surfaces or backgrunds. It is okay to use is okay to use brown images as backgrounds in combination with more colurs, just be brown images as backgrounds in combination with more colurs, just be aware that the main impression aware that the main impression is not overall “brown”. is not overall “brown”.

DARK GREY

GOLD

BLUE

TURQUOISE

GREEN

CMYK 61/65/75/83 RGB 39/29/17 # 271d11

CMYK 43/34/34/13 RGB 148/148/148 # 949494

CMYK 76/66/64/84 RGB 26/26/23 # 1a1a17

CMYK 33/35/70/18 RGB 163/142/85 # a38e55

CMYK 63/39/25/8 RGB 104/132/158 # 68849e

CMYK 74/2/49/0 RGB 36/173/151 # 24ad97

CMYK 92/52/86/70 RGB 0/46/26 # 002e1a

CMYK 45/83/100/75 RGB 63/26/1 # 3f1a01

CMYK 33/25/26/5 RGB 178/178/178 # b2b2b2

CMYK 62/52/50/48 RGB 77/77/77 # 4d4d4d

CMYK 28/31/67/12 RGB 181/158/95 # b59e5f

CMYK 46/17/2/24 RGB 123/156/187 # 7b9cbb

CMYK 67/0/42/0 RGB 43/204/176 # 2bccb0

CMYK 93/44/93/55 RGB 0/66/37 # 004225

CMYK (80%) 53/43/42/27 RGB 113/113/113 # 717171Yellow

CMYK (80%) 24/25/54/6 RGB 196/177/127 Turquoise # c4b17f

CMYK (80%) 59/0/35/0 RGB 85/214/192 Warm red # 55d6c0

CMYK (80%) 79/36/69/28 RGB 51/104/81 Gold # 336851

CMYK (80%) 36/66/80/60 RGB 95/56/31 Dark Green # 5f381f Pantone 3435 C:100 M:40 Y:100 K:60 R:0 G:66 B:37

CMYK (60%) 27/50/60/45 RGB 129/94/70 # 815e46

CMYK (40%) 18/33/40/30 RGB 167/140/121 # a78c79

CMYK (20%) 9/17/20/15 RGB 209/194/183 # d1c2b7

CMYK (80%) 27/20/21/2 RGB 193/193/193 # c1c1c1

CMYK (60%) 21/16/16/1 RGB 209/209/209 # d1d1d1

CMYK (40%) 15/10/11/0 RGB 224/224/224 # e0e0e0

CMYK (20%) 7/5/6/0 RGB 240/240/240 # f0f0f0

CMYK (15%) 5/4/4/0 RGB 245/245/245 # F5F5F5

CMYK (80%) 37/14/2/19 RGB 148/174/200 Dark# gray Light gray 95aec9

Pantone 137

Pantone 3265

Pantone cool gray 11

Pantone Cool Gray 5

Pantone Warm red

Pantone 871

C:0 M:34 Y:90 K:0

C:60 M:0 Y:40 K:0

C:0 M:0 Y:0 K:85

C:0 M:0 Y:0 K:40

C:0 M:85 Y:65 K:0

C:20 M:25 Y:60 K:25

R:229 G:155 B37

R:43 G:204 B:176

R:77 G:77 B:77

R:178 G:178 B:178

R:240 G:78 B:82

CMYK (60%) 43/34/34/13 RGB 148/148/148 # 949494

CMYK (60%) 19/19/41/3 RGB 211/197/159 # d3c59f

CMYK (40%) 31/23/24/4 RGB 184/184/184 # b8b8b8

CMYK (20%) 17/12/3/0 RGB 219/219/219 # dbdbdb

R:181 G:158 B:95

CMYK (60%) 28/10/1/14 RGB 174/193/215 # aec1d7

CMYK (60%) 49/0/27/0 RGB 128/224/208 # 80e0d0

CMYK (60%) 63/28/53/10 RGB 102/142/124 # 668e7c

CMYK (40%) 14/13/28/1 RGB 225/216/191 # e1d8bf

CMYK (40%) 18/7/1/10 RGB 201/212/227 # c9d4e3

CMYK (40%) 36/0/20/0 RGB 170/235/223 # aaebdf

CMYK (40%) 45/18/35/3 RGB 153/179/168 # 99b3a8

CMYK (20%) 7/6/15/0 RGB 240/236/223 # f0ecdf

CMYK (20%) 9/3/0/5 RGB 227/234/243 # e3eaf3

CMYK (20%) 20/0/11/0 RGB 213/245/239 # d5f5ef

CMYK (20%) 24/9/18/0 RGB 204/217/211 # ccd9d3

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PRIMARY TYPOGRAPHY We use two main typefaces: Circular Standard and Romain. Circular is a sans-serif font – a simple and geometric typeface that gives an expression of modernity and innovation.

Romain is a classic serif typeface with roots dating back to the Age of Enlightenment. Romain’s classic forms serves as a classic counterpart to the modern forms of Circular. Romain has two different sets of typefaces: ‘Display’ which is used in larger type sizes, and ‘Text‘, which is used for smaller text sizes.

Circular

Romain Display

THIS IS CIRCULAR BOLD, REGULAR AND ITALIC

THIS IS ROMAIN HEADLINE

Std.

CIRCULAR CAN BE USED IN SMALLER TEXT SIZES: Essinctem velia iunt. Otatis eumquias de et dolor sa et volorum undaepe parchil iquosae nonserum quident volupta epudanda voloreium sam qui vero torem ipsam ent dolore net fugitatur aliqui disit faccum eaqui natisqui del iliquae scipicati officium simil iuntinistrum harchitios net es expliti oratium natures ellabor ehendae voluptate net molor sunt.

BOLD, REGULAR AND ITALIC

ROMAIN TEXT CAN BE USED IN SMALLER TEXT SIZES: Essinctem velia iunt. Otatis eumquias de et dolor sa et volorum undaepe parchil iquosae nonserum quident volupta epudanda voloreium sam qui vero torem ipsam ent dolore net fugitatur aliqui disit faccum eaqui natisqui del iliquae scipicati officium simil iuntinistrum harchitios net es expliti oratium natures ellabor ehendae voluptate net molor sunt.

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TYPOGRAPHY FOR OFFICE USE Arial is a standard font that comes with Microsoft’s Office suite. Arial is used as the font for all Word and PowerPoint templates and serves as a substitute for Circular Std.

Arial THIS IS ARIAL BOLD, REGULAR AND ITALIC

ARIAL CAN BE USED IN SMALLER TEXT SIZES: Essinctem velia iunt. Otatis eumquias de et dolor sa et volorum undaepe parchil iquosae nonserum quident volupta epudanda voloreium sam qui vero torem ipsam ent dolore net fugitatur aliqui disit faccum eaqui natisqui del iliquae scipicati officium simil iuntinistrum harchitios net es expliti oratium natures ellabor ehendae voluptate net molor sunt.

Georgia is a standard font that comes with Microsoft’s Office suite. Georgia is used as the font for all Word and PowerPoint templates and serves as a substitute for Romain.

Georgia THIS IS GEORGIA BOLD, REGULAR AND ITALIC

GEORGIA CAN BE USED IN SMALLER TEXT SIZES: Essinctem velia iunt. Otatis eumquias de et dolor sa et volorum undaepe parchil iquosae nonserum quident volupta epudanda voloreium sam qui vero torem ipsam ent dolore net fugitatur aliqui disit faccum eaqui natisqui del iliquae scipicati officium simil iuntinistrum harchitios net es expliti oratium natures ellabor ehendae voluptate net molor sunt.

LUNDBECKFONDEN DESIGN GUIDE

TYPOGRAPHY EXAMPLE This an example of how a typographical hierarchy could look. Below, Circular is used for all headings, while Romain serves as the typeface for longer pieces of copy, making it a clear and contrasting typographical hierarchy.

STRATEGIC FOCUS AND GOALS

Circular Black

2020-2021

Circular Bold

Nata sent et is de maxim fugit quae nes sapis nobitat utas sunt, cus nullupt aquiaep erovit ipsandit qui cum quid esequatur aut exero il idende saperna tusam, quam, senissitenem voluptatio derovite sit mus quaspie nient. Lupti optam, to veliquatetum et et.

Romain Headline body

Expligent, ipsuntur? Otatem untorum atioribus, iumquat que estia

Romain text regular

peditiur? Gitatendiae. Num idenias molorunt, utatem elia cor alis es minveribus. Occustia diam alique venis est molest, coruptat lam as venis dolesse por aute ex et porit aut ra consequibus nihitaqui dem fugiti ipis quos ea esti quam fugiaest alitem idundipis sae. Verum dolor. Num idenias molorunt, utatem elia cor alis es minveribus.

Occustia diam alique venis est molest

TOTAL COSTS Expligent, ipsuntur? Otatem untorum atioribus, iumquat que estia peditiur? Gitatendiae. Num idenias molorunt, utatem elia cor alis es minveribus. Occustia diam alique venis est molest, coruptat lam as venis dolesse por aute ex et porit aut ra consequibus nihitaqui dem fugiti ipis quos ea esti quam fugiaest alitem idundipis sae. Verum dolor. Num idenias molorunt, utatem elia cor alis es minveribus.

Occustia diam alique venis est molest

Circular Bold

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LUNDBECKFONDEN DESIGN GUIDE

INFOGRAPHIC EXAMPLES This an example of how infographics could look. Pie charts can either be used with two lines mimicking the lines of the logo or with the colour palette as fill colours. Bar-charts and line charts can be used, as seen here, to focus on a single number, using type and colour to highlight it.

GRANTS AWARDED

Revenue

32,453

DKKm

40,000

25% more grants awarded than last year

30,000 20,000 10,000 0

2011

2012

2013

2014

Revenue

2015

32,453

DKKm

35,000 Net wealth

54,341

30,000 25,000 20,000

2011

2012

2013

2014

2015

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LUNDBECKFONDEN DESIGN GUIDE

EXAMPLES ON SOCIAL MEDIA These are working examples of how all the elements can work together with a dynamic selection of the trademark.

It is built around a simple principle: The trademark is sliced in four different ways. Each slice of the trademark revolves around the center of the square video or image.

The composition of the content determines which of the selections are used. This gives the social content a contemporary yet consistent visual expression.

The slices are always white to preserve a uniform look regardless of the photos.

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LUNDBECKFONDEN DESIGN GUIDE

EXAMPLES ON SOCIAL MEDIA The frame can be used as an intro element for videos to tell the user the theme of the content.

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