3 minute read
Typography
from Varg brand manual
by VARG.
Varg logo & emblem
Our logo and symbol are the first and most important part of our visual identity and should therefore be used with great care and fair judgement.
Advertisement
Our logo consists of Varg’s word logo. It is set in Din 1451 Mittelschrift, with a clear and uncomplicated design, for general use in signs and display adaptations.
Note that the optical horizontal centre of the logo is the stem of the “R”, denoted here as X.
Restricted and safe
The clear space has been to ensure logo visibility and impact. Maintaining the safe zone between the logo and other graphic elements ensures that the logo always appears unobstructed.
It is not a rule that the wolf emblema must be present together with our word logo, they can be used separately. However, the word logo must always be included in every product context.
Minimum size
The Minimum size has been established to ensure our logo is reproduced correctly in smaller sizes. At Minimum size, the logo is still clearly legible and provides a strong level of identification.
When using a lower-quality printing technique (i.e. screen-printing), it is recommended that the logo is used in a larger size.
Format Logo width & height
Emblem width & height
A6 5 mm 5 mm A5 6 mm 6 mm A4 8 mm 8 mm A3 14 mm 14 mm Recommended size
To achieve consistency in our materials, recommended logo and emblem sizes have been established for standard documents. In the table on the left, we show the recommended logo sizes for the most common formats.
The wolf head emblem
Our emblem is undoubtly the most prominent part of the visual expression. It’s unique in its design, and is happy to stand alone, with or without the logo. The clear space around the emblem is established by measuring the height between the jaw and the top of the head. The width equals the height. The margin height should equal the height (h) previously established and the margin width (w) should equal the height (h). For minimum sizes, refer to the table on the left. All material where Varg’s logo is displayed must first be approved by the company before publication.
Checklist.
Below is a short check list with do's and dont's, applicable for the logo and emblem.
Only use the logotypes provided.
Use the negative (white) logotypes on patterned, black and dark colored backgrounds.
Use the positive (colored) logotypes on white and bright colored backgrounds.
Place the logo on backgrounds with sufficient contrast for maximum readability.
Do not alter the proportional shapes of the logotypes or emblem.
Place logotype as far away from other graphic elements as possible.
Colors
Our Corporate colors are a distinct and crucial part of our identity as they make our brand instantly recognizable. When applied consistently, our brand colors also provide a strong visual link across various material.
Primary color
With inspiration from the nordic granite, our primary color is a deep grey color. It can be use for texts, graphics and as a backgound color, in full tint or dimmed. Be sure to maintain a good enough contrast for legibilty between text and background.
Pantone # 100%
RGB # 75% 50%
CMYK
BLACK 7 3E3C38 0 0 0 90
25% 10%
Secondary color
As an allround color, we use a turquoise blue that reminds us of ice and sea, our other natural habitacle. This color can be use as a substite for the primary color for background, but also for annotation and such. It is a little bit of a midlle ground between our primary and accent color.
Pantone #
315
100% 75% 50%
RGB #
CMYK
00657E 100 46 38 13
25% 10%
Accent color
The accent color is mainly use for our logotype and emblem, but it can also be use for quotes and annotations where text and graphics needs some extra attention. Be sure to dose it with care, though. The accent color should never be used as background color.
100% 75% 50% 25% 10%
Pantone #
158
RGB #
CMYK
