logo designmanual
Inspiration We found inspiartion in the area and nature surrounding Stavanger. And especially in the Norwegian nationalflower ’bergfrue’ (in english: ’mountain-queen’). This simple and beautifull five-leaved flower is a symbol of the beauty, elegance and quality, that the future Arkaden Torgterasssen will represent.
’creme’ logo
the ’creme’ colored logo can be used when placed on a dark or black background
Arkaden shoppingcenter Primary logo
Primary logo
black logo
flower logo same size as letters, and always the same color
this logo is the primary logo, and should be used where possible
NB! The logo does not have a white ’negative’ version, but the ’creme’ or ’grey’ color can be used where needed on a dark background. The flower logos are created with a grading color in the same tone as the text. The background can be either transparent or white depending on the desired expression
the flower logo shown here has a white background
this flower logo can be used for graphic effects in layouts and advertisements
Arkaden shoppingcenter Secondary logos
the ’Torgterassen’ logo is for use when only referrering to the specifik building
the ’Arkaden’ logo is for use when only referrering to the specifik building
this logo is for use in places where the primary logo is too long. It can be used without text if it fits the layout better.
Arkaden shoppingcenter Logo signs
the primary logo is used above entrances to the shoppingcenter, always with text Here is ’the Arkaden’ logo used.
the secondary logo can be used on other facades of the buildings, with or without text
Arkaden shoppingcenter Logo signs
the primary logo is used above entrances to the shoppingcenter, always with text. Here is the ’Torgterassen’ logo used.
Colors The colors for Arkaden Torgterassen have been choosen for the purpose of creating a deep, calm and a the same time dynamic color palette. The inspiration for this combination of colors have been taken from the traditionel, national costumes from the Stavanger Region.
Secondary colors There is a primary and a secondary color palette for Arkaden Torgterassen.
100 %
The primary colors should be used whenever possible, and they are the colors that will be the personality and image of the centre. The secondary colors can be used for special occacions, eg. christmas and spring, og other events, but must not represent the shoppingcentre for a longer period of time.
60%
30%
Pantone 574 C
Pantone 187 C
CMYK 34- 0- 81- 71
CMYK 0- 100- 79- 20
RGB 85- 92- 43
RGB 164- 0- 46
Colour palette primary & secondary colors
Primary colors 100%
60%
30%
Pantone Black C
Pantone Cool Gray 9 C
Pantone 454 C
Pantone 1665 C
Pantone 2695 C
CMYK 0-0-0-100
CMYK 0 - 0- 0 - 51
CMYK 9- 6- 1 7- 0
CMYK 0-68-100-0
CMYK 91- 100- 0 - 49
RGB 0- 0- 0
RGB 153- 154- 156
RGB 236- 234- 217
RGB 208- 109- 29
RGB 38- 27- 84
Secondary colors The colors can be combined in many different ways, but orange, purple, red & green must never be mixed together. See next pages for examples.
project color ’green’
project color ’red’
Colour palette logo examples
Primary colors
project color ’black’
project color ’grey’
project color ’creme’
project color ’orange’
project color ’purple’
Colour palette layout examples
Fonts The selected fonts for Arkaden Torgterassen are simple and modern. They display a contemporary look, and will ensure a nice & elegant graphic profile for the centre.
Typography Helvetica Neue and Archer as primary fonts
Helvetica Neue Light Helvetica Neue Italic Helvetica Neue Medium Helvetica Neue Bold
Helvetica Neue is the first primary font . In combination with Archer it obtains a dynamic graphic expression. A classic and modern font, that never goes out of style Helvetica Neue is perfect for banners, sings, headlines and basic text.
Archer Light Archer Book Archer Semibold Archer Bold
Verdana Regular Verdana Italic Verdana Bold Verdana Bold Italic
Archer is the second primary font. It is a friendly and attractive font, and at the same time inviting to read. It is good for middel-sized headlines in close combination with Helvetica Neue.
Verdana is the browser-standard, and is good for web use.
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Prints The prints shown in the following pages are kept in the purple tone. The theme + color of the dokuments and products can change according to season or mood. All the colors from the color palette are allowed. The Steen & Strøm ’maged-by-logo’ must be visible on all of the Arkaden Torgterassen documents. See guidelines on: www.steenstrom.no
Business card 1:1
card size: 85 mm x 53 mm
logo width: 65 mm logo color ’purple’ logo centered vertically and horisontally
white background
front
senterleder
headline: Helvetica Neue Bold 7 pt name and address: Helvetica Neue Medium 7 pt web: Helvetica Neue Bold 7 pt
Hilde Kringlebotn Arkaden-Torgterassen Klubbgatan 5 4013 Stavanger tlf. +47 51 93 80 00
’purple’ colored background
hilde.kringlebotn@steenstrom.com www.arkaden-torgterassen.no flower logo placed 5 mm from bottom flower logo color ’creme’
managed-by-logo placed 5 mm from right side and bottom
back
Logo width size 55 mm address: Helvetica Neue Light 6 pt, grey tone 50%
Envelope C5 1:2 Klubbgaten 5, 4013 Stavanger
flower logo placed 10 mm from bottom logo color ’purple’
Managed by logo placed 8 mm from bottom and right side See guidelines here: www.steenstrom.no
Paper A4 1:2
Logo width 20 mm placed 14 mm from top, 14 mm from right side
Arkaden - Torgterassen Klubbgaten 5 4013 Stavanger Tlf: +47 51 93 80 00 arkaden-torgterassen@steenstrom.com www.arkaden-torgterassen.no
Helvetica Neue Light 7 pt. Grey tone 50%, and purple project color
flower logo in 10% opacity
Managed by logo placed 8 mm from bottom and right side. See guidelines here: www.steenstrom.no
Banner
Magazine cover July 2010 Free fashion magazine
Hot or not? Hotpants, sequins and glitter. Summer shopping Find your new sandals in Arkaden-Torgterassen. Kate Moss Giving you styling tips for this season
Products Merchandice for the shoppingcenter
Shoppingbag
back
front
The logo on future facade of Arkaden building
projekt managed by:
logo design by:
Steen & Strøm Norge AS Støperigt. 1, P.b. 1593 Vika NO-0118 Oslo
Årstiderne Arkitekter Ravnsborg Tværgade 5C, 3. sal 2200 København N
T: 23 21 35 00 E: firmapost@steenstrom.com
tlf. +45 70 24 21 00 www.aarstiderne.dk