15 16 17 18 19 20 21 22 23 24 25 26 27 29 30 31
BRAND EXPRESSION How we communicate Advertising Literature Web design Promotional items Misuse
33 34 35 37 39 41 43
TEMPLATE GUIDES Stationery A4 letterhead Business card Fax Press release E-mail US stationery US letterhead US fax US press release Literature grids PowerPoint
47 49 50 51 52 53 54 55 56 57 58 59 61
ARTWORK LIBRARY Artwork library
63 64
CONTACT DETAILS Contact details
67 68
CONTENTS
BASIC ELEMENTS Introduction Logotype Minimum clear space & size AHK endorsement Minimum size Rules of alignment Relationship examples Defined colours Colours defined by image Primary typefaces Secondary typefaces Photographic imagery Illustrative imagery Colour combinations Use of colour examples
A guide to our brand
Germany/Colombia
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A guide to our brand
INTRODUCTION
BEGINNING TO A MORE EXCITING FUTURE
DEinternational begins a new chapter in the work of AHK, the worldwide German Chamber Network. This document outlines the background to our new business unit and explains: – why we need it – why the brand is important – how it will help us change – how we’ll all be working to make it succeed. It’s our guide to being part of a more exciting future.
A guide to our brand
4
Over many years we have created value through our ability to build trust and understanding between commercial partners. This ability is based on local knowledge and relationships. Today the internet means anyone can be information-rich, a fact which often encourages and supports commercial expansion overseas. But data is no substitute for the local touch. Our insight goes beyond information. Now our expertise will be supplied through a new channel: DEinternational.
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A guide to our brand
INTRODUCTION
The global marketplace is a growing reality. In business today, geography and nationality mean less and less. German companies are developing whole networks of contacts abroad. To help them expand this way, DEinternational will also increasingly network its local knowledge and experience into a responsive, intelligent and globally connected system. This will strengthen our whole organisation and increase the value we can bring to our clients. Internationally expanding German businesses need and expect a uniform portfolio of reliable contacts, products and services, at competitive prices, anywhere in the world, sometimes at very short notice. To a great extent we already meet this need.
A guide to our brand
But it’s hard for us to charge appropriately, as most clients assume our services will be free, at least in part. After all, we are official representatives of the DIHK network and they are IHK members. The DEinternational brand repositions the commercial services branch of the AHKs to give it a clear profi le, a distinct identity and a service portfolio with a worldwide guarantee of quality. Official representation and local business clubs remain under the AHK brand, which gives AHK a clearer profi le as well.
6
Name and identity are essential elements of the new brand, symbolising the core idea and marking a fresh beginning. To counter the not-for-profit perception of the Auslandshandelskammer and attract more global clients our name needs contemporary resonance and relevance. ‘DE’ is the two-letter Internet code for Germany (DEutschland), now widely familiar; ‘international’ states our world-spanning capability and will be understood all over the world. So we are now DEinternational. This is easy to say and remember, irrespective of any language background, and its primary meaning is transparent. We can also enrich this meaning with appropriate associations through our global work and our evolution.
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A guide to our brand
INTRODUCTION
OUR BIG IDEA At the core of our brand is the idea that makes us special and encapsulates our value. For us, this is WELL CONNECTED. Strong, lasting, personal relationships are the basis of our local effectiveness everywhere. Through these links we contribute to Germany’s overall diplomatic mission of maintaining good political, economic and cultural relations worldwide. And because we are well connected, our clients are always:
From our core idea we also arrive at our Unique Selling Proposition (USP). As well connected partners we are expert in delivering the
A guide to our brand
8
Value for our clients is the key to our success. By focusing on helping them build their business faster and more effectively, we aim to attract more international companies, increase our turnover per client and raise the proďŹ tability of the work we do for them. As DEinternational we will evolve into a stronger service unit, offering: Information Processing On demand Contact point Duty
&
Consulting Service Proactive Relationships Inspiration
Our new brand and our growing success internationally is helping build our reputation as reliable consultants in business internationalisation.
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A guide to our brand
INTRODUCTION
Repositioning means more than outward change. It means changing how we work, to ensure our clients experience consistent quality in our products and services. There are four key principles which we should follow under the new brand: be be be be A guide to our brand
insightful innovative inspiring personal
look deeper and learn more all the time ďŹ nd new ways and set new standards of excellence surprise clients and exceed their expectations nurture positive close relationships in every area
SMARTER
WORKING
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Germany/Serbia
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A guide to our brand
CONTENTS BASIC ELEMENTS BRAND EXPRESSION TEMPLATE GUIDES ARTWORK LIBRARY CONTACT DETAILS
15 16 17 18 19 20 21 22 23 24 25 26 27 29 30 31
BRAND EXPRESSION How we communicate Advertising Literature Web design Promotional items Misuse
33 34 35 37 39 41 43
TEMPLATE GUIDES Stationery A4 letterhead Business card Fax Press release E-mail US stationery US letterhead US fax US press release Literature grids PowerPoint
47 49 50 51 52 53 54 55 56 57 58 59 61
ARTWORK LIBRARY Artwork library
63 64
CONTACT DETAILS Contact details
67 68
CONTENTS
A guide to our brand
BASIC ELEMENTS Introduction Logotype Minimum clear space & size AHK endorsement Minimum size Rules of alignment Relationship examples Defined colours Colours defined by image Primary typefaces Secondary typefaces Photographic imagery Illustrative imagery Colour combinations Use of colour examples
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A guide to our brand
CONTENTS BASIC ELEMENTS BRAND EXPRESSION TEMPLATE GUIDES ARTWORK LIBRARY CONTACT DETAILS
Take time to read and understand how each of the design elements work to create a exible and fresh brand identity. The guidelines outline the basic elements that make up the brand: logotype, AHK endorsement, colours, typography and imagery.
BASIC ELEMENTS Introduction
Here are some basic elements guidelines for using the DEinternational brand.
If there is anything that is not clear or you do not understand, please contact: DEinternational@berlin.dihk.de
They show examples, some notional branded material and how to apply the brand to speciďŹ c applications such as advertising, literature, web design, promotional items, stationery and PowerPoint presentation.
A guide to our brand
16
Logotype The DEinternational logotype has been specially designed to create a unique and identiďŹ able brand identity. Two elements together make up the logotype: the symbol, which has been specially designed, and the descriptor.
They should always appear together. The logotype must always be reproduced from the master artworks, contained within the artwork library, which is available on CD or downloadable from http://DEbos.DEinternational.de.
Logotype
Symbol
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A guide to our brand
Descriptor
It is very important to keep a minimum clear space around the logotype, so it can be seen clearly and has a more visible presence when reproduced. The construction of the minimum clear space is achieved by using
the distance between the symbol and descriptor. The dotted keyline indicates the minimum clear space. The dotted line does not print. No other design elements should be positioned too near or inside this zone.
For web use, the minimum size is 104 pixels measured over the width. For print reproduction the minimum size is 15mm measured over the width.
BASIC ELEMENTS Logotype
Minimum clear space & size
Minimum clear space
x x
x
Minimum size for on-screen
104 pixels
Minimum size for print
15mm
A guide to our brand
18
AHK endorsement The DEinternational brand is always supported by the AHK endorsement. They are two separate elements that always work together.
Element 1 is the logotype itself and must appear on every DEinternational branded application and in all communications.
Logotype
AHK endorsement
AHK descriptor
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A guide to our brand
AHK logo
Element 2 is the AHK endorsement and consists of the AHK descriptor in English and the AHK logo. They should always appear together.
The preferred relationship is the one shown on this page where the width of the AHK endorsement is the same as the width of the DEinternational logotype. The width of the AHK endorsement can vary. It should only be bigger than the logotype if absolutely necessary, i.e. web usage. The logotype and AHK endorsement should never be reproduced smaller than the minimum size, although
there are occasions where the logotype may be reproduced smaller than 20mm (width), for example on promotional items. In this instance the AHK endorsement may be left off.
relation to the DEinternational logotype as well as to the rest of the content of the application. In these circumstances you will have to use your own judgement. There is no set rule, but please use the examples shown as guidance.
For web use the minimum size is 140 pixels measured over the width. When the AHK endorsement is used over an image, ensure When the DEinternational the background colour will not logotype is wider than 100mm clash with the AHK blue. It is the AHK endorsement will no acceptable to change the colour longer have the same width, of the AHK descriptor to white. as it would appear too large in
BASIC ELEMENTS AHK endorsement
Minimum size
Minimum size for on-screen
140pixels
Minimum size for print
20mm
A guide to our brand
20
Rules of alignment The DEinternational logotype and AHK endorsement always appear on the same branded application and in all communications, but never sit together as one unit. The positioning of the AHK endorsement must always be
The eight possible alignments (red lines) and minimum distance (blue line) between the DEinternational logotype and the AHK endorsement
aligned with the DEinternational logotype in the eight different ways shown below. The minimum distance between the two elements is 4x vertically and 2x horizontally, as shown below.
1
Always observe a minimum clear area around each element of 1x. See also pages 22, 31, 32 and 35 to 42 for positioning and alignment examples.
2
x x x x
8
x
3
x
x
7
x x x x 6
5
Example of left and right alignments
Minimum clear space (blue line) around the DEinternational logotype and the AHK endorsement
x
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A guide to our brand
x
Variable distance distance
x 4
x
x
The examples below show the logotype in various positions on a page, taking into account the minimum clear space
A guide to our brand
and the alignment between the DEinternational logotype and the AHK endorsement.
See pages 31 and 32 of Basic Elements and also Brand Expression section pages 35 to 42 for further examples.
BASIC ELEMENTS Rules of alignment
Relationship examples
22
DeďŹ ned colours We have chosen twelve colours, one of which is AHK blue, that should be used when there is no supporting imagery. Black can also be used particularly in monochrome applications.
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A guide to our brand
There isn’t any colour hierarchy, so colours can be chosen at random. The logotype may appear in any of the chosen colours, in black on a white background, or in white on a coloured background.
AHK blue is the colour used on all stationery. The colours may also be used for screen, using their RGB and Hexadecimal equivalents.
When using images the DEinternational colour palette is derived from the imagery it supports. In other words, any colour can be used, giving an inďŹ nite variety of possibilities, as long as the following is borne in mind:
A guide to our brand
The choice of colour combination should be dictated by the tonal values of the imagery used, which will help tell the story. Below are two examples of how the use of colour from the image helps keep the same mood.
See page 30 for examples on colour combinations. And remember - always take care that the logotype is clearly visible in the chosen colour.
BASIC ELEMENTS Colours
Colours deďŹ ned by image
24
Primary typefaces For printed material the chosen typefaces for the DEinternational brand are Futura Bold and Agfa Rotis Serif Regular. They compliment one another and, used consistently, will bring more brand awareness.
The headline font is Futura, chosen to reect the openness and modernity of the logo. It should be used where impact and standout is required, such as headlines and key messages. It should only ever appear in capitals.
All other text such as body copy should be in Agfa Rotis Serif Regular, except on screen and Word documents where we use Trebuchet. For examples see also Literature grids on pages 59 and 60.
FUTURA BOLD ABCDEFGHIJKLMNOPQRSTUVWXYZ
Agfa Rotis Serif Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
Futura Bold Use in upper case (capitals) only for headlines.
Agfa Rotis Serif Regular Use for body copy and captions (except onscreen and Word).
Agfa Rotis Serif Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
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A guide to our brand
Agfa Rotis Serif Bold Use for sub-headings and where emphasis is needed.
Use Trebuchet when creating typing templates, in Word or in Excel documents.
Trebuchet should also be used on screen. Do not use in capital letters only.
It has been speciďŹ cally designed for good screen legibility and is the preferred font for HTML text.
Trebuchet MS Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
BASIC ELEMENTS Typography
Secondary typefaces
Trebuchet Regular Use for body copy and captions.
Trebuchet MS Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 012345689
A guide to our brand
Trebuchet Bold Use for headlines and where emphasis is needed.
26
Photographic imagery There are two kinds of image styles for the DEinternational brand. Both evoke the idea of connection. The main style, used for general ‘brand’ support imagery, is photographic.
Content-content overlap
Shape-shape overlap
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A guide to our brand
Always use an image from Germany and overlap it with an image from another culture or country to symbolise the idea of Germany being ‘well connected’ with the world.
This will create dynamism and excitement. The German image is always positioned on the left of the overlap.
Content–content Chose images, which both share a common theme, for example overlap a photograph of German cuisine with a photograph of cuisine from another country.
A guide to our brand
Shape–shape Chose two images which work well when overlapped because of a common form. Here are some examples: If both photographs have a horizon running through them, then line up the horizon lines.
If a shape links well with a shape in another photograph of different content, this too is acceptable. See more examples of imagery in the Advertising and Literature section of this document on pages 35 to 38.
BASIC ELEMENTS Imagery
There are two ways to chose and compose images for an overlap.
28
Illustrative imagery The second type of image style is used for speciďŹ c illustrative and typographical purposes or where the background is predominantly white. In this instance illustrations, using a colour from the deďŹ ned
29
A guide to our brand
colour palette, are superimposed on one another, overprinting on the overlapping areas. Thus creating a new and intriguing combined image.
See examples of imagery in the Advertising and Literature section of this document on pages 35 to 38.
A guide to our brand
DE Yellow Pantone® 116
DE Gray Pantone® Cool Gray 6
DE Sky Blue Pantone® 2995
DE Rose Pantone® 7425
The colour swatches have not been evaluated by Pantone®Inc for accuracy and may not match the Pantone Colour Standards. PANTONE is a registered trademark of Pantone Inc.
DE Orange Pantone® 144
DE Claret Pantone® 7428
DE Mustard Pantone® 1255
DE Olive Pantone® 5835
It is a guide only, which gives you an insight to the various colour combinations when they are seen together.
DE Slate Pantone® 7477
DE Green Pantone® 576
DE Purple Pantone® 5275
AHK Blue Pantone® 294
The chart below is an illustration showing DEinternational's defi ned colour combinations when overlapped.
BASIC ELEMENTS Imagery / Colour combinations
Colour combinations
30
Use of colour examples These are some examples of the use of colour in applications with images.
OLD NEW
31
A guide to our brand
BASIC ELEMENTS Use of colour examples
These are some examples of the use of colour in applications without images.
NEW HEIGHTS Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Cras ultricies nunc nec odio. Donec sed purus. Sed turpis sapien, lobortis in, fringilla eu, dictum nec, est. Aliquam orci ligula, hendrerit non, tempor id, vulputate sed, eros. Aliquam id nulla. Vestibulum ante ipsum primis in faucibus orci luctus et ultrices posuere cubilia Curae; Phasellus accumsan libero ac mauris. Fusce porttitor pede
A guide to our brand
eu pede. Nulla a erat et dolor placerat ultrices. Integer facilisis sollicitudin justo. Praesent pede turpis, tincidunt consectetuer, egestas id, hendrerit id, purus. Vivamus varius aliquet nibh. Sed turpis sapien, lobortis in, suis fringilla eu, dictum nec, est. Aliquam orci ligula, hendrerit non, tempor id, vulputate sed, eros.
32
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A guide to our brand
CONTENTS BASIC ELEMENTS BRAND EXPRESSION TEMPLATE GUIDES ARTWORK LIBRARY CONTACT DETAILS
Style and approach should work together. For DEinternational, style has four basic principles: Connected – relevant, informed, up to date
BRAND EXPRESSION
How we communicate
Confident – expert, professional, friendly Clear – streamlined, logical, accessible Interesting – surprising, intriguing, challenging Here are some examples of how DEinternational will look and feel.
A guide to our brand
34
Advertising Advertising draws on the image style to develop intriguing juxtapositions to create maximum impact.
35
A guide to our brand
These images are combined with a single key message to communicate clearly and effectively to the target audience.
Where the target audience is in a local territory, then it makes sense to tailor the message and use visual references that will resonate with the local audience.
BRAND EXPRESSION Advertising
36
A guide to our brand
Literature Literature uses devices such as gatefolds and interlocking tabs that evoke the idea of connection. Use the image
37
A guide to our brand
style and typography outlined in this document to create an engaging and attractive package.
BRAND EXPRESSION Literature
38
A guide to our brand
Web design We have created a new Website to reflect our new brand. Here are some examples showing the layout and navigation for the home page and some text pages. We’ve captured the look
39
A guide to our brand
and feel of our new brand with use of colour and imagery and by keeping the layout and navigation clear and simple. All text is set in our on screen font, Trebuchet, which is available
on all PC and MAC computers. Trebuchet Bold is used for emphasis where required. The colour scheme uses all twelve DEinternational defi ned colours.
BRAND EXPRESSION Web design
40 40
A guide to our brand
Promotional items Choose promotional items that evoke a ´well connected´ look and feel.
41
A guide to our brand
Bring the brand to life. Something that everyone wants.
BRAND EXPRESSION Promotional items
42
A guide to our brand
Misuse - Logotype The strength of our brand relies on consistency. Below we have illustrated some examples of what NOT to do.
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A guide to our brand
BRAND EXPRESSION Misuse
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A guide to our brand
Misuse - Colour and typeface
1 When the logo appears on an image make sure that it’s clearly visible
2 When there is no image choose from only the twelve defined colours Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Cras ultricies nunc nec odio. Donec sed purus. Sed turpis sapien, lobortis in, fringilla eu, dictum nec, est. Aliquam orci ligula, hendrerit non, tempor id, vulputate sed, eros. Aliquam id nulla. Vestibulum ante ipsum primis in faucibus orci luctus et ultrices posuere cubilia Curae; Phasellus accumsan libero ac mauris. Fusce porttitor pede eu pede.
3 Do not use Futura Bold in lower case and for body copy
Nulla a erat et dolor placerat ultrices. Integer facilisis sollicitudin justo. Praesent pede turpis, tincidunt consectetuer, egestas id, hendrerit id, purus. Vivamus varius aliquet nibh. Nulla ut arcu vitae felis suscipit commodo. Pellentesque metus. Vivamus ullamcorper ullamcorper quam. Quisque laoreet, velit in r eget, blandit ac, orci. Ut ornare, velit tempus lectus nibh.
4 Do not use Trebuchet for anything other than internal and online communication
Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Cras ultricies nunc nec odio. Donec sed purus. Sed turpis sapien, lobortis in, fringilla eu, dictum nec, est. Aliquam orci ligula, hendrerit non, tempor id, vulputate sed, eros. Aliquam id nulla. Vestibulum ante ipsum primis in faucibus orci luctus et
New platforms, New perspective
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A guide to our brand
NEW PLATFORMS, NEW PERSPECTIVE
BRAND EXPRESSION Misuse
Misuse - Image
5 Do not position the German image on the right
6 Do not combine photographic image with illustrations
NEW PLATFORMS, NEW PERSPECTIVE
7 Do not cut out imagery within illustrations or text
A guide to our brand
8 Never apply the logo to complicated backgrounds
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A guide to our brand
CONTENTS BASIC ELEMENTS BRAND EXPRESSION TEMPLATE GUIDES ARTWORK LIBRARY CONTACT DETAILS
There are instructions available on how to download artwork templates from http://DEbos.DEinternational.de, to enable you to build and modify your brand collateral straight away.
TEMPLATE GUIDES
This section outlines how to use the brand with speciďŹ c applications.
We’ve included templates for stationery and PowerPoint presentations which will be a good start when implementing the DEinternational brand.
A guide to our brand
48
Stationery is a key application in introducing the new DEinternational brand. This section gives guidance on how to create our primary stationery items. If anything isn’t included please adapt the examples shown here. Stationery artwork should be downloaded from the http://DEbos.DEinternational.de site or obtainable on CD from: DEinternational@berlin.dihk.de
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A guide to our brand
The logotype, country descriptor and AHK endorsement print AHK Blue, match Pantone 294.
1 Logotype: Size and position as shown. 2 Country descriptor: 8/11 pt Agfa Rotis Serif Regular, upper and lower case, ranged left. 3 Fold line: 3 mm in length, 0.25pt line weight, prints black. 4 Company name/address: 8/11 pt Agfa Rotis Serif Regular, upper and lower case, ranged left. 5 Contact details: 8/11 pt Agfa Rotis Serif Regular, upper and lower case, ranged left.
TEMPLATE GUIDES Stationery
A4 letterhead
6 Additional information (where applicable): 8/11 pt Agfa Rotis Serif Regular, upper and lower case, ranged left. 7 AHK endorsement: AHK endorsement size and position as shown, prints AHK blue.
25
44.5
12.5 12.5
2
1
London United Kingdom
14pt line feed
50
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42
Mr A N Other Address line 1 Address line 2 Address line 3 Address line 4 52
1st December 2005
3
Dear Mr A N Other Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam a nonummy lorem nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim a minim veniam, quis nostrud exerci setation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blan Sub-headings appear in bold dit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore a magna aliquam erat volutpat. Ut wisi enim ad a minim veniam quis als a nostrud exercitation ullamcorper suscipit lobortis nisl ut aliquip. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse dolores als molestie consequat, vel illum dolore eu feugiat luptatum zzril delenit augue duis dolore te a nulla facilisi. Nam liber tempor cum soluta nobis eleifend option congue nihil imperdiet doming id quod mazim placerat facer possim assum. Lorem ipsum dolor sit als als laoreet dolore magna aliquam erat volutpat. Yours sincerely
Your Name Your title 3 5
21.5
6
7
Additional information bank details registered office etc Directors names A N Other A N Other A N Other A N Other A N Other
12.5
Trebuchet 11/14 pt, is the chosen typeface and size for PC and Macintosh applications. Start position: Start position of the typed address aligns with line feed 1. Date: The date is positioned on line feed 8. Salutations: The salutations (Dear Sir or Madam) begin on line feed 13. The body of the letter begins one clear line space below that. Sub-headings (if applicable): 11/14 pt Trebuchet Bold, upper and lower case. Paragraphs spacing: Paragraphs are separated by a line space, with no indentation. Sign off: The sign off, Yours sincerely/ Yours faithfully, appears one clear line space below the last line of the last paragraph. 4 clear line spaces should be left before the name and title of the sender is typed.
Size A4: Overall dimensions 210 x 297. 12.5
20
117.5
Typed information
NB: No typed copy should appear below line 42.
DEinternational Mecklenburg House 16 Buckingham Gate London SW1E 6LB England Tel +44(0)20 7976 4110 Fax +44(0)20 7976 4101 Email info@DEinternational.de www.DEinternational.de
25
Character spacing, positioning and zpunctuation: Insert double character spaces between address items and contact details as shown. The start position of contact details/additional information is 12.5mm from the bottom of the page to a maximum height of 21.5mm and line length of 117.5mm. Punctuation and the use of capitals should be kept to a minimum, avoid abbreviations.
35
Measurements: Shown in millimetres.
12.5
137.5
A guide to our brand
50
Logo Positioning Business card The logotype and AHK endorsement print AHK Blue, match Pantone 294. 1 Logotype: Size and position as shown. 2 Name/Title: 7/9.5 pt Agfa Rotis Serif Regular, upper and lower case, ranged left. 3 Company name/address: 7/9.5 pt Agfa Rotis Serif Regular, upper and lower case, ranged left. 4 Contact details: 7/9.5 pt Agfa Rotis Serif Regular, upper and lower case, ranged left. 5 AHK endorsement: AHK endorsement size and position as shown, prints AHK blue.
4
35
4 4
4 2 12.5
Full Name Title
1
Size: Overall dimensions 55 x 85. Measurements: Shown in millimetres.
3 16
4
DEinternational Address line 1 Address line 2 Address line 3 Tel +353 1 676 2934 Direct +353 1 609 9421 Fax +353 1 676 2595 Mobile +353 87231 11142 name@DEinternational.de www.DEinternational.de
5 4
4 4
51
Positioning and punctuation: The start position of contact details is 4mm from the bottom of the business card. One clear line space separates the last line of the address and the start of the contact details. Punctuation and the use of capitals should be kept to a minimum, avoid abbreviations.
A guide to our brand
35
4
All copy and logotype prints black.
1 Logotype: Size and position as shown. 2 Country descriptor: 8/11 pt Agfa Rotis Serif Regular, upper and lower case, ranged left. 3 Title - Fax: 18 pt Agfa Rotis Serif Regular, upper and lower case, ranged left. 4 Rules: 0.5 pt line weight, 9.8mm spacing. 5 Fax details: 11/14 pt Agfa Rotis Serif Regular, upper and lower case, ranged left. 6 Company name/address: 8/11 pt Agfa Rotis Serif Regular, upper and lower case, ranged left.
APPLICATIONS TEMPLATE GUIDES Stationery Stationery
A4 Letterhead Fax
7 Contact details: 8/11 pt Agfa Rotis Serif Regular, upper and lower case, ranged left. 8 Additional information (where applicable): 8/11 pt Agfa Rotis Serif Regular, upper and lower case, ranged left. 25
18
52
12
24.5
17.5
44.5
12.5 12.5
2
London United Kingdom
3
Fax
1 14pt line feed
50
7.5
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42
4 5
9.8
Dear Mr A N Other Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam a nonummy lorem nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim a minim veniam, quis nostrud exerci setation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blan Sub-headings appear in bold dit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore a magna aliquam erat volutpat. Ut wisi enim ad a minim veniam quis als a nostrud exercitation ullamcorper suscipit lobortis nisl ut aliquip. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse dolores als molestie consequat, vel illum dolore eu feugiat luptatum zzril delenit augue duis dolore te a nulla facilisi. Nam liber tempor cum soluta nobis eleifend option congue nihil imperdiet doming id quod mazim placerat facer possim assum. Lorem ipsum dolor sit als als laoreet dolore magna aliquam erat volutpat. Yours sincerely
Your Name Your title 6 7
21.5
8
DEinternational Mecklenburg House 16 Buckingham Gate London SW1E 6LB England Tel +44(0)20 7976 4110 Fax +44(0)20 7976 4101 Email info@DEinternational.de www.DEinternational.de
12.5
12.5 25
117.5
20 137.5
A guide to our brand
35
12.5
Character spacing, positioning and punctuation: Insert double character spaces between address items and contact details as shown. The start position of contact details/additional information is 12.5mm from the bottom of the page to a maximum height of 21.5mm and line length of 117.5mm. Punctuation and the use of capitals should be kept to a minimum, avoid abbreviations. Typed information Trebuchet 11/14 pt, is the chosen typeface and size for PC and Macintosh applications. Start position: Typing start position aligns with line feed 1. Salutations: The salutations (Dear Sir or Madam) begin on line feed 13. Fax information begins one clear line space below that. Sub-headings (if applicable): 11/14 pt Trebuchet Bold, upper and lower case. Paragraphs spacing: Paragraphs are separated by a line space, with no indentation. Sign off: The sign off, Yours sincerely/ Yours faithfully, appears one clear line space below the last line of the last paragraph. 4 clear line spaces should be left before the name and title of the sender is typed. NB: No typed copy should appear below line 42.
9
Additional information bank details registered office etc Directors names A N Other A N Other A N Other A N Other A N Other
9 AHK endorsement: AHK endorsement size and position as shown, prints black.
Size A4: Overall dimensions 210 x 297. Measurements: Shown in millimetres.
52
Logo Positioning Press release The logotype, country descriptor and AHK endorsement print AHK Blue, match Pantone 294.
1 Logotype: Size and position as shown. 2 Country descriptor: 8/11 pt Agfa Rotis Serif Regular, upper and lower case, ranged left. 3 Title - Press release: 18 pt Agfa Rotis Serif Regular, upper and lower case, ranged left.
6 Company name/address: 8/11 pt Agfa Rotis Serif Regular, upper and lower case, ranged left. 7 Contact details: 8/11 pt Agfa Rotis Serif Regular, upper and lower case, ranged left. 8 Additional information (where applicable): 8/11 pt Agfa Rotis Serif Regular, upper and lower case, ranged left.
4 Rules: 0.5 pt line weight, 9.8 mm spacing. 5 Press release details: 11/14 pt Agfa Rotis Serif Regular, upper and lower case, ranged left.
9 AHK endorsement: AHK endorsement size and position as shown, prints AHK blue. Character spacing, positioning and punctuation: Insert double character spaces between address items and contact details as shown. The start position of contact details/additional information is 12.5mm from the bottom of the page to a maximum height of 21.5mm and line length of 117.5mm. Punctuation and the use of capitals should be kept to a minimum, avoid abbreviations.
25
15
12
55
44.5
12.5 12.5
2
London United Kingdom
3
Press release
1 14pt line feed
50
7.5
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42
4 5
9.8
Subject title Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam a nonummy lorem nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim a minim veniam, quis nostrud exerci setation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blan vulputate velit esse dolores als molestie consequat, vel illum dolore eu feugiat. Sub-headings appear in bold dit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore a magna aliquam erat volutpat. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore a magna aliquam erat volutpat. Ut wisi enim ad a minim veniam quis als a nostrud exercitation ullamcorper suscipit lobortis nisl ut aliquip. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse dolores als molestie consequat, vel illum dolore eu feugiat luptatum zzril delenit augue duis dolore te a nulla facilisi. Nam liber tempor cum soluta nobis eleifend option congue nihil imperdiet doming id quod mazim placerat facer possim assum. Lorem ipsum dolor sit als als laoreet dolore magna aliquam erat volutpat. Yours sincerely
Your Name Your title 6 7
21.5
8
DEinternational Mecklenburg House 16 Buckingham Gate London SW1E 6LB England Tel +44(0)20 7976 4110 Fax +44(0)20 7976 4101 Email info@DEinternational.de www.DEinternational.de
9
Additional information bank details registered office etc Directors names A N Other A N Other A N Other A N Other A N Other
12.5
12.5 25
117.5
20 137.5
53
A guide to our brand
35
12.5
Typed information Trebuchet 11/14 pt, is the chosen typeface and size for PC and Macintosh applications. Start position: Typing start position aligns with line feed 1. Subject heading: Positioned on line feed 10. Subject copy: The body of the Press release begins one clear line space below subject heading. Sub-headings (if applicable): 11/14 pt Trebuchet Bold, upper and lower case. Paragraphs spacing: Paragraphs are separated by a line space, with no indentation. Sign off: The sign off, Yours sincerely/ Yours faithfully, appears one clear line space below the last line of the last paragraph. 4 clear line spaces should be left before the name and title of the sender is typed. NB: No typed copy should appear below line 42. Size A4: Overall dimensions 210 x 297. Measurements: Shown in millimetres.
To make sure that the E-mail signature is consistent across the DEinternational organisation here is a visual guide on how to construct it. E-mails should be written on the standard white background. Employee name should be set in Trebuchet Bold, 8 pt. All other text should be set in Trebuchet Regular, 8 pt. Position logo and AHK endorsement on the right as shown, aligning with the baseline of the contact details.
APPLICATIONS TEMPLATE GUIDES Stationery Stationery
A4 Letterhead E-mail
Logo and AHK endorsement should be in AHK Blue RGB values for on screen usage.
Employee Name Title DEinternational Address line 1 Address line 2 Address line 3 Address line 4 Direct phone number Mobile number Switchboard phone number Fax number www.DEinternational.de
A guide to our brand
54
US stationery
This section provides guidance on how to construct US stationery items. Follow the same principles as the previous versions but accommodate the US paper standards and all measurements are speciďŹ ed in inches.
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A guide to our brand
The logotype, country descriptor and AHK endorsement print AHK Blue, match Pantone 294.
1 Logotype: Size and position as shown. 2 Country descriptor: 8/11 pt Agfa Rotis Serif Regular, upper and lower case, ranged left. 3 Fold line: 3 mm in length, 0.25pt line weight, prints black. 4 Company name/address: 8/11 pt Agfa Rotis Serif Regular, upper and lower case, ranged left. 5 Contact details: 8/11 pt Agfa Rotis Serif Regular, upper and lower case, ranged left. 6 Additional information (where applicable): 8/11 pt Agfa Rotis Serif Regular, upper and lower case, ranged left.
TEMPLATE GUIDES US stationery
US letterhead
7 AHK endorsement: AHK endorsement size and position as shown, prints AHK blue.
.98
1.75
.64 .49
2
1
New York USA
14pt line feed
1.99
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38
Mr A N Other Address line 1 Address line 2 Address line 3 Address line 4
1.78
1st December 2005 3
Dear Mr A N Other Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam a nonummy lorem nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim a minim veniam, quis nostrud exerci setation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blan Sub-headings appear in bold dit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore a magna aliquam erat volutpat. Ut wisi enim ad a minim veniam quis als a nostrud exercitation ullamcorper suscipit lobortis nisl ut aliquip. Duis autem vel eum iriure dolor in hendrerit in lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure vulputate velit esse dolores als molestie consequat, vel illum dolore eu feugiat luptatum zzril delenit augue duis dolore te a nulla facilisi. Yours sincerely
Your Name Your title 4 5
.85
6
DEinternational Mecklenburg House 16 Buckingham Gate London SW1E 6LB England Tel +44(0)20 7976 4110 Fax +44(0)20 7976 4101 Email info@DEinternational.de www.DEinternational.de Additional information bank details registered office etc Directors names A N Other A N Other A N Other A N Other A N Other
.49 4.63
.88 5.5
A guide to our brand
1.37
Typed information Trebuchet 11/14 pt, is the chosen typeface and size for PC and Macintosh applications. Start position: Start position of the typed address aligns with line feed 1. Date: The date is positioned on line feed 8. Salutations: The salutations (Dear Sir or Madam) begin on line feed 12. The body of the letter begins one clear line space below that. Sub-headings (if applicable): 11/14 pt Trebuchet Bold, upper and lower case. Paragraphs spacing: Paragraphs are separated by a line space, with no indentation. Sign off: The sign off, Yours sincerely/ Yours faithfully, appears one clear line space below the last line of the last paragraph. 4 clear line spaces should be left before the name and title of the sender is typed. NB: No typed copy should appear below line 38.
7
.49 .98
Character spacing, positioning and punctuation: Insert double character spaces between address items and contact details as shown. The start position of contact details/additional information is .49" from the bottom of the page to a maximum height of .85" and line length of 4.63". Punctuation and the use of capitals should be kept to a minimum, avoid abbreviations.
.64
Size: Overall dimensions 8.5 x 11. Measurements: Shown in inches.
56
Logo US fax Positioning All copy and logotype prints black.
1 Logotype: Size and position as shown. 2 Country descriptor: 8/11 pt Agfa Rotis Serif Regular, upper and lower case, ranged left. 3 Title - Fax: 18 pt Agfa Rotis Serif Regular, upper and lower case, ranged left. 4 Rules: 0.5 pt line weight, .39" spacing. 5 Fax details: 11/14 pt Agfa Rotis Serif Regular, upper and lower case, ranged left. 6 Company name/address: 8/11 pt Agfa Rotis Serif Regular, upper and lower case, ranged left. 7 Contact details: 8/11 pt Agfa Rotis Serif Regular, upper and lower case, ranged left. 8 Additional information (where applicable): 8/11 pt Agfa Rotis Serif Regular, upper and lower case, ranged left.
.98
2.76
1.38
.73
1.75
.64 .49
2
1
New York USA
14pt line feed
1.99
3 .31
Fax
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38
4 5
.39
Dear Mr A N Other Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam a nonummy lorem nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim a minim veniam, quis nostrud exerci setation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blan Sub-headings appear in bold Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore a magna aliquam erat volutpat. Ut wisi enim ad a minim veniam quis als a nostrud exercitation ullamcorper suscipit lobortis nisl ut aliquip. Duis autem vel eum iriure dolor in hendrerit in lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure vulputate velit esse dolores als molestie consequat, vel illum dolore eu feugiat luptatum zzril delenit augue duis dolore te a nulla facilisi. Yours sincerely
Your Name Your title 6 7
.85
8
DEinternational Mecklenburg House 16 Buckingham Gate London SW1E 6LB England Tel +44(0)20 7976 4110 Fax +44(0)20 7976 4101 Email info@DEinternational.de www.DEinternational.de Additional information bank details registered office etc Directors names A N Other A N Other A N Other A N Other A N Other
9 .49
.49 .98
9 AHK endorsement: AHK endorsement size and position as shown, prints black.
4.63
.88 5.5
1.37
.64
Character spacing, positioning and punctuation: Insert double character spaces between address items and contact details as shown. The start position of contact details/additional information is .49" from the bottom of the page to a maximum height of .85" and line length of 4.63". Punctuation and the use of capitals should be kept to a minimum, avoid abbreviations. Typed information Trebuchet 11/14 pt, is the chosen typeface and size for PC and Macintosh applications. Start position: Typing start position aligns with line feed 1. Salutations: The salutations (Dear Sir or Madam) begin on line feed 13. Fax information begins one clear line space below that. Sub-headings (if applicable): 11/14 pt Trebuchet Bold, upper and lower case. Paragraphs spacing: Paragraphs are separated by a line space, with no indentation. Sign off: The sign off, Yours sincerely/ Yours faithfully, appears one clear line space below the last line of the last paragraph. 4 clear line spaces should be left before the name and title of the sender is typed. NB: No typed copy should appear below line 38. Size: Overall dimensions 8.5 x 11. Measurements: Shown in inches.
57
A guide to our brand
The logotype, country descriptor and AHK endorsement print AHK Blue, match Pantone 294.
6 Company name/address: 8/11 pt AT Rotis 55, upper and lower case, ranged left.
1 Logotype: Size and position as shown. 2 Country descriptor: 8/11 pt Agfa Rotis Serif Regular, upper and lower case, ranged left.
7 Contact details: 8/11 pt Agfa Rotis Serif Regular, upper and lower case, ranged left.
3 Title - Press release: 18 pt Agfa Rotis Serif Regular, upper and lower case, ranged left. 4 Rules: 0.5 pt line weight, 39" spacing.
8 Additional information (where applicable): 8/11 pt Agfa Rotis Serif Regular, upper and lower case, ranged left.
5 Press release details: 11/14 pt Agfa Rotis Serif Regular, upper and lower case, ranged left.
9 AHK endorsement: AHK endorsement size and position as shown, prints AHK blue. Character spacing, positioning and punctuation: Insert double character spaces between address items and contact details as shown. The start position of contact details/additional information is .49" from the bottom of the page to a maximum height of .85" and line length of 4.63". Punctuation and the use of capitals should be kept to a minimum, avoid abbreviations.
.98
.59
2.17
.47
1.75
Typed information
.64 .49
2
1
New York USA
14pt line feed
1.99
3 .31
Press release
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38
4 5
.39
Subject heading Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam a nonummy lorem nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim a minim veniam, quis nostrud exerci setation ullamcorper suscipit vulputate velit esse dolores als molestie consequat, vel illum dolore eu feugiat. Sub-headings appear in bold dit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore a magna aliquam erat volutpat. Ut wisi enim ad a minim veniam quis als a nostrud exercitation ullamcorper suscipit lobortis nisl ut aliquip. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse dolores als molestie consequat, vel illum dolore eu feugiat luptatum zzril delenit augue duis dolore te a nulla facilisi. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan iusto odio dignissim qui blan. Ut wisi enim a minim veniam, quis nostrud exerci setation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Yours sincerely
Your Name Your title 5 6 6 7
.85
7 8
DEinternational Mecklenburg House 16 Buckingham Gate London SW1E 6LB England Tel +44(0)20 7976 4110 Fax +44(0)20 7976 4101 Email info@DEinternational.de www.DEinternational.de Additional information bank details registered office etc Directors names A N Other A N Other A N Other A N Other A N Other
APPLICATIONS TEMPLATE GUIDES Stationery US stationery
A4 press US Letterhead release
Trebuchet 11/14 pt, is the chosen typeface and size for PC and Macintosh applications. Start position: Typing start position aligns with line feed 1. Subject heading: Positioned on line feed 10. Subject copy: The body of the Press release begins one clear line space subject heading. Sub-headings (if applicable): 11/14 pt Trebuchet Bold, upper and lower case. Paragraphs spacing: Paragraphs are separated by a line space, with no indentation. Sign off: The sign off, Yours sincerely/ Yours faithfully, appears one clear line space below the last line of the last paragraph. 4 clear line spaces should be left before the name and title of the sender is typed. NB: No typed copy should appear below line 38. Size: Overall dimensions 8.5 x 11. Measurements: Shown in inches.
8 9 .49
.49 .98
4.63
.88
1.37
.64
5.5
A guide to our brand
58
Literature grids The literature grid is based on a four, six or eight column grid, depending on format.
Here is an example of how the six column grid can be used to create two or three blocks of copy. Imagery can be positioned so it ‘bleeds off’ the page.
The example below shows how to mix the primary fonts and imagery.
Nowadays in the current cllimate of work, consectetuer ets Aliquam tique. Nunc leo. Fusce eget ligula id velit rhouincus porta. Suspendisse potenti. Aliquam non augue morbi . Donec tortor libero, consectetuer sed, adipiscing ut, feugiat faucibus, purus.
Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Aliquam tristique. Nunc leo. Fusce eget ligula id velit rhoncus porta. Suspendisse potenti. Aliquam non augue. Morbi a mauris. Phasellus vitae magna ut nunc lobortis faucibus. Cras ullamcorper nisl in nunc. Donec vulputate. Sed feugiat luctus eros. Cras eget lectus non mi pretium posuere. Donec id lorem eget arcu dictum aliquet. Morbi sed arcu vel turpis eleifend dictum. Vestibulum ante ipsum primis in faucibus orci luctus et ultrices posuere cubilia Curae; Morbi orci est, fermentum ac, congue non, aliquet eu, ante. In nec nisl.
59
A guide to our brand
Praesent rutrum tempus augue. Maecenas iaculis libero ultrices justo. Nulla justo. Praesent eu urna nec dolor vehicula vehicula. Nullam vitae tellus quis elit eleifend vehicula. Cras odio orci, imperdiet pretium, sollicitudin id, ullamcorper et, lorem. Pellentesque habitant morbi tristique senectus et netus et malesuada fames ac turpis egestas. Sed eget turpis. Integer tortor diam, lobortis ac, dictum in, blandit id, turpis. Proin lacinia libero sed justo eleifend rutrum. Sed ultricies. Donec tortor libero, consectetuer sed, adipiscing ut, feugiat faucibus, purus. Aliquam congue. Mauris cursus felis quis purus. Integer tempor, tellus sit amet luctus dignissim, velit tortor
malesuada purus, vulputate iaculis nibh turpis non ipsum. Maecenas felis pede, egestas id, sollicitudin at, laoreet in, lorem. Sub heading Aliquam augue nisl, adipiscing et, feugiat vitae, nonummy sed, nibh. Pellentesque habitant morbi tristique senectus et netus et malesuada fames ac turpis egestas. Praesent ultricies. Morbi ac mi eget nisi varius pulvinar. Phasellus libero. Curabitur in elit sit amet est malesuada tincidunt. Curabitur nibh. Curabitur rutrum dolor quis metus. Suspendisse elementum viverra. Proin enim aliquam ut, massa. Quisque nec libero. Etiam augue magna, euismod in, feugiat tempor, congue quis,
Donec tortor libero, consectetuer sed, adipiscing ut, feugiat faucibus, purus. Aliquam congue. Mauris cursus felis quis purus. Integer tempor, tellus sit amet luctus dignissim, velit tortor malesuada purus, vulputate iaculis nibh turpis non ipsum. Maecenas felis pede, egestas id, sollicitudin at, laoreet in, lorem. Aliquam augue nisl, adipiscing et, feugiat vitae, nonummy sed, nibh. Pellentesque habitant morbi tristique senectus et netus et malesuada fames ac turpis egestas. Praesent ultricies. Morbi ac mi eget nisi varius pulvinar. Phasellus libero. Curabitur in elit sit amet est malesuada tincidunt. Curabitur nibh. Curabitur rutrum dolor quis metus. Suspendisse pulvinar metus vel purus elementum viverra. Proin enim ante, placerat a, laoreet et, aliquam ut, massa. Quisque cursus felis quis purus. Integer tempor, tellus sit amet luctus dignissim, velit tortor malesuada purusnec libero. Etiam augue magna, euismod in, feugiat tempor, congue quis, dolor. Phasellus sit amet mauris.
Sub heading Lorem ipsum dolor sit amet, dolor consectetuer adipiscing elit. Aliquam tristique. Nunc leo. Fusce eget ligula id velit rhoncus porta. Suspendisse potenti. Aliquam non augue. Morbi cursus felis quis purus. Integer tempor, tellus sit amet luctus dignissim, velit tortor malesuada purusa mauris. Phasellus vitae magna ut nunc lobortis faucibus. Cras ullamcorper nisl in nunc. Donec vulputate. Sed feugiat luctus eros. Cras eget lectus non mi pretium posuere. Donec id lorem eget arcu dictum ligula id velit rhoncus sit amet aliquet. Integer tortor diam, lobortis ac, dictum in, blandit id, turpis. Proin lacinia libero sed justo eleifend rutrum. Sed ultricies. Donec tortor libero, consectetuer sed, adipiscing ut, feugiat faucibus, purus. Aliquam cursus felis quis purus. Integer tempor, tellus sit amet luctus dignissim, velit tortor malesuada puruscongue. Mauris cursus felis quis purus. Integer tempor, tellus sit amet luctus dignissim, tortor senectus ipsum.
Depending on whether the document is being bound, in which case the margins might have to be larger, the outer margin is 13.5mm on all sides with a gutter between columns of 3 mm.
The A4 grid, shown on this page, uses six columns on a portrait page and eight columns on a landscape page.
The A5 grid, uses four columns on a portrait page and six columns on a landscape page. The outer margin is 10mm on all sides with a gutter between columns of 3 mm.
A4 Landscape
A4 Portrait 1
Basic A5 literature grids
TEMPLATE GUIDES Literature grids
Basic A4 literature grids
2
3
4
5
6
1
13.5 3
2
3
4
5
6
7
8
A5 Portrait
13.5
1
2
3
4
A5 Landscape 1
2
3
4
5
6
10 3
A guide to our brand
10
60
PowerPoint We have created a new PowerPoint presentation template to reflect our new brand. The PowerPoint template contains a selection of slide layouts that allow you to build a cohesive presentation. To compliment the new template, try to keep the content relevant and to the point, well laid out with
61
A guide to our brand
plenty of clear space. Avoid too much text. Large amounts of text have less impact and will confuse the audience. Logo The logo only appears once in a fi xed position on the bottom left of the title slide.
Colours The template uses all of the twelve defi ned colours. You can colour code sections using a complimentary colour scheme, which adds pace to the presentation. However, try to limit the number of coloured slides you use so not to confuse.
A guide to our brand
Images There are two ways to position an image within your presentation: – on the right half of the slide – or full slide, as shown. Never use clip–art or word–art as this does not reflect our brand values.
Charts Keep charts and table data as simple and as clear as possible. Each colour scheme in the template has its complimentary colours that will allow your charts to be as legible as possible.
TEMPLATE GUIDES PowerPoint
Text All text is set in our on screen font, Trebuchet, which is available on all PC and MAC computers. Use Trebuchet Bold for emphasis where required. Text should always be ranged left and either black or white. Make sure that the black or white text contrasts with the coloured background.
62
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A guide to our brand
CONTENTS BASIC ELEMENTS BRAND EXPRESSION TEMPLATE GUIDES ARTWORK LIBRARY CONTACT DETAILS
Each version of the DEinternational master artwork logotype has an identification code. See also pages 65 and 66 for master artwork logotypes in the defi ned colours and for the AHK endorsement.
On printing applications use the artwork shown below with the fi le name: DE_Logotype_MB.eps and adjust the CMYK values to achieve the tonal value that will suit your design application.
On screen applications use the artwork with the fi le name: DE_MB_RGB.psd and adjust the RGB values to achieve the same.
ARTWORK LIBRARY
Artwork library
Choose the relevant format you require from the defi nitions of the abbreviations that form the name of each fi le, from the list below. Client prefi x DE DEinternational AHKend AHK endorsement
Printing applications DE_Logotype_MB.eps On screen applications DE_MB_RGB.psd
Colour version MB Monoblack White White out AHKBlue Match Pantone 294 Purple Match Pantone 5275 Green Match Pantone 576 Slate Match Pantone 7477 Olive Match Pantone 5835 Mustard Match Pantone 1255 Claret Match Pantone 7428 Orange Match Pantone 144 Rose Match Pantone 7425 SkyBlue Match Pantone 2995 Gray Match Pantone Cool Gray 6 Yellow Match Pantone 116 Colour specification 1CS 1 colour special 4CP 4 colour process (cmyk) RGB Red, Green, Blue (screen) File type prefi x eps Scalable vector fi les for professional print use psd Down-scalable pixel fi les for all AV use jpg Down-scalable pixel fi les for AV, web, PowerPoint etc. bmp Down-scalable pixel fi les
A guide to our brand
64
Artwork library
65
This page shows the DEinternational master artwork logotypes available for the defi ned colours.
See also page 23 for more information on the defi ned colours.
DE_AHKBlue_1CS.eps DE_AHKBlue_4CP.eps
DE_Purple_1CS.eps DE_Purple_4CP.eps
DE_Green_1CS.eps DE_Green_4CP.eps
DE_AHKBlue_RGB.psd DE_AHKBlue_RGB.jpg DE_AHKBlue_RGB.bmp
DE_Purple_RGB.psd
DE_Green_RGB.psd
DE_Slate_1CS.eps DE_Slate_4CP.eps
DE_Olive_1CS.eps DE_Olive_4CP.eps
DE_Mustard_1CS.eps DE_Mustard_4CP.eps
DE_Slate_RGB.psd
DE_Olive_RGB.psd
DE_Mustard_RGB.psd
DE_Claret_1CS.eps D DE_Claret_4CP.eps
DE_Orange_1CS.eps DE_Orange_4CP.eps
DE_Rose_1CS.eps DE_Rose_4CP.eps
DE_Claret_RGB.psd
DE_Orange_RGB.psd
DE_Rose_RGB.psd
DE_SkyBlue_1CS.eps DE_SkyBlue_4CP.eps
DE_Gray_1CS.eps DE_Gray_4CP.eps
DE_Yellow_1CS.eps DE_Yellow_4CP.eps
DE_SkyBlue_RGB.psd
DE_Gray_RGB.psd
DE_Yellow_RGB.psd
A guide to our brand
The DEinternational logotype and the AHK endorsement must always be reproduced from the master artworks, contained
in the artwork library, available on CD or downloadable from http://DEbos.DEinternational.de.
AHKend_AHKBlue_1CS.eps AHKend_AHKBlue_4CP.eps
AHKend_MB_4CP.eps
AHKend_White_4CP.eps
AHKend_MB_RGB.psd
AHKend_White_RGB.psd
ARTWORK LIBRARY
This page shows the available artworks for the AHK endorsement.
AHKend_AHKBlue_RGB.psd
A guide to our brand
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A guide to our brand
CONTENTS BASIC ELEMENTS BRAND EXPRESSION TEMPLATE GUIDES ARTWORK LIBRARY CONTACT DETAILS
For further information on anything to do with the new brand, contact: DEinternational@berlin.dihk.de
A guide to our brand
CONTACT DETAILS
Contact details
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Germany/Tunisia
A guide to our brand