Version 1 • July 2018
VISUAL IDENTITY GUIDELINES
CONTENTS 3 9 11 14
0.1 Identity 0.2 Colours 0.3 Typography 0.4 Application
ntity
Identity Identi ity Identity 0.1
ElektroWirtschaft Visual Identity Guidelines
THE LOGO
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This is the primary logo for ElektroWirtschaft and it symbolizes the connection between the two words: Elektro/Electrical and Wirtschaft/Industry.
ElektroWirtschaft Visual Identity Guidelines
LOGO VARIATIONS
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ElektroWirtschaft Visual Identity Guidelines
CORRECT USAGE
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The minimum clear space is determined by the width of the letter “E”. In order to avoid overcrowdedness and ensure legibility, no other visual elements should be placed within this area.
The minimum size that the full version logo can appear is 16mm height (or 46px). However, if a smaller proportion is required, only the “no claim” version can be used at a minimum size of 6mm (or 17px).
16mm / 46px
6mm / 17px
ElektroWirtschaft Visual Identity Guidelines
INCORRECT USAGE
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DO NOT rotate or place the logo on an angle
DO NOT stretch the logo
DO NOT change the type spacing of the logo
DO NOT change the logo colours
DO NOT change the position of the logo’s elements
DO NOT place the logo on a detailed background
ElektroWirtschaft Visual Identity Guidelines
LOGO SIZES AND PLACEMENT
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Below are the dimensions of some of the most common paper formats and sizes. These are recommended logo sizes; however, in special circumstances the logo size can be increased (poster design, brochure cover etc.).
A3 Landscape Format
Size (mm)
Logo height
A3 Portrait
420 x 297
36 mm
A3 Landscape
297 x 420
40 mm
A4 Portrait
297 x 210
45 mm
A4 Landscape
210 x 297
45 mm
210 Squared
210 x 210
47 mm
A5 Portrait
210 x 148
33 mm
A5 Landscape
148 x 210
33 mm
Business Card
85 x 55
19 mm
A4 Portrait
A3 Portrait
A4 Landscape
Business Card
210 Squared
A5 Portrait
A5 Landscape
ours Colours Colou urs Colours 0.2
ElektroWirtschaft Visual Identity Guidelines
PRIMARY COLOURS
SECONDARY COLOURS
CMYK 53 50 50 15 PANTONE P 170-9 C RGB 118 111 109 #766f6d
LIGHT GRAY
CMYK 51 0 0 0 PANTONE P 115-5 C RGB 105 206 245 #69cef5
CMYK 63 55 54 28 PANTONE P 179-12 C RGB 90 90 90 #5a5a5a
DIM GRAY
CMYK 25 0 0 0 PANTONE P 115-3 C RGB 185 229 250 #b9e5fa
SKY BLUE
CELESTE
SECONDARY COLOURS
CMYK 68 0 0 0 PANTONE P 115-6 C RGB 0 193 243 #00c1f3
10 GRAY
BLUE
COLOUR PALETTE
CMYK 32 30 30 0 PANTONE P 170-2 C RGB 177 168 166 #b1a8a6
aphy
phy
0.3
Typog Typograp
Typograp
ElektroWirtschaft Visual Identity Guidelines
PRIMARY TYPEFACE
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Maven Pro Regular, 36pt., leading 40 pt.
HEADER STYLE 1 IS THIRTY SIX PT.
Maven Pro Black, 30pt., leading 36 pt.
Header Style 2 Is Thirty Pt.
Maven Pro Bold, 20pt., leading 24 pt.
Sub headers are twenty four pt.
Maven Pro Medium, 14pt., leading 16 pt.
Intro text is set to 14pt. with a line spacing of 18pt.
Maven Pro Regular, 12pt., leading 14.4 pt.
Body text is set to 12pt. with a line spacing of 14.4pt. and character tracking of 0.
Typography is a powerful brand tool when used consistently. “Maven Pro is a sans-serif typeface with unique curvature and flowing rhythm. Its forms make it very distinguishable and legible when in context. Maven Pro’s modern design is great for the web and fits in any environment.” - Joe Prince, Font Designer Maven Pro Regular abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 Maven Pro Medium abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 Maven Pro Medium abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 Maven Pro Medium abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890
*Based on a standard A4 paper size
ElektroWirtschaft Visual Identity Guidelines
SECONDARY TYPEFACE
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The secondary typeface is Arial, which is a standard system font. Arial has two family weights: Regular and Bold. It can also be used in Italic form. Arial should be used for items such as Word templates, PowerPoint presentations, email signatures, etc.
Arial Regular abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 Arial Bold abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 Arial Black abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890
Arial Regular, 30pt., leading 46 pt.
*Based on a standard A4 paper size
HEADER STYLE 1 IS THIRTY PT.
Arial Black, 24pt., leading 30 pt.
Header Style 2 Is Twenty Four Pt.
Arial Bold, 20pt., leading 24 pt.
Sub headers are twenty pt.
Arial Regular, 14pt., leading 16 pt.
Intro text is set to 14pt. with a line spacing of 18pt.
Arial Regular, 12pt., leading 14.4 pt.
Body text is set to 12pt. with a line spacing of 14.4pt. and character tracking of 0.
ation
Applic Applicat tion Applicatio 0.4
ElektroWirtschaft Visual Identity Guidelines
CORPORATE IDENTITY
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ElektroWirtschaft Visual Identity Guidelines
MAGAZINE
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ElektroWirtschaft Visual Identity Guidelines
WEBSITE
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© 2018