Lundbeckfonden
Design guide
Contents Logo, Lundbeckfonden
3
Logo, The Brain Prize
7
Logo, combinations
9
Colour palette
12
Typography 13
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.
Infographics 16 The frame
17
Examples 21
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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 elements and the logo itself must not be altered.
In addition to the primary logo, we have a secondary logo. This variant ensures that “Lundbeckfonden” is legible even in a small scale. The scale and ratio between the elements and the logo itself must not be altered.
Primary logo
Secondary logo (small size)
Dark green
Dark green
Primary logo
Secondary logo (small size)
Black
Black
White
White
Gold
Gold
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LOGO, TRADEMARK The trademark is only used as a graphical element. See examples on next page.
Trademark
Trademark
Dark green
Black White Gold
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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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LOGO, THE BRAIN PRIZE The Brain Prize logo can be used in the colours black, white, and gold. The Brain Prize logo should always be used together with the Lundbeck Foundation logo. The scale and ratio between the elements and the logo itself must not be altered.
Minimum size:
Black
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 Gold
LUNDBECKFONDEN 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.
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LUNDBECKFONDEN DESIGN GUIDE
LOGO COMBINATIONS This combination is ideal for publications that only shows the two logos, e.g. a cover or an invitation. Please see the following page.
Spacing: At least 2x ‘B’ between the logos.
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LUNDBECKFONDEN DESIGN GUIDE
LOGO COMBINATIONS, EXAMPLES Example of a cover using the vertical Lundbeckfonden logo together with The Brain Prize.
Cover
Print ad
HEADLINE
Web banner
HEADLINE
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LOGO COMBINATIONS, SMALL This logo combination is a combined version and should only be used if it is not possible to have the Foundation’s logo separately.
Spacing: Due to the concentration of elements there are different rules for the safe zone. The width of the stem in the trademark gives the right space to The Brain Prize and the letter “B” divides the graphical elements to the Foundation’s logotype.
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LUNDBECKFONDEN DESIGN GUIDE
COLOUR PALETTE The dark green is the primary colour and can be used on large surfaces, e.g: backgrounds. The orange, turquoise and grey are our secondary colours and can only be used as accent colours. The gold is a special colour and is primarily used as an identity colour for “The Brain Prize”, and reserved for special occasions.
Dark Green
Yellow
Turquoise
Dark gray
Light gray
Warm red
Gold
Pantone 3435
Pantone 137
Pantone 3265
Pantone cool gray 11
Pantone Cool Gray 5
Pantone Warm red
Pantone 871
C:100 M:40 Y:100 K:60
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:0 G:66 B:37
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
R:181 G:158 B:95
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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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