The Lundbeck Foundation
Design guide
Contents
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.
Lundbeckfonden design guide
3
The Brain Prize design guide
8
Neurotorium design guide
13
Typography
18
Infographics
21
Social media
22
THE LUNDBECK FOUNDATION DESIGN GUIDE
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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 logo mark and the logo name must not be altered. Choose the colour version that ensures the best contrast and legibility.
The secondary logo variant ensures that “Lundbeckfonden” is legible in a small scale. The logo can be used when a horizontal format is more appropriate. The scale and ratio between the logo mark and the logo name must not be altered. Choose the colour version that ensures the best contrast and legibility. The logo can also be found in an english version.
Primary logo
Secondary logo (small size)
Dark green
Dark green
Primary logo
Secondary logo (small size)
Black
Black
White
White
THE LUNDBECK FOUNDATION DESIGN GUIDE
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LOGO, TRADEMARK The trademark is only used as a graphical element. Choose the colour version that ensures the best contrast and legibility. See examples on next page.
Trademark
Trademark
Dark green
Black White
LUNDBECKFONDEN DESIGN GUIDE
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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.
THE LUNDBECK FOUNDATION DESIGN GUIDE
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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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THE LUNDBECK FOUNDATION DESIGN GUIDE
THE LUNDBECK FOUNDATION COLOUR PALETTE There are both primary and secondary colours in the colour palette. The secondary colours should only be used when there is need for multiple colours.
COLOURS, PRIMARY
COLOURS, SECONDARY
The dark green is the main colour and can be used on large surfaces, e.g: backgrounds. The orange and greys should be used as accent colours.
Turqoise and red are our secondary colours, and should only be used in situations where there is need for mulitple colours.
Dark Green
Yellow
Dark gray
Light gray
Turquoise
Warm red
Pantone 3435
Pantone 137
Pantone cool gray 11
Pantone Cool Gray 5
Pantone 3265
Pantone Warm red
C:100 M:40 Y:100 K:60
C:0 M:34 Y:90 K:0
C:0 M:0 Y:0 K:85
C:0 M:0 Y:0 K:40
C:60 M:0 Y:40 K:0
C:0 M:85 Y:65 K:0
R:0 G:66 B:37
R:229 G:155 B37
R:77 G:77 B:77
R:178 G:178 B:178
R:43 G:204 B:176
R:240 G:78 B:82
THE LUNDBECK FOUNDATION DESIGN GUIDE
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LOGO, THE BRAIN PRIZE The Brain Prize logo can be used in the colours black, white, and gold. The scale and ratio between the logo mark and the logo name must not be altered. Choose the colour version that ensures the best contrast and legibility.
Minimum size:
Gold
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 Black
THE LUNDBECK FOUNDATION 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.
Primary logo Clear space equals 1x ‘B’ from BRAIN
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THE LUNDBECK FOUNDATION DESIGN GUIDE
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LOGO, THE BRAIN PRIZE, BYLINE This logo variation with a byline is ideal for media and publications that allow sufficient space for the byline to be legible.
Primary logo
Secondary logo
Gold
Gold
White
White
Black
Black
THE LUNDBECK FOUNDATION DESIGN GUIDE
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LOGO, THE BRAIN PRIZE, BYLINE, 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 ‘n’ in the logo.
Primary logo
Secondary logo (small size)
Clear space equals
Clear space equals
1x ‘B’ from BRAIN
1x ‘B’ from BRAIN
THE LUNDBECK FOUNDATION DESIGN GUIDE
THE BRAIN PRIZE COLOUR PALETTE The gold is the primary colour, used as an identity colour for “The Brain Prize”. The gray colours should be used as an accent colour.
Gold
Dark gray
Light gray
Pantone 871
Pantone cool gray 11
Pantone Cool Gray 5
C:20 M:25 Y:60 K:25
C:0 M:0 Y:0 K:85
C:0 M:0 Y:0 K:40
R:181 G:158 B:95
R:77 G:77 B:77
R:178 G:178 B:178
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THE LUNDBECK FOUNDATION DESIGN GUIDE
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LOGO, NEUROTORIUM, PRIMARY
LOGO, NEUROTORIUM, SECONDARY
The primary logo in brown should be used when possible. The scale and ratio between the logo mark and the logo name must not be altered. Choose the colour version that ensures the best contrast and legibility Furthermore, we also have a special version of the logo mark for use in extra small size with slightly thicker strokes to ensure legibility.
In addition to the primary logo, we have a secondary logo. This variant can be used in places where a more compact logo is necessary. The scale and ratio between the logo mark and the logo name must not be altered. Choose the colour version that ensures the best contrast and legibility.
Primary logo (small size)
Secondary logo
Brown
Brown
Black
Black
White
White
The mark alone (micro size) Stroke thickness is adjusted accordingly when used in very small sizes.
THE LUNDBECK FOUNDATION DESIGN GUIDE
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LOGO, NEUROTORIUM, 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 ‘n’ in the logo.
¹/³ x
Primary logo (small size)
Secondary logo
Clear space equals
Clear space equals
1x ‘n’ from neurotorium
1x ‘n’ from neurotorium
The mark alone (micro size) Clear space equals 1/3 of the width of the mark.
x
THE LUNDBECK FOUNDATION DESIGN GUIDE
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LOGO, NEUROTORIUM, BYLINE This logo variation with a byline is ideal for media and publications that allow sufficient space for the byline to be legible.
Primary logo (small size)
Brown
Brown
Black
Black
White
White
THE LUNDBECK FOUNDATION DESIGN GUIDE
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LOGO, NEUROTORIUM, BYLINE, 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 ‘n’ in the logo.
Secondary logo (small size)
Primary logo
Clear space equals
Clear space equals
1x ‘n’ from neurotorium
1x ‘n’ from neurotorium
Neurotorium design guide 2022 ver. 1
11
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THE LUNDBECK FOUNDATION DESIGN GUIDE
NEUROTORIUM COLOUR PALETTE COLOUR PALETTE Thedark darkbrown brownisisthe theprimary primary colour and togetherwith withgold goldand andthe thegrey greycolours coloursthey theyall form the basis The colour and together all form the basis of the colour palette. The blue, turquoise and green represent our of the colour palette. The blue, turquoise and green represent our secondary colours. secondary colours. All colours make up an important part of the visual identitey and All colours make up an important part of the visual identitey and should be used in criss-cross and should be used in criss-cross and different combinations. different combinations. All tints can be used. The tints on this page (80%, 60%, 40%, 20% etc.) are only All tints can be used. The tints on this page (80%, 60%, 40%, 20% etc.) are only examples. examples.
BROWN
LIGHT GREY
top linepart of darker secondary on the palette The top line of darker colours are a The secondary on thecolours paletteare anda should onlypart be used when a and should only be used when a darker version of a colour is really needed (e.g. navigation at the website) darker version of a colour is really needed (e.g. navigation at the website) Do not use the brown or the turquoise colours for big solid surfaces or backgrunds. It Do not use the brown or the turquoise colours for big solid surfaces or backgrunds. It is okay to use is okay to use brown images as backgrounds in combination with more colurs, just be brown images as backgrounds in combination with more colurs, just be aware that the main impression aware that the main impression is not overall “brown”. is not overall “brown”.
DARK GREY
GOLD
BLUE
TURQUOISE
GREEN
CMYK 61/65/75/83 RGB 39/29/17 # 271d11
CMYK 43/34/34/13 RGB 148/148/148 # 949494
CMYK 76/66/64/84 RGB 26/26/23 # 1a1a17
CMYK 33/35/70/18 RGB 163/142/85 # a38e55
CMYK 63/39/25/8 RGB 104/132/158 # 68849e
CMYK 74/2/49/0 RGB 36/173/151 # 24ad97
CMYK 92/52/86/70 RGB 0/46/26 # 002e1a
CMYK 45/83/100/75 RGB 63/26/1 # 3f1a01
CMYK 33/25/26/5 RGB 178/178/178 # b2b2b2
CMYK 62/52/50/48 RGB 77/77/77 # 4d4d4d
CMYK 28/31/67/12 RGB 181/158/95 # b59e5f
CMYK 46/17/2/24 RGB 123/156/187 # 7b9cbb
CMYK 67/0/42/0 RGB 43/204/176 # 2bccb0
CMYK 93/44/93/55 RGB 0/66/37 # 004225
CMYK (80%) 53/43/42/27 RGB 113/113/113 # 717171Yellow
CMYK (80%) 24/25/54/6 RGB 196/177/127 Turquoise # c4b17f
CMYK (80%) 59/0/35/0 RGB 85/214/192 Warm red # 55d6c0
CMYK (80%) 79/36/69/28 RGB 51/104/81 Gold # 336851
CMYK (80%) 36/66/80/60 RGB 95/56/31 Dark Green # 5f381f Pantone 3435 C:100 M:40 Y:100 K:60 R:0 G:66 B:37
CMYK (60%) 27/50/60/45 RGB 129/94/70 # 815e46
CMYK (40%) 18/33/40/30 RGB 167/140/121 # a78c79
CMYK (20%) 9/17/20/15 RGB 209/194/183 # d1c2b7
CMYK (80%) 27/20/21/2 RGB 193/193/193 # c1c1c1
CMYK (60%) 21/16/16/1 RGB 209/209/209 # d1d1d1
CMYK (40%) 15/10/11/0 RGB 224/224/224 # e0e0e0
CMYK (20%) 7/5/6/0 RGB 240/240/240 # f0f0f0
CMYK (15%) 5/4/4/0 RGB 245/245/245 # F5F5F5
CMYK (80%) 37/14/2/19 RGB 148/174/200 Dark# gray Light gray 95aec9
Pantone 137
Pantone 3265
Pantone cool gray 11
Pantone Cool Gray 5
Pantone Warm red
Pantone 871
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: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
CMYK (60%) 43/34/34/13 RGB 148/148/148 # 949494
CMYK (60%) 19/19/41/3 RGB 211/197/159 # d3c59f
CMYK (40%) 31/23/24/4 RGB 184/184/184 # b8b8b8
CMYK (20%) 17/12/3/0 RGB 219/219/219 # dbdbdb
R:181 G:158 B:95
CMYK (60%) 28/10/1/14 RGB 174/193/215 # aec1d7
CMYK (60%) 49/0/27/0 RGB 128/224/208 # 80e0d0
CMYK (60%) 63/28/53/10 RGB 102/142/124 # 668e7c
CMYK (40%) 14/13/28/1 RGB 225/216/191 # e1d8bf
CMYK (40%) 18/7/1/10 RGB 201/212/227 # c9d4e3
CMYK (40%) 36/0/20/0 RGB 170/235/223 # aaebdf
CMYK (40%) 45/18/35/3 RGB 153/179/168 # 99b3a8
CMYK (20%) 7/6/15/0 RGB 240/236/223 # f0ecdf
CMYK (20%) 9/3/0/5 RGB 227/234/243 # e3eaf3
CMYK (20%) 20/0/11/0 RGB 213/245/239 # d5f5ef
CMYK (20%) 24/9/18/0 RGB 204/217/211 # ccd9d3
THE LUNDBECK FOUNDATION DESIGN GUIDE
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PRIMARY 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.
THE LUNDBECK FOUNDATION DESIGN GUIDE
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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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