Identity Guidelines
IDENTIT GUIDEL
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1 2 3 4 5 6 WHO WE ARE
THE ICELANDIC IDENTITY
TYPOGRAPHIC GUIDELINES
COLOR PALETTE
IMAGE USE
IDENTITY APPLICATIONS
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WHO WE ARE
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The Icelandic Identity
All of the Icelandic Identity manifests the epic landscape and welcoming culture of Iceland and shows visitors why this is the only place on Earth that will leave you utterly speechless.
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Balance
Iceland is an intricate balance of modern and traditional, urban and rural, adventurous and tranquil. The land of fire and ice deserves an Identity as equally balanced as its truly unique and wonderful landscape.
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Epic
From dramatic landscapes to unique foods, Iceland is dramatic. This special place deserves an Identity that proclaims its scale and vastness to the world.
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Modern
Iceland possesses a prospering music scene, pioneering film industry, and cutting edge Icelandic design, all of which make Iceland a country on the forefront of advancement. This nation’s Identity must reflect the Iceland’s modernity and clean aesthetic.
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So much of what Iceland is cannot be described, only felt somewhere deep in the soul. Even those who live in this remarkable place cannot fully describe the beauty and grandeur of this truly epic destination.
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Welcome to Iceland
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you’ve found us
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THE ICELAN IDENTIT
NDIC TY
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The Signature
The form of The Icelandic Signature references the shift of a breaking iceberg while the variety of colors reference the diverse nature of Iceland. The tagline, “you’ve found us” reflects the mystery and wonder of traveling to this magical place. The color choices of the Logotype and Signature are based on the different geographic regions and environments of Iceland. All applications of the Logotype and Signature should reflect 1) the geographic region or environment the Identity are shown in, and 2) the geographic region or environment of any and all images shown with the Identity. Full color versions of the Logotype and Signature may be used against neutral sections of backgrounds including, neutral sections of photographs. Use of grayscale, white, and black versions of the Identity are available as an alternate color. This version is not shown. The Signature may be shown with or without the tagline.
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Sizing Rules
The Signature should never be scaled smaller than the measurements shown. There is no maximum limit of size for the Identity.
5.5 inches
2 inches
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Safe Space for Signature Application
The Identity should always be placed with an appropriate amount of safe (clear) space around it. No other logos or any other design elements may invade this space, measured by the width of the “L” in the Signature (shown above as “x”). In addition, the Signature should be at least the distance (“x”) from the edge of the paper or piece the Signature is applied on. The preferred safe space is “2x” (twice the distance “x”), while the mandatory amount of safe space is “x”.
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Safe Space for Logotype Application
The Identity should always be placed with an appropriate amount of safe (clear) space around it. No other logos or any other design elements may invade this space, measured by the width of the “L” in the Signature (shown above as “x”). In addition, the Logotype should be at least the distance (“x”) from the edge of the paper or piece the Logotype is applied on. The preferred safe space is “2x” (twice the distance “x”), while the mandatory amount of safe space is “x”.
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Improper Signature Treatment and Usage
As a general rule when using the Icelandic Identity, do not alter, change, adapt, amend, or modify any section, portion, part, segment, or component of the Logotype, tagline, or Signature, in any way, for any reason.
Do not stretch, shrink, squish, or otherwise incorrectly scale the Identity.
Do not change any colors included in the Identity.
Do not place the Identity over a similar to, or identical to a color in the Identity
Do not rotate the Identity to any angle including 90ยบ (vertical alignment).
Do not add a drop shadow or any other form of a glow or effect to the Identity.
Do not move, exaggerate, change, or otherwise alter any sections, features, or areas of the Identity.
Do not place the Identity over any place over a photograph that either contains a color similar to a color included in the Identity, or is a section of the photograph that is busy and prevents clear reading of the Identity.
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TYPOGR GUIDEL
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RAPHIC LINES
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The typeface for Iceland is
AVENIR
R NEXT
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Headlines
Avenir Next Bold All Caps 100% typeface size 88% leading
Sub-Headings
Avenir Next Demi Bold 18% of Headline size 115% leading
Alternative Headline Avenir Next Bold All Caps 9.6% of Headline size 88% leading 25/1000 em tracking
Body Copy
Avenir Next Regular Right or left aligned 8% of Headline size 133% leading Do not indent Space after 70% of leading Line length approximately 40 characters
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HEADLINE Sub-Heading
This type is set in 9/12 Avenir Next Regular. This example shows left aligned text, right aligned text is also acceptable. Centered body copy is not. Do not rotate, flip, or otherwise distort any typography. All text is to be viewed at a flat 180ยบ. Do not indent new paragraphs. Each line is to be approximately 40 characters. Space after paragraph is to be set to 70% of the leading measure.
ALTERNATIVE HEADLINE
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COLOR PALETTE
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These colors may be used on all Icelandic Identity materials. These colors (and these alone) make up the Icelandic color palette. These colors may be used in backgrounds, headlines, and other design elements across the Icelandic Identity landscape.
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Color Matching and Type Application
CMYK values of the Identity colors (both primary and secondary) do not correspond exactly with PANTONE’s suggested PMS-to-CMYK values. When printing, use only the listed PANTONE colors. When printing 4-color process, use the listed CMYK values. Do not design using PMS colors and then attempt to convert your layout to CMYK using your program’s color conversion software.
The type color that is set over each of the color swatches in this section is meant to be an example of what color type should be used over each of the Identity colors.
PMS 3035 CMYK
CMYK
100% 66.49% 47.83% 38.38%
83.41% 53.91% 35.35% 12.28%
PMS 7699
RGB
RGB
0 62 82
54 101 126
PMS 7459 CMYK
CMYK
72.82% 27.28% 20.74% .16%
11.05% 6.73% 3.17% 0%
PMS 656
RGB
RGB
66 150 180
223 227 235
PMS 7477 CMYK
CMYK
86.87% 59.82% 48.38% 32.24%
72.49% 34.48% 39.28% 4.9%
RGB
RGB
PMS 5483
38 76 89
77 134 142
PMS 7464 CMYK
CMYK
36.59% 4.13% 21.79% 0%
36.59% 4.13% 21.79% 0%
RGB
RGB
PMS 7464
161 207 201
161 207 201
Tint: 50%
PMS BLACK 2 CMYK
CMYK
61.79% 60.24% 76.97% 66.21%
74.19% 34.14% 88.96% 26.94%
RGB
RGB
PMS 7743
52 46 31
67 105 60
PMS 576 CMYK
CMYK
57.49% 21.84% 91.61% 3.89%
18.21% 4.33% 30.63% 0%
RGB
RGB
PMS 7485
121 156 73
210 222 187
PMS 490 CMYK
CMYK
40.03% 81.3% 70.18% 51.13%
30.68% 92.43% 82.11% 35.32%
PMS 1815
RGB
RGB
95 42 43
128 38 40
PMS 7416 CMYK
CMYK
2.55% 73.75% 70.19% .06%
7.11% 1.96% 100% 0%
RGB
RGB
PMS 3945
235 104 81
244 229 1
Tint: 60%
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IMAGE USE
All photographs used should truthfully depict the nation of Iceland accurately and embody the three Identity elements of the Icelandic Identity: Epic, modern, and balance. Images in this section and throughout this book are to be used as guidelines for image selection. Images selected should maintain the mood and “feel� of the Icelandic Identity. Images should generally be applied full-bleed. Half-page images, as well as images with a small white border are acceptable. In rare cases images can be placed into frames or boxes; however full-bleed images are preferred overall.
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IDENTIT APPLICA
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TY ATIONS
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The Icelandic Angle
All type, including The Signature and Logotype are to be set at 180ยบ (horizontal). However, a diagonal angle can be used to cut images, color fields, and typography. This technique can be used to emphasize or to add interest to sections of compositions. This angle is set at a precise 121.61ยบ. No other angle can be used for these purposes as well as within the Icelandic Identity. This angle measurement is derived from the Signature and must be maintained in order to maintain consistency and integrity of the Icelandic Identity.
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When type or image is cut, the right side of the piece must slide down the cut line the same amount as in the Signature; roughly 3% of the total composition. This rule is used to maintain consistency and to keep the angle element close to the Icelandic Identity.
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Overuse of the Icelandic Angle
While the use of this angle is valid Identity element and can be used in a variety of situations, it is important to remember not to overuse the angle. Tasteful application can add flair and finesse, however overuse can reduce impact resulting in bland and repetitive compositions.
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Stationery
All stationery applications will be available in all the primary Identity color schemes. The Identity recommends that each individual region use the same color scheme of stationery, however this is not required.
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This is an example of a tourist guide book that provides information for prospective visitors through the use of images and explanations of popular regions to explore.
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Epic Sign Application
This unique application emphasizes the scale and “epicness� of Iceland by wrapping the Signature around a street corner and by using extremely large text to communicate the feel of the awesome Icelandic landscape.
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The Fox
This is a sample Identity for the Iceland National Mail (renamed to The Fox National Mail or simply, “The Fox�). The Fox National Mail is meant to be an example of a possible application of the Icelandic Identity using the Identity attributes listed in this book. The Fox utilizes the primary color palette, color fields, and type cut by the angle as well as the same typography rules as the main Icelandic Identity. These attributes give this sub-Identity its own feel, while still remaining confidently under the umbrella of the primary Icelandic Identity.
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Fall 2016 Max Hammons maxhammons.com maxhammons@icloud.com