Corporate & Brand Identity (Print) V4.5

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TheCorporate Visual Identity guide

IndexOur new CVIWhat's a Corporate Visual Identity and how can it help us?

The five pillars

The logoMaster logo: specificationsLogo code variationsTagline: sizing & measurementsOur sub-brandsCompaniesSub-brand logo: specificationsSub-brand tagline: specificationsUsage examples: print & onlineDo's and don'tsQ & A section

Visual identityTypefacesColoursColours usage examplesPhotographyPhotography: usage examplesImage resolution & DPIPhotography: the rulesCopyrights & creditsDesign elements: the ‘DHI shape’Design elements: the ‘Market Area matrix’Corporate templates

A final thought

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Our new CVIWe stand as a brand by ourselves – we are the expert in water environments worldwide. With our positioning, branding and corporate identity, we aim to communicate with our clients and partners effectively. We shape our communications in a way that facilitates the understanding of our competence, values and ambitions.

This guide outlines the basic structure of our Corporate Visual Identity (CVI). It also provides the fundamental principles that you must necessarily follow when creating marketing and communication support. In it, you will learn about our logo, typography, colour scheme, photography style as well as the other design elements.

Note: mostly, you will work with existing templates. In such cases, the CVI guidelines will overlap with those of the templates. However, sometimes, you will need to develop material from scratch. When you do so, please ensure that you adhere to the guidelines outlined in the following pages. In any case, please contact us for support.

A corporate visual identity expresses and facilitates the understanding of an organisation’s competence, values and ambitions.

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The five pillars

Logo

Our logo is the embodiment of our brand. It is the first element people see. It is the fundamental symbol, by which we are recognised.

Typography

For our primary typography, we use the modern, yet timeless typeface – ‘Karbon’. It directly derives from our logo. Our secondary typeface is ‘Arial’

Photograpy style

This encompasses the different kind of pictures (mood, market & business photos) as well as the effects applied to them.

Colour

Our colour scheme sets the tone for all our communications. From the colour of our headlines and graphs to photos, it impacts every visual element of our material.

Design elements

This covers all the other elements that are important in designing communications. For example, shapes and symbols, and how to use them.

All our material share the same overall elements – the five pillars of our CVI. All of them – from logo to typography and colour to photography style – have been inspired by global water environments. Used consistently, these elements reflect our corporate identity.

Karbon

Arial

The five pillars |

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The logoOur logo is the personification of us, as a brand. It is the first element, the central symbol that distinguishes us. Our logo sets us apart – it is what people recognise us by.

As such, our logo mirrors who we are and reflects what we do.

We are the expert in water environments. We solve challenges in the world of water.

We translated this into one striking visual element – our logo.

In the following pages, you will learn the technicalities of our logo. You will understand the standard specifications and logo code variations. We also outline the guidelines related to tagline specifications – sizing and measurements.

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We have to constantly strive to maintain the legibility of the logo and integrity of our brand. To do this, we must ensure that there is always a sufficient contrast between the logo and the background it appears on. Given below are some examples of how to use different logos on varying backgrounds:

Dark gradient background Either plain backdrops or dark coloured images – use the completely white logo

Colour on white backgroundApplication of a positive logo on white background

Mixed colour background Use the logo with the white ‘DHI’ typography and the coloured symbol. However, ensure that the symbol is visible on the coloured background

Black on white backgroundFor specific content on a white background, the all-black logo may be used (on black and white documents)

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Master logo: specifications Logo code variations

Clear space: Clear space:

Minimum size:

Our logo was developed as a balanced whole and it is a holistic representation of us. As such, the shape, configuration and proportions of the logo must never be altered. These specifications apply to our logo – across all publications and communication materials.

It is essential to preserve the integrity of the logo and ensure maximum impact in areas where it appears with other design elements. In order to do this, please maintain a ‘clear space’ around the logo. The minimum ‘clear space’ requirement depends on the logo size. As shown below, ‘x’ denotes the height of the word ‘DHI’ in the logo. The minimum requirement of a ‘clear space’ is always equal to this value of ‘x’– vertically and horizontally.

X X

1x 1x

1x 1x

1x 1x

1x 1x

10mm

17mm

Minimum size:

10mm

17mm

The logo || The logo

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Tagline: sizing & measurementsYou can use the tagline in two ways:

• There are instances when the logo is very BIG and it stands out prominently (for example, on a flag or on the first page of a presentation). In such an instance, use the logo with the tagline. It is available in the ‘Logos’ section on the G-MAC SharePoint page. Please ensure that the tagline is clearly readable

• In most cases, you will use the logo in general communication support. In these cases, the tagline will be used separately, along with the logo. It will be sized in relation to the logo

Note: As a general rule, the tagline width (when used separately from the logo) is five times the height of the logo (see below). The table next page contains examples of various tagline sizes with respect to paper types, logo dimensions and orientations.

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sample page layout

m m

m m

h

5h

Margins measurement (m)

Width of tagline (5h) Height of logo (h) Portrait LandscapePage size/format

A4 – 297mm x 210mm 60mm 12mm 13mm 18.5mm18.5mm 26mm26mm 37mm37mm 52.5mm

85mm 17mm120mm 24mm170mm 34mm

A3 – 420mm x 297mmA2 – 594mm x 420mmA1 – 840mm x 594mm


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Our sub-brandsThe logos of each of our sub-brands make them stand out as individual entities. At the same time, they are prominently associated with our master brand.

As a rule, the logos of all three of our sub-brands have the ‘by DHI’ attached to them. When compared with the master logo at the same scale, the symbol of each sub-brand logo is relatively smaller in size. Also, the colour of the text differs from that of the main logo.

As a common thread, all our logos include the word ‘DHI’ as well as the symbol. In so doing, our global organisation radiates great visual strength and a robust unity.

The company logos are structured by adding the company name under the main DHI logo. The symbol remains exactly the same (size-wise) as in the master brand. The company logos are clearly readable even when they’re small in size.

This structure allows us to maintain coherence between all the families of the logo. It also effectively establishes a visual difference between the sub-brands and the companies.

Note: The G-MAC team is responsible for developing logos. Please ensure that you ONLY use the logos from the ‘Logos’ section of the G-MAC SharePoint page. Do NOT create any logos on your own.

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Companies


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Sub-brand logo: specifications Sub-brand tagline: specifications

Clear space:

Minimum size:

The structure of our sub-brand logos was derived from the parent logo as a balanced whole. As such, the shape, configuration and proportions of these logos must never be altered. These specifications apply to ALL our sub-brand logos – across all publications and communications material.

In order to maintain the integrity of our sub-brand logos, always maintain a ‘clear space’ around the logo. The minimum ‘clear space’ requirement depends on the logo size. As shown below, ‘x’ denotes the height of name of the sub-brand in the logo. The minimum requirement of a ‘clear space’ is always equal to this value of ‘x’– vertically and horizontally.

This section highlights the sub-brand tagline, which is significantly different from the main tagline. However, the application rules remain unchanged. For sizing and positioning of the tagline, please refer to the table below.

X

1x

1x

1x

1x

10mm

17.7mm

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sample page layout

m m

m m

h

5h

Margins measurement (m)

Width of strapline Height of logo (h) Portrait LandscapePage size/format

A4 – 297mm x 210mm 60mm 12mm 13mm 18.5mm18.5mm 26mm26mm 37mm37mm 52.5mm

85mm 17mm120mm 24mm170mm 34mm



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Usage sample: prints

A4 flyer

In our flyer template, the logo is placed at the bottom right corner of the page. The tagline, proportional in size, is positioned in mirror, at the bottom left corner of the page.

Roll-up banner

In these two examples, built from our roll-up banner template, the tagline is placed differently depending on the other constitutive elements. The banner on the right-hand side highlights the tagline in the picture whereas, on the other example in which the picture is more busy, the tagline is placed at the bottom of the banner.

Usage sample: online

Web platform

On our corporate website, the logo is placed at the top left corner, over hanging the rich menu. The tagline is placed prominently on the mood images, highlighting who we are to our visitors.


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Do’s and don’tsIt is really easy to deviate from the CVI guidelines and destroy the consistency of communications material. It is vital to keep within the confines of the CVI. Here are some tips to help you along the way:

Usage and visibility Use the correct logo for its respective background. Always ensure that no other element is added to the clear space. Use ONLY the logos which are provided in this guide

Colour visibility Colours of the symbol must always be visible, especially on a coloured background

Tagline When using the logo with the tagline, always ensure that it is readable. Irrespective of the background, the tagline must always be clear.

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There are certain restrictions to keep in mind, when using the logo and the tagline. You cannot distort the logo or modify the tagline in any way. Here are a few common examples of improper logo usage, which you should always be aware of :

Distortion The dimensions of the logo are absolute. They cannot be compromised. Do not stretch, shrink or alter the logo in any way

Adding elements The elements of the logo are standardised. No colours, shapes or other elements may be added to the logo.

Modification of tagline When using the logo with the tagline, you cannot modify the tagline in any way. Even in the case of very specific marketing materials, do not alter the tagline.

Logo visibility Do not use the logo on a background on which it is not clearly visible. The logo should be clearly visible on the background, at ALL times.

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Q&A SectionI noticed that some of the CVI guidelines were not adhered to in the template. Is this alright?

A: The G-MAC team has created the templates as well as the new CVI. As such, their guidelines may overlap. It is alright to adhere to the template even though it may appear to not comply with the CVI guidelines. The CVI guide aims to provide generic rules, in case there is no template to work with.

I want to use one of the sub-brand logos. What rules do I need to follow?

A: The CVI rules regarding the logos are ABSOLUTE. They apply to every logo that you may need to use.

Can I change the tagline for my country or business area?

A: No. You should ONLY use the logos and taglines as stated in this guide. These are standardised and unique and hence cannot differ with different regions.

I’m producing a material for The Academy which features our MIKE products. Can I show the two corresponding sub-brands logo on the material?

A: NO. All our logos are designed to independently convey our corporate identity. Each one of them integrates our trademark and master brand name - DHI. In doing so, they are meant to be used as standalone carriers of our brand. Combining two of our logos on a same layout (one side of a flyer, one page of a website, and so on) would be visually conflicting and both logos would actually lose their strength. You should always only use the logo of the brand, sub-brand or company which carries the offer you are promoting (in this specific case, The Academy).

Which file format of the logo do I use when I create my communication material?

A: Here is a table of the main logo formats to use when generating new communication material. The EPS vector file (CMYK & LEGACY 10) can be imported in Mircosoft Office suite by using the import function and then selecting the appropriate file.

This guide is a basic outline of all the information you would likely require for your visual communication needs. However, if you have any more questions, or if you need any further clarifications, please feel free to contact us.

IDEAL Logo foRMAT

CMYK (EPS VECToR) RgB (PNg BITMAP) LEgACY 10 RgB (EPS VECToR)MATERIAL

WoRD & EXCEL DoCUMENTSPoWERPoINT PRESENTATIoNSPRINT SHoPSWEBSITE

The logo |

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Visual identityOur visual profile is more than just our logos and taglines. It is about a holistic and all-inclusive visual identity.

We strive to make our visual profile strong and consistent across all markets and communication platforms. To do so, we have created a structure for other visual elements as well.

Our new visual identity:

• effectively helps us to create recognition for ourselves, thereby strengthening our positioning as a brand

• establishes a coherent system, helping us save time and money. By using the templates and the CVI, we can get our messages across clearly and as a unified global company

• brings out the essence of who we truly are – the expert in water environments, worldwide. It is derived from our quest – to solve challenges in the world of water

Read through the next few pages for a complete overview of all other aspects that define our visual identity.

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TypefacesOur primary typeface is ‘Karbon’. It’s used in all our high level marketing material. It is timeless, yet modern and it’s internationally available. Moreover, it’s prominently distinctive from its current counterparts. It directly derives from our logo’s typography and thereby, reflects our corporate identity. For our secondary typography, we use ‘Arial’. It is meant for use in all of our generic communications. It’s in harmony with our primary typography. Most importantly, it is a standard multi-platform font – available to all our users and readers across the world.

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz

AaSecondary typeface:

Primary typeface:

Karbon Regular

Arial Regular

Karbon Bold

Arial Bold

ColoursOur colour scheme sets the visual tone for ALL our communications. It is inspired by the world’s water environments.

The colours are coded in four categories: 1) CMYK; 2) RGB; 3) WEB and 4) Pantone. For printouts from a print shop, we use the CMYK coding system and on some rare occasions, Pantone. For office work, we use the RGB system and for the internet, the WEB system.

Primary colours:

Secondary colours:

Grey scale colours:

CMYK 100/50/10/60RGB 0/65/101Web# 004165Pantone 302 C

CMYK 0/10/85/0RGB 250/220/65Web# FADC41 Pantone 115 C

CMYK 5/5/15/10RGB 218/215/203Web# DAD7CBPantone 7527 C

CMYK 85/20/0/0RGB 0/152/219Web# 0098DBPantone 2925 C

CMYK 0/55/80/0RGB 255/136/73Web# FF8849Pantone 1575 C

CMYK 55/35/15/70RGB 81/98/111Web# 51626FPantone 7545 C

CMYK 25/15/10/45RGB 139/141/142 Web# 8B8D8EPantone COOL GREY 8 C

CMYK 25/0/5/0RGB 193/226/229 Web# C1E2E5Pantone 628 C

CMYK 55/80/0/0RGB 147/80/158 Web# 93509EPantone 258 C

CMYK 55/0/20/0RGB 99/206/202 Web# 63CECAPantone 325C

CMYK 65/0/80/0RGB 97/194/80 Web# 61C250Pantone 360 C

CMYK 100/50/5/30RGB 0/90/140 Web# 005A8BPantone 7462 C

Visual identity || Visual identity

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To give a stronger impact to our corporate colours in our communications, we limit the number of colours we use. You should always try to use a maximum of three colours in your material. You should also prioritise the use of our primary colours. Try to never use more than one of the secondary colours.

Colours: usage samples

A4 flyer

Our flyer templates use one primary colour and our grey scale colours. The choice of primary colour allows us to differentiate the different types of flyers (solution or technology flyer, case story, project reference sheet).

Roll-up banner

In these examples of roll-up banner, you can also see that we used a maximum of three colours - from our primary and greyscale sets.

This section details the different kinds of photography and images that we use in our material. Our photography usage depends on the target audience that we prepare the material for. It depends on the documents we generate and the kind of communications/marketing support we provide. Overall, the photograph types are categorised into the following three sections:

Photography

1. Technically relevant picture

• Shows the relevant subject matter clearly and explicitly

• Can be very detailed

• Good contrast

• No filters or effects applied

• Used in project report, flyers and so on

2. Market Area picture

• Relevant thematic ambient picture of the market area

• Must be very high quality

• Filters can be applied

• Used in pull up banners, advertisements and so on

3. generic mood picture

• Focused on the ambient environment

• Must be aesthetically pleasing

• Filters can be applied

• Used in global promotional support material, website and so on

Note: Sample 2 & 3 should be less detailed. Consider a white logo and the use of big text on a very detailed background picture. Otherwise, the eyes won’t be able to decipher the logo and its message properly.

Visual identity || Visual identity

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Given below are three different photograph usage samples. These are basic examples and not exhaustive. Please refer to the guidelines and templates, in order to determine which kind of image you must use.

Photography: usage samples

A4 flyer

In this case story flyer, we used a technically relevant picture - taken at the project site. It explicitly illustrates the case story. As the picture was taken by a DHI employee, we credited it to his name on the flyer, upon his authorisation.

Editorial spread

In this generic advertisement for DHI, we used an ambient mood picture of water environments, enhanced with the application of a photo filter. As the picture is quite busy and the advertisement text-heavy, we used the ‘DHI shape’ to increase readability.

Market Area folder

To illustrate a specific Market Area, we used relevant thematic picture such as the one on the cover of this folder focusing on aquaculture.

| Visual identity Visual identity |

Image resolution & DPIThere are two different ways to describe a digital image’s resolution: (1) its total pixel dimensions (number of pixel in height x number of pixels in width) and (2) its pixel density, in pixels or Dots Per Inch (DPI).

For usage on screen, you should refer to the total pixel dimension of the required image. That is, you should ensure that the total pixel dimension of your image is equivalent to the space it will occupy on the screen.

For usage on a printed support, a specific pixel density is required to have a good print quality (the standard is 300 DPI even though pixel density down to a minimum of 150 DPI is acceptable). The DPI of a same digital image depends of course on the size in which it will be printed. For example, if you want to print a 4x6 inch image in 300 DPI, you will need your digital picture to have a total pixel dimension of (300x4) x (300x6) = 1200x1800px. If now you need to print a 8x12inch image also in 300 DPI, you will need an image with a higher total pixel dimension, of 2400x 3600px.

The table below acts as a guide for you to evaluate whether your digital image is suitable for your targeted print image. If, at any point, you are unsure about this, please feel free to contact us.

Recommended file size

150 DPI (min) 300 DPI (max)Size

10x15cm (4x6 in) 600 x 900px 1200 x 1800px1200 x 1800px 2400 x 3600px1800 x 10,800px 3600 x 21,600px18,000 x 4200px 36,000 x 8400px

20x30cm (8x12 in)30x90cm (12x36 in)150x75cm (60x30 in)

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Photos should document the subject matter authentically, such that the reader can identify with it clearly. Technically speaking, images should be in high resolution and non-pixellated. Most importantly, you should always ensure and document the fact that you have the right to use the picture.

Before using any image, ask yourself these basic set of questions:

Am I allowed to use the image? If yes, who do I credit it to?

A: It depends on what the source of your image is and whether you are permitted by the source to use it. You have to credit it to the photographer or the image source. Please refer to the ‘Copyright & credits’ section on page 33 to learn more.

I know where the image comes from, therefore can I use it?

A: NO. No matter where the image comes from, you must ALWAYS ensure that you are permitted to use it in your publications.

If a picture looks good on my screen does it mean that its resolution is good enough?

A: Not necessarily. It depends on the type of support the image will be used for (web, print, ...) and on the size of the final picture. You should always refer to the table of resolution on page 31 of this guide to find out if your picture’s resolution is good enough.

Do I apply a filter to my image?

A: That depends on the image category. If it is a Market Area picture for communications or generic mood pictures, then yes. You can use filters if you have the skills and the software to do it. If you don’t, then please contact G-MAC for the same.

Where do I source good pictures from?

A: Browse through the G-MAC picture library. If you don’t find anything relevant there, you can look at iStockphoto (www.istockphoto.com) and Shutterstock (www.shutterstock.com) for more options. You can then revert to us with your suggestions and we will assist you in buying them.

Photography application: the rules Copyright & creditsA copyright is a legal concept. It gives the creator/owner/source of a specific original work, exclusive rights to it. All our materials should thus include the DHI copyright. It is set by default in all our templates (in the margin). We are also very particular about not infringing on image copyrights. When we do obtain rights to reproduce an image in our publications, we stress most firmly on crediting the source of that particular image. There are two ways to do this:

When we have an image with a legend, we credit the owner/source of the image in that legend (Image courtesy)

• Legend of the picture: lorem ipsum (Photo: © John Doe)

When we have an image without a legend, we credit the owner/source of the image next to the vertical DHI copyright on the margin of the publication

• © DHI / Photo: iStock © Mlenny Photography

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page layout

© D

HI..

..

B

Margins measurement from bottom page (B)

Portrait LandscapePage size/format

A4 – 297mm x 210mm 38mm 38mm76mm 76mm152mm 152mm304mm 304mm


Visual identity |

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Design elements: the ‘DHI shape’To strengthen even further the visual recognition of our material, we defined a specific shape to frame our images and text when required. This shape should only be used in high level communications and if you have the skills and software to build it. If you don’t then please contact G-MAC for the same. You’ll find below the specifications of the frame which should always be applied.

w w

i

a

a

i

c c

Legend

w = width of box; c = w/15; i = w/3; a = 30°

sample page layout

Legend

w = width of box; c = w/15; i = w/4 a = 30°

sample page layout

When using a wide shape, then apply the rule above.

You should apply the above rule only when the shape is square or vertical.

| Visual identity

Design elements: the ‘ Market Area matrix’Our marketing strategy defines nine Market Areas through which we channel our offer to our clients and partners.

To facilitate the recognition of the material associated to each specific Market Area, we have developed a specific design element, the ‘Market Area matrix’

This matrix graphically represents our nine Market Areas. It is customisable in a way that you can highlight the relevant Market Area(s) your material is related to.

The matrix is already included in all the relevant templates and the associated user guides will help you in customising it properly. If you need support in doing so, please feel free to contact us.

The square shaped matrix is used when its overall length is less than 1.5cm. If the matrix length exceeds 1.5cm, you should then use the ‘DHI shape’ matrix as illustrated at the bottom left of this page.

Square matrix

DHI shape matrix

Aquaculture & agriculture

Highlight the relevant Market Area

Urban water

Energy

Industry

Climate change

Environment & ecosystems

Coast & marine

Product safety & environmental risk

Surface & groundwater

< 1.5cm

> 1.5cm

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E&E

C&C

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S&g

C&M

P&E

Visual identity |

The ‘DHI shape’ is meant to be used for constitutive elements of an overall layout. For stand-alone elements, such as a promotional web banner on an external website, the shape cannot be applied as it is. Please contact G-MAC for support in such specific case.

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Corporate templatesIn order to facilitate the implementation of our CVI and to guarantee the unity of our communication material worldwide, we have developed a suite of templates.

This suite encompasses the most used marketing and communication supports such as word documents, PowerPoint presentations, business cards, flyers and posters.

If a template can accommodate the type of material you want to develop, you should ALWAYS use it rather than producing your material from scratch.

All our templates are accessible from the G-MAC SharePoint page. Always refer to this page to ensure that you are working from the latest version available. Each template is accompanied by a user guide that you should follow carefully when developing material from a template. Please feel free to contact us would you need support.

Sample A4 flyer templates Sample Word document template

| Visual identity

Sample roll-up banner templates

Sample business card templates Sample PowerPoint presentation templates

Visual identity |

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A final thoughtYou now have in your hands the gist of our CVI. By following these guidelines you will ensure that your marketing and communication material conveys effectively our corporate identity.

In doing so, you participate in bringing our brand to life!

We’ve tried to be the most exhaustive and explanatory in our guidelines, and also to meet most of your needs by creating templates and user guides.

However, we are aware that there are some instances when you will need further guidance and help. In these instances, never hesitate to contact us.

ALL details are now at your fingertips!Visit the dedicated Corporate Identity sub-page on the G-MAC SharePoint page, to find more.

Contact us:[email protected]

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Corporate & Brand Identity (Print) V4.5

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Transcript of Corporate & Brand Identity (Print) V4.5