Grant Agreement 621023

Europeana Food and Drink

Brand Identity & Guidelines

Deliverable number D6.2

Dissemination level PU

Delivery date June 2014

Status Final

Author(s) Anna Brejwo Lobianco (ONB)

Katie Ann Smith (CT)

Wiebe de Jager (EUR)

Anna van den Broek (EUR)

Andrea de Polo (ALINARI)

Enrico Turrin (FEP)

This project is funded by the European Commission under the

ICT Policy Support Programme part of the Competitiveness and Innovation Framework Programme.

D6.2 Europeana Food and Drink Brand Identity and Guidelines

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Revision History

Revision Date Author Organisation Description

V0.1 June 2014

Anna Brejwo Lobianco ONB First draft

V0.2 July 2014

Katie Ann Smith CT Second draft

V0.3 July 2014

Anna Brejwo Lobianco ONB Incorporating suggestions and changes

V0.4 July 2014

Katie Ann Smith CT Comments

V0.5 July 2014

Wiebe de Jager

Anna van den Broek

EUR 1st Review

V0.6 July 2014

Andrea de Polo ALINARI 2nd Review

V0.7 July 2014

Enrico Turrin FEP 3rd Review

V1.0 July 2014

Anna Brejwo Lobianco ONB Incorporating suggestions and finalization

Statement of originality:

This deliverable contains original unpublished work except where clearly indicated otherwise. Acknowledgement of previously published material and of the work of others has been made through appropriate citation, quotation or both.

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Contents

1 Introduction ......................................................................................................... 4

2 Brand Guidelines ................................................................................................. 5

2.1 Project name and spelling ................................................................................ 5

2.2 Logo ................................................................................................................. 5

2.2.1 Logo use ....................................................................................................... 6

2.2.2 Incorrect logo uses ........................................................................................ 7

2.3 Fonts and styles ............................................................................................... 7

2.3.1 Type .............................................................................................................. 7

2.3.2 Size ............................................................................................................... 7

2.3.3 Font colours ................................................................................................... 7

2.4 Colours ............................................................................................................. 8

3 Design for templates ........................................................................................... 9

3.1 Newsletter ........................................................................................................ 9

3.2 Deliverables ................................................................................................... 10

3.3 Agenda ........................................................................................................... 11

3.4 Minutes ........................................................................................................... 12

3.5 Factsheet ....................................................................................................... 13

3.6 White Paper ................................................................................................... 13

3.7 PowerPoint ..................................................................................................... 14

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1 Introduction

This document outlines and describes the brand identity and its guidelines developed and to be used for the communication and dissemination work undertaken by Work Package 6 of the Europeana Food and Drink Project. The primary aim of this work package is to improve the awareness of the scope of Europeana and its potential for developing creative and commercially viable applications by re-using digital cultural content relating to food and drink it contains, connecting with core audiences throughout Europe. The idea is to create a unique and recognizable logo, identity and visual profile of the project.

The main goal of this document is to develop a consistent key visual for the Europeana Food and Drink project, suitable for a wide range of applications including:

Website and other media channels (including social media, e-mail newsletter and blog);

Marketing and dissemination materials (print and electronic);

Following these guidelines will ensure a consistent identity continuously used through any internal and external communication and across all media platforms and brand materials around the Europeana Food and Drink project. This brand will be used as branding for the project, but does not include individual branding of the specific products listed in the project DoW. The branding of each of these products will be individually developed during the product specification process.

The following document describes the logo and its uses, defines the font style, colours, sizes and the logo placement. It also contains screenshots of templates to be used in any communication and dissemination documents produced.

The guidelines and all the associated branding material in electronic form will be distributed among the project partners and will be made available for download in the internal communication platform (Basecamp).

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2 Brand Guidelines

The Europeana Food and Drink project brand is built around five core elements: project name, logo, typography, colours and visuals.

2.1 Project name and spelling

In any internal or external communication the full project name ‘Europeana Food and Drink’ needs to be mentioned. Abbreviations, like ‘EU Food and Drink’ or ‘Europeana Food & Drink’ must not be used. British English spelling should be consistently used throughout all media.

2.2 Logo

The Europeana Food and Drink logo have been designed in accordance with the Europeana Brand Guidelines1. Consequently the logo has been provided in the “portrait” and “landscape” lock-ups as well as in solid and transparent so it can be reproduced effectively and used easily on grayscale and coloured background.

1 Europeana Brand Guidelines, available online at: http://pro.europeana.eu/web/guest/about/comms-tools/brand-

guidelines; (updated October 2012).

Figure 1: landscape (basic)

Figure 2: portrait (basic)

Figure 3: solid

Figure 4: transparent

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As the logo is a graphic, not a font, the only change that can be made is a proportionate scaling.

Whenever possible, the Europeana Food and Drink project logo should appear in the basic version, which should always be used on the top of a white background. If the background is dark coloured a transparent logo should be used. Solid logo should be used on light backgrounds.

The suite of logos in different formats (GIF, JPEG, PNG, EPS and TIFF) for print (CMYK) and web and Microsoft office applications (RGB) will be made available in the project communication platform (Basecamp).

2.2.1 Logo use

The Europeana Food and Drink logo follows the rules of the Europeana master logo. Whenever possible, the logos should be anchored to the bottom or top left-hand corner.

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2.2.2 Incorrect logo uses

It is important to ensure proper use of the logo and identify potential examples of improper use:

2.3 Fonts and styles

2.3.1 Type

Europeana Food and Drink will use following fonts:

for headings and special text (captions, pull-out quotes):

Arial Rounded MT Bold, sans-serif: abcABC123!&%

For the body text and all online based appearances, such as the website and any documents produced for the Europeana Food and Drink project:

Arial, sans-serif: abcABC123!&% 2.3.2 Size

Any text and materials produced for the project must be easily readable. Therefore the line spacing should be preferably at least 1.3pt size. The font size can be adapted according to the needs of the product within the following restrictions:

Headlines, titles and subtitles: should always be put in bold letters with a minimum size of 19pt and maximum size of 30pt

The body text should be of minimum 9pt and maximum 18pt

Any document or any page of the website should not include more than four different font sizes in total

2.3.3 Font colours

The background of the body text should preferably be white, with no specific restrictions for margins.

The colour of the heading and special text should preferably be green (RGB: 27, 145, 58), however it can also be used in black or white if put on top of a coloured background. The colour of the body text should be black.

Don’t use the basic logo with images or

coloured background

Don’t place the transparent logo

above light coloured images or

backgrounds

Don’t use the solid logo with dark backgrounds

Don’t rotate, strain or scale un-

proportionally

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2.4 Colours

The proper use of colours will enhance and unify the Europeana Food and Drink communication. Natural colours will be preferred when choosing colours to present the project and reflect its main theme: food and drink. As the colours will be used as backgrounds, they should always be combined with the font colours (black or white) as showed below:

Primary colour:

The accent palette comprises five colours and can be used in the layout as colour for blocks, tables, charts, illustrations, to emphasize or highlight facts and figures.

Accent colours:

Examples of using the accent colours

RGB: 27, 145, 58

RGB: 175, 212, 117

RGB: 223, 220, 99

RGB: 248, 210, 47

RGB: 254, 254, 92

RGB: 101, 203, 54

CMYK: 81, 0, 60, 43

CMYK: 50, 0, 73, 20

CMYK: 17, 0, 45, 17

CMYK: 0, 1, 56, 13

CMYK: 0, 15, 81, 3

CMYK: 0, 0, 64, 0

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3 Design for templates

The visual identity for Europeana Food and Drink has been implemented on a number of document templates (Factsheet, PowerPoint, Deliverable and Milestone templates, Agenda templates, Minutes template, White paper (all of which will be provided in D6.9 Culture Sector branding pack)). The overall idea behind the templates is to ensure there is a standardised method for all partners to use when presenting the project which creates strong brand identification for the Europeana Food and Drink project.

3.1 Newsletter

Unlike the rest of the templates, the Europeana Food and Drink E-mail Newsletter will only be made available in digital form and will comply with the guidelines given in the section 2.2 of this document.

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3.2 Deliverables

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3.3 Agenda

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3.4 Minutes

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3.5 Factsheet

3.6 White Paper

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3.7 PowerPoint