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CORPORATE DESIGN MANUAL
Valid as of 7 July 2016
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SEIZE A UNIQUE OPPORTUNITY
The 250th anniversary of the birth of Ludwig van Beethoven (1770-1827)
A national jubilee of worldwide impact
Beethoven was born in Bonn in 1770. In 2020 Germany
and the entire world will celebrate his 250th birthday.
The German government has declared the Jubilee to
be a matter of national importance. The Jubilee offers
outstanding opportunities not only to hear wonderful
music but to discuss topics of social identity and the
future in Germany and abroad. The wide array of events
and projects in the Jubilee Year reveals that Beethoven
continues to have an impact on culture and social policy
– and that classical music will remain important for
society in the future.
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SEIZE A UNIQUE OPPORTUNITY
By focusing on Beethoven’s Bonn period, his radical artistry,
his social utopias and up-to-date forms for the presentation
of classical music, the Jubilee is banking on a wide variety of
events and broad public participation. All the events will be
connected by the BTHVN2020 Logo for publicity purposes.
The internet portal BTHVN2020.de provides information on
developments and invites users to join an in-depth dialogue.
Why not join us! Become part of BTHVN2020!
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BEETHOVEN: THE WORLDWIDE BRAND
Beethoven has long been known throughout the world.
Now, for his 250th birthday, he is receiving a legally
protected trademark: BTHVN2020. The specially
designed logo derives from Beethoven himself:
when he signed his scores he sometimes omitted
the vowels and wrote ‘Bthvn’.
BTHVN2020 Logo
Identity cannot be invented: it has to be discovered.
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BTHVN2020: THE IDEA BEHIND THE BTHVN2020 LOGO
>>MYTH >>HANDWRITING >>250 YEARS OF BEETHOVEN >>LIQUID BRANDING Portrait of Beethoven by Joseph Karl Stieler Sketch leaf of 1809 BTHVN2020-Logo www.bthvn2020.de
This most famous of all Beethoven Beethoven sometimes signed his Bundling publicity and information The variety of Jubilee activities portraits is unmatched in its impact works by abbreviating his name on the projects for Beethoven’s is captured in a ‘liquid branding’ on our image of his personality and to ‘Bthvn’. 250th birthday in a single logo: concept’. The logo can be altered, appearance – and thus on the BTHVN2020. varied and thematically charged Beethoven myth’. at will. All projects converge in the
information and dialogue portal: BTHVN2020.
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THE BRAND CORE
Innovation and change Synonym for music as a world language
instead of immobility and routine Global phenomenon
>>INTERNATIONAL BRANDING
Iron will to create new things Radical artistry Urge to surpass International presence
>>LIQUID BRANDING 200 years without stop Musical reception
‘Prince! What you are, you are by accident of birth; what I am, I am by myself.
There are and will be a thousand princes; there is only one Beethoven.’
Crossover phenomena Trailblazer to modernism
Striking individualism
>>AUTHENTIC BRANDING Social utopias Intellectual outsider and visionary
Autonomy of art >>DIGITAL BRANDING
True art is headstrong and the artist Will to change society
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THE INFORMATION AND DIALOGUE PORTAL
An internet portal invites you to share information and
enter a dialogue on the developments and projects for
Beethoven’s 250th birthday:
www.BTHVN2020.de
BTHVN2020.de networks all active participants and presents
their objectives, activities and projects in connection with
Beethoven’s 250th birthday. Under #BTHVN2020 you will find
a blog that collects commentaries and texts from various
authors on the question of how to celebrate Beethoven in the
21st century.
Rather than explaining Beethoven, this portal invites you to
enter a dialogue, to investigate and participate.
COMMUNICATING AMONG PARTNERS
The BTHVN2020 Logo is designed to connect all projects on and
about Beethoven for publicity purposes. It is located in the
organiser line directly adjacent the partner concerned. The
BTHVN2020 Liquid Logo can be employed for specific themes
and filled in different ways, but it must always
relate to the overriding BTHVN2020 Logo.
The BTHVN2020 Liquid Logo can be filled in various ways to suit
specific themes.
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The proportions between the partner logo and the
BTHVN2020 logo are visually balanced.
The BTHVN2020 Logo must not be changed. It should
connect all projects developed for Beethoven’s 250th
birthday for publicity purposes. A license can be
requested for its utilisation. In principle, non-profit
organisers will be granted the license free of charge.
There is no provision for transfer of use.
The BTHVN2020 Liquid Logo must always stand in
connection with a partner logo and the BTHVN2020
Logo. The visual contents of the Liquid Logo may be
altered at the user’s discretion. In exceptional cases
the digits ‘2020’ may be omitted from the BTHVN2020
Liquid Logo.
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SAMPLE APPLICATIONS
CD Pens
CD Flags T-shirt
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BTHVN2020: LOGO VERSIONS AND MINIMUM SPACING
BTHVN2020 Logo: Standard version
The distance from other design elements must be at least
one unit.
BTHVN2020 Logo: Small version
The small version is used exclusively if the logo is 20mm
or less in height.
BTHVN2020 Logo: Vertical version
A special vertical version is available for use in tilted
media.
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BTHVN2020 LOGO: COLOUR VERSIONS
BTHVN2020 Logo: Standard version
4C I RGB GREYSCALE
BTHVN2020 Logo: Small version
4C I RGB GREYSCALE LINE
BTHVN2020 Logo: Vertical version
4C I RGB GREYSCALE
COLOUR SPECTRUM
P – POSITIVE
N - NEGATIVE
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BTHVN2020 LOGO: LOGO DATABASE
BTHVN2020 Logo: Standard version BTHVN2020 Logo: Small version BTHVN2020 Logo: Vertical version
o o o w g
ORANGE ORANGE ORANGE WHITE GREY
4C CMYK .pdf 4C CMYK .pdf 4C CMYK .pdff
Print applications File format Print applications File format Print applications File format
RGB GREYSCALE RGB GREYSCALE LINE RGB GREYSCALE
COLOUR SPECTRUM: N – NEGATIVE; P - POSITIVE
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BTHVN2020 LIQUID LOGO: LIQUID LOGO DATABASE
BTHVN2020 Liquid Logo: Standard version
O
Orange
File format
RGB GREYSCALE
The BTHVN2020 Liquid Logo is also available as a
PSD document.
The Liquid Logo must always stand in conjunction
with a sender logo and the BTHVN2020 Logo.
The Liquid Logo can be filled with various contents. It
must always stand out sufficiently from the
background. In justified exceptional cases the digits
‘2020’ may be omitted from the Liquid Logo.
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CONTACT AND RESPONSIBILITY
Contact Responsibility
Beethoven Jubiläums Gesellschaft mbH Project manager Initiator & mentor Conception & design
Loggia am Stadthaus 2. OG
Thomas-Mann-Straße 2-4 Malte Boecker Helmut Andreas Hartwig Uwe Hecker
D-53111 Bonn, Germany Director Communications expert Executive manager
Beethoven-Haus Bonn Member of board of trustees Jung von Matt/brand identity
Phone: +49 228-97 66 50 10 Beethoven-Haus Foundation
Sponsored by:
