Graphic identity manual - Destination Göteborg

GRAPHIC IDENTITY MANUAL

April 2012

GOTHENBURG AS A DESTINATION

Gothenburg Graphic Identity Manual 21103

Defining Gothenburgs image togetherEvery successful organisation is represented by a clear symbol – a logo. In addition, all success-ful organisations are characterised by an ability to successfully convey who they are and what they are good at. Of course, this can only be achieved through careful management of the organisation’s identity. Our identity comprises far more aspects than just our logo. This graphic identity manual describes how we manage our brand from a graphic perspective, and provides rules for how our graphics should look. With the help of the guidelines in this manual, we can cre-

ate the associations we want our brand to evoke. The manual supports our communication activi-ties, and should be used for all our visual material

– from advertisements and signs to web publica-tions. Presenting a consistent image helps make us more competitive.

A graphic identity manual can never be either exhaustive or definitive. We will continuously update this manual as new guidelines and app-lications are introduced. You can find the latest version at goteborg.com/co.

If you have any questions about our graphic identity or this manual, please contact:Ulrika Green, Marketing Coordinator Göteborg & Co +46 (0)31 368 41 39, [email protected]


ContentsGRAPHIC IDENTITY

1. LOGO 51.1 Logo 61.1 Logo international 71.2 go: logo 91.3 Use of logos in interaction projects 101.4 Logos for printing 111.5 Logos for web publications 131.6 Logosforofficeuse 141.7 Free space 161.8 Background 171.9 Smallest permitted size 181.10 Things that are forbidden 19

2. COLOURS 212.1 Logo colours 222.2 Base colours 232.3 Background colours 242.4 Complementary colours 25

3. TYPOGRAPHY 263.1 Identifying typography 273.2 Everyday typography 29

4. DICTIONARY 30


GRAPHIC IDENTITY


1. LogoThelogoidentifiesusastheissuerofamessageor product and guarantees what we say and do. To ensure clear and consistent use of our logo, a few simple rules must be followed. These rules

regard aspects including the size and colours of the logo and the free space between the logo and complementary information.


1.1 LogoGothenburgs identity as a destination is based onpeople’sdifferentneeds–anddesires– todo something. It is about the desire to travel to Gothenburg to do or experience something special.

We have chosen to write the city’s name in low-er case letters – Gothenburg – because it makes the word look friendlier and more interesting. Gothenburgs identity is also based on how the name is used in the Nordic countries.

We have inverted the letter ö one step clock-wise to get both the letters ö and o in the same written word.

go as in the word “go” in English.go as in the word “go” in Gothenburg vernacular. (Meaning “friendly” or “likable”.)

ThisdefinesboththedestinationandGothen-burgs unique personality.

With ö, in writing and when spoken in Nordic languages.


1.1 Logo internationalIn international applications the Gothenburg logo is used for Gothenburg as a destination. This should only be used in communications intended for non-Nordic markets. The rules for using this logo are the same as for using the Nordic logo.

The name Gothenburg should also be trans-lated as Gothenburg in English body text. It is permissible to use established names for the city in other languages, in written or spoken contexts. At present there are no versions of the logo in languages other than Swedish or English, however.


Gothenburg has a new identity and tone based on the “go:” concept. This concept is central to all communication regarding Gothenburg as a desti n-ation. Our aim is to enhance Gothenburgs image as a city associated with tourism, events and knowledge.

The “go:” concept can be used when creating marketing texts for Gothenburg, but this is not obligatory. Many communication units will work just as well represented by the Gothenburg iden-tity.

In written texts, avoid the Swedish meaning of the word “go” as used in Gothenburg verna-cular. Gothenburgs inhabitants are the world’s friendliest people and Gothenburg is the world’s friendliest city, but this can quickly become a cli-ché if overstated.

Combined with pictures of something Gothen-burg would like to show or be associated with. If you combine the word “go:” with a picture, do not add an explanation. Leave the audience to interpret the message with their own eyes (and heart and brain). This adds dynamism to the picture, regardless of whether the word is inter-preted as English “go” (which implies a direction) or Swedish “go” (which implies friendly apprecia-tion of someone or something).

1.2 go: logo

Logo for the “go:” concept.


1.2 go: logo Here is a list of approved words to use when the go: logo is combined with text. If you want to use words that are not on the list, you must con-tact the marketing department for approval.

EXPLOREEXPERIENCEENJOYDISCOVERTOGETHERGOURMETVISITSHOPMAKE MEMORIESJOIN THE PARTYPARTYAHEADSUSTAINABLE

In certain material, such as animations, a com-binationofmorespecificwordscanbeusedtocreate a feeling of diversity. For example, you canflickbetweenvariousathletesorcountrieswhen promoting a sports gala, various bands when promoting a music festival etc.

The “go:” logo may only be combined with the typography and logo that represent Gothen-burg as a destination.

EXAMPLE

EXPLORE

DISCOVER


1.3 Use of logos in interaction projects

Within the framework of a joint project between Göteborg & Co and another destination opera-tor , ”go:” together with ”go:teborg” can be used. This should then be done in accordance with the instructions in the manual. A prerequisite is that the current collaborative projects should clearly be accommodated within the framework of the values and messages that brand image of Gothenburg intends to represent. It shall not be any likelihood that the brand value deteriorates, watered down or given a ”bad” content.

Decisions on these issues are made by the company’s communications management. As new partnerships are established in these mat-ters, the head of communications of Göteborg & Co should be contacted. The graphic design must be approved by the manager of Göteborg & Co’s marketing unit.

EXAMPLE:

Higher & Higher &Higher &Higher

higher & higher &higher &higher

higher & higher &higher &higher

ALLA SOM ÄLSKAR GÖTEBORG RÄCKER UPP EN HANDStadens atmosfär tar tag i dig direkt. Människorna, myllret och närheten. Allt finns där inom bekvämt gångavstånd - arenorna, hotellen, restaurang-erna och butikerna. Göteborg är som gjord för evenemang, möten och kon-serter. Oavsett om det är ett världsmästerskap på Ullevi, en branschgala på Svenska Mässan eller en festival i Slottskogen, så syns det över hela stan. Och det kanske inte är så konstigt. Vi älskar att ha gäster och fest.


These logos are used for material to be printed byaprintingfirm.Youcanfindtheminthefold-er Till_tryck at goteborg.com/co. You may not change these logos in any way.

1.4 Logos for printing

GBG_cmyk.epsSuitableforoffsetprintingoncoatedanduncoatedpaper.This is the most common logo for printing. It is used when Pantone colours are not available. However, Pantone colours should be used as a reference.

GBG_pms_c.epsSuitableforoffsetprintingoncoatedpaper.

GBG_pms_u.epsSuitableforoffsetprintingonuncoatedpaper. ThePantonesystemworksbestforspecificcolours.Use the Pantone logo for printed material wherever possible.

GBG_DP.epsSuitable for printing in the daily press.Thislogoisoptimisedforthespecificprinting conditions in the daily press.

GBG_black.epsSuitableforoffsetprintingoncoatedand uncoated paper.Use the negative logo against dark pictures or colours.

GBG_neg.epsSuitableforoffsetprintingoncoatedand uncoated paper.Use the negative logo against dark pictures or colours.


1.4 Logos for printing

GO_cmyk.epsSuitableforoffsetprintingoncoatedanduncoatedpaper.This is the logo most commonly used for printing. It should be used when Pantone colours are unavailable. However, Pantone colours should be used as reference.

GO_pms_c.epsSuitableforoffsetprintingoncoatedpaper.

GO_pms_u.epsSuitableforoffsetprintingonuncoatedpaper. ThePantonesystemworksbestforspecificcolours.Use the Pantone logo as often as possible for printed material.

GO_DP.epsSuitable for printing in the daily press.Thislogoisoptimisedforthespecificprinting conditions in the daily press.

GO_black.epsSuitableforoffsetprintingoncoatedand uncoated paper.Use the black logo when colour printing is not possible.

GO_neg.epsSuitableforoffsetprintingoncoatedand uncoated paper.Use the negative logo against dark pictures or colours.

These logos are used for material to be printed byaprintingfirm.TheycanbefoundinthefolderTill_tryck at goteborg.com/co. The logos may not be changed in any way.


1.5 Logos for web publicationsThese logos are in eps and png format. They should be used for web or screen publications. They can be found in the folder Till_webb at goteborg.com/co. The logos may not be changed in any way.

GBG_RGB.epsSuitable for web publications.

GBG_RGB.pngSuitable for web publications.

GBG_RGB_neg.epsSuitable for web publications.

GBG_RGB_neg.pngSuitable for web publications.Use the negative logo against dark pictures or colours.

GO_RGB.epsSuitable for web publications.

GO_RGB.pngSuitable for web publications.

GO_RGB_neg.epsSuitable for web publications.

GO_RGB_neg.pngSuitable for web publications.Use the negative logo against dark pictures or colours.


1.6 Logos for office useThese logos are in png format, which is optim-ised for Microsoft applications. This format is used for producing simple material that is only to be printed with a printer, or for creating Po-werPoint presentations to be viewed on a screen. TheycanbefoundinthefolderTill_Officeatgo-teborg.com/co. The logos may not be changed in any way.

GBG_office_neg.pngSuitable for PowerPoint.Use the negative logo against dark pictures or colours.

GBG_office.pngSuitable for Word and PowerPoint.Use this for PowerPoint presentations and Word documents to be printed with a colour printer.

GBG_office_black.pngSuitable for Word and fax.The black and white logo should be used for material to be printed with a black and white printer or sent by fax.


1.6 Logos for office use

GO_office.pngSuitable for Word and PowerPoint.Use this for PowerPoint presentations and Word documents to be printed with a colour printer.

GO_office_neg.epsSuitable for PowerPoint.Use the negative logo against dark pictures or colours.

GO_office_black.pngSuitable for word and fax.The black and white logo should be used for material to be printed with a black and white printer or sent by fax.

These logos are in png format, which is optim-ised for Microsoft applications. This format is used for producing simple material that is only to be printed with a printer, or for creating Po-werPoint presentations to be viewed on a screen. TheycanbefoundinthefolderTill_Officeatgo-teborg.com/co. The logos may not be changed in any way.


The logo is often displayed along with other information, other graphics or other logos. To ensure that the logo is clearly visible in these contexts,aspecificamountoffreespacemustbe left around it. No elements must be placed in this space. A good rule is to always leave the area around the logo free of other graphic ele-ments. The size of the free space is determined by the size of the letter “o” in the logo.

1.7 Free space


1.8 BackgroundTo ensure that the logo is always clearly visible, it should preferably appear against a white back-ground. However, sometimes the logo needs to be placed against a coloured background or a picture. In this case, the background must always provide a sufficient contrast tomake the logoclearly visible. Avoid busy, cluttered backgrounds.

Right Wrong

The same principles apply to the “go:” logo.


1.9 Smallest permitted size

18 mm60 px at thes webbSmallest permitted size.Colour logo

13 mm45 px at thes webbSmallest permitted size.Black and white logo.

To guarantee readability, the colour logo may never be smaller than 18 mm. The black and white logo is permitted in sizes down to 13 mm.

13 mm45 px at thes webbSmallest permitted size.Negative logo


1.10 Things that are forbiddenOur logo is unique and patented. This means that it is strictly forbidden to recreate the logo inadifferentversionwithasimilardesignandsimilar lettering, or to use any parts of the logo separately. It is also forbidden to manipulate the logo’s shape in any way.

Do not compress or expand the logo.

Do not change the colour of the logo.Do not add text to the logo.

Do not add outlines around the logo.

Do not recreate the logo in other fonts.

Donotaddeffectstothelogo,suchasshadowing.


1.10 Things that are forbiddenThe logo is unique and trademarked. This me-ans that the word image in no way be emulated within the text. It may also not be placed in and used as part of the body text.

Want toto explore Go :teborg on your own ? We have produced two nice trips that take you to severalhistoricsitesintown.Thefirstfootandtheother with a tram.

hassomethingforalltastes – world-class shopping, star restaurants and a rich entertainment and cultural events. Most are withinshortwalkingdistance,whichmakesforabusy long weekend.

Examples of prohibited use of logo within the text:


2. ColoursColours are a key element of our graphic iden-tity. This includes the colours we choose to use as well as those we choose not to. A colour canconveycleanness,prideorconfidence.Acolour can also have more immediate impact: it can warn of danger or highlight something important. The basic rule is to always choose colours according to your purpose. Black is perhaps the most useful colour of all, but is seldom suitable for walls. Meanwhile, friendly, light shades may not be suitable for text on a warning sign.

Coloursalwaysbehavedifferentlydependingon whether they are printed in pms or four colours; on coated or uncoated paper; displayed on a computer screen or embroidered on cloth-ing. To achieve the maximum possible uniformity regardless of the medium or technique, our coloursareavailableinseveraldifferentcoloursystems. Always refer to the Pantone scale when deciding whether a colour is the right shade.


2.1 Logo colourGothenburgs logo colour is blue.

When the logo is to appear on pictures or against a coloured background, the white logo should beused.Theblacklogoshouldbeusedifspecificprinting conditions require it.

Black White

Blue

Pantone Hexachrome CyanCMYK: 100/10/0/0sRGB: 0/148/216HTML: #0094d8

Pantone Process BlackCMYK: 0/0/0/100sRGB: 30/30/30HTML: #1e1e1e

CMYK: 0/0/0/0sRGB: 255/255/255HTML:#ffffff


2.2 Base coloursWe have picked colours from the city and made them our identity colours. These colours are dark blue (navy, sea, trade), red (signals, sea marks), turquoise (sea, roofs, Älvsborg Bridge) and yellow (Gothenburgs characteristic brick, our lion and the crown on our forts). These co-lours all clearly represent the harbour town of Gothenburg. Read more about our colour sys-tems in Section 2.5.

Blue Dark blue

Turquoise

Yellow

Red

Pantone Hexachrome CyanCMYK: 100/10/0/0sRGB: 0/148/216HTML: #0094d8

Pantone 302CMYK: 100/75/40/0sRGB: 0/74/110HTML: #004a6e

Pantone 318CMYK: 40/0/22/0sRGB: 140/224/212HTML: #8ce0d4

Pantone 116CMYK: 0/14/100/0sRGB: 254/203/0HTML: #fecb00

Pantone 179CMYK: 0/80/90/0sRGB: 233/95/57HTML: #e95f39


2.3 Background coloursA lighter colour scale is required for backgrounds, colour panels, web publications etc. We have chosen shades of our identity colours that har-monise with each other. Read more about our colour systems in Section 2.5.

Light blue Light grey

Light turquoise

Pantone 9401CMYK: 20/2/0/0sRGB: 199/229/248HTML: #c7e5f8

Pantone 649CMYK: 10/3/4/0sRGB: 233/243/248HTML: #e9f3f8

Pantone 628CMYK: 15/0/7/0sRGB: 214/238/236HTML: #d6eeec


2.4 Complementary coloursFor special events and situations, for instance when collaborating with other players, we need a larger number of complementary colours. We have chosen these complementary colours in a warmer colour scale, gentle but still colourful. These colours are necessary to maintain a co-herent impression in different contexts. Readmore about our colour systems in Section 2.5.

Pantone 127CMYK: 0/7/50/0sRGB: 255/231/148HTML:#ffe794

Pantone 1365CMYK: 0/35/65/0sRGB: 251/178/106HTML:#fbb26a

Pantone 706CMYK: 0/18/8/0sRGB: 252/216/216HTML: #fcd8d8

Pantone 367CMYK: 35/0/60/0sRGB: 173/213/138HTML: #add58a

Pantone 7528CMYK: 0/3/8/10sRGB: 231/222/211HTML: #e7ded3

Yellow Orange

Warm greyPink

Green


3. TypographyCoherent, well-designed typography is essential to all written communication. Our typography must be clear, appealing and otherwise in line with our identity. Our typography is divided into two categories: identifying typography and ev-eryday typography. Our identifying typography

is used for printed products. Our everyday typo-graphy is the fonts we use in our daily commun-ications, for example when writing letters. In digital media such as PowerPoint presentations, it is suitable to use fonts specially designed for screen viewing.

We always use Gothenburg in body copy. Do not try to mimic out logo by writing “go:teborg” in body copy.


3.1 Identifying typographyIdentifying typography consists of a few care-fully selected fonts that are consistently used in all our printed material. Identifying typography makes it easier to distinguish Gothenburg as the issuer. Gothenburgs identifying fonts are Lutz Headline, Georgia and DIN.

Lutz Headline is used along with the “go:” logo, and in headlines in web publications. Lutz Headline is only available in the upper case.

ABcdefghijKLmnopqrstuvxyzåäö

LUTZ HEADLINE

Georgia Regular is used for body copy in communication material and in web publications.

GEORGIA

AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvXx

DIN Bold are used in headlines and only as uppercase. Din Medium are used for subtitles and DIN Regular and Light are used for information texts.

DIN

AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvXxABCDEFGHIJKLMNOPQRST

ARIAL

Arial Regular is used for headlines and information texts at goteborg.com



3.1 Identifying typographyExamples of identifying typography.

Example of the go: logo in combination with text. Go: may only be used with Lutz Headline.

The height of the letter “t” in the Gothenburg logo determi-nes the height of the upper case letters in the text.

Headlines in DIN Bold , left-aligned, minimum word spacing approx. 80%.KÖP DITT GÖTEBORGS

PAKET MED SHOPPINGGunneboSlottochTrädgårdarärenavSverigesfrämsta1700-tal-sanläggningar, med ett av våra bästa och mest stilrena exempel pånyklassiskbyggnadskonst.Kulturreservatetäröppetåretruntoch förutomvackrabyggnader,parker, trädgårdaroch lantgårderbjudssommarteater,kafé,restaurangochbutik.GunneboSlottochTrädgårdarärenavSverigesfrämsta1700-talsanläggningar,med ett av våra bästa och mest stilrena exempel på nyklassisk byggnadskonst.Kulturreservatetäröppetåretruntochförutomvackrabyggnader,parker, trädgårdaroch lantgårderbjudssom-marteater,kafé,restaurangochbutik.

BodycopyinGeorgiaRegular7.5–10ptsjustified, optical alignment

Guidade slottsvisningar 2009:Januari–april: söndag och helgdag kl. 12.00 och 13.00.1 maj–18 juni: lördag, söndag och helgdag kl 12.00, 13.00 och 14.00.19 juni (midsommarafton)–23 augusti: dagligen kl 12.00, 13.00 och 14.00.24 augusti–30 september lördag, söndag och helgdag kl 12.00, 13.00 och 14.00.Oktober–december: söndag och helgdag kl. 12.00 och 13.00.Guidade trädgårdsvisningar 2009:19 juni (midsommarafton)–23 augusti: dagligen kl 15.00.Fri guidad visning med Göteborgspasset.www.gunneboslott.se

Information text in DIN approx. 7pts,left-alignedorjustified.

SHOPPING

SHOPPING


3.2 Everyday typography

GEORGIA

When producing material in-house and in a daily context, we use fonts that already exist in our computers. Gothenburg uses Georgia as an every day font, exept for charts and tables, Exell- documents, where Arial is to prefer.

Georgia is used for material such as letters and PowerPoint presentations.

AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvXxYyZzÅåÄäÖö0123456789

EX AMPLE:

PowerPoint headlineEndre dip eum adignim iriureet wis nullan ex esse-quatisim inc liqui. Atio odo dolore dolor siscilit euisl ut veliquam dolorerostin hent dolore olor susto odio-nulputam,consequisimvolorefeugiatisnitwisi.Meteugiam velit nla am, se dolendre

ARIAL

Arial Regular is used for charts and tables.



4. DictionaryCMYK or 4-colourCMYK or 4-colour denotes a printing technique that uses the four process colours cyan (C), magenta (M), yellow (Y) and black (K). These colours are mixed in the listed order, in vary-ing proportions, to achieve the desired shade. 4-colour printing is the most widely used colour system for printing.

EPS (Encapsulated Postscript) Aformatforfilesthataretobeinsertedinotherdocuments, and for photography. Many pictu-res destined for printing are also saved in this format. Our logo is usually in eps format, and is drawn with vector graphics. This means it can be enlarged and reduced without impairing the quality. When you open an eps logo in any app-lication, make sure you do not save it as a pixel image, as the vector graphics’ characteristics will then be lost.

GIF (Graphics Interchange Format) The most widely used image format for web pu-blications, along with jpeg. It is most suitable for small pictures and simple graphics.

Graphic identitySupports our identity visually. It includes basic graphic elements such as a logo, colours and ty-pography. A well-managed graphic identity con-tributes to creating an organ-ised, clear overall image.

HEX coloursThe name of the colour coding used in HTML on websites. It is based on a hexadecimal number system where, for example, the colour white is indicated as #FFFFFF. This coding corresponds to exactly the same colour in RGB.

IdentityOur identity conveys who we are, what our mission is and how we aim to be perceived. Our identity can usually be summarised in a set of core values that underpin and permeate the organisation. A strong identity effectively distinguishes one organisation from another.

JPEG (Joint Photography Experts Group) An image format for colour pictures. Jpeg is a lossy (destructive) compression format. This means that the file takes up considerably lessspace, but some of the original image’s quality is lost when it is compressed

LogoA logo is one of the cornerstones of a graphic identity. It communicates the organisation’s identity and conveys both content and attitude. The logo is generally regarded as the graphic identity in its simplest, purest form. The logo often consists of a logo mark and a logotype.

Logo markA logo mark is a uniquely designed symbol used to represent a company or organisation. A good logo mark is easily recognisable and provides clear, positive associations with the organisa-tion it represents.

LogotypeA logotype can be created for the organisation’s name. The letters are specially designed and optimised for easy recognition.


NCS, Natural Color System Is an international color code system to specify, communicate and control color in architecture, design, marketing, manufacturing, education and research. All translations into (or from) the NCS from (or to) other color systems may in-cludedistinctcolordifferences.Thisisalimitedrange of hues.

Pantone or PMS An international system for naming thousands of colours. It is widely used by designers and printingfirms.ThecoloursarelistedinPantonecatalogues along with formulas for mixing them. Always remember that the Pantone system pro-duces the most reliable results when choosing specificcoloursforprinting.Theletter“C”afterthe colour name stands for “coated” and means that the colour is for use on coated paper, while the letter “U” means “uncoated” and is for un-coated paper.

PNG (Portable Network Graphics) A format that works well in Microsoft Officeapplications such as Word, PowerPoint and Ex-cel. Pictures saved in this format keep their ori-ginalqualityevenifthefileiscompressed.Theformat supports transparency. This means, for instance, that a logo saved in png format can be placed against a coloured background without having a white square around it. The logos in the logo bank that are optimised for use in Word and Pow-erPoint are in png format.

To ensure the best results, make sure you always use the right application for each product you work on. Use real layout software for printed products, web software for web production, PowerPoint for digital presentations etc.Alwaysusetherightfileformatforeachtypeofproduct.

RGB In this context, RGB stands for a combination of the basic colours red (R), green (G) and blue (B), optimised for screen viewing.

TIFF (Tagged Image File Format) A universal image format that contains both the actual picture and information about the picture. It is prim-arily used for photography.

4. Dictionary

Documents

Graphic identity manual - Destination Göteborg