Graphic identity manual - Göteborg & Co

GRAPHIC IDENTITY MANUAL

April 2012

GÖTEBORG & CO Graphic Identity Manual 21103

If you have any questions about our graphic identity or this manual, please contact:

Ulrika Green, Marketing Coordinator+46 (0)31 368 41 39, [email protected]

Defining Göteborg & Co’s image togetherEvery successful organisation is represented by a clear symbol – a logo. In addition, all successful organisations are characterised by an ability to success-fully 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 create the associations we want our brand to evoke.

The manual supports our communication activities, and should be used for all our visual material – from advertisements and signs to web publications. Pre-senting a consistent image helps make us more com-petitive.

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


ContentsGRAPHIC IDENTITY

1. LOGO 51.1 Introduction 61.2 Logo 71.3 Logos for printing 81.4 Logos for web publications 91.5 Logosforofficeuse 101.6 Free space 111.7 Background 121.8 Smallest permitted size 131.9 Things that are forbidden 141.10 Environmental focus 15

2. COLOURS 162.1 Logo colour 172.2 Base colours 182.3 Background colours 19

3. TYPOGRAPHY 203.1 Identifying typography 213.2 Everyday typography 23

4. DICTIONARY 24


GRAPHIC IDENTITY


1. LogoThelogoidentifiesusastheissuerofamessageorproduct 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 comple-mentary information.


1.1 Introduction

If you would like to know more about how we market Gothenburg as a destination, we have a separate graphic identity manual for Gothenburg as a destination.

Gothenburg has a new identity and tone based on the “go:” concept. This concept is central to all communi-cation regarding Gothenburg as a destination. Our aim is to enhance Gothenburgs image as a city asso-ciated with tourism, events and knowledge.

Gothenburgs identity as a destination is based on people’sdifferentneeds–anddesires–todosome-thing. 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 lower 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 clockwise to get both the letters ö and o in the same written word.

ThisdefinesboththedestinationandGothenburgsunique personality.

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

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


1.2 LogoGöteborg & Co’s logo is based on the logo for Goth-enburg as a destination, with the addition of “& Co”.

Logo for Gothenburg as a destination.

Read more about these logos in the graphic identity manual for Gothenburg.

Logo for Göteborg & Co.

Logo for the “go:” concept


1.3 Logos for printing

GBGCO_cmyk.epsSuitableforoffsetprintingoncoatedpaper.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.

GBGCO_pms_c.epsSuitableforoffsetprintingoncoatedpaper.

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

GBGCO_DP.epsSuitable for printing in the daily press.This logo is optimised for the specific printing conditions in the daily press.

GBGCO_black.epsSuitableforoffsetprintingoncoated and uncoated paper.Use the black logo when colour printing is not possible.

GBGCO_neg.epsSuitableforoffsetprintingoncoatedanduncoatedpaper.Use the negative logo against dark pictures or colours.

These logos are used for material to be printed by a printing firm. They can be found in the folderTill_tryck at goteborg.com/co. The logos may not be changed in any way.


1.4 Logos for web publicationsThese logos are in the formats eps and png. 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.

GBGCO_RGB.epsSuitable for web publications.

GBGCO_RGB.pngSuitable for web publications.

GBGCO_RGB_neg.epsSuitable for web publications.

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


1.5 Logos for office useThese logos are in png format, which is optimised for Microsoft applications. This format is used for producing simple material that is only to be printed with a printer, or for creating PowerPoint presenta-tions to be viewed on a screen. They can be found in thefolderTill_Officeatgoteborg.com/co.Thelogosmay not be changed in any way.

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

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

GBGCO_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.


The logo is often displayed along with other inform-ation, other graphics or other logos. To ensure that thelogoisclearlyvisibleinthesecontexts,aspecificamount of free space must be 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 elements. The size of the free space is determined by the size of the letter “o” in the logo.

1.6 Free space


1.7 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 suf-ficientcontrasttomakethelogoclearlyvisible.Avoidbusy, cluttered backgrounds.

Right Wrong


1.8 Permitted size

25 mm60 px at the webbSmallest permitted sizeColour logo

18 mm45 px at the webbSmallest permitted sizeBlack and white logo

To guarantee readability, the colour logo may never be smaller than 25 mm. The black and white logo is permitted in sizes down to 18 mm.

25 mm45 px at the webbSmallest permitted sizeNegative logo


1.9 Things that are forbidden Our logo is unique and patented. This means that it isstrictlyforbiddentorecreatethelogoinadifferentversion with a similar design and similar lettering, or to use any parts of the logo separately. It is also forbid-den 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 Enviromental focusGöteborg & Co makes high environmental demands in all areas of its operations. Among other things, we aim to use environmentally friendly printed matter and other products within the scope of our ability.

Our suppliers must prove that they conduct active environmental measures. For this reason, we pri-marily chooseprintingfirms thatareenvironmen-tallycertifiedorholdaSvanenNordicenvironmen- tal license. In addition, we only procure products and services that are environmentally friendly. The scope is determined by the product’s environmen-talimpactandthesuppliers’abilitytoofferenviron-mentally friendly options.

The Environmental Committee (Miljönämnden) has created a logo called Miljösnurran to distinguish organisations that hold an environmental diploma. This logo is registered as a trademark with the SwedishPatentandRegistrationOffice(SPRO).

Miljösnurran


2. Colours Colours are a key element of our graphic identity. This includes the colours we choose to use as well as those we choose not to. A colour can convey clean-ness, pride or confidence. A colour can also havemore 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.

Colours always behave differently depending onwhether they are printed in pms or four colours; on coated or uncoated paper; displayed on a computer screen or embroidered on clothing. To achieve the maximum possible uniformity regardless of the medium or technique, our colours are available in several different colour systems. Always refer tothe Pantone scale when deciding whether a colour is the right shade.


2.1 Logo colours

Black White

Göteborg & Co’s logo colours are blue and dark blue.

When the logo is to appear on pictures or against a co-loured background, the white logo should be used. The black logo should be used if technical printing condi-tions require it.

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

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

Blue Dark blue


2.2 Base colours

Blue Dark blue

Turquoise Red

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

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

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

We have picked colours from the city and made them our identity colours. These colours are dark blue (navy, sea, trade), red (signals, sea marks) and turquoise (sea, roofs, Älvsborg Bridge). These co-lours all clearly represent the harbour town of Goth-enburg. Read more about our colour systems in Sec-tion 2.4.

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


2.3 Background colours A lighter colour scale is required for backgrounds, colour panels, web publications etc. We have chosen shades of our identity colours that harmonise with each other. Read more about our colour systems in Section 2.4

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


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 cate-gories: identifying typography and everyday typ-ography. Our identifying typography is used for

printed products. Our everyday typography is the fonts we use in our daily communications, for ex-ample when writing letters. In digital media such as PowerPoint presentations, it is suitable to use fonts specially designed for screen viewing.

We always use Göteborg & Co. in body copy. Do not try to mimic our logo by writing, for example, “go:teborg&co”.


3.1 Identifying typographyIdentifying typography consists of a few carefully selected fonts that are consistently used in all our printed material. Identifying typography makes it easier to distinguish Gothenburg as the issuer. Gö-teborg & Co’s identifying fonts are DIN and Georgia, both in printed material and on the company website.

DIN Bold is used for headlines and in uppercase only. DIN Regular and Light are used for short texts in communication material and web publications, and in correspondence material, tables, etc. Can be used with both upper and lower case letters.

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

GEORGIA

AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvXx

DIN LIGHT

AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvXxABCDEFGHIJKLMNOPQRSTUV

ARIAL

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



3.1 Identifying typographyExample of identifying typography.

WELCOME TO GOTHENBURG!Endre diiuop eum adignim iriureet wis nul-lan ex essequatisim inc liquiAtio odo dolore dolor siscilit euisl ut veliquam dolorerostin hent dolore olor susto odionulput am, es-sequatisim consequisim volore feugiatis nit wisi. Met euigiam velit nla am, se dolendre vercil ero commod tat lor ing ex er se veli-qui ea facidunt wisiosi tis dit luptat, vele-sectet illaiuotn ut aliquip sustrud dolortie magnit prat, cortie compiscilit lam nit wisl dit nullaor alisl in volorem in ullaortin ulla

facipisim nisse poowerpointrubrik. Endre diiuop eum adiig oiip nim iriureet wis nul-lan ex essequatisim inc liquiAtio odo do-lore dolor siscilit essequatisim euisl ut ve-liquam dolorerostin hent dolore olor susto odionulput am, consequisim volore feugia-tis nit essequatisim wisi. Met euigiam velit nla am, se dolendre vercil ero commod tat lor ing ex er se veliqui ea facidunt wisiosi tis feugiatis nit wisi. Met euigiam feugiatis nit wisi. Met euigian ut aliquip

Example of DIN in correspondence material. DIN Light 6/10 pts

Example of DIN and Georgia in communication material.Headline DIN Light 55/60 pts, body copy Georgia Regular 9/12 pts

MÄSSANS GATA 8 / BOX 29 / 401 20 GÖTEBORG

TEL: +46 31 368 40 00 / FAX: +46 31 81 10 48

ORG NR: SE 556428-0369 / GOTEBORG.COM


Endre 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-nulput am, consequisim volore feugiatis nit wisi. Met eugiam velit nla am, se dolendre

ARIAL

Arial Regular is used for charts and tables.


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 everyday font.

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

AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvXxYyZzÅåÄäÖö 0123456789

EX AMPLE:

Powerpointrubrik


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 varying proportions, to achieve the desired shade. 4-colour printing is the most widely used colour system for printing.

EPS (Encapsulated Postscript) A format for files that are to be inserted in otherdocuments, and for photography. Many pictures 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 application, 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 publi-cations, along with jpeg. It is most suitable for small pictures and simple graphics.

Graphic identitySupports our identity visually. It includes basic grap-hic elements such as a logo, colours and typography. A well-managed graphic identity contributes to crea-ting 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 sys-tem where, for example, the colour white is indica-ted 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 organisationfrom another.

JPEG (Joint Photography Experts Group) An image format for colour pictures. Jpeg is a lossy (destructive) compression format. This means that thefiletakesupconsiderablylessspace,butsomeof the original image’s quality is lost when it is com-pressed

LogoA logo is one of the cornerstones of a graphic identi-ty. It communicates the organisation’s identity and conveys both content and attitude. The logo is ge-nerally regarded as the graphic identity in its simp-lest, 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, posi-tive associations with the organisation 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, de-sign, marketing, manufacturing, education and re-search. All translations into (or from) the NCS from (or to) other color systems may include distinct color differences.Thisisalimitedrangeofhues.

Pantone or PMS An international system for naming thousands of colours. It is widely used by designers and printing firms.ThecoloursarelistedinPantonecataloguesalong with formulas for mixing them. Always re-member that the Pantone system produces the mostreliableresultswhenchoosingspecificcoloursfor printing. The letter “C” after the colour name stands for “coated” and means that the colour is for use on coated paper, while the letter “U” means “un-coated” and is for uncoated paper.

PNG (Portable Network Graphics) AformatthatworkswellinMicrosoftOfficeapplica-tions such as Word, PowerPoint and Excel. Pictures saved in this format keep their original quality even ifthefileiscompressed.Theformatsupportstrans-parency. This means, for instance, that a logo saved in png format can be placed against a coloured back-ground 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), optimi-sed 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 - Göteborg & Co