Design guide. Design denmark. Design guide Version 1.0 November 2014

Transcription

1 Design guide Design guide Version 1.0 November 2014 is an alliance of designers, design thinkers and design businesses, working

2 Design guide About the new Design denmark visual identity The new visual identity for is an agile and flexible system. The notion is that a broad and creative organization like should not be tied to a limiting visual identity. As displayed in the following the new visual identity offers great flexibility in terms of typography, colours and photos. The identity revolves around the name, the signature and a specified mode of communication. Name Signature Communication Boiler Community of Danish designers, design thinkers and design businesses working to promote design as a tool for improvement. ID Scaling system Use of typography Corporate Layouts Graphic Layouts Communicative Layouts In terms of typography the new visual identity is not limited to a number of specified fonts. Thus all kinds of typography can be used. Instead the common trait in all representations should be the uppercase and lowercase D. In the initial design the three fonts Raleway, Playfair Display and Roboto are used. All three font are free Google Fonts. Side 2 / 8

3 Design guide Communication driver A central part of the new identity is the communication driver Better by_. The driver can used both in its shortest form _ and in combination with a sentence or statement as illustrated below. Communication thinking, material, new, knowledge, creativity, heritage, listening, shaping, trying, craft, doing, north, leading & Side 3 / 8 heritage creativity Better by doing

4 is an alliance of designers, is an alliance of designers, is an alliance of designers, is an alliance of designers, is an alliance of designers, is an alliance of designers, is an alliance of designers, is an alliance of designers, Design guide Design principles for layouts The basic grid for all types of publications is a 4 column grid. Elements such as name, signature and text can be scaled within this grid. Layout grid A format is an alliance of designers, is an alliance of designers, is an alliance of designers, Design principles for layouts The three examples show how corporate layouts, graphic layouts and communicative layouts can be constructed. Please note that the different elements are scaled within the 4 column grid. Corporate Layouts Graphic Layouts D d Communicative Layouts creating is an alliance of designers, doing new, thinking, trying, creativity, doing, heritage, north knowledge & is an alliance of designers, Side 4 / 8

5 is an alliance of designers, is an alliance of designers, is an alliance of designers, is an alliance of designers, is an alliance of designers, Design guide Stationery Use of colours The three primary colours in the visual identity are white, black and a golden brown. These colours can be supplemented by a number of seasonal colours in order to ensure variation. Primary colours Seasonal colours Colours in use Graphic Layouts D d Communicating Layouts thinking showing member Side 5 / 8 is an alliance of designers,

6 Design guide Colours implemented Side 6 / 8

7 Design guide Use of photos In terms of use of photos the new visual identity does not prescribe a set of fixed guidelines. The examples below show how both conceptual and documentary photos can be used in combination with different design elements. Documentary photos is an alliance of designers, big ideas new, thinking, trying, creativity, doing, knowledge, heritage, north, listening & leading the way is an alliance of designers, is an alliance of designers, Conceptual photos is an alliance of designers, is an alliance of designers, is an alliance of designers, numbers numbers numbers Conceptual photos Side 7 / 8

8 is an alliance of designers, Design guide Co-branding When engaging in co-branding with external partners a recognizable trait could be the juxtaposition of two similar products from the given company. This juxtaposition would hence simulate the uppercase and lowercase D from the signature. simulation Varius layouts FSC Wood Better by vipp FSC (Forest Stewardship Council) er en mærkningsordning til træ og papir. I en FSC-skov bliver der ikke fældet mere træ, end skoven kan nå at reproducere. Samtidig er FSC en garanti for, at dyr og planteliv bliver beskyttet, og at de mennesker, der arbejder i skoven, er sikret uddannelse, sikkerhedsudstyr og ordentlig løn. Better by B&O is an alliance of designers, design thinkers and design businesses, working to promote design in business and society. FSC Wood & is an alliance of designers, design thinkers and design businesses, working to promote design in business and society. Give it away As you hopefully have recognized throughout this design guide the main purpose with the new visual identity is to create a consistent but yet agile and flexible design for. The design can thus be given away to members and external partners allowing them to combine the with their own modes of expression. Varius photos Design Bizz 23. september Find ind til din virksomheds kernefortælling Bar better by sharing Wood Wood We create a strong position for Danish design and support the development of design as a profession, as a concept and as a way of thinking better by. Side 8 / 8

9 Børsen Slotsholmsgade 1B DK 1217 Copenhagen K designdenmark.dk