5. APPENDIX
Goethe-Institut Corporate Design Sender s identity Cover layout Page layout Sample applications Appendix 94 5. APPENDIX The overview tables in the appendix supply the most important information at a glance about the principal logo positioning values, the visual frames, the base line and the typesetting grids, and also how the various print media are used for different product categories. This is followed by some notes on using the fonts, picture data and sample documents on the enclosed CD-ROMs.
Goethe-Institut Corporate Design Sender s identity Cover layout Page layout Sample applications Appendix 95 5.1 NEGATIVE EXAMPLES GOETHE INSTITUT Das Logo des zeigt... Do not alter the relative sizes of the signet and the name. Do not alter the name. Do not include the logo in the main text. Manipulation of the logo As the central corporate identity element, the function of the logo is not confined to identification purposes; it also stands for our institution s quality, reliability and credibility and is therefore of high immaterial value as well. The entire Goethe-Institut organisation will benefit from consistent use of the logo. Incorrect positioning, changes to the proportions and even manipulation of the logo have a negative effect on the sender function and are therefore not allowed. Do not modify the logo by means of visual filters, shadows or other special effects. Here are some examples of prohibited applications. Thy do not cover all forms of misuse, but illustrate the general risk areas. Do not use the logo in other colours. Do not position the logo on a dark, contrasting or green background.
Goethe-Institut Corporate Design Sender s identity Cover layout Page layout Sample applications Appendix 96 5.1 NEGATIVE EXAMPLES GOETHE-INSTITUT HAMBURG Do not use coloured additions. Incorrect positioning of additions Any modification of the Goethe-Instituts address weakens our brand image. We will only be easily recognised if we apply the rules strictly. GOETHE-INSTITUT HAMBURG Additions must be in smaller letters. You should therefore make sure that the rules on fonts, font colours, positioning and spacing are observed when making additions. GOETHE-INSTITUT HAMBURG Do not set the addition in a different font. GOETHE-INSTITUT SONDERKURSE Do not use the addition for advertising or information purposes. GOETHE-INSTITUT HAMBURG 30. SEPTEMBER 03 GROSSES ABSCHLUSSFEST Do not use the addition for advertising or information purposes.
Goethe-Institut Corporate Design Sender s identity Cover layout Page layout Sample applications Appendix 97 5.1 NEGATIVE EXAMPLES Incorrect use of the visual frame Do not use bars of an incorrect colour or of different colours The colour and tonal value of the cover picture must be given particular attention when choosing the visual frame.* The logo and bars need sufficient colour and tonal value contrast against the background if an optimum effect is to be achieved. Do not use black bars Other prohibited design styles include brightly coloured bars (except transparent bars on a coloured background or when pictures are continued inside the bars) and the use of different colours for vertical and horizontal bars against the same background. Do not use a white visual frame if the contrast in tonal value with the background is too weak. Do not use a coloured visual frame if the colour contrast with the background is too weak. * Please note the remarks on pages 13.
Goethe-Institut Corporate Design Sender s identity Cover layout Page layout Sample applications Appendix 98 5.1 NEGATIVE EXAMPLES Deviating from the predetermined layout The different vertical and horizontal layout divisions identify the different functions of the Goethe-Instituts print products.* Divisions deviating from this pattern weaken the presentation of the brand and are therefore prohibited. This applies to free shapes (circles, ellipses or polygons) and to other pictures that do not cross the basic format in the shape of a bar. Do not place an additional picture on the cover Do not use unconventional picture formats that deviate from the basic column layout * Please refer to the notes on page 40. Do not use unusual picture shapes such as circles, ellipses or polygons Align the picture flush with the horizontal bars and do not bleed it off at one side only
Goethe-Institut Corporate Design Sender s identity Cover layout Page layout Sample applications Appendix 99 5.1 NEGATIVE EXAMPLES Unfavourable picture positioning and text colours DATUM DATUM Background pictures covering an entire page must be positioned carefully. Too many details, aggressive or bright colours and strong tonal value contrasts have a confusing effect and distract attention from the statement that the cover page is intended to make.* Calm, more uniform pictures behind the logo and text, on the other hand, make it easier to read the sender identity and cover texts. Unsatisfactory positioning of the cover picture, with too many details and confusing contrasts An example of better cover picture positioning with calmer part of the picture behind the text White (reversed) logos, bars and cover texts should be used if the background picture makes this necessary. * Please refer to the notes on page 41. Unsatisfactory choice of colours for the cover text and logo: insufficient tonal value contrast with the picture Better choice of cover text and logo colours: stronger tonal value contrast with the picture
GOETHE-INSTITUT Postfach 190419 80604 München Landeszentralbank München Konto 70 007 505 BLZ 700 000 00 HypoVereinsbank München Konto 332326 BLZ 700 202 70 DRES DE FF 700 Postbank München Konto 508 53-803 BLZ 700 100 80 USt-ID-Nr. DE 129516430 GOETHE-INSTITUT ZENTRALE Dachauer Str. 122 80637 München Postfach 190419 80604 München Herbert Mustermann Beispielfunktion Telefon +49 89 1 59 21-0 Telefax +49 89 1 59 21-450 www.goethe.de E-Mail zv@goethe.de 01.01.2004 1 2 3 Goethe-Institut Corporate Design Sender s identity Cover layout Page layout Sample applications Appendix 100 5.2 OVERVIEW TABLES / PRODUCT CATEGORIES IMAGEMITTEL LEHRMATERIAL WERBE- UND INFOMITTEL EXTERNE MITTEL Correspondence, e.g. Image material, e.g. Educational material, e.g. Advertising and information Other items, e.g. materials, e.g. Letter Fax Greeting card Signs Stamps Business card... Yearbook File Image brochure Goethe Medal GI Aktuell Begegnung, Dialog & Zusammenarbeit (library work brochure) Durchblick Certificates (A1, A2, ZD, ZMP, ZOP, ZdfB) Confirmations of participation, assessments Exam documents Training material for examiners Videos for exams... Address book Deutsch lernen in Deutschland (main brochure) Jugendprogramm Deutsch (courses for young people) Deutsch für Wirtschaft und Beruf (Business German courses) Fortbildung in Deutschland (continuous training brochure) Materialien für den Deutschunterricht (full catalogue) Exam brochure Willkommen Fikrun Wa Fann Humboldt Kafka Kulturchronik (Cultural chronicles) Fokus D (Pressedienst-Basisinfo) Videos, CDs, DVDs Goethe Materialien für den Deutschunterricht (main catalogue)... Goethe speeches Posters... GIA programme brochure GI language course brochure...
Goethe-Institut Corporate Design Sender s identity Cover layout Page layout Sample applications Appendix 101 5.2 OVERVIEW TABLES / LOGO AND VISUAL FRAME SIZES Basic standard format Logo width Visual frame Number of bars Visual frame Master document DIN (mm) (mm) left/bottom on CD 02 on CD 02 A3 portrait 71 297 5/5 Klammer_A4_hoch Brosch_A4_hoch (scaled)* A4 portrait 50 210 5/5 Klammer_A4_hoch Brosch_A4_hoch A4 landscape 50 210 5/5 Klammer_A4_quer Brosch_A4_quer A5 portrait 38.5 148 5/5 Klammer_A5_hoch Brosch_A5_hoch A5 landscape 38.5 148 5/5 Klammer_A5_quer Brosch_A5_quer A6 portrait 26 or 38.5 100 5/5 or 1.5 Klammer_A5_hoch Brosch_A5_hoch (scaled)* A6 landscape 26 or 38.5 100 or 148 5/5 or 4/5 Klammer_A5_quer Brosch_A5_quer (scaled)* Letter portrait 51.5 216 5/5 Klammer_Letter_hoch Brosch_Letter_hoch Letter (Argentina) 52.5 220 5/5 Klammer_Letter_Arg_hoch Brosch_Letter_Arg_hoch Legal portrait 51.5 216 5/5 Klammer_Legal_hoch Brosch_Legal_hoch Legal (Argentina) 52.5 220 5/5 Klammer_Legal_Arg_hoch Brosch_Legal_Arg_hoch 105 x 210 mm portrait 38.5 105 (1.5 bars) 5/1.5 Klammer_105_hoch Brosch_105_hoch 210 x 105 mm landscape 38.5 105 4/5 Klammer_105_quer Brosch_105_quer 100 x 210 mm portrait 38.5 105 (1.5 bars) 5/1.5 Klammer_100_hoch Brosch_100_hoch 210 x 100 mm landscape 38.5 148 4/5 Klammer_100_quer Brosch_100_quer * Please observe the scaling rules on page 21.
Goethe-Institut Corporate Design Sender s identity Cover layout Page layout Sample applications Appendix 102 5.2 OVERVIEW TABLES / PAGE GRID SIZE Basic standard format Base line grid* Base line grid* Number of Text column grid** Grid distances Master document DIN Start (mm) Line spacing (pt) text columns Distance at top (mm) left right bottom on CD 02 A3 portrait 37.5 16.96 4 5/5 45.25 25.5 35.5 Brosch_A4_hoch (scale) A4 portrait 26.5 12 4 26.5/35.0/73.0 32.0 18.0 25.0 Brosch_A4_hoch A4 landscape 3 12 6 15.7/32.5 32.0 22.0 25.0 Brosch_A4_quer A5 portrait 26.5 12 4 26.5/35.0 19.5 15.0 22.5 Brosch_A5_hoch A5 landscape 3 12 4 15.7 21.0 18.0 22.7 Brosch_A5_quer A6 portrait *** *** 1 23 13.6 10.5 16.0 Brosch_A5_hoch (scale) A6 landscape *** *** 2 11.5 15.0 12.7 12.8 Brosch_A5_quer (scale) Letter portrait 14 11.8 4 26.5 32.0 18.0 27.7 Brosch_Letter_hoch Letter (Argentina) 13.6 12.1 6 26.4 32.5 18.0 27.4 Brosch_Letter_Arg_hoch Legal portrait 8 11.8 4 33.0 32.0 18.0 27.5 Brosch_Legal_hoch Legal (Argentina) 13.7 12.1 4 35.0 32.5 18.0 27.4 Brosch_Legal_Arg_hoch 105 x 210 mm portrait 5 11.2 4 24.8/36.5 10 6,8 23 Brosch_105_hoch 210 x 105 mm landscape 3 12.5 6 15.3 23 11 19,5 Brosch_105_quer 100 x 210 mm portrait 26.5 12 4 26.5/35.0 10.0 6.8 22.5 Brosch_100_hoch 210 x 100 mm landscape 14.0 12 6 9.5/18 19.5 17.0 18.5 Brosch_100_quer * Recommended value. ** Recommended value. The minimum distance is stated first. *** For small documents, no base line grid is necessary.
Goethe-Institut Corporate Design Sender s identity Cover layout Page layout Sample applications Appendix 103 5.3 WORKING AIDS / INTERNATIONAL AND GERMAN DIN STANDARD PAPER FORMATS DIN A0 841 x 1189 mm (quadruple sheet) DIN A1 594 x 841 mm (double sheet) DIN A2 594 x 420 mm (sheet) DIN A3 420 x 297 mm (half sheet) DIN A4 297 x 210 mm (quarter sheet, letter paper) DIN A5 210 x 148 mm (paper) DIN A6 105 x 148 mm (half-size paper, postcard) DIN A7 74 x 105 mm (quarter-size paper) DIN A8 52 x 74 mm DIN A9 37 x 52 mm DIN A10 26 x 37 mm DIN B0 1000 x 1414 mm DIN B1 707 x 1000 mm DIN B2 500 x 707 mm DIN B3 353 x 500 mm DIN B4 250 x 353 mm DIN B5 176 x 250 mm DIN B6 125 x 176 mm DIN B7 88 x 125 mm DIN B8 62 x 88 mm DIN B9 44 x 62 mm DIN B10 31 x 44 mm DIN C0 917 x 1297 mm DIN C1 648 x 917 mm DIN C2 458 x 648 mm DIN C3 324 x 458 mm DIN C4 229 x 324 mm DIN C5 162 x 229 mm DIN C6 114 x 162 mm DIN C7 81 x 144 mm DIN C8 57 x 81 mm DIN C9 40 x 57 mm DIN C10 28 x 40 mm DIN E4 DIN E5 DIN E6 400 x 280 mm 280 x 200 mm 200 x 140 mm 1/6 DIN 220 x 220 mm DIN B4 257 x 364 mm (Japan) DIN B4 254 x 356 mm (USA, 10"x14") DIN long 99 x 210 mm (brief note) Envelope 220 x 110 mm (DIN long) Berlin format 315 x 470 mm Double 330 x 420 mm (13" x 16") Double legal 356 x 432 mm (14" x 17") Draft 254 x 406 mm (10" x 16") Folio 210 x 330 mm Foolscap 216 x 330 mm (8.5" x 13") Foolscap 206 x 337 mm Foolscap 203 x 330 mm (UK, 8" x 13") Gov. legal 203 x 330 mm Gov. letter 203 x 267 mm Intemat. Fanfold 210 x 305 mm (210 mm, 12") Legal 216 x 356 mm Legal 220 x 340 mm (Argentina) Letter 216 x 279 mm (8.5") Letter 220 x 280 mm (Argentina) Mini 139.5 x 216 mm Nordic format 400 x 570 mm Officio 216 x 317 mm Quarto 203 x 254 mm (UK, 8" x10") Quarto 216 x 279 mm (USA, 8.5" x11") Rhine-style format 350 x 510 mm Cheque card format 86 x 54 mm Tabloid 279 x 432 mm (11" x 17")
Goethe-Institut Corporate Design Sender s identity Cover layout Page layout Sample applications Appendix 104 5.4 NOTES ON CD-ROMS 01 AND 02 Introduction CD 01 contains an introductory PowerPoint presentation on the corporate design principles. It is intended to inspire you to adopt the corporate design and includes a brief overview of its most important elements. Corporate design handbook as PDF file CD 01 contains the complete handbook in PDF file format, e.g. to give on to graphic designers Fonts CD 02 contains all the Goethe fonts you need as True Type or Post Script fonts for PC and Mac. Visual frame The frame elements were produced in Adobe Illustrator 8.0 and can be scaled and inserted into pictures and documents. They are included for use in the following most common initial formats on CD 02: 4c (logo 4-colour, green bars), 1c (logo and bars 100 % black) and reversed (white). Files on CD 01: Introduction PDF handbook Files on CD 02: Fonts Visual frame Master documents Master documents Master documents in the most common formats (including standard base line grid) make the work much easier. They allow graphic designers to start layout work immediately. The documents are in the QuarkXPress 4.11 programme (they cannot be opened on Goethe PCs!).
Goethe-Institut Corporate Design Sender s identity Cover layout Page layout Sample applications Appendix 105 5.4 NOTES ON CD-ROMS 03 AND 04 Pictures These two CDs contain non-copyright pictures that you can use in your print products. Every picture is available in high resolution (300 dpi) for print media and in low resolution for on-screen use. All photographs are royalty-free and can be used for Goethe-Institut print products without restrictions. A comprehensive picture database will be available on the Intranet during the coming year. Files on CD 03: Pictures of people Files on CD 04: Pictures of objects and details