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Style Guide German Films Corporate Design 2 Introduction

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Style Guide German Films Corporate Design 2 Introduction Style Guide German Films Corporate Design 2 Introduction In order to establish a specific and uniform corporate identity in all areas of communication, we have developed an all-encompassing design profile for the handling and use of our logo, colors and corporate font. Based on these graphic modules, further applications and implementation of means of communication may be developed employing the elements and principles of the German Films corporate identity, thus providing for a coherent concept with a characteristic and recognizable identity. This Style Guide defines all of the principles of layout and design of our corporate identity and provides examples of structures and guidelines. Style Guide German Films Contents 3 The most important and basic guidelines 4 Logo 5 Logo use 6 Logo in gray scale and black 7 Logo on dark backgrounds 8 Sub-Branding 9 Primary colors 10 Secondary colors 11 Corporate font 12 Additional or alternative fonts 13 Alignment & positioning principles 14 Grid system & layout principles: 7 mm 16 Grid system: examples 17 Brochure covers 19 Brochure covers: examples 20 Advertising & posters 22 Downloads 23 Corporate Design 4 The most important and basic guidelines 1. Always use only the official German Films logo. The German Films logo was modified within the framework of the new corporate design at the end of 2011. The standard version of the new logo is to be used in all media from 2012 on. old new 2. The logo contains a built-in protected space (standard offset) on all sides which defines the minimum spacing between the logo itself and other elements, i.e. font or other surface areas. 3. The corporate identity is particularly characterized by the typographic element of the corporate font. For this reason, only authorized exceptions may be made for the use of other fonts. The new corporate font is: FF Din Round Pro GF. 4. The basis of all publications is a grid system which provides a balance between consistency and creative variability. Style Guide German Films Logo 5 The current word mark was designed on the basis of the corporate font FF Din Round Pro GF. The colors are those found in the flag of the Federal Republic of Germany. To whatever extent possible, the color version of the logo should be used in all printed and online materials. Corporate Design 6 Logo use The logo has a built-in protected space (standard offset) on all sides, in which no other elements may be placed. The standard offset is, in all logo sizes, at least the size/diameter of one logo character. Violation of the standard offset z y x xyz The logo may not under any circumstance be altered or modified and must always be used in a horizontal position. No 3D effects, shadowing, rotating, color gradients or distortions, etc. are allowed in using the logo. The logo should also never appear on a busy background. xyz Style Guide German Films Logo in gray scale and black 7 Usage in gray scale The gray scale continuous tone usage of the logo is to be implemented for one-color media, i.e. for ads (incl. job placement ads). The protected space (standard offset) may not be violated. Font and first dot = 100% black Second dot (replacing red) = 50% black Third dot (replacing yellow) = 25% black Usage in full-tone black / 1-bit The usage of the logo in full-tone black should only be implemented in media in which the quality of gray scale continuous tone cannot be guaranteed or in situations in which the characterization is technically limited, i.e. for press cutting, stamping or embossing. Corporate Design 8 Logo on dark backgrounds The usage of the logo on dark backgrounds (“negative”) replaces the black elements of the logo with the color Gainsboro (15% black). This variation of the logo is to be used only on black or very dark backgrounds. Examples Style Guide German Films Sub-Branding 9 In striving for a consistent and homogenous branding, the design of the German Films logo may be used as the basis for the sub-branding of logos for German Films events and projects. Logo variations and extensions may only be created and used in strict consensus with and with authorization by the managing director of German Films. Examples german premieres distribution support german films previews Corporate Design 10 Primary colors The colors contained in the logo are the German national colors (black, red and yellow) and should therefore be handled and implemented with sensitivity and care. For this reason, it is otherwise suggested – besides the logo usage – to only use these colors sparingly. Black CMYK 0|0|0|100 Pantone Black Red CMYK 0|100|100|0 Pantone 485 Yellow CMYK 0|12|100|0 Pantone 7404 Style Guide German Films Secondary colors 11 For communication purposes, the three logo colors have been assigned specifically defined secondary colors, which may be used individually or combined to augment and strengthen the range of color characteristics. The secondary colors are derived from the logo colors or are counterpoint to the logo colors on the chromatic circle (DeepSkyBlue). The color indications are derived from the spectrum of Web Named Colors and are therefore very clearly named and available on the Internet. Gainsboro CMYK 0|0|0|14 DarkRed CMYK 0|100|100|45 Goldenrod CMYK 0|24|85|15 DeepSkyBlue CMYK 100|25|0|0 White CMYK 0|0|0|0 Corporate Design 12 Corporate font German Films owns the rights to a licensed corporate font: FF Din Round Pro GF, which is available in Regular and Bold as an OpenType* font. Both versions offer complete character sets for the CE language area (throughout Europe). Abc FF DIN Round Pro GF Regular abcdefghijklmnopqrstuvwxyz 0123456789 ABCDEFGHIJKLMNOPQRSTUVWXYZ Abc FF DIN Round Pro GF Bold abcdefghijklmnopqrstuvwxyz 0123456789 ABCDEFGHIJKLMNOPQRSTUVWXYZ * OpenType is a format for scalable computer fonts. It was built on its predecessor TrueType, retaining TrueType's basic structure and adding many intricate data structures for prescribing typographic behavior. OpenType is a registered trademark of Microsoft Corporation. The specification germinated at Microsoft, with Adobe Systems also contributing by the time of the public announcement in 1996. The specification continues to be developed actively and is presently migrating to an open format. Because of wide a vailability and typographic flexibility, including provisions for handling the diverse behaviors of all the world's writing systems, OpenType fonts are used commonly today on the major computer platforms. (source: wikipedia.org) Style Guide German Films Additional or alternative fonts 13 The fonts DIN Medium and DIN Bold may also be used as additional contrasting fonts. This font is not licensed to German Films and should only be used in justified exceptional cases. Abc DIN Medium abcdefghijklmnopqrstuvwxyz 0123456789 ABCDEFGHIJKLMNOPQRSTUVWXYZ Abc DIN Bold abcdefghijklmnopqrstuvwxyz 0123456789 ABCDEFGHIJKLMNOPQRSTUVWXYZ For cursive/italic characters, DIN Italic may also be used. Abc DIN Italic abcdefghijklmnopqrstuvwxyz 0123456789 ABCDEFGHIJKLMNOPQRSTUVWXYZ Corporate Design 14 Alignment & positioning principles In order to guarantee a consistent and sovereign public image, there are only a few, but also very clearly defined, standards in the alignment and positioning of elements in brochures and other printed materials. Kept to a necessary minimum, these standards allow for creative freedom in individual artwork and design, from project to project, and graphic designer to graphic designer. Character size and line spacing of fonts, as well as the typesetting and justification (left, right, centered or full) may be determined by the respective graphic designer for a specific project. There are, however, standards for the handling of film titles and telecommunication data. 1. Film titles In all publications and printed material, without exception, film titles are to appear in CAPITAL LETTERS, including headlines and body text (i.e. directors’ biographical information) Example Volker Schlöndorff was born in Wiesbaden in 1939. A selection of his films includes: BAAL (1970), THE SUDDEN WEALTH OF THE POOR PEOPLE OF KOMBACH (1971), THE LOST HONOR OF KATHARINA BLUM (1975, co-directed with Margarethe von Trotta), FANGSCHUSS (1976), GERMANY IN AUTUMN (1976, together with Stefan Aust, Alexander Kluge, et al), CIRCLE OF DECEIT (1981), SWANN IN LOVE (1983), DEATH OF A SALESMAN (1985), A GATHERING OF OLD MEN (1987), THE HANDMAID’S TALE (1990), VOYAGER (1990), THE OGRE (1996), PALMETTO (1998), THE LEGENDS OF RITA (1999), EIN PRODUZENT HAT SEELE ODER ER HAT KEINE (documentary, 2001), TEN MINUTES OLDER: THE CELLO (2002), THE NINTH DAY (2004), STRIKE (2006), and ULZHAN (2007). Style Guide German Films Alignment & positioning principles 15 2. Telephone, fax and email data Telephone numbers are to be listed in complete international syntax. Since the syntax of email addresses and websites are self-explanatory, the word email is not to be listed in front of the email address nor is the word website or Internet to be listed in front of the actual web address. All (other) information is provided directly after the type of data provided, without a colon : phone +49-89-0 00 00 00 mobile +49-0 00-0 00 00 00 fax +49-89-0 00 00 00 name Qgerman-films.de www.german-films.de Example VORNAME NAME Position phone +49-00-0 00 00 00 German Films mobile +49-0 00-0 00 00 00 Service + Marketing GmbH fax +49-00-0 00 00 00 Herzog-Wilhelm-Str. 16 name Qgerman-films.de 80331 Munich/Germany www.german-films.de Corporate Design 16 Grid system & layout principles: 7 mm All printed materials are based on a uniform and standard grid system, which is divided into positioning increments of 7 mm from left to right and top to bottom. Based on this grid system, a variety of designs and layouts may be created and derived without any further guidelines.
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