Graphic Profile Manual KTH/Graphic profile_en.pdf15x15 mm for print and 50x50 px digitally. 1/3 2/3....
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VERSION 180604 Graphic Profile Manual KTH
Transcript of Graphic Profile Manual KTH/Graphic profile_en.pdf15x15 mm for print and 50x50 px digitally. 1/3 2/3....
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Graphic Profile Manual KTH
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Introduction Our brand ....................................................................................... 4 Graphic identifiers .......................................................................... 5Profile and layout Logotype ......................................................................................... 7 Fonts ............................................................................................. 14 Colours ......................................................................................... 17 Graphic line elements ................................................................... 19 Profile ............................................................................................ 21Video Video ............................................................................................. 26Design examples Design examples .......................................................................... 32
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Introduction
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A leading KTH is an integrated, open, more digital, sustainable, international, equal and visible KTH. This manual describes how we present KTH in a clear and consistent way in all material we produce. By so doing, we strengthen and protect our brand and ensure that we communicate one KTH, wherever we do this. It covers everything from how we use our colours and the KTH logotype, our different fonts and what our graphic guidelines look like. It also acts as a support tool to help us structure our work with the KTH brand to enable communication in both printed matter and digital environments to be done in a smarter and more cost-effective way.
Clarity and consistency strengthen our brand
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Our graphic profile is based on a number of different distinctive identifiers that symbolise and differentiate KTH. The logotype is our main identifier and our most prominent signifier. Followed by our colours and fonts. We also have our graphic line elements in several different colours that act as page footers or decoration.
Graphic Identifiers
ABCDEGHIJKLMOP QRSTUVXYZÅÄÖ
abcdeghijklmop qrstuvxyzåäö
ABCDEGHIJKLMOP QRSTUVXYZÅÄÖ
abcdeghijklmop qrstuvxyzåäö
Sekundärfärger
Primärfärg
80%
40%
80%
40%
80%
40%
60%
80%
40%
80%
40%
CMYK: 100, 55, 0, 0RGB: 25 84 166PANTONE: 2935 C
CMYK: 70, 20, 0, 0RGB:PANTONE:
CMYK: 10, 80, 0, 0RGB:PANTONE:
CMYK: 40, 100, 0, 0RGB:PANTONE:
CMYK: 30, 25, 15, 50RGB:PANTONE:
Logotype
Fonts
Page footer line
Colours
Graphic Line Elements
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Profile and layout
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Logotype
To strengthen the symbolic value of our logotype, there are rules for how, when and where we should use it. By following these guidelines consistently, we strengthen recognition of KTH. Our logotype shows that we are the communicator and adds weight and credibility to the message.
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Logotype, protected area
There is a protected area around the logotype, that is measured and the same size as the width of the crown. The protected area is the minimum distance to any other graphic, text or image. The aim is to ensure recognition of the logotype and that any additions, such as addresses or décor are not perceived as being part of the logotype.The same minimum distance applies to the outer edges of the material on which the logotype is to be positioned.The protected area is a minimum, the more free space there is around the logotype, the stronger and clearer it will appear. To ensure the protected area is easy to use, it is available in the form of an invisible rectangle in all digital originals. In which case, an object box with a protected area will automatically be included.
Minimum permitted size of the logotype is 15x15 mm for print and 50x50 px digitally.
1/3 2/3 3/3
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Logotype, colours
The blue version of the logotype is our primary version and this is the one that should primarily be used in all our communication. In exceptional cases, such as for printing technology limita-tions, the black logotype can be used.
Both logotypes are used against a white back-ground.
Colour blue/white logotype:RGB 25 84 166CMYK 100 55 0 0PANTONE 2935 C
Colour black/white logotype:100% black
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Logotype, positive version
The positive logotype is used very restrictively with the authorisation of the communication department and only for specially developed material such as profile products.
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Logotype, Social Media
The avatar (profile image) in social media should be the KTH logotype. A round version of the logotype has been produced for social media with a round avatar and is only used in these contexts.
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English wordmark
KTH's English wordmark is only used when we communicate in international contexts and it is always positioned in the upper right corner. The protected area is the same as the KTH logo-type, with the width of the crown.
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Logotype, use with parties external to KTH
The KTH logotype can only be used and combined with other logotypes in the case of partnerships with contractual parties outside KTH. This can be a case of partnerships with other colleges, universities, authorities, organisations or companies. There are three different levels for partnerships that affect the positioning of the logotype and whose graphic guidelines manual should apply:
1. KTH is the leading party in the project
The KTH graphic profile is used and the KTH logotype is positioned to left and the English wordmark bottom right. The logotypes of other parties are positioned at the bottom of the page above the page footer line together with the words ‘in partnership with’ or ‘in cooperation with’.
2. KTH is an equal party
None of the graphic profiles of the various parties is used and all logotypes are positioned at the bottom.
3. KTH is a passenger in the project
The graphic profile of the leading party is used. The KTH logotype is used as a partner.
International Scholarship programmes at KTH
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Research and education for a brighter tomorrow
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KTFV0375_SMaRC_rollup_85x193+7_textkontur.indd 1 2018-04-23 10:00
1. PPT – KTH Leading party
1. Print – KTH Leading party 2. Print – KTH not
Leading party
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Font, print
The Sans SemiBoldABCDEFGHIJKLMNOPQRSTUVXYZÅÄÖAbcdefghijklmnopqrstuvxyzåäö
The Sans SemiBold is an easy to read sans-serif font that is used for headings in KTH printed matter.
FarnhamABCDEFGHIJKLMNOPQRSTUVXYZÅÄÖabcdefghijklmnopqrstuvxyzåäö
We use Farnham in body copy whose sharpened letters provide high readability even in small font sizes. AB C
ABCDEFGHIJKLM NOPQRSTUVXYABCDEFGHIJKLM NOPQRSTUVXYABCDEFGHIJKLM NOPQRSTUVXYabcdefghijklm nopqrstuvxy
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Heading: The Sans Semibold 36/38 pt
Font, print
The different KTH fonts can be combined with each other. Each font is available in a number of different weights. For headings, intros and bullet point lists The Sans is used while Farnham is used for body copy. Fonts must only be used in black and white and may be set against coloured solid areas.
Headings: The Sans Semibold
Sub headings: The Sans Bold
Intros The Sans Semibold
Body copy: Farnham
Info boxes, quotes and bullet point lists: The Sans Bold or Farnham Regular Italic
14 | UTBILDNINGSK ATALOG 2018/2019 UTBILDNINGSK ATALOG 2018/2019 | 15
ALUMN | CECILIA BORG
Inspireras av nytänkande och mångfald
namn: Cecilia Borg utbildning: Civilingenjör, Datateknik gör: Utvecklingschef på Looklet
De bästa uppfinningarna skapas i en kultur med olika person-ligheter och kompetenser. Det är när olika perspektiv får mötas som idéerna tar fart och det blir riktigt roligt att gå till jobbet, säger Cecilia Borg, utvecklingschef på Looklet.
På gymnasiet visste Cecilia inte mycket om ingenjörer. Ändå hade hon valt Natur-vetenskapligt program och tog varenda programmeringskurs hon kunde. Men det var först efter att en kompis förklarat för henne vad en dataingenjör gör, som hon förstod att det här var hennes grej.
– Jag har länge fascinerats av datorer och mitt intresse för datateknik började med tv-spel. Datateknikutbildningen på kth passade mig därför som hand i handsken. Visst, det var tufft men också väldigt kul. Som slutuppgift på kurserna fick vi till exempel uppfinna och programmera små spel, vilket jag lärde mig otroligt mycket av. Men jag är också glad över att jag praktiserade på en startup som hette Melody Interactive Solutions, där jag gjorde en prototyp på en chat-applikation.
Varför var det så viktigt? – Jag ville ut i verkligheten. Det gav mig både självförtroende och en bättre förståelse för vad jag ville göra. Jag fick massor av värdefull input under den tiden.
Så vad hände efter KTH?– Det var en spännande tid då jag bland annat fick vara med om att utveckla värl-dens största mjukvaruplattform Java. Jag har också jobbat på spelföre taget
King som ansvarig för back end- plattformen som alla deras spel kopplar upp sig mot. Idag är jag utvecklingschef på Looklet och mitt uppe i ett arbete som kan innebära en revolution för hela modeindustrin.
»Jag har världens roligaste jobb«
Hur kan teknik förändra en så etablerad bransch? – Vi har tagit fram en unik teknisk lös ning för återförsäljare inom mode-industrin som gör det möjligt att spara in på höga produktionskostnader. Istället för en vanlig modellfotografering, då nya bilder tas för varje nytt plagg, kan vi genom en kombination av hård- och mjukvara fotografera modellerna på en plats och kläderna på en annan. Kund-erna fotograferar plaggen ett och ett på en grön mannekäng i en green screen- studio. Det är som en avancerad digital klippdocka där tekniken är så pass utvecklad att det är snudd på omöjligt att se att det inte har fotograferats sam tidigt. Detta ger återförsäljarna en enorm fri-het, eftersom de kan visa samma plagg i olika kombinationer beroende på var i världen de ska sälja, eller hur kundens tidigare klädköp sett ut.
Vad är bäst med ditt arbete?– Varje dag måste vi uppfinna och hitta lösningar på problem som kräver att programmerare, hårdvarumänniskor och de med mode- och fotobakgrund jobbar tillsammans. Jag har haft tur och måste faktiskt säga att jag har världens roligaste jobb.
Det viktigaste då?– Min bakgrund inom scoutrörelsen har betytt mycket, eftersom den bygger på värderingar som respekt för varandra och att alla har något att bidra med oav-sett vem du är. Vi jobbar aktivt för mång-fald och spridning av yrkesroller och för att få in ansökningar från fler kvinnliga programmerare. Det har funnits många kvinnor med enorm betydelse för utveck-lingen inom datateknik. Märkligt nog var så gott som alla programmerare kvinnor på 50-talet och idag är det nästan tvärtom. Problemet är alltså kulturellt och inte biologiskt, både kvinnor och män kan lära sig programmera. Hos oss är vi lika många tjejer som killar, alla med olika bakgrund, vilket känns som en själv-klarhet om du vill jobba och utvecklas i en dynamisk och innovativ arbetsmiljö.
Varför ska fler satsa på en framtid inom datateknik?– Detta är bara början. På en utbildning som Datateknik får du kompetens att lösa de problem du är intresserad av. Allt kommer att behöva digitaliseras och du kommer alltid ha jobb.
Läs mer om utbildningen på sidan 56
Intro: The Sans Semibold 12/16 pt
Quote: Farnham reg italic 15/18 pt
Body copy: Farnham reg italic 9/13 pt
Info box: Farnham reg italic 8/9.5 pt
Examples of typography
Sub heading: The Sans Semibold 9/12 pt
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Font, web
Headings, intros, info frames: Open Sans ABCDEFGHIJKLMNOPQRSTUVXYZÅÄÖAbcdefghijklmnopqrstuvxyzåäö
Open Sans is an easy to read sans-serif font that is used for headings in KTH websites.
Body copy: GeorgiaABCDEFGHIJKLMNOPQRSTUVXYZÅÄÖabcdefghijklmnopqrstuvxyzåäö
For body copy, we use Georgia that is a modern serif font designed and adapted especially to work on computer screens and mobiles. ABC
ABCDEFGHIJKLM NOPQRSTUVXYABCDEFGHIJKLM NOPQRSTUVXYABCDEFGHIJKLM NOPQRSTUVXYabcdefghijklm nopqrstuvxy
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Colours, print
KTH has several different colours with the option of using different tones of each colour: 80 and 40 percent. Secondary colours and undertones are used in e.g. solid colour areas, diagrams or illustrations.
Primary colour
KTH's primary colour is the blue in the KTH logotype and is most closely associated with our brand. It should be used as far as possible, but complementing the colour with one of the other colours works very well.
Secondary colours
KTH has three clear colours, pale blue, pink, green and a grey colour. All three can be used as complementary colours or for colour areas.
Colours for promotional material
Two specific colours have been developed for promotional material and profile products, and are only used in these contexts.
Navy Silver Colours for promotional material
Secondary colours
Primary colour
80�
40�
80�
40�
80�
40�
CMYK: 100, 55, 0, 0RGB: 25,84,166PANTONE: 2935 C
CMYK: 75, 20, 0, 0RGB: 36,160, 216PANTONE: 2925 C
CMYK: 10, 80, 0, 0RGB: 216, 84, 151PANTONE: 233 C
CMYK: 40, 0, 100, 0RGB: 176, 201, 43PANTONE: 376 C
CMYK: 30, 25, 15, 50RGB: 101, 101, 108PANTONE: COOL GRAY 9 C
80�
40�
80�
40�
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Colours, digital
For digital applications, we use a colour palette that has been modified to meet the demands for contrast that current accessibility guidelines require.
Primary and secondary coloursOur identifier colours are the primary colour Deep Sea and secondary colour Stratosphere.
Other coloursFluorescence and Front-lawn are used to accentuate objects such as e.g. information boxes.
Please note that these colours also apply for social media.
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Graphic Line Elements, page footer line
Page footer lines are used in printed matter and in PowerPoint presentations in our primary colour (blue) 100 %.
The footer line can be inserted on back covers, but must not extend onto the spine
The footer line is positioned a full crown width (of the crown in the logotype) above the lower edge and two-thirds of the width from the image above. A short information text block can be inserted between the line and image.
Rubrik The Sans Semibold 28/32 Underrubrik The Sans Semilight 18/21
kth.se
Page footer line
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Graphic Line Elements, linesThe line element as a design element is there to lead thoughts to a dynamic intellect, where ideas, thoughts, education, research and people meet.
There are two basic versions of the element: • Single colour as a line• Multicoloured as a line
In the case of material that is more specific, such as annual reports, PowerPoint or brochures, the single colour line element can be freely used. The single colour line element is available in blue, green, grey and pink. Multicoloured lines are only used for general KTH material.
The graphic element should always be scaled proportionately and the lines should never be finer than 1 pt.
Lines dark blue (logo blue)
Lines pale blue
Lines pink
Lines dark grey
Lines pale green
Lines multicoloured
Lines pale blue
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Profile
With our graphic profile, we want to create a clean and visionary expression with a clear communicator - KTH. To ensure the layout provides a common denominator for all our material, from print to digitally, the frame, logotype and white boxes are a recurring theme in all the material we produce.
Examples of two basic layouts for print are shown overleaf, one with a heading in the image and one with the heading above. Choose the layout that works best. Examples of how the layout can be used in different formats are shown on page 24 and in the chapter Design examples.
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Layout, with heading in imageThis example is in A4 and the dimensions are based on the crown in the width of the logotype. The width is divided into three parts.
Logotype: Positioned a full width from the left edge and upper edge.
English wordmark: Positioned (on international material only) a full width plus 1/3 from right edge and upper edge.
Heading frame: Positioned left justified, edge to edge in the frame, with optional choice of height to suit image. Size to be adapted to heading with dimensions two-thirds width in upper edge and lower edge plus one width in right upper edge. There should be at least one logo width remaining to the right edge.
Heading: Positioned on left edge after half the logotype, sub heading positioned two-thirds width under heading.
Image: Positioned one width under logotype. One width to right and left edge. Two-thirds of a width above page footer line.
Page footer line: Positioned one width above lower edge.
Rubrik The Sans Semibold 28/32 Underrubrik The Sans Semilight 18/21
Sidfot The Sans Semibold 8 pktPage footer: The Sans Semibold 8 pt
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Layout, with heading above image
This example is in A4 and the dimensions are based on the crown in the width of the logotype. The width is divided into three parts.
Logotype: Positioned a full width from the left edge and upper edge.
English wordmark: Positioned (on international material only) a full width plus 1/3 from right edge and upper edge.
Heading: Positioned on left edge after half the logotype, and two full widths under heading. Sub heading positioned two thirds of a width under heading.
Image: Positioned one width under sub heading. One width to right and left edge. Two-thirds of a width above page footer line.
Page footer line: Positioned one width above lower edge.
Rubrik The Sans Semibold 28/32 Underrubrik The Sans Semilight 18/21
Sidfot The Sans Semibold 8 pktPage footer: The Sans Semibold 8 pt
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Layout, size relationships
The size of elements is changed depending on the format. Here are examples of how font, logotype and page footer line are changed in the most common formats.
A4: Page footer line 1 pt / heading 28 pt / line distance heading 32 pt / sub heading 42 pt / line distance sub heading 21 pt / logotype height 26 mm.
A3: Page footer line 1.5 pt / heading 40 pt / line distance heading 46 pt / sub heading 25 pt / line distance sub heading 30 pt / logotype height 37 mm.
50x70 cm: Page footer line 2.5 pt / heading 66 pt / line distance heading 76 pt / sub heading 42 pt / line distance sub heading 50 pt / logotype height 62 mm.
Examples of how size relationships are changed in different formats are shown in the chapter Design examples. Simply follow the guidelines and base your designs on the examples shown here in the manual.
A4 50X70 cm
A3
1 pt
1.5 pt2.5 pt
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Layout, roll-up
Design examples with copy and image.
kth.se
The Sans semibold The Sans Semilight
170 mm
230/248 pt
150 pt
78 pt
8 pt
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Video and social media
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Video, social media
In video format 1:1 KTH's intro animation is used to link social media with how we communicate in other channels. This format is only used on Facebook and Instagram and must not be used on other social media platforms that do not support the format, such as e.g. Youtube. Animation is not used in video format such as 16:9. To enable videos that are shown in social media to be coherent and have a clear communicator, think about the following:
• They should work equally well with or without sound.
• Text can be added both directly and onto text frames ( if readability is to be guaranteed).
• Name badges are always shown on a white frame, with a blue line between name and title.
• Text colour should be black or white, depending on background.
• Videos must always end with the KTH logotype, either against a white or toned down video.
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Video, social media
Example video in format 1:1, with intro graphic and different examples for text on video.
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Video, own channels
In the case of videos in 16:9 format that are not purely shown in social media, such as promotional videos, brand videos or information videos, where necessary, the same graphic, colours, fonts, name and end frames are used as for videos in social media. The intro animation is not used, however. To enable videos to be coherent and have a clear communicator, think about the following:
• Text can be added both directly and onto text frames.
• Name badges are always shown on a white frame, with a blue line between name and title.
• Text colour in black or white.
• Videos end with the KTH logotype, either against a white or toned down video.
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Video, own channels
Example video in 16:9, with different examples for text on image.
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Video, end box
The logotype is centred in the image, at least a half logotype width from the edge, against either a transparent or white background. If a website address is to be included, this is to be centred under the logotype.
1:1 1:1
16:9 16:9
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Design examples
The following examples are to be used as a guide as to how the profile is used in different formats and contexts.
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Welcome brochure
Design example with single colour line element and showing how headings and how our website address should be positioned.
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Master studies
Design example with heading in image and the KTH English wordmark top right.
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Information brochure
Design example with single colour line element Note that the white frame is also used with the line element.
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Information brochure international
Design example of corporate material where the multicolour line element is used.
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Course catalogue
Design example with heading in image.
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Roll up
Design example of corporate material where the multicolour line element is used.
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Roll up
Design example with text and image (and positioning of heading/text both within and outside image).
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Advert, print
Design example with several images and heading above. Please note the reference text to the website above the page footer line.
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Advert, print
Design example with heading in image.
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Advert, print
Design example with image and information box in secondary colour.
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Advert, print
Design example with single colour line element with curve. When there is no room for any other graphic elements, you can use a page footer line with a curve to boost the identity.
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Advert, print
Design example with single image.
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Brochure
Design example with heading in image. Please note the reference text to the website above the page footer line.
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Poster
Design example in 50X70cm with heading in image and information text under plus the KTH English wordmark top right.
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Banners
Design examples with different formats with and without images.
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Information sheet
Design example in A4 format with heading above image, information text under and KTH English wordmark top right plus reference text to website above page footer line.
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Social media
Where possible, a white frame around the image should be used in the heading to link to the KTH profile.
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PowerPoint
Design example, first page with single colour line element.
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PowerPoint, image with text
Design example with heading above image and text to right of this. Please note the reference text to the website above the page footer line.
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Thank you
It is important in so many ways that you follow the graphic profile. Above all, it not only helps to build our brand, it also makes things easier for everyone else who works with our communication to consistently communicate one and the same image of KTH. No matter where we do this.
If you are not sure about how parts of our graphic profile should be interpreted, how you should use the logotype or download the correct font, please contact [email protected]
You can also read more about our profile at intra/kth.se
