GRAPHIC IDENTITY MANUAL

April 2012

Defining Gteborg & Cos image together

Every successful organisation is represented by a clear symbol a logo. In addition, all successful organisations are characterised by an ability to successfully convey who they are and what they are good at. Of course, this can only be achieved through careful management of the organisations 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. Presenting a consistent image helps make us more competitive. A graphic identity manual can never be either exhaustive 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.

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]

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Contents
GRAPHIC IDENTITY 1. LOGO 1.1 Introduction 1.2 Logo 1.3 Logos for printing 1.4 Logos for web publications 1.5 Logos for office use 1.6 Free space 1.7 Background 1.8 Smallest permitted size 1.9 Things that are forbidden 1.10 Environmental focus 2. COLOURS 2.1 Logo colour 2.2 Base colours 2.3 Background colours 3. TYPOGRAPHY 3.1 Identifying typography 3.2 Everyday typography 4. DICTIONARY 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 23 24

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GRAPHIC IDENTITY

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1. Logo
The logo identifies us as the issuer of a message or product 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 complementary information.

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1.1 Introduction
Gothenburg has a new identity and tone based on the go: concept. This concept is central to all communication regarding Gothenburg as a destination. Our aim is to enhance Gothenburgs image as a city associated with tourism, events and knowledge. Gothenburgs identity as a destination is based on peoples different needs and desires to do something. It is about the desire to travel to Gothenburg to do or experience something special. We have chosen to write the citys 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.

With , in writing and when spoken in Nordic languages.

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

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.

We have inverted the letter one step clockwise to get both the letters and o in the same written word. This defines both the destination and Gothenburgs unique personality.
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1.2 Logo
Gteborg & Cos logo is based on the logo for Gothenburg as a destination, with the addition of & Co.

Logo for Gteborg & Co.

Logo for the go: concept

Logo for Gothenburg as a destination. Read more about these logos in the graphic identity manual for Gothenburg.

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1.3 Logos for printing

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

GBGCO_cmyk.eps Suitable for offset printing on coated paper. 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.eps Suitable for offset printing on coated paper. GBGCO_pms_u.eps Suitable for offset printing on uncoated paper. The Pantone system works best for specific colours. Use the Pantone logo as often as possible for printed material. GBGCO_DP.eps Suitable for printing in the daily press. This logo is optimised for the specific printing conditions in the daily press.

GBGCO_black.eps Suitable for offset printing on coated and uncoated paper. Use the black logo when colour printing is not possible.

GBGCO_neg.eps Suitable for offset printing on coated and uncoated paper. Use the negative logo against dark pictures or colours.

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1.4 Logos for web publications

These 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.eps Suitable for web publications. GBGCO_RGB.png Suitable for web publications.

GBGCO_RGB_neg.eps Suitable for web publications. GBGCO_RGB_neg.png Suitable for web publications. Use the negative logo against dark pictures or colours.

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1.5 Logos for office use

These 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 presentations to be viewed on a screen. They can be found in the folder Till_Office at goteborg.com/co. The logos may not be changed in any way.

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

GBGCO_office_black.png Suitable 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.

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

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1.6 Free space

The logo is often displayed along with other information, other graphics or other logos. To ensure that the logo is clearly visible in these contexts, a specific amount 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.

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1.7 Background
To ensure that the logo is always clearly visible, it should preferably appear against a white background. However, sometimes the logo needs to be placed against a coloured background or a picture. In this case, the background must always provide a sufficient contrast to make the logo clearly visible. Avoid busy, cluttered backgrounds.

Right

Wrong

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1.8 Permitted size

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 mm 60 px at the webb Smallest permitted size Colour logo

18 mm 45 px at the webb Smallest permitted size Black and white logo

25 mm 45 px at the webb Smallest permitted size Negative logo

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1.9 Things that are forbidden

Our logo is unique and patented. This means that it is strictly forbidden to recreate the logo in a different version with a similar design and similar lettering, or to use any parts of the logo separately. It is also forbidden to manipulate the logos shape in any way.

Do not compress or expand the logo.

Do not recreate the logo in other fonts.

Do not add effects to the logo, such as shadowing.

Do not add outlines around the logo.

Do not add text to the logo.

Do not change the colour of the logo.

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1.10 Enviromental focus

Gteborg & 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 primarily choose printing firms that are environmentally certified or hold a Svanen Nordic environmental license. In addition, we only procure products and services that are environmentally friendly. The scope is determined by the products environmental impact and the suppliers ability to offer environmentally friendly options. The Environmental Committee (Miljnmnden) has created a logo called Miljsnurran to distinguish organisations that hold an environmental diploma. This logo is registered as a trademark with the Swedish Patent and Registration Office (SPRO).

Miljsnurran

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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 cleanness, pride or confidence. A colour can also have more 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 on whether 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 to the Pantone scale when deciding whether a colour is the right shade.

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2.1 Logo colours

Gteborg & Cos logo colours are blue and dark blue. When the logo is to appear on pictures or against a coloured background, the white logo should be used. The black logo should be used if technical printing conditions require it.

Blue

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

Dark blue

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

Black

Pantone Process Black CMYK: 0/0/0/100 sRGB: 30/30/30 HTML: #1e1e1e

White

CMYK: 0/0/0/0 sRGB: 255/255/255 HTML: #ffffff

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2.2 Base colours

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, lvsborg Bridge). These colours all clearly represent the harbour town of Gothenburg. Read more about our colour systems in Section 2.4.

Blue

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

Dark blue

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

Turquoise

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

Red

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

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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

Pantone 9401 CMYK: 20/2/0/0 sRGB: 199/229/248 HTML: #c7e5f8

Light grey

Pantone 649 CMYK: 10/3/4/0 sRGB: 233/243/248 HTML: #e9f3f8

Light turquoise

Pantone 628 CMYK: 15/0/7/0 sRGB: 214/238/236 HTML: #d6eeec

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3. Typography
Coherent, 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 categories: identifying typography and everyday typography. Our identifying typography is used for printed products. Our everyday typography is the fonts we use in our daily communications, for example when writing letters. In digital media such as PowerPoint presentations, it is suitable to use fonts specially designed for screen viewing.

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

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3.1 Identifying typography

Identifying 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. Gteborg & Cos identifying fonts are DIN and Georgia, both in printed material and on the company website.

GEORGIA

AaBbCcDdEeFfGgHhIiJjKkLl MmNnOoPpQqRrSsTtUuVvXx
Georgia Regular is used for body copy in communication material and in web publications. DIN LIGHT

AaBbCcDdEeFfGgHhIiJjKkLl MmNnOoPpQqRrSsTtUuVvXx ABCDEFGHIJKLMNOPQRSTUV

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.

ARIAL

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

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3.1 Identifying typography

Example of identifying typography.

M S S A N S G ATA 8 / B O X 2 9 / 4 0 1 2 0 G T E B O R G T E L : + 4 6 3 1 3 6 8 4 0 0 0 / FA X : + 4 6 3 1 8 1 1 0 4 8 O R G N R : S E 5 5 6 4 2 8 - 0 3 6 9 / G OT E B O R G . C O M

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

WELCOME TO GOTHENBURG!
Endre diiuop eum adignim iriureet wis nullan ex essequatisim inc liquiAtio odo dolore dolor siscilit euisl ut veliquam dolorerostin hent dolore olor susto odionulput am, essequatisim consequisim volore feugiatis nit wisi. Met euigiam velit nla am, se dolendre vercil ero commod tat lor ing ex er se veliqui ea facidunt wisiosi tis dit luptat, velesectet 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 nullan ex essequatisim inc liquiAtio odo dolore dolor siscilit essequatisim euisl ut veliquam dolorerostin hent dolore olor susto odionulput am, consequisim volore feugiatis 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 and Georgia in communication material. Headline DIN Light 55/60 pts, body copy Georgia Regular 9/12 pts

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3.2 Everyday typography

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

AaBbCcDdEeFfGgHhIiJjKkLl MmNnOoPpQqRrSsTtUuVvXx YyZz 0123456789

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

ARIAL

AaBbCcDdEeFfGgHhIiJjKkLl MmNnOoPpQqRrSsTtUuVvXx
Arial Regular is used for charts and tables. EX AMPLE:

Powerpointrubrik
Endre dip eum adignim iriureet wis nullan ex essequatisim inc liqui. Atio odo dolore dolor siscilit euisl ut veliquam dolorerostin hent dolore olor susto odionulput am, consequisim volore feugiatis nit wisi. Met eugiam velit nla am, se dolendre

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4. Dictionary
CMYK or 4-colour CMYK 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 other documents, 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 publications, along with jpeg. It is most suitable for small pictures and simple graphics. Graphic identity Supports our identity visually. It includes basic graphic elements such as a logo, colours and typography. A well-managed graphic identity contributes to creating an organ-ised, clear overall image. HEX colours The name of the colour coding used in HTML on websites. It is based on a hexadecimal number system where, for example, the colour white is indicated as #FFFFFF. This coding corresponds to exactly the same colour in RGB. Identity Our 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 organisation from another. JPEG (Joint Photography Experts Group) An image format for colour pictures. Jpeg is a lossy (destructive) compression format. This means that the file takes up considerably less space, but some of the original images quality is lost when it is compressed Logo A logo is one of the cornerstones of a graphic identity. It communicates the organisations identity and conveys both content and attitude. The logo is generally regarded as the graphic identity in its simplest, purest form. The logo often consists of a logo mark and a logotype. Logo mark A logo mark is a uniquely designed symbol used to represent a company or organisation. A good logo mark is easily recognisable and provides clear, positive associations with the organisation it represents. Logotype A logotype can be created for the organisations name. The letters are specially designed and optimised for easy recognition.

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4. Dictionary
NCS, Natural Color System Is an international color code system to specify, communicate and control color in architecture, design, marketing, manufacturing, education and research. All translations into (or from) the NCS from (or to) other color systems may include distinct color differences. This is a limited range of hues. Pantone or PMS An international system for naming thousands of colours. It is widely used by designers and printing firms. The colours are listed in Pantone catalogues along with formulas for mixing them. Always remember that the Pantone system produces the most reliable results when choosing specific colours for 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 uncoated and is for uncoated paper. PNG (Portable Network Graphics) A format that works well in Microsoft Office applications such as Word, PowerPoint and Excel. Pictures saved in this format keep their original quality even if the file is compressed. The format supports transparency. This means, for instance, that a logo saved in png format can be placed against a coloured background 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. RGB In this context, RGB stands for a combination of the basic colours red (R), green (G) and blue (B), optimised 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.

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. Always use the right file format for each type of product.

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