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

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Design

guide

Design denmark

Dd

Design guide Version 1.0 — November 2014

Design denmark is an alliance of designers, design thinkers and design businesses, working to promote design in business and society.

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Dd — Design guide

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About the new Design

denmark visual identity

Use of typography

Dd

Better by __

Design denmark

Community of Danish designers, design

thinkers and design businesses working to

promote design as a tool for improvement.

Communication

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.

Name

Boiler

ID Scaling system Signature

Design denmark Corporate Layouts

Dd Graphic Layouts

Better by__ Communicative Layouts

Dd

The new visual identity for Design denmark is an agile and flexible system. The notion is that a broad and creative organization like Design denmark 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.

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Dd — 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 “Better by_” and in combination with a sentence or statement as illustrated below.

Better by thinking, material,

new, knowledge, creativity,

heritage, listening, shaping,

trying, craft, doing, north,

leading & Design denmark

Better by

heritage

Better by __

Better

by doing

Communication

Better by

creativity

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Dd — Design guide Side 4 / 8

Design principles

for layouts

Design principles

for layouts

Layout grid — A format

Corporate Layouts Communicative Layouts Graphic Layouts Design denmark Design denmark

Design denmark

Design denmark is an alliance of designers, design thinkers and design businesses, working to promote design in business and society.

Design denmark is an alliance of designers, design thinkers and design businesses, working to promote design in business and society.

The basic grid for all types of Design denmark publications is a 4 column grid. Elements such as name, signature and text can be scaled within this grid.

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.

Design denmark

D

d

Design denmark is an alliance of designers, design thinkers and design businesses, working to promote design in business and society.

Design denmark

Design denmark

D

d

Design denmark

Better by

creating

Dd

Better by new,

thinking, trying,

creativity, doing,

heritage, north

knowledge &

Design denmark

Dd

Design denmark

Better by

doing

Dd

Design denmark is an alliance of designers, design thinkers and design businesses, working to promote design in business and society.

Design denmark

Dd

Design denmark

Dd

Design denmark

Dd

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Dd — Design guide Dd Stationery

Use of colours

Colours in use

The three primary colours in the Design denmark visual identity are white, black and a golden brown. These colours can be supple-mented by a number of seasonal colours in order to ensure variation.

Communicating Layouts Graphic Layouts Primary colours Seasonal colours Design denmark

Better by

showing

Dd

Better by

thinking

Dd

Design denmark Design denmark

Better by

member

Dd

Design denmark is an alliance of designers, design thinkers and design businesses, working to promote design in business and society.

Design denmark

D

d

D

d

Design denmark

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Dd — Design guide

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Better by

big ideas

Dd

Design denmark

Design denmark is an alliance of designers, design thinkers and design businesses, working

to promote design in business and society.

Better by

leading

the way

Dd

Design denmark is an alliance of designers, design thinkers and design businesses, working to promote design in business and society. Design denmark

Better by new,

thinking, trying,

creativity, doing,

knowledge,

heritage, north,

listening & Dd

Design denmark

Design denmark is an alliance of designers, design thinkers and design businesses, working to promote design in business and society.

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 Conceptual photos Conceptual photos

Better by

numbers

Dd

Design denmark

Design denmark is an alliance of designers, design thinkers and design businesses, working to promote design in business and society.

Better by

numbers

Dd

Design denmark

Design denmark is an alliance of designers, design thinkers and design businesses, working to promote design in business and society.

Better by

numbers

Dd

Design denmark

Design denmark is an alliance of designers, design thinkers and design businesses, working to promote design in business and society.

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Co-branding

Give it away

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 Design denmark signature.

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 Design denmark. The design can thus be “given away” to members and external partners allowing them to combine the Design denmark with their own modes of expression.

Dd simulation Varius layouts Varius photos

Better

by vipp

Design denmark

FSC Wood & Design denmark

Better by

FSC Wood

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

Design denmark

Design

Bizz

Dd

“Find ind til din virksomheds kernefortælling” 23. september

Dd

Bar

21.10.14

D es ign de nm ar k be tte r b y s harin g Design denmark

Better by

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.

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Børsen — Slotsholmsgade 1B DK — 1217 Copenhagen K

designdenmark.dk

Dd

Design denmark

Better by __