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Goethe-Institut Corporate Design Sender s identity Cover layout Page layout Sample applications Appendix APPENDIX

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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 enclo-sed CD-ROMs.

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Das Logo des zeigt ...

5.1

NEGATIVE EXAMPLES

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.

Here are some examples of prohibited applications. Thy do not cover all forms of misuse, but illustrate the general risk areas.

GOETHE INSTITUT

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.

Do not modify the logo by means of visual filters, shadows or other special effects.

Do not use the logo in other colours.

Do not position the logo on a dark, contrasting or green background.

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Do not use coloured additions.

5.1

NEGATIVE EXAMPLES

Incorrect positioning of additions

Any modification of the Goethe-Instituts address wea-kens our brand image. We will only be easily recognised if we apply the rules strictly.

You should therefore make sure that the rules on fonts, font colours, positioning and spacing are observed when making additions.

GOETHE-INSTITUT

HAMBURG

Additions must be in smaller letters.

GOETHE-INSTITUT

HAMBURG

Do not set the addition in a different font.

GOETHE-INSTITUT

H

HA

AM

MB

BU

UR

RG

G

Do not use the addition for advertising or information purposes.

GOETHE-INSTITUT

SONDERKURSE

GOETHE-INSTITUT

HAMBURG

30. SEPTEMBER´03

GROSSES ABSCHLUSSFEST

Do not use the addition for advertising or information purposes.

(5)

5.1

NEGATIVE EXAMPLES

Incorrect use of the visual frame

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.

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.

*Please note the remarks on pages 13.

Do not use bars of an incorrect colour or of different colours

Do not use black bars

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.

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TITEL DES MEDIUMS

SUBTHEMA 1 SUBTHEMA 2 SUBTHEMA 3

ERSCHEINUNGSDATUM

TITEL DES MEDIUMS

SUBTHEMA 1 SUBTHEMA 2 SUBTHEMA 3

ERSCHEINUNGSDATUM

TITEL DES MEDIUMS

SUBTHEMA 1 SUBTHEMA 2 SUBTHEMA 3

ERSCHEINUNGSDATUM

TITEL DES MEDIUMS

SUBTHEMA 1 SUBTHEMA 2 SUBTHEMA 3

ERSCHEINUNGSDATUM

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.

*Please refer to the notes on page 40.

Do not place an additional picture on the cover

Do not use unconventional picture formats that deviate from the basic column layout

Do not use unusual picture shapes such as cir-cles, ellipses or polygons

Align the picture flush with the horizontal bars and do not bleed it off at one side only

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5.1

NEGATIVE EXAMPLES

Unfavourable picture positioning and text colours 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 state-ment 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.

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 positioning of the cover picture, with too many details and confusing contrasts

An example of better cover picture positio-ning with calmer part of the picture behind the text

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 TITEL DES MEDIUMS

SUBTHEMA 1 SUBTHEMA 2 SUBTHEMA 3

DATUM

TITEL DES MEDIUMS

SUBTHEMA 1 SUBTHEMA 2 SUBTHEMA 3

DATUM

TITEL DES MEDIUMS

SUBTHEMA 1 SUBTHEMA 2 SUBTHEMA 3

ERSCHEINUNGSDATUM

TITEL DES MEDIUMS

SUBTHEMA 1 SUBTHEMA 2 SUBTHEMA 3

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5.2

OVERVIEW TABLES / PRODUCT CATEGORIES

Letter Fax Greeting card Signs Stamps Business card ... Yearbook File Image brochure Goethe Medal GI Aktuell

Begegnung, Dialog & Zusammenarbeit

(library work brochure)

Durchblick Goethe Goethe speeches ...

Correspondence, e.g.

Image material, e.g.

Educational material, e.g.

Advertising and information

Other items, e.g.

materials, e.g.

Willkommen

Fikrun Wa Fann Humboldt Kafka Kulturchronik (Cultural chronicles) Fokus D (Pressedienst-Basisinfo)

Videos, CDs, DVDs ...

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

Materialien für den Deutschunterricht

(main catalogue)

Posters

GIA programme brochure GI language course brochure ...

Certificates

(A1, A2, ZD, ZMP, ZOP, ZdfB)

Confirmations of participation, assessments

Exam documents

Training material for examiners Videos for exams

... IMAGEMITTEL SUBTHEMA 1 SUBTHEMA 2 SUBTHEMA 3 ERSCHEINUNGSDATUM LEHRMATERIAL SUBTHEMA 1 SUBTHEMA 2 SUBTHEMA 3 ERSCHEINUNGSDATUM LEHRMATERIAL SUBTHEMA 1 SUBTHEMA 2 SUBTHEMA 3 ERSCHEINUNGSDATUM

WERBE- UND INFOMITTEL

SUBTHEMA 1 SUBTHEMA 2 SUBTHEMA 3 ERSCHEINUNGSDATUM

EXTERNE MITTEL

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

HypoVereinsbank München Konto 332326 BLZ 700 202 70 DRES DE FF 700

Postbank München Konto 508 53-803 BLZ 700 100 80 Landeszentralbank München Konto 70 007 505 BLZ 700 000 00

USt-ID-Nr. DE 129516430 GOETHE-INSTITUT Postfach 190419 80604 München

GOETHE-INSTITUT ZENTRALE

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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

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5.2

OVERVIEW TABLES / PAGE GRID SIZE

*Recommended value. **Recommended value. The minimum distance is stated first. ***For small documents, no base line grid is necessary.

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

(11)

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

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" x 10")

Quarto 216 x 279 mm (USA, 8.5" x 11")

Rhine-style format 350 x 510 mm

Cheque card format 86 x 54 mm

Tabloid 279 x 432 mm (11" x 17")

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 400 x 280 mm

DIN E5 280 x 200 mm

DIN E6 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" x 14")

DIN long 99 x 210 mm (brief note)

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5.4

NOTES ON CD-ROMS 01 AND 02

Corporate design handbook as PDF file

CD 01 contains the complete handbook in PDF file for-mat, 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).

Master documents

Master documents in the most common formats (inclu-ding standard base line grid) make the work much easier. They allow graphic designers to start layout work immedi-ately. The documents are in the QuarkXPress 4.11 pro-gramme (they cannot be opened on Goethe PCs!). Introduction

CD 01 contains an introductory PowerPoint pre-sentation 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.

Files on CD 01: Introduction PDF handbook

Files on CD 02: Fonts

Visual frame Master documents

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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

(14)

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