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.
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.
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.
5.1
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.
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
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
5.2
OVERVIEW TABLES / PRODUCT CATEGORIES
Letter Fax Greeting card Signs Stamps Business card ... Yearbook File Image brochure Goethe Medal GI AktuellBegegnung, 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
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_hochA4 landscape
50 210 5/5 Klammer_A4_quer Brosch_A4_querA5 portrait
38.5 148 5/5 Klammer_A5_hoch Brosch_A5_hochA5 landscape
38.5 148 5/5 Klammer_A5_quer Brosch_A5_querA6 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_hochLetter (Argentina)
52.5 220 5/5 Klammer_Letter_Arg_hoch Brosch_Letter_Arg_hochLegal portrait
51.5 216 5/5 Klammer_Legal_hoch Brosch_Legal_hochLegal (Argentina)
52.5 220 5/5 Klammer_Legal_Arg_hoch Brosch_Legal_Arg_hoch105 x 210 mm portrait
38.5 105 (1.5 bars) 5/ 1.5 Klammer_105_hoch Brosch_105_hoch210 x 105 mm landscape
38.5 105 4/5 Klammer_105_quer Brosch_105_quer100 x 210 mm portrait
38.5 105 (1.5 bars) 5/ 1.5 Klammer_100_hoch Brosch_100_hoch210 x 100 mm landscape
38.5 148 4/5 Klammer_100_quer Brosch_100_quer5.2
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_hochA4 landscape
3 12 6 15.7/32.5 32.0 22.0 25.0 Brosch_A4_querA5 portrait
26.5 12 4 26.5/35.0 19.5 15.0 22.5 Brosch_A5_hochA5 landscape
3 12 4 15.7 21.0 18.0 22.7 Brosch_A5_querA6 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_hochLetter (Argentina)
13.6 12.1 6 26.4 32.5 18.0 27.4 Brosch_Letter_Arg_hochLegal portrait
8 11.8 4 33.0 32.0 18.0 27.5 Brosch_Legal_hochLegal (Argentina)
13.7 12.1 4 35.0 32.5 18.0 27.4 Brosch_Legal_Arg_hoch105 x 210 mm portrait
5 11.2 4 24.8/36.5 10 6,8 23 Brosch_105_hoch210 x 105 mm landscape
3 12.5 6 15.3 23 11 19,5 Brosch_105_quer100 x 210 mm portrait
26.5 12 4 26.5/35.0 10.0 6.8 22.5 Brosch_100_hoch5.3
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)
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
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