Identity
guidelines
Standards
Logo
Content
Colours
Typography
Grid
Sender
Tone-of-voice
Photography
Illustrations
!2
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Introduction
Welcome to the identity guidelines for Standards + Innovation.
The Standards + Innovation visual identity communicates the initiative’s core values and strengths. It expresses the ambition, the
philosophy and the ideas of the project and the world of innovation and research.
The identity described in this manual supports the initiative’s strategic vision and goals by delivering the right message, in the right manner, to the right people.
This manual offers distinct guidelines on how all aspects of the visual identity should be managed.
Get a new
perspective
Let’s tell a story
The visual identity aims to unify the look and feel of all communications and events. It
stresses the experience and value of the European standards organisations.
The identity is developed to engage
researchers, innovators and decision makers in R&I communities. Its modern and dynamic look and feel appeals to a broad audience, with
different needs. It helps take away
misconceptions about standardization (too much overhead, it's not for me, etc.).
The visual identity is to be applied in any material aimed at the R&I community.
Standards in R&I
lead to exciting
results. This story
is told through the
visual identity and
through content.
Let’s tell a story
These are the core advantages of using the visual identity:
- Useful tool to create opportunities in communication.
- Communicate a joint effort from the standards world, so not from ‘just’ one organization or
‘just’ a project.
- A sustainable message and brand increasing in value over time.
From
epiphany
to market
strategy
Standards + Innovation;
a combination that leads to
fantastic opportunities and
exciting results
Starting point for
the visual identity
Let’s tell a story
The Standards + Innovation logo reflects the dynamics of an exciting initiative.
Whereas the overall identity focuses on results, the logo shows the two worlds coming together.
The elements and colours of the logo are fixed. It is not allowed to deviate, modify or re-proportion the logo in any way, only according to the identity guidelines.
Standards
Innovation
1 Logo
Where standards
and innovation meet
you'll find fantastic
opportunities.
Standards
Innovation
The logo is used in black or white, depending on the background color.
Standards
Innovation
1 Logo
Be visible
See new
opportunities
In video and on the website the words Standards and Innovation can be playfully animated into the following variations:
- Advance knowledge + Shape
the future
- Be visible + See new
opportunities
- Reach out + Create impact
- Focus on what matters + Build
trust
- Connect to the world + Open up
the market
- Local support + European
impact
1 Logo
!9
Smart textiles that safe lives Stimulating certification and customer trust
Reach out
Create impact
Shape
the future
Advance
knowledge
what matters
Focus on
Build trust
Open up
the market
Connect to
the world
1 Logo
!10
Animation
2 Content
At the heart of the communication strategy is a single, powerful story:
standards in R&I lead to exciting results. Content is an important aspect in telling the story of the identity. Content should focus on:
- Communicating results - Attract a broad audience - Showcase opportunities
Standards in R&I
lead to exciting
results
!11
to market
strategy
From
epiphany
Go where
your ideas
take you
Do the
math
More
gears
There’s a
better way
to shape
the future
Get a
new
per-spective
More
break-throughs
Understand
the market
Talk to the
experts
It adds
up
Less
grinding
2 Content
Maecenas sed diam eget risus varius blandit sit amet non magna. Cum sociis natoque penatibus et magnis dis parturient montes, nascetur ridiculus mus. Duis mollis, est non commodo luctus, nisi erat porttitor ligula, eget lacinia odio sem nec elit. Etiam porta sem malesuada magna mollis euismod. Aenean lacinia bibendum nulla sed consectetur. Vivamus sagittis lacus vel augue laoreet rutrum faucibus dolor auctor.
Aenean lacinia bibendum nulla sed consectetur. Sed posuere consectetur est at lobortis. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Donec ullamcorper nulla non metus auctor fringilla. Donec ullamcorper nulla non metus auctor fringilla.
Maecenas sed diam eget risus varius blandit sit amet non magna. Cum sociis natoque penatibus et magnis dis parturient montes, nascetur ridiculus mus.
Green, durable roads built with nanotech menu
Connecting
Europe's
infrastructure
Talk about opportunities
Standards
Innovation
Exciting results and stories
appeal to a broad audience and find their way online.
Stories that
inspire
2 Content
Articles and interviews lend a unique insight in the practical advantages of standardization, to those who are new to the
subject.
Success stories
get center stage
!13
There’s
a better
way
interview with donec sed odio dui
Maecenas sed diam eget risus varius blandit sit amet non magna. Cum sociis natoque penatibus et magnis dis parturient montes, nascetur ridiculus mus. Duis mollis, est non commodo luctus, nisi erat porttitor ligula, eget lacinia odio sem nec elit. Etiam porta sem malesuada magna mollis euismod. Aenean lacinia bibendum nulla sed consectetur. Vivamus sagittis lacus vel augue laoreet rutrum faucibus dolor auctor. Aenean lacinia bibendum nulla sed consectetur. Sed posuere consectetur est at lobortis. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Donec ullamcorper nulla non metus auctor
at lobortis. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Donec ullamcorper nulla non metus auctor fringilla. Donec ullamcorper nulla non metus auctor fringilla.
Cras mattis consectetur purus sit amet fermentum. Maecenas sed diam eget risus varius blandit sit amet non magna. Vestibulum id ligula porta felis euismod semper. Donec sed odio dui. Maecenas faucibus mollis interdum.
to shape
the future
More knowledge, faster processes, less hassle. It adds up.Maecenas sed diam eget risus varius blandit sit amet non magna. Cum sociis natoque penatibus et magnis dis parturient montes, nascetur ridiculus mus. Duis mollis, est non commodo luctus, nisi erat porttitor ligula, eget lacinia odio sem nec elit. Etiam porta sem malesuada magna mollis euismod. Aenean lacinia bibendum nulla sed consectetur. Vivamus sagittis lacus vel augue laoreet rutrum faucibus dolor auctor. Aenean lacinia bibendum nulla sed consectetur. Sed posuere consectetur est at lobortis. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Donec ullamcorper nulla non metus auctor
at lobortis. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Donec ullamcorper nulla non metus auctor fringilla. Donec ullamcorper nulla non metus auctor fringilla.
Cras mattis consectetur purus sit amet fermentum. Maecenas sed diam eget risus varius blandit sit amet non magna. Vestibulum id ligula porta felis euismod semper. Donec sed odio dui. Maecenas faucibus mollis interdum. Certification
and customer trust
interview with donec sed odio dui
Saving lives
with smart
textiles
rgb: 0, 0, 0
cmyk: Process Black
rgb: 0, 85, 195 cmyk: 90, 65, 0, 0 pms: 286 rgb: 240, 100, 80 cmyk: 0, 80, 75, 0 pms: 1665 rgb: 75, 45, 65 cmyk: 40, 100, 60, 30 pms: 504 rgb: 250, 160, 145 cmyk: 0, 40, 20, 0 pms: 196 rgb: 255, 200, 75 cmyk: 0, 5, 100, 0 pms: 108 rgb: 35, 95, 95 cmyk: 100, 0, 35, 40 pms: 1665 rgb: 140, 135, 145 cmyk: 30, 10, 5, 20 pms: 535 rgb: 225, 220, 200 cmyk: 10, 5, 15, 0 pms: Warm grey 1
Distinctive colours help the
initiative stand out in print and online.
The rich colour palette represents the dynamic character and broad audience of the initiative.
The designer is free to choose the colours that fit the design best. The identity makes use of colours for screen (rgb) and for printing (cmyk and pms). Pms colours are only used if cmyk is not an option.
3 Colours
4 Typography
Standards + Innovation’s primary font is named Formular. It’s clean, professional and instantly
recognisable.
Formular Bold is used for headlines and subtitles. Formular Regular for body texts and introductions.
Arial is the font used for all digital template materials: PowerPoint, Word, etc.
Get a new
perspective
From epiphany to
market strategy
Formular Bold Formular Regular!15
5 Grid
A simple grid makes the visual identity applicable across
communications, by all partners. It makes the identity
recognisable and playful.
Communications that need to stand out, such as posters, a
brochure’s cover or banners, are branded with the distinctive
colour blocks.
The two overlaying shapes represent the worlds of
standards and innovation coming together, on a background
colour.
Playful
structure
5 Grid
The grid can be applied to all materials and to position any content.
Do the
math
It adds
up
to market
strategy
From
epiphany
Morbi leo risus, porta ac consectetur ac Morbi leo risus
porta ac consect etur ac
Morbi leo risus porta ac consect etur ac
Morbi leo risus porta ac consect etur ac
Morbi leo risus porta ac consect etur ac
Morbi leo risus porta ac consectetur ac
There’s
a better
way to
shape the
future
Understand
the market
Talk to the
experts
Go where
your ideas
take you
Get a new
perspective
to market
strategy
From
epiphany
Understand
the market
Talk to the
experts
Morbi leo risus, porta ac consectetur ac
Morbi leo risus porta ac consect etur ac
5 Grid
The grid is used to position photography, text and visuals without using the colour blocks.
to market
strategy
From
epiphany
Standards InnovationMore knowledge,
faster processes,
less hassle.
It adds up.
Maecenas sed diam eget risus varius blandit sit amet non magna. Cum sociis natoque penatibus et magnis dis parturient montes, nascetur ridiculus mus. Duis mollis, est non commodo luctus, nisi erat porttitor ligula, eget lacinia odio sem nec elit. Etiam porta sem malesuada magna mollis euismod. Aenean lacinia bibendum nulla sed consectetur. Vivamus sagittis lacus vel augue laoreet rutrum faucibus dolor auctor. Aenean lacinia bibendum nulla sed consectetur. Sed posuere consectetur est at lobortis. Lorem ipsum dolor sit amet,Maecenas sed diam eget risus varius blandit sit amet non magna. Cum sociis natoque penatibus et magnis dis.
at lobortis. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Donec ullamcorper nulla non metus auctor
Example of a brochure
!19
5 Grid
According to the size and shape of the communication the width is divided
into 8 or 6 columns.
5 Grid
!20
Rectangle (A0 - A6 formats)
6 x 8 column grid 8 columns 6 columns 6 columns 6 columns 8 columns Square 6 x 6 column grid Banner 6 column grid Website (desktop) 8 column grid 8 columns 6 columns 6 columns
Similar row height
Similar row height
Similar row height
Website (phone)
8 column grid
5 Grid
The logo aligns with the front most block. The position on the page is for the designer to
choose.
!21
With the financial support of An initiative by European
standards organisations
With the financial support of An initiative by European standards organisations
Get a
new
pers-pective
With the financial support of An initiative by NEN and European
standards organisations Standards Innovation
More
break-throughs
Standards Innovationto market
strategy
From
epiphany
Standards InnovationGet a
new
per-spective
With the financial support of An initiative by NEN and European
standards organisations
Standards
With the financial support of An initiative by European standards organisations Standards Innovation
There’s a
better way
to shape
the future
Powered byGet a
new
per-spective
With the financial support of
An initiative by NEN and European standards organisations
Standards
Innovation
6 Sender
!22
There are three elements for including the sender:
- ‘An initiative by European
standards organisations’ without mentioning any partners.
- ‘An initiative by X and European standards organisations’: a
version that includes one or more partners.
- ‘An initiative by European
standards organisations’ without mentioning any partners but
including the logo of CEN-CENELEC
With the financial support of An initiative by European standards organisations
More
break-throughs
Standards
Innovation
6 Sender
!23
The communications will include the EC/EFTA emblem as this is required as long as the project is running and being funded by EC/ EFTA. Communications developed after the project will not need to carry the EC/EFTA emblem
anymore.
With the financial support of An initiative by European standards organisations
to market
strategy
From
epiphany
The initiative is powered by the joint partners. All
communications allow the partners to be visible, while sharing one visual identity.
6 Sender
!24
This publication is an initiative by European standards organisations. Curious about what
standards can do for you? Get in touch with one of our national partners.
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Lorem ipsum dolor sit +12 3 456 78 90 www.organisation.com Lorem ipsum dolor sit +12 3 456 78 90 www.organisation.com Lorem ipsum dolor sit +12 3 456 78 90 www.organisation.com Lorem ipsum dolor sit +12 3 456 78 90 www.organisation.com Lorem ipsum dolor sit +12 3 456 78 90 www.organisation.com Lorem ipsum dolor sit +12 3 456 78 90 www.organisation.com
Standards + Innovation is a dynamic initiative and its copywriting is smart and proud.
Copy is easy to understand and bold in its pride and ambition. It is
focused on results not on process.
7 Tone-of-voice
Connect with experts, get to know innovative tools, and explore new perspectives on standardization. Hear how standardization boosted sustainable
European roads, smart diagnostic tools and cutting-edge microservices. Learn which role policies,
standards and patents play in innovation, and how to use each one in your startup or research project!
Understand the market.
Talk to the experts.
Video and photography used for Standards + Innovation’s visual identity is honest and real. Where possible it shows people from the target audience.
8 Photography
The style of the plus
mark in the logo is to be translated into
illustrations and icons.
9 Illustrations
!27
Do more. Duplicate less.
7 billion good
reasons to
standardise
For any questions about this document, please contact:
Christian Goroncy, DIN
Ying Ying Lau, NEN
With the financial support of
An initiative by European standards organisations The identity is developed
by Gusmanson
