THE CORPORATE DESIGN

OF FREEDOM

1
Contents
1. Basic elements of the corporate design p. 4-5 7. The attention-grabber p. 43-46
2. The logo p. 6-23 7.1 The attention-grabber p. 44
7.2 Application - Dos p. 45
2.1 The logo p. 7
7.3 Application - Don’ts p. 46
2.2 Dos & Don’ts p. 8-9
8. The imagery p. 47-59
2.3 Logo in the application - Dos & Don’ts p. 10
2.4 Logo in black and white - Office application p. 11 8.1 Photo - Themes p. 48
2.6 The logo font p. 12 8.2 Don’ts p. 49
2.7 The logo in Germany p. 13-14 8.3 Supersign “Zoom” as image detail p. 50-51
2.8 The logo as a sub-brand p. 15-16 8.4 Pictograms p. 52-53
2.9 The logo as event brand p. 17-18 8.6 Icons p. 54
2.10 The logo for offices abroad p. 19-23 8.7 Piktopeople p. 55
8.8 Infographics - Dos p. 56
3. The supersign p. 24-29
8.9 Infographics - Social media p. 57-58
3.1 The supersign p. 25-27 8.10 Infographics - Don’ts p. 59
3.2 The supersign in the application p. 28-29 9. Publications p. 60-70
4. The URL p. 30-32 9.1 A4 Brochure - Analysis p. 61-62
4.1 The URL p. 31 9.2 A4 Brochure - Annual report p. 63-65
4.2 The URL in the application p. 32 9.3 A5 Brochure - Focus p. 66-68
5. The font p. 33-37 9.4 DIN-long letterfold flyer p. 69-70
5.1 The font p. 34 10. Event equipment p. 71-75
5.2 Application p. 35 10.1 Flags & beach flags p. 72
5.3 Don’ts p. 36 10.2 Rollups & partitions p. 73
5.3 The system font p. 37 10.3 Folder p. 74
6. The colours p. 38-42 10.4 Name badges p. 75
6.1 The colours p. 39 11. Further print media p. 76-79
6.2 Application p. 40
6.3 Don’ts 11.1 Letterhead DIN A4 p. 77
p. 41
6.3 Colours in infographics, icons & illustrations p. 42 11.2 Business cards p. 78
11.3 Greeting cards p. 79 2
Contents
12. Digital p. 80-99
12.1 Social media - Facebook p. 81-86
12.2 Social media - Instagram p. 87-91
12.3 Social media - Twitter p. 92-93
12.4 Social media - Linked In p. 94
12.5 Social media - Youtube p. 95
12.7 Website p. 96
12.8 E-mail footer p. 97
12.9 Invitation digital p. 98
12.9 Programme p. 99
13. Video content p. 100-105
13.1 Logo intro - outro p. 101-102
13.2 Youtube blurb p. 103
13.2 Youtube thumbnails p. 104

3
What are the basic elements of the
corporate design?

4
Logo
The logo serves to indicate the sender of the
communication - and underscores the brand. So it is
THIS IS
important that it is always used unmistakably and placed
optimally. In other words: The dignity of the logo is A TITLE Font
inviolable.
YEAR It should convey content clearly, understandably and strikingly.
An independent font with a clear profile ensures the
uniqueness of the visual appearance.

Colourfulness
The colours of the appearance communicate the sender
and ensure recognisability. In addition, colours and certain
Imagery
emotions and values can be transported.
The imagery is a crucial element of the CD. It defines the
tonality and shapes the perception of the visual
appearance. The imagery of the Friedrich Naumann
Foundation for Freedom is authentic and natural.

Graphic elements
They represent a visual thread that extends across all
applications and connects them together. Graphic elements
contribute to the recognition of the CD.

5
Basic element - logo
Dimensioning, protection zone, minimum size, explanation of
the elements (supersign / word mark), logo font
The logo serves as the sender of the communication - it
underscores the statement made. So it is important that it is
always used unmistakably and placed optimally. In other words:
The dignity of the logo is inviolable.

6
The logo

The logo
The word-image-mark is one of the most important Minimum height
components of the appearance. Defined in exact form and
colour, the logo becomes the distinguishing mark of the
foundation. The form and colour of the components of the
foundation brand are unchangeable. That is why only the
provided original files of the logo are to be used. The logo is
available for use on different backgrounds. The logo is the
entire lettering (figurative mark “F in a circle”) and the
typographic addition (Friedrich Naumann Foundation for
Freedom.). The “F in a circle” is used in the design as the
“supersign”. Minimum height 20 mm (offline) large view 40 mm (offline)

Minimum height 85 px (online) large view 151 px (online)

The logo has a claim to a defined minimum free space in
order to act as the harbinger of the foundation. An
appropriately dimensioned space strengthens the signal
effect of the sign and ensures its independence. As a
matter of principle, the placing of the foundation logo must Shelter / safety area
adhere to a defined protected space, which is defined in the
provided logo folders.
The logos are available in the following file versions

Print:
• .eps (freely scalable vector file) in 4c (colour),
special colours, black and white
• .jpg in 4c (colour) and black

Screen display:
• .jpg (freely scalable vector file) in RGB colour) and
black
• .png (with transparent background) in RGB
(colour), black and white

7
The logo - Dos & Don’ts

The logo may not be distorted, rotated (except when using D1.
the logo wallpaper), separated or supplemented with
additional texts or information. The elements, colours and
proportions of the word-image mark are clearly defined and
must not be changed. Therefore, only the provided original
files for the respective logos are to be used.

D1. The logo must not be distorted or otherwise removed

from its proportions.

D2. The word-image mark may indeed be extended by, for

example, country office additions, but always in the given
grid. Deviations, as in this Don’t example, in the form of
other font styles or colours is not allowed. D2. D3.

D3. As a single logo, the word-image mark may not be

rotated or mirrored.
The logo wallpaper is, however, exempted from this rule.

8
The colour use of the logo - Dos & Don’ts

External communication Internal communication

External communication
The word-image mark may appear only in FNF blue and
magenta on white background.

Internal communication
The word-image mark may only appear in white on a blue
background.

Dont’s
Other colour combinations do not match the brand image.
The word-image mark, may not be used without a
background on an image.

Don’ts

9
Logo in the application - Dos & Don’ts

Dos External communication

The word-image mark always has to stand on one of the
two defined backgrounds (white or blue). Again, of course,
the protected margin of the logo to the edge must be
observed.

Dont’s
The word-image mark may not be rotated, distorted or
liberally placed on real images.

Internal communication

10
The logo in black and white

Positive representation in b/w

Application
In office applications, the word-image mark can be used
used in black and white, such as on a fax.
In the digital domain, the word-image mark may only be
used in b/w in a memorial case.

Negative representation in b/w

11
The logo - font

The typographic part of the word-image mark uses

the font style “Trenda Black”. The “R” in the name
of the Friedrich Naumann Foundation for Freedom
is represented by an alternative glyph of the Rs. ABCDEFGHIJKLMNOP ABCDEFGHIJKLMNOP
The “Trenda” font contains some of these
alternative letters, but only one letter “R” is used QRSTUVWXYZ QRSTUVWXYZ
here.

The primary line is always set in the logo in FNF

ÄÖÜ ÄÖÜ
blue and uppercase.

The subline is placed in FNF magenta and in abcdefghijklmnopqrst abcdefghijklmnopqrs

regular uppercase and lowercase notation.
uvwxyzäöü tuvwxyzäöü

1234567890 1234567890

FN !Ҥ$%&/()=?

Trenda Black
Fn !Ҥ$%&/()=?

Trenda Regular
Application in the logo Application in the logo

For freedom.

Trenda alternative letter in the logo

name

R 12
The logo - in Germany

13
The logo in Germany - B/W

14
The logo - as a sub-brand

15
The logo - as a sub-brand in B/W

16
The logo - as event brand and for special areas

17
The logo - as event brand and for special areas in B/W

18
The logo - offices abroad 1/3

English National language/ others English National language/ others English National language/ others

19
The logo - offices abroad 1/3 in B/W

English National language/ others English National language/ others English National language/ others

20
The logo - offices abroad 2/3

English National language/ others English National language/ others English National language/ others

21
The logo - offices abroad 2/3 in B/W

English National language/ others English National language/ others English National language/ others

22
The logo - offices abroad original and B/W

English National language/ others English National language/ others

23
Supersign
Dimensioning, protection zone, minimum size, explanation of
the elements (supersign / word mark)
The supersign serves as a harbinger of the communication - it
underscores the statement made. So it is important that it is
always used unmistakably and placed optimally. In other words:
The dignity of the logo / supersign is inviolable.

24
Supersign

The supersign Minimum height

The supersign derives from the word-image mark. It can
be used as a stand-alone symbol of the Friedrich
Naumann Foundation for Freedom, instead of the entire
logo. The supersign serves for the quick and easy
assignment of the Friedrich Naumann Foundation for
Freedom on an international level.

Protection zone

This protection zone has the height of the characters

used in the supersign and double width.
Minimum height 20 mm (offline)

Minimum height 85 px (online)

large view 125 mm (offline)

large view 472.45 px (online)

25
Supersign - in B/W

Application
In office applications, the supersign can be used in
b/w, such as on a fax.

In the digital domain it may be in the b/w version,

e.g. in condolences.

26
Supersign - Dos and Don’ts
Dos
Dos
The supersign must always stand on one of the two
defined backgrounds (white or blue) and, like the word-
image mark, must not be distorted or misaligned.

Dont’s
To ensure the unified face of the Friedrich Naumann
Foundation for Freedom, the supersign must not be used in
any other combination.
As you can see on the following page, the word-image mark
cannot be separated from each other. If the supersign is
used, the text “Friedrich Naumann Foundation for
Freedom” may not be used elsewhere in the layout.
Don’ts

27
Supersign - don’ts in the application

28
Superzoom - in application (brochure)

Example: Contents in the Annual Report

Application
The superzoom is derived from the supersign. It can be
used as a graphic element to give layouts the look of the
new Friedrich Naumann Foundation for Freedom.
The superzoom is well suited for cover, chapter separators
or as in the example in a table of contents. In the first gate,
it is also suitable for full-surface images, for example, to
create a FNF corner on which the supersign can be placed.
More can be found on this in the chapter: Imagery.

29
Basic element - The URL
Application of the URL and measurement.

30
Freiheit.org // Die URL

The URL freiheit.org is in the white script (Roboto) on Application examples for the URL
a magenta rectangle and can be used horizontally or
vertically. Like the other logo variants it must not be
changed.

Application
Original size 8.7 mm print
Note the vertical standard application, which is
always placed on the right side. The URL is more
at the bottom, matching the layout. However, if
this is not possible, as with a beach flag, it may be
set as high as necessary.
To get a high quality print of freiheit.org, it is
imperative to provide a protected area at the edge. In
this way, flashes and incompleteness of the edge-
dropping element can be avoided. The protected area
of the URL is marked with a dashed line and is placed
in the bleed for printed products. Large view
If it is not possible to place the element on the right
side in a layout, it may in exceptional cases also be
horizontal at the bottom.

Application at 90° UZS

31
Freiheit.org // - Application examples
Letterhead

Business card

URL logo
URL logo
Minimum height 18 mm
Minimum height 27 mm

Application at 90° UZS Application at 90° UZS

32
Basic element - font
Definition font fonts, font styles, font colours
Typography is an important part of corporate design because it
communicates our statements and political content. In addition to
good legibility and placidity, the fonts should have their own
characteristics, which ensures recognition.

33
Font - Roboto as a typeface
The well-developed and modern font family Roboto is The font Roboto Regular
used for the typographic design of the Foundation
media.

Roboto is a sans-serif, high-quality and well-

established font. Successful brands, such as Apple, ABCDEFGHIJKLMNO ABCDEFGHIJKLMNO
which attach particular importance to clarity and
functionality, rely on Roboto. PQRSTUVWXYZ PQRSTUVWXYZ
The Roboto family has the further great advantage of ÄÖÜ ÄÖÜ
having a large variety of typefaces, as well as a
correspondence font - “Arial” in Microsoft Office.
abcdefghijklmnopqr abcdefghijklmnopqr
stuvwxyzäöü stuvwxyzäöü

FN
1234567890 1234567890
!Ҥ$%&/()=? !Ҥ$%&/()=?

Typefaces

Roboto Black

RR
Roboto Light
Roboto Regular Roboto Condensed Bold
Roboto Medium Roboto Slab Bold
Roboto Bold
Roboto Bold Roboto Light
34
Font - application

Claim Image caption

In order for all contents and messages to be staged in the
best possible way,
it is important to make use of the different typefaces.

Roboto Slab Bold is used for headings on the website. In

addition, claims can be visualised in this way. For all other I am a claim I am an image caption in Roboto Light on a magenta
applications, a headline is placed in Roboto Bold. background. Emporec tatisit, corumqu aepudae arcid
in Roboto Slab Bold quossit, simi, quuntharupid eliberum eosam quam que
Sublines are generally visualised in Roboto Bold. poressequi remlabor sedipic temod mi.

I am a headline
Headline
If necessary, Roboto Bold is used as the the default for
stand-outs.
in Roboto Bold
Copy text must be legibly and clearly written in Roboto
Stand-outs
Regular, or in Roboto Light. I am a stand-out in Roboto Bold.
I am a body text in Roboto Regular. Emporec “I AM A QUOTE IN ROBOTO BOLD
In addition, there will be image captions, which are tatisit, corumqu aepudae arcid quossit, simi, quunt

1234567890
highlighted in boxes in magenta. ON BLUE BACKGROUND.
harupid eliberum eosam quam que poressequi rem
Roboto Light is used here in white. labor sedipic temod mi, teni officaepe sandunt EMPOREC TATISIT, CORUMQU
hilitatibusessus quatur ac-cat am quid eicto cum AEPUDAE ARCID QUOSSIT, SIMI,

!Ҥ$%&/()=?
Roboto Bold in uppercase in white on a blue box is used for eatem hiciae voluptam. QUUNTHARUPID ELIBEREOSAM.“
quotations.

Body text
Quote

35
Font - Don’ts
Transparencies Drop shadows
Since Roboto stands for clarity and simplicity, as well
as stylish design, it is important not to destroy this
advantage.

Therefore, neither graded transparencies or I am text in I am text in

gradients, nor drop shadows, inclinations, distortions,
compressions or unapproved fonts may be used. Roboto Bold Roboto Bold

Skewed placement Processing

I am text in
Roboto Bold

Unspecified font styles Distortion

I am txt in
Roboto Thin

36
Font - system font

Application
Arial for emails, PPT files and Microsoft Word

The Regular typeface ABCDEFGHIJKLMNO ABCDEFGHIJKLMN

is used for continuous texts. PQRSTUVWXYZ OPQRSTUVWXYZ
The Bold font
is used for interleavers and abcdefghijklmnopqr abcdefghijklmnopqr
stand-outs.
stuvwxyzäöü stuvwxyzäöü
1234567890 1234567890
!Ҥ$%&/()=? !Ҥ$%&/()=?

Arial Regular Arial Bold

37
Basic element - colour
Definition of colours, primary and secondary colours (print,
screen, special colour) AN ADDITIONAL COLOUR
(TURQUOISE)
The colours of the appearance communicate the sender and
ensure recognisability. In addition, colours and certain emotions
and values can be transported.

38
Colours

Blue remains the central colour of our appearance. Blue

stands for peace and quiet in the world of colours, and
therefore works against stress. In addition, blue is the
colour of loyalty, clarity and truth.

The main colour is complemented by the secondary colour

magenta. The colours are produced in common printed
products from the Euroskala (CMYK). Where CMYK cannot
be used, the special colours in Pantone and HKS are used.
Screen and web applications use RGB colours.

While the secondary colour provides a harmonious image, a

signal colour is used in addition, which clearly but
aesthetically stands out and draws the viewer’s attention to
the content.
The colour scheme on the right also shows the weighting of
the colours in use. The FNF blue is thus used primarily as a
colour in the design. In addition to the FNF blue, the
predominantly white design of the FNF appearance plays a CMYK CMYK CMYK
very important role. 100 58 09 30 00 100 00 00 59 00 30 00

RGB RGB RGB

0 74 127 230 0 126 65 234 212

HTML/CSS HTML/CSS HTML/CSS

#004A7F #E6007E #41EAD4

PANTONE C PANTONE C PANTONE C

Pantone 541 C Pantone P Process Pantone 333 C
Magenta C

PANTONE U PANTONE U PANTONE U

Pantone 2945 U Pantone P Process 3245 U
Magenta U

39
Colours - Typographic application

Roboto Regular:

ABCDEFGHIJKLMNO ABCDEFGHIJKLMNO ABCDEFGHIJKLMNO

PQRSTUVWXYZ PQRSTUVWXYZ PQRSTUVWXYZ
ÄÖÜ ÄÖÜ ÄÖÜ
abcdefghijklmnopqr abcdefghijklmnopqr abcdefghijklmnopqr
stuvwxyzäöü stuvwxyzäöü stuvwxyzäöü

1234567890 1234567890 1234567890

!Ҥ$%&/()=? !Ҥ$%&/()=? !Ҥ$%&/()=?

Roboto Bold:

ABCDEFGHIJKLMN ABCDEFGHIJKLMN ABCDEFGHIJKLMN ABCDEFGHIJKLMN

OPQRSTUVWXYZ OPQRSTUVWXYZ OPQRSTUVWXYZ OPQRSTUVWXYZ
ÄÖÜ ÄÖÜ ÄÖÜ ÄÖÜ
abcdefghijklmnopq abcdefghijklmnopq abcdefghijklmnopq abcdefghijklmnopq
rstuvwxyzäöü rstuvwxyzäöü rstuvwxyzäöü rstuvwxyzäöü
1234567890 1234567890 1234567890 1234567890
!Ҥ$%&/()=? !Ҥ$%&/()=? !Ҥ$%&/()=? !Ҥ$%&/()=?

Only to be used with the attention-grabber

40
Colours - Typographic Dont’s

Too little contrast Colour combination not allowed Flickering effect Turquoise on magenta only in Roboto Bold

ABCDEFGHIJKLMNOP ABCDEFGHIJKLMNO ABCDEFGHIJKLMNO ABCDEFGHIJKLMNO

QRSTUVWXYZ PQRSTUVWXYZ PQRSTUVWXYZ PQRSTUVWXYZ
ÄÖÜ ÄÖÜ ÄÖÜ ÄÖÜ
abcdefghijklmnopqr abcdefghijklmnopqr abcdefghijklmnopqr abcdefghijklmnopqr
stuvwxyzäöü stuvwxyzäöü stuvwxyzäöü stuvwxyzäöü
1234567890 1234567890 1234567890 1234567890
!Ҥ$%&/()=? !Ҥ$%&/()=? !Ҥ$%&/()=? !Ҥ$%&/()=?

41
Colours - in icons, infographics and illustrations

In addition to the main and accent colours, additional

shades may be used in addition.

These shades are used in particular in icons, infographics

and illustrations, because you want to brand the respective
object here, but need to provide for variation in the
representation.

#014B7E #276692 #487DA2 #789FBB #AEC5D6

#E6007E #E83291 #EC51A1 #F17FBA #F6B2D5

42
Basic element -
attention-grabber
It can be linked to a motif from the left or right.
Always turned 15° counterclockwise. The font used in the
attention-grabber is Roboto Regular. If there is more text, the
attention-grabber can also be designed with a maximum of 3 lines.

43
Attention grabber

The attention-grabber can be linked into a motif from the left

or right. Always turned 15° counterclockwise. The font used
in the attention-grabber is Roboto Regular. With more text,
the attention-grabber can also be designed with a maximum
of three lines. The distance between the font and the frame is
always one line of the respective font size.

15°

44
Attention-grabber - application

THIS IS
A TITLE
YEAR

„This is a
liberal
quote post.“

45
Attention-grabber - Don’ts
Too large Too far outside

Do not distort, straighten, unnecessarily

enlarge, place it incorrectly on the image
(affects the motif) or even place it outside
the motif.

Too small Hidden image information

Subscribe now!

46
Basic element - imagery
Imagery and imagery Icons and illustrations
The imagery is a crucial element of the CD. It defines the tonality and shapes the
perception of the visual appearance. The imagery of the Friedrich Naumann Foundation
for Freedom is authentic and natural.

47
Imagery - photo motifs

The imagery for theme motifs is genuine and unaffected.

We do not show advertisements, but images with character.
People can be seen in different situations
in the images. The important thing is that they are scenes from life and from
events, which correspond to the context. The images should
be exciting and may place a subtle demand on the viewer. What is important is
that every image has a feature that sticks with people.
Authenticity and the warmth of the images can can also
be achieved with motifs using natural light.

48
Imagery - Don'ts

In keeping with the uniformity of the visual

appearances of the Friedrich Naumann Foundation for
Freedom, images such as these are not used on this
website:
Staged, meaningless and clichéd poses,
gestures and arrangements. Unnatural and promotional
style and tonality - we do not want any
“off the shelf” pictures. The motifs should not be too
dark, too light or without contrast. The depiction of
people should be beneficial and positive.

49
Imagery - in superzoom

The supersign can be used as an image section for a photo.

This is the case am things for special formats for a
brochure, DIN-long flyers and social media postings.

Linking the slopes of the supersign and the visual world

contributes to the recognition of the Friedrich Naumann
Foundation for Freedom on all communication channels.
The slope of the clipping must have a 15° incline. The slope
may expose the upper left corner of the format in the form
of a triangle, or the lower right corner. It is also possible to
expose both corners.

The dashed line shows the full shape of the supersign

clipping, which acts as a mask. The part in the square
shows the final visible image.

50
Imagery - Dont's in superzoom

There are many ways to place the supersign as an image in

a photo, but not everything is allowed. The corner points
must be outside the format and must not protrude into the
image. No rounded corners or parts of them should be able
to be seen in the image. Furthermore, the supersign clipping
may not be rotated or mirrored.

51
Imagery - pictograms
Basics Devices

Pictograms represent the easiest way to represent objects.

The colour scheme is simple and in blue.

These pictograms are particularly suitable for infographics.

If necessary, pictograms can also be created by yourself.

Here, however, make sure that they are basically flat and
have rounded corners - but do not look to childlike.
You must be able to insert the set of pictograms specified
here homogeneously.

Digital Other

52
Imagery - pictograms

To make something stand out even more, if necessary,

individual highlights can be set in the secondary colour
magenta. However, the main part must always remain blue
so that the highlighted character is not lost.
In addition, the pictograms can also be inverted, e.g. used in
white on blue.
This serves as a guideline and can be designed and
supplemented as required.

Highlighted Invert

53
Imagery - Icons

Pictograms can be combined to form icons.

This is especially helpful in publications - whether online or
offline.
The colour scheme is also limited to the blue levels that
have already been defined. However, magenta highlights
can be used again to create even more pop effects.
These icons can be created according to your needs.
Some important points in the design of new elements
include:

White space is an important element of the FNF imagery.

The strong contrast between white and blue creates icons
and illustrations that perfectly reflect the look and feel of
the Friedrich Naumann Foundation for Freedom.

The main colour is always FNF blue. Most it is placed on

white, but there are also exceptions, such as the pennant
image in the middle of the A5 brochures of the FNF. In these
rare exceptions, the blue is the background colour and white
is the main content colour.

Magenta is always a highlight and is not an equivalent

colour to blue (or white).

The gradations of the two colours are not extra tones that
are used indiscriminately to produce maximally colourful
images. The gradations should instead add an interesting
twist in the otherwise withdrawn 2D optics.

This serves as a guideline and can be designed and

supplemented as required.

54
Imagery - Piktopeople

Male Female

Similar to the general collection of pictograms in the

corporate identity style, people are also visualised in the
simplest possible way.
Here, the visual special feature is to set accents in magenta
- for example, for people’s hair.

This serves as a guideline and can be designed and

supplemented as required.

Monochrome people Duochrome people

55
Imagery - infographics structure

Bar, pie and ring diagrams

In order to present information as simple and bold as possible, there are
various types of infographics.

These include bars, pie and ring charts.

In order for these infographics to be integrated homogeneously into the

Foundation's presentation, the following guidelines must be observed.

In general, it should be noted that the highest possible contrasts are

created for online publications, whereas for printed products these tend
to be subtle.
Lines are to be drawn in 2pt.

Backgrounds for any type of infographic should be solid colours in white,

primary or secondary colours.

All font colours from the colour selection are allowed on a white
background.

In the case of a coloured background, attention must always be paid to

high contrast between the font and the background (e.g. white font on
magenta).

In principle, gradations of the primary colour are to be used for the

illustration, so that the secondary colour can be used as a contrast to the
emphasis for the main information.

Headings should be kept in Roboto Black, numbers and copy in Roboto

Regular.

Texts in round graphics are centred; texts in bar charts are left aligned.

References are always in white on a coloured box on the bottom right,

flush with the edge or flush with the information at the far right. If the
background is not white, a white frame must be drawn to delineate the
box.
Pictograms may be used in the middle of ring diagrams.

56
Imagery - infographics for social media

Pie and ring diagrams at 1:1

This is a ring chart
In addition to the specifications for the basic structure of on social media

infographics, the 1:1 format applies to social media. This is a ring

chart on social
This is a ring chart
on social media
media
In addition, attention must be paid to the best possible
contrasts.

This is a ring chart

on social media

This is a ring This is a ring

chart on social
chart on social
media

media
This is a ring chart
on social media

This is a ring
chart on social
media

This is a bar chart This is a comparative

This is a comparative
on social media bar chart on
social media

This is a bar chart

bar chart on social
on social media media
This is a bar chart This is a comparative
on social media bar chart on
social media

This is a bar chart This is a comparative

on social media bar chart on
social media

57
Imagery - infographics for social media

Pie and ring diagrams at 4:5 This is a ring chart on This is a ring chart on
social media (…) This is a ring chart on social social media (…)

On Instagram you can also choose the popular 3:4 portrait media in portrait format
format. However, it should be ensured that the graphics in
the feed view are not cropped unfavourably. The crop marks This is a ring This is a ring This is a ring This is a ring
shown here are for orientation purposes (and will not be chart on social
media in portrait
chart on social
media in portrait
chart on social
media in portrait
chart on social
media in portrait
transferred to real postings). format format format format

This is a ring
chart on social
media in portrait
format

This is a comparative This is a comparative This is a comparative

bar chart on social media (…) bar chart on social media (…)
bar chart on social media
This is a comparative This is a comparative
bar chart on social media bar chart on social media
in portrait format in portrait format in portrait format

58
Imagery - infographics Don'ts

Dont’s
In order to allow legible contrasts and aesthetically pleasing
graphics, there are some rules when creating new graphics
in the FNF look.

When constructing the graphics attention should be paid to

a high level of legibility and clarity of information. Therefore,
too small font and/or low or poor contrast must be avoided.
For example, small magenta-coloured text on a blue
background, thin blue lines on a magenta background or
generally small graphics must be avoided.

Too many different shades within a graphic should be

avoided. Likewise, attention should be paid to the
meaningfulness of the use of colour gradations.

Pictograms should not have outlines - these are an option

only for contrast problems. As a rule, they should be
avoided in favour of a clean look on it.

59
Basic element - publications
Publications titles and inner sides of brochures (DIN A5 / DIN A4)
Of course, the corporate design can also be found in all print applications. This makes flyers
and brochures an unmistakable part of the communication.

60
60
Publication - A4 brochure: Analysis Page number with
Chapter heading Number for content
structure
Version 1
This version of an FNF publication contains almost FNF logo Headline Cooperation Logo Headline
exclusively text because it is an analysis.
Replace annual report images when finished
In order to apply the corporate design successfully in
print, there are concrete requirements that must be
observed.

For the A4 booklet, the rules are set out on the

following page. The cover may be designed
individually, depending on the size of the headline text.
However, the following points should be noted to get
the look you want.

The headline stands above the horizontal middle axis.

It is set left-justified, in the proportionally largest font
size of Roboto Black.
It is imperative to leave 20mm free from the left and
right margins.

Important words are highlighted in magenta, everything

else is written in FNF blue.

The headline is always written in capital letters.

The subheadline is also left justified in classic

uppercase and lowercase in the font Robot Regular,
slightly smaller than the headline.
It is also in FNF blue.

The “Friedrich Naumann Foundation for Freedom” logo

is on the top left, flush with the headlines. It starts
15mm from the top and is 16mm high.

At the same height (and proportionally the same size),

but right-justified to the end of the headline, is the
cooperation partner logo, if applicable. Type of publication
Body text as left-aligned
At the bottom, the type of publication is noted. Ragged right
Quotes
Subline

61
Publication - A4 brochure: Analysis

Format: A4 - 210mm x 297mm + 3mm bleed

Grid: 2 columns in the type area, with one

Column distance of 10 mm

Margins: Above: 25 mm Below: 15 mm

Inside: 15 mm Outside: 15 mm

Beginning: 12.7 mm
Baseline grid:
Division all: 12 pt
Horizontal grid line all: 25.4 mm
Vertical grid line all: 25.4 mm

Continuous text: Font size: 9 pt

Font: Roboto Light
Colour: Black
Ragged edge, left-aligned
Separate paragraphs by a baseline distance

Headline: Font size: 11 pt

Font: Roboto Bold
Ragged edge, left-aligned
Colour: FNF blue

Quotes: Font size: 17 pt

Font: Roboto Black
Line spacing: 20 pt
Colour: FNF blue
Ragged edge, left-aligned, uppercase

Chapter heading: Font size: 9 pt, uppercase

Font: Roboto Black
Colour: FNF magenta

Page numbers: Font size: 9 pt

Font: Roboto Black
Colour: FNF blue

62
Publication - A4 brochure: Annual report Images extend over the page
margin

Chapter heading next

to page number Boxes for captions overlap
FNF logo Headline with an image corner
Version 2
The peculiarity of this version of an FNF publication Replace annual report images when finished
is that it contains a large number of images.

In order to successfully apply the corporate design in

print, there are some concrete requirements to be
observed. For an A4 brochure, these are specified on
the next page. The cover may be designed
individually, depending on the quantity of the
headline text.
However, the following points should be considered
in order to achieve the required look.

The headline stands above the horizontal middle

axis.
It is left justified, in the proportionally largest font
size of the Roboto Black. However, 20mm must be
left free from the left and right edges.

Important words are highlighted in magenta,

everything else is written in FNF blue.

The headline must be written in capital letters.

The “Friedrich Naumann Foundation for Freedom”

logo is on the top left, flush with the headlines. It
starts 15 mm from the top and is 16mm high.

The URL logo "freiheit.org” is placed in the lower third

of the right side of the cover.

Quotes in uppercase, white

Roboto Bold in blue box

Links to freiheit.org website

URL logo
Running text can be highlighted in magenta
started with initials that

63
go over two lines
Publication - A4 brochure: Title pages

Format: A4 - 210mm x 297mm + 3mm bleed

2 columns of text, but can be exceeded for large Replace annual report images when finished
Grid:
titles

Margins: Above: 20 mm Below: 30 mm

Inside: 20 mm Outside: 20 mm
Baseline grid: Beginning: 20 mm
Division all: 14.4 pt
Horizontal grid line all: 26 mm
Vertical grid line all: 25.4 mm

Logo: Position: 14 mm from the top & 14.75 mm

mm from the left
Size: 69 mm x 16.227 mm

Font size: Adapted to type area (in the example:

Headline 1: 116 Pt.), uppercase
Font: Roboto Black
Ragged edge, left-aligned
Colour: FNF blue and FNF magenta

Keep at least two baselines between headline

That dis a
and subline or running text, if any.

Font size: Adapted to type area (in the example:

Headline 2: 61 Pt.), uppercase, "Part" superscript
Font: Roboto Black special dformat
Ragged edge, left-aligned
Colour: FNF blue and FNF magenta

Again, there at least two baselines distance is to Title page with headline 1 Special format title page with headline 2
be kept between headline and subline or running
text, if applicable.

64
Publication - A4 brochure: Annual report
Format: A4 - 210mm x 297mm + 3mm bleed
Grid: 9 columns in the type area, with one
Column spacing of 4.2 mm

2 columns of text, each column of text passes

over 4 grid columns and can be aligned by the
odd number of columns, variable further to the
right and left of the type area

Margins: Above: 25 mm Below: 15 mm

Inside: 15 mm Outside: 15 mm
Beginning: 22.5 mm
Baseline
Division all: 12 pt
grid:
Horizontal grid line all: 25.4 mm
Vertical grid line all: 25.4 mm

Continuous text: Font size: 9 pt

Font: Roboto Light
Colour: Black
Ragged edge, left-aligned
Separate paragraphs by a baseline distance

Initial: Font: Roboto Black

Font size: over 2 lines

Headline: Font size: 24 pt, uppercase

Font: Roboto Black
Ragged edge, left-aligned
Colour: FNF blue

At least two baselines between headline and

subline or running text
Font size: 24 pt, uppercase
Subline: Font: Roboto Light
Ragged edge, left-aligned
Colour: FNF blue
Image captions: Font size: 8 pt Quote boxes: Font size: 23 pt Chapter heading: Font size: 9 pt, uppercase
Font: Roboto Light Font: Roboto Black, uppercase Font: Roboto Black
Left: Font size: 9 pt
Line spacing: 12 pt Line spacing: 28 pt Colour: FNF magenta
Font: Roboto Regular
Colour: white Colour: white
Colour: FNF magenta
Background colour: FNF magenta as a box Background colour: FNF blue as a box Font size: 9 pt
65
Page numbers:
Ragged edge, left-aligned Flutter set, centred Font: Roboto Black
Colour: FNF blue
Publication - A5 brochure: Focus Infographics

Subline Chapter heading next

to page number Chapter
number Headline
FNF logo Headline
Version 2
Unlike an A4 brochure, the A5 brochure focuses on Replace annual report images when finished
graphics and illustrations, while the amount of text is
significantly reduced.
The textual specifications for headlines and sublines, as
well as for the text are similar to the A4 brochure.
In addition, the icon library can be used with bullet
points or other thematic enumerations, whereby the
respective icons are to be kept in magenta.
The design of (info) graphics and diagrams can be
found in the corresponding chapter.

In order to successfully apply the corporate design in

print, there are some concrete requirements to be
observed.
These are set out on the next page for the A5 brochure.
The cover may be designed individually, depending on
the quantity of the headline text.
However, the following points should be considered in
order to achieve the required look.
The headline stands above the horizontal middle axis.
It is left justified, in the proportionally largest font size
of the Roboto Black. However, 20mm must be left free
from the left and right edges.
Important words are highlighted in magenta, everything
else is written in FNF blue.
The headline must be written in capital letters.
Underneath, the subheadline, also left-aligned, is set in
classic uppercase and lowercase letters.
In addition it should be in the Regular typeface of the
house font Roboto, and be a little smaller than the
headline. It is also coloured in FNF blue.
The “Friedrich Naumann Foundation for Freedom” logo
is on the top left, flush with the headlines. It starts 15
mm from the top and is 16mm high. Type of publication Subline
Infobox

At the same height (and proportionally the same size),

but right-justified to the end of the headline, is the Source
cooperation partner logo, if applicable.
Body text
At the bottom edge is the type of publication.
66
Publication - A5 brochure: Focus
Format: A5 - 148 mm x 210 mm + 3mm bleed
Grid: 5 columns in the type area, with one
Column spacing of 4.2 mm

1 column of text, each text column goes over 4

grid columns, left one is left blank

Margins: Above: 21 mm Below: 20 mm

Inside: 15 mm Outside: 20 mm

Beginning: 15 mm
Baseline
Division all: 12 pt
grid:
Horizontal grid line all: 12 mm
Vertical grid line all: 25.4 mm

Continuous text: Font size: 9 pt

Font: Roboto Light
Colour: Black
Ragged edge, left-aligned
Separate paragraphs by a baseline distance

Headline: Font size: 24 pt

Font: Roboto Bold
Ragged edge, left-aligned
Colour: FNF blue

Font size: 12 pt
Subline: Line spacing: 14 pt
Font: Roboto Light
Ragged edge, left-aligned
Colour: FNF blue

Info box: Font size: 8 pt

Font: Roboto Light, Subline: Roboto Medium
Colour: white
Background colour: FNF blue as a box
Ragged edge, left-aligned

Chapter number: Font size: 36 pt Chapter heading: Font size: 9 pt, uppercase Page numbers: Font size: 9 pt

67
Font: Roboto Bold Font: Roboto Black Font: Roboto Bold
Colour: FNF magenta Colour: FNF magenta Colour: FNF blue
Publication - A5 brochure: Hidden object - page
Chapter heading Chapter
number Infographics
Double page with infographics
This double page summarises the aforementioned Replace annual report images when finished
topics in infographics. It is highlighted with the
characteristic FNF blue in the background. It should
be noted that the infographics are created in colour
by gradations of blue and magenta, to ensure
optimum readability. This double page always
consists exclusively of infographics, which are
explained by meaningful headlines.

The font sizes are not defined for this because the
font is subordinated to the individual infographics
and is fitted into the design depending on the size
and position of the graphics.
Texts are generally depicted in white, and important
keywords accented in magenta gradations.

Small infographics

Body text
Legend Source
68
Headlines
Publication - letterfold flyer DIN long
Logo
Quote box

Nothing is distributed as quickly and easily

as a classic flyer. In order for the
Foundation to be able to convince people
Headline This is a headline
communicatively, there are layout elements about important „facts“
THIS IS
on the side, which can be put together Subline „That is a important quote
And a subline euiskd vzert tincidunt ut
according to content and which also laokreet eta dolore jkdug Title headline
represent the Friedrich Naumann
Foundation for Freedom “to go”.
magna eta aliquam erat
volkutpat. Urat wisi enim
ad minkim veniam, quis“
A FLYER
YEAR
Body text

Image in the oblique

bleed

Imagery based on
icons

And a subline
Attention grabber

Icons

„That is a infobox. Der euismod vzert tincidunt ut

freedom.org logo
laoreet dolore jkdug magna aliquam erat volutpat.
Ut dolore jkdug magna aliquam.“

Infobox Website link

69
Publication - letterfold flyer DIN long
97 mm 100 mm 100 mm
Format:
A4 - 210 mm x 297 mm + 3 mm bleed, divided into 3
segments in width, which are folded

This is a headline
Margins: Above: 8 mm Below: 8 mm
Inside: 8mm Outside: 8 mm about important „facts“ „That is a important

Beginning: 8 mm
quote euiskd vzert
ticint ut laokreet eta
ldololre jkdug mgna
THIS IS
A FLYER
Baseline
Division all: 12 pt elota aliquam ert
grid:
Horizontal grid line all: 12 mm vollokutpat. Urat osi
enim ad minkim
YEAR
Vertical grid line all: 12 mm

Continuous text: Font size: 9 pt

Font: Roboto Light
Colour: Black
Justification, left justified
Separate paragraphs by a baseline distance

Title headline: Font size: 35 pt, uppercase

Font: Roboto Black
Ragged edge, left-aligned
Colour: FNF blue, FNF magenta

At least two baselines between headline and

subline or running text
Font size: 17 pt
Headline:
Line spacing: 23 pt
Font: Roboto Black
Ragged edge, left-aligned
Colour: FNF blue
„That is a infobox. Der euismod vzert tincidunt ut
At least two baselines between headline and laoreet dolore jkdug magna aliquam erat volutpat.
Ut dolore jkdug magna aliquam.“
subline or running text

Font size: 11 pt
Subline:
Font: Roboto Light
Ragged edge, left-aligned Outside of letterfold flyer
Colour: FNF blue

Info box: Font size: 9 pt Quote box: Font size: 12 pt

Left: Font size: 9 pt Font: Roboto Light Font: Roboto Bold
Font: Roboto Regular Colour: white Colour: white
Colour: FNF magenta Background colour: FNF magenta as a box Background colour: FNF blue as a box
Ragged edge, left-aligned Flutter set, centred
70
Basic element -
Event equipment
Event equipment fosters, flyers, roll-ups, background wall, beach flag
Of course, the corporate design can also be found in all print applications. This makes
flyers and brochures an unmistakable part of the communication.

71
Event equipment - flags & beach flags

72
Event equipment - roll-ups and background wall

73
Event equipment - folder

74
Event equipment - name badges

Stand for the table Sign for the body

10 10

10
10 10

50

20
4
55 mm
70 mm

John Doe
30
20

150 mm
90 mm

Name: Font size: 30pt Name: Font size: 15 pt

Font: Roboto Bold Font: Roboto Bold
Font colour: FNF blue Font colour: FNF blue

75
Basic element - other print media
Postcard, advertisement (1/1 and 1/2)
Of course, the corporate design can also be found in all print applications. Flyers and brochures are also
unmistakable parts of FNF communication.

76
Office equipment - A4 letterhead

Business equipment includes, for example, the

letterhead and various business cards.
45
50
Logo
110

105 115

45

75
85 10
75
8.5

Drop mark 1
10 Subject line
in Arial Bold

105
Hole mark
Address bar and
body text in Arial
Regular
30

Drop mark 2

87

4.23
freedom.org logo

77
Business equipment - business cards
Information in
Logo Roboto Light freedom.org logo

The business cards are available in German and English. On

the obverse, in addition to the information about the person,
there is the Friedrich Naumann Foundation for the Freedom
Logo. The back is adorned with the supersign and the URL
logo.

Name & department

i in Roboto medium

Supersign

44.8

3.5
Name & Font size: 8.8pt
department: Font: Roboto Medium
Font colour: FNF blue 23.6
21. 19.
5 5
5.5
Information: Font size: 7.2pt
Font: Roboto Light
6
Font colour: FNF blue
55 mm 18

4 4

3.5
18

4.5

85 mm
78
Office equipment - greeting cards
210 mm

12.7
13

Logo

68 mm
The two-sided printed greeting card contains a name field,
which can be replaced or removed as needed.

105 mm

i 32

13

12

Name and position

Name: Font size: 9.5pt

Font: Roboto Medium 64.
6
Font colour: FNF blue
6.3
Supersign
Position: Font size: 9.5pt
Font: Roboto Light 22
freedom.org logo
Font colour: FNF blue

6.3 URL logo

18
Minimum height 18 mm

127.4
79
Digital
Website home page, graphic elements, font sizes, email footer,
social media
The appearance in digital channels has the same meaning as the
appearance conveyed through classical media.
This means that the look and tonality of the new CD must also be
reflected on the website, in social networks and in e-mails so that the
Friedrich Naumann Foundation for Freedom is just as unmistakably
communicated as the sender.

80
Social media - Facebook

Facebook Profile image Header graphic Header graphic alternative

Many people come into contact with the foundation for the
first time on Facebook in particular.

That is why it is important to brand elements such as the

profile and title image simply and strikingly. That is why the 180 px
supersign is to be used as a profile image and the entire 720 px
logo as title image.

The supersign profile image must have the following

resolution: 180x180 pixels 180 px

The title image must have at least the following resolution:

1640 px
at least 820x360 pixels, optimal 720x1640 pixels

Profile image
Please use the supersign as the profile image: Resolution:
1200 x 1200 pixels (unless stated otherwise by Facebook)
Desktop Mobile

81
Social Media - Facebook dos

Picture posting /
Facebook Dos Quote posting (Foundation)
Sharepic
Different types of Facebook postings require a certain
amount of creative freedom.
Because postings are often shared on social media, it is
important to provide each post with a distinctive look that
clearly identifies the Foundation for Freedom as the sender,
as well as provide clear categorisation within the Facebook
page.

Appropriate specifications have been developed for this

purpose,
which are always to be observed for a clean visual
appearance.

The format is always 1:1.

With Sharepics and picture postings, only one white corner

is placed over the picture in the lower right corner.

Quote posts get a white corner panel on which the

corresponding quote is set in blue. The sender is placed in
Text post Quote on a liberal background
white letters on a magenta box.

Text posts consist of blue letters on a white background,

framed with blue corners at the top and bottom.

White font with blue accents on background in magenta is

also the default for quote posts.

This is a „This is a
liberal liberal
text post. quote post.“

82
Social media - Facebook

Facebook
The different posting types can also be published in
combination.
They only have to be in a 1:1 format for this in a carousel that
has a useful content.

Carousels stimulate interaction and allow visually diverse

content preparation without having to post several posts and
risking the message being torn and scattered by the algorithm.

„This is a
liberal
quote post.“

A bit of content A bit of content A bit of content

83
Social Media - Facebook don’ts

Facebook - don’ts
In order to meet both the creative demands of the new
corporate design and to ensure order in the timeline, break-
outs like these are to be avoided here.

NO TEXT
SHOULD LOOK
LIKE THIS

„This is not a
liberal quote post.“ „This is not a
liberal quote post.“

84
Social Media - Facebook event dos

Facebook event dos

If an event is created by the Foundation for Freedom, then it
is important to upload a full-scale event image without logo
or frame.
All information about the event is included in the description
text.

85
Social Media - Facebook event don’ts

Don’ts Facebook event

For event pages, no design features may be integrated into
the event image - even if they contain information about the
event.

86
Social Media - Instagram

Instagram Profile image Highlights

Instagram is much more image-heavy compared to
Facebook and appeals to a generally younger target group.

A profile picture must also be placed on Instagram as well.

The supersign is used for this as well.
110 px
This one has the size 6969x6969.

In addition to the profile image, a new cover photo has to be

created for each story highlight.
This corresponds to the basic features of the supersign - but 110 px
instead of the blue “F” on a white background, there is an VOTE! Humanrig… Scholarships Scholars
icon, which stands for the respective highlight and is angled
by 15 degrees.

Desktop Mobile

Mo
bil
e Mo
bil
e

87
Soci
Social Media
edia - Instagram posts dos

There are also different types of Instagram posts. Picture post portrait Picture post landscape

Basically pictures can be posted in 1:1, 3:4 portrait or 4:3

landscape format.

Images can also be published either without any design or

posted in the case of a quote post with a panel in the
bottom right corner.
This panel includes blue writing on a white background, as
well as a small magenta box in which the source is noted in
white.

Quotations can also be published without pictures.

These are visualised in magenta with white text on
background. Corners for framing and accents in the text are
blue here.

Quote with picture Quote on a liberal background

„This is a
liberal
quote post.“

88
Social Media - Instagram

As with Facebook, you can also publish carousels in 1:1 format

on Instagram - both on paid and on owned Timeline posts - in
order to make a larger amount of information accessible in an
interactive and appealing way.

This is a bar chart

on social media

89
Social Media - Instagram Stories dos

Instagram stories are always in the format 9:16 as follows: Dos

As a template for text to be inserted into Instagram, there is

a blue background, in which the corners are framed in upper
left and lower right in magenta.

When an image is published, the tools in Instagram Stories

will give it the look that is appropriate for the channel, but
the colour will still have to be oriented to the defined
colours.

For example, all stickers that come with the Toolbox from
Instagram Stories can also be used.
These can be poll stickers as well as countdowns, open
questions or sliders.
It is important that the Stories blend organically into the
world of other Instagram Stories and are not too sterile.

90
Social Media - Instagram Stories don'ts

Don'ts
So that neither the quality of the pictures nor the effect of
the texts suffer from poor design, too all outgrowths that
deviate from the previously described standard must be
prevented here as well.

91
Social Media - Twitter

Twitter requires a profile picture as well as a title picture for Profile image Header graphic
accounts.

For a profile picture, as on the other platforms, the

supersign is used. As a result, all channels are made in a
similar way and convey seriousness.
400 px 500 px
The profile picture must have the dimensions 400x400
pixels.

For the title image, the full logo is used with supersign and
font, but this is repeated several times over the image.
The size specification is here: 500x1500 pixels. 400 px 1500 px

Desktop Mobile

92
Social Media - Twitter

The dimensions for a Twitter posting are: 1024x512.

93
Social Media - LinkedIn

LinkedIn requires a profile picture as well as a cover picture Profile image Header graphic
for accounts.

For a profile picture, as on the other platforms, the

supersign is used. As a result, all channels are made in a
similar way and convey seriousness.
400 px 396 px
The profile picture must have the dimensions 400x400
pixels.

For the title image, the full logo is used with supersign and
font, but this is repeated several times over the image.
The size specification is here: 396x1584 pixels. 400 px 1584 px

Desktop

94
Social Media - Youtube Header graphic

TV

Youtube requires a profile picture and title picture. Profile image 1855
px
1546
The profile picture in the format 400x400 consists of the px
supersign. Desktop Max Tablet Desktop minimum
On Youtube, the title image must be responsive for multiple and mobile
devices and operating systems and browsers. 1440
400 px 423 px
Here you also need to choose a graphic that works in px
multiple formats and excerpts.

These formats are shown in the adjacent figure.

400 px

2560 px

Desktop Mobile

95
Website - Friedrich Naumann Foundation for Freedom //
Homepage

Logo Menu items / Navigation

The new look will of course also be used on Header / Content Area “News”
freiheit.org
:

The header contains current campaigns and news.

The menu items in the main navigation are in in

Roboto. The subheadings are
in Roboto Regular and the body text in Roboto.

To digitally enable a consistent look

small details, such as buttons are to be customised
on the site.

For standard buttons, a blue background is white text

and white frame is the default. Homepage, scrolled down:
Additional content areas
Alternatively, buttons can also be designed with the
hover effect.
A white box with blue letters on a blue background

i
should be used.

For the member area, the accent colour is the default

for easy orientation.
Here you can either use a button in white with frame
and lettering in magenta or with filling in magenta
and writing in white.

96
E-Mail footer

Branding also cannot be missing from e-mail

correspondence.

That is why each employee receives a corresponding

signature for their e-mails, which is then sent with each
e-mail.

So all important contact information, as well as logo

and social media buttons are always at hand.

Since most of the information remains the same from

employee to employee, only the most important part -
the name - is in the accent colour, while the rest of the
font in the colour of the supersign is blue.

97
Digital invitations

Magenta box: Place

Blue box:
Date, time

Foundation
Logo

98
Programme

The invitation above will get the full logo and a title in
magenta.

The main feature of the design is a large title image

without logo or frame corners.

This is overlaid in the lower third by boxes which

present the theme in white on a background in
magenta and the place/time in white on a blue
background.

In the programme, for example, speakers are

highlighted in the accent colour. Magenta box: Blue box:
Who? What? Date, time, place

99
Video content
The appearance in digital channels has the same meaning as the
appearance conveyed through classical media.
This means that the look and tonality of the new CD must also be
reflected in moving images.

100
Video content - logo intro

For a uniform appearance and instant recognition, every

video content has this clean intro.
This should always be used at the beginning of videos.
It ends with a fade, which is also used as a transition to the
actual content. So as you look at the last strips, the video is
already starting. Please do not put a black screen in
between.

101
Video content - logo outro

Similar to the intro, the corresponding outro must be used

with all video content.
It starts the way the intro ends - so the animation is also to
be used as a transition again, with the stripes covering the
last frame. FNF
Again, please do not put a black screen in between.

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Video content of the blurb

For video content, it is not uncommon for blurbs to be

used, for example, to explain people or situations that
can be seen in the video and to explain the context to
the viewer clearly and simply.

These blurbs placed in the lower left as faded boxes.

The blurb builds up diagonally, analogous to the
superzoom.

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Video content YouTube thumbnails

Next to the actual content,

Youtube thumbnails are the most important feature
and determine
the viewing rate.
It is important to represent the video content as
striking and appealing as possible.

To this end, corner boxes are placed on the bottom

right above a picture containing a headline.

These can either be white and labelled blue (if That is a That is a
necessary with highlight in magenta), or blue with
white text. Thumbnail on YT Thumbnail on YT
On a blue background, however, it should be noted
that no highlights may be set in magenta.

Optionally, a supersign is possible in the upper left

corner.
In addition, instead of an image, you can simply use
a white background with the full logo. That is a
Thumbnail on YT

That is a That is a
Thumbnail on YT Thumbnail on YT

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Many Thanks

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