GOTHENBURG AS A DESTINATION

April 2012

GRAPHIC IDENTITY MANUAL

Defining Gothenburgs image together

Every successful organisation is represented by ate the associations we want our brand to evoke. a clear symbol a logo. In addition, all success- The manual supports our communication activiful organisations are characterised by an ability ties, and should be used for all our visual material to successfully convey who they are and what from advertisements and signs to web publicathey are good at. Of course, this can only be tions. Presenting a consistent image helps make achieved through careful management of the us more competitive. organisations identity. Our identity comprises A graphic identity manual can never be either far more aspects than just our logo. This graphic exhaustive or definitive. We will continuously identity manual describes how we manage our update this manual as new guidelines and appbrand from a graphic perspective, and provides lications are introduced. You can find the latest rules for how our graphics should look. With the version at goteborg.com/co. help of the guidelines in this manual, we can cre-

If you have any questions about our graphic identity or this manual, please contact: Ulrika Green, Marketing Coordinator Gteborg & Co +46 (0)31 368 41 39, ulrika.green@goteborg.com

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Contents
GRAPHIC IDENTITY 1. LOGO 1.1 Logo 1.1 Logo international 1.2 go: logo 1.3 Use of logos in interaction projects 1.4 Logos for printing 1.5 Logos for web publications 1.6 Logos for office use 1.7 Free space 1.8 Background 1.9 Smallest permitted size 1.10 Things that are forbidden 2. COLOURS 2.1 Logo colours 2.2 Base colours 2.3 Background colours 2.4 Complementary colours 3. TYPOGRAPHY 3.1 Identifying typography 3.2 Everyday typography 4. DICTIONARY 5 6 7 9 10 11 13 14 16 17 18 19 21 22 23 24 25 26 27 29 30

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GRAPHIC IDENTITY

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1. Logo
The logo identifies us as the issuer of a message or product and guarantees what we say and do. To ensure clear and consistent use of our logo, a few simple rules must be followed. These rules regard aspects including the size and colours of the logo and the free space between the logo and complementary information.

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1.1 Logo
Gothenburgs identity as a destination is based on peoples different needs and desires to do something. It is about the desire to travel to Gothenburg to do or experience something special. We have chosen to write the citys name in lower case letters Gothenburg because it makes the word look friendlier and more interesting. Gothenburgs identity is also based on how the name is used in the Nordic countries.

With , in writing and when spoken in Nordic languages.

We have inverted the letter one step clockwise to get both the letters and o in the same written word. go as in the word go in English. go as in the word go in Gothenburg vernacular. (Meaning friendly or likable.) This defines both the destination and Gothenburgs unique personality.

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1.1 Logo international

In international applications the Gothenburg logo is used for Gothenburg as a destination. This should only be used in communications intended for non-Nordic markets. The rules for using this logo are the same as for using the Nordic logo. The name Gothenburg should also be translated as Gothenburg in English body text. It is permissible to use established names for the city in other languages, in written or spoken contexts. At present there are no versions of the logo in languages other than Swedish or English, however.

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1.2 go: logo

Gothenburg has a new identity and tone based on the go: concept. This concept is central to all communication regarding Gothenburg as a destin-ation. Our aim is to enhance Gothenburgs image as a city associated with tourism, events and knowledge. The go: concept can be used when creating marketing texts for Gothenburg, but this is not obligatory. Many communication units will work just as well represented by the Gothenburg identity. In written texts, avoid the Swedish meaning of the word go as used in Gothenburg vernacular. Gothenburgs inhabitants are the worlds friendliest people and Gothenburg is the worlds friendliest city, but this can quickly become a clich if overstated. Combined with pictures of something Gothenburg would like to show or be associated with. If you combine the word go: with a picture, do not add an explanation. Leave the audience to interpret the message with their own eyes (and heart and brain). This adds dynamism to the picture, regardless of whether the word is interpreted as English go (which implies a direction) or Swedish go (which implies friendly appreciation of someone or something).

Logo for the go: concept.

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1.2 go: logo

Here is a list of approved words to use when the go: logo is combined with text. If you want to use words that are not on the list, you must contact the marketing department for approval. EXPLORE EXPERIENCE ENJOY DISCOVER TOGETHER GOURMET VISIT SHOP MAKE MEMORIES JOIN THE PARTY PARTY AHEAD SUSTAINABLE EXAMPLE

DISCOVER EXPLORE

In certain material, such as animations, a combination of more specific words can be used to create a feeling of diversity. For example, you can flick between various athletes or countries when promoting a sports gala, various bands when promoting a music festival etc. The go: logo may only be combined with the typography and logo that represent Gothenburg as a destination.

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1.3 Use of logos in interaction projects

Within the framework of a joint project between Gteborg & Co and another destination operator , go: together with go:teborg can be used. This should then be done in accordance with the instructions in the manual. A prerequisite is that the current collaborative projects should clearly be accommodated within the framework of the values and messages that brand image of Gothenburg intends to represent. It shall not be any likelihood that the brand value deteriorates, watered down or given a bad content. Decisions on these issues are made by the companys communications management. As new partnerships are established in these matters, the head of communications of Gteborg & Co should be contacted. The graphic design must be approved by the manager of Gteborg & Cos marketing unit. EXAMPLE:

Higher & Higher & Higher & Higher

ALLA SOM LSKAR GTEBORG RCKER UPP EN HAND

Stadens atmosfr tar tag i dig direkt. Mnniskorna, myllret och nrheten. Allt finns dr inom bekvmt gngavstnd - arenorna, hotellen, restaurangerna och butikerna. Gteborg r som gjord fr evenemang, mten och konserter. Oavsett om det r ett vrldsmsterskap p Ullevi, en branschgala p Svenska Mssan eller en festival i Slottskogen, s syns det ver hela stan. Och det kanske inte r s konstigt. Vi lskar att ha gster och fest.

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1.4 Logos for printing

These logos are used for material to be printed by a printing firm. You can find them in the folder Till_tryck at goteborg.com/co. You may not change these logos in any way.

GBG_cmyk.eps Suitable for offset printing on coated and uncoated paper. This is the most common logo for printing. It is used when Pantone colours are not available. However, Pantone colours should be used as a reference. GBG_pms_c.eps Suitable for offset printing on coated paper. GBG_pms_u.eps Suitable for offset printing on uncoated paper. The Pantone system works best for specific colours. Use the Pantone logo for printed material wherever possible. GBG_DP.eps Suitable for printing in the daily press. This logo is optimised for the specific printing conditions in the daily press.

GBG_black.eps Suitable for offset printing on coated and uncoated paper. Use the negative logo against dark pictures or colours.

GBG_neg.eps Suitable for offset printing on coated and uncoated paper. Use the negative logo against dark pictures or colours.

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1.4 Logos for printing

These logos are used for material to be printed by a printing firm. They can be found in the folder Till_tryck at goteborg.com/co. The logos may not be changed in any way.

GO_cmyk.eps Suitable for offset printing on coated and uncoated paper. This is the logo most commonly used for printing. It should be used when Pantone colours are unavailable. However, Pantone colours should be used as reference. GO_pms_c.eps Suitable for offset printing on coated paper. GO_pms_u.eps Suitable for offset printing on uncoated paper. The Pantone system works best for specific colours. Use the Pantone logo as often as possible for printed material. GO_DP.eps Suitable for printing in the daily press. This logo is optimised for the specific printing conditions in the daily press.

GO_black.eps Suitable for offset printing on coated and uncoated paper. Use the black logo when colour printing is not possible.

GO_neg.eps Suitable for offset printing on coated and uncoated paper. Use the negative logo against dark pictures or colours.

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1.5 Logos for web publications

These logos are in eps and png format. They should be used for web or screen publications. They can be found in the folder Till_webb at goteborg.com/co. The logos may not be changed in any way.

GBG_RGB.eps Suitable for web publications. GBG_RGB.png Suitable for web publications.

GBG_RGB_neg.eps Suitable for web publications. GBG_RGB_neg.png Suitable for web publications. Use the negative logo against dark pictures or colours.

GO_RGB.eps Suitable for web publications. GO_RGB.png Suitable for web publications.

GO_RGB_neg.eps Suitable for web publications. GO_RGB_neg.png Suitable for web publications. Use the negative logo against dark pictures or colours.

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1.6 Logos for office use

These logos are in png format, which is optimised for Microsoft applications. This format is used for producing simple material that is only to be printed with a printer, or for creating PowerPoint presentations to be viewed on a screen. They can be found in the folder Till_Office at goteborg.com/co. The logos may not be changed in any way.

GBG_office.png Suitable for Word and PowerPoint. Use this for PowerPoint presentations and Word documents to be printed with a colour printer.

GBG_office_black.png Suitable for Word and fax. The black and white logo should be used for material to be printed with a black and white printer or sent by fax.

GBG_office_neg.png Suitable for PowerPoint. Use the negative logo against dark pictures or colours.

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1.6 Logos for office use

These logos are in png format, which is optimised for Microsoft applications. This format is used for producing simple material that is only to be printed with a printer, or for creating PowerPoint presentations to be viewed on a screen. They can be found in the folder Till_Office at goteborg.com/co. The logos may not be changed in any way.

GO_office.png Suitable for Word and PowerPoint. Use this for PowerPoint presentations and Word documents to be printed with a colour printer.

GO_office_black.png Suitable for word and fax. The black and white logo should be used for material to be printed with a black and white printer or sent by fax.

GO_office_neg.eps Suitable for PowerPoint. Use the negative logo against dark pictures or colours.

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1.7 Free space

The logo is often displayed along with other information, other graphics or other logos. To ensure that the logo is clearly visible in these contexts, a specific amount of free space must be left around it. No elements must be placed in this space. A good rule is to always leave the area around the logo free of other graphic elements. The size of the free space is determined by the size of the letter o in the logo.

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1.8 Background
To ensure that the logo is always clearly visible, it should preferably appear against a white background. However, sometimes the logo needs to be placed against a coloured background or a picture. In this case, the background must always provide a sufficient contrast to make the logo clearly visible. Avoid busy, cluttered backgrounds.

Right

Wrong

The same principles apply to the go: logo.

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1.9 Smallest permitted size

To guarantee readability, the colour logo may never be smaller than 18 mm. The black and white logo is permitted in sizes down to 13 mm.

18 mm 60 px at thes webb Smallest permitted size. Colour logo

13 mm 45 px at thes webb Smallest permitted size. Black and white logo .

13 mm 45 px at thes webb Smallest permitted size. Negative logo

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1.10 Things that are forbidden

Our logo is unique and patented. This means that it is strictly forbidden to recreate the logo in a different version with a similar design and similar lettering, or to use any parts of the logo separately. It is also forbidden to manipulate the logos shape in any way.

Do not compress or expand the logo.

Do not recreate the logo in other fonts.

Do not add effects to the logo, such as shadowing.

Do not add outlines around the logo.

Do not add text to the logo.

Do not change the colour of the logo.

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1.10 Things that are forbidden

The logo is unique and trademarked. This means that the word image in no way be emulated within the text. It may also not be placed in and used as part of the body text. Examples of prohibited use of logo within the text:

Want toto explore Go :teborg on your own ? We have produced two nice trips that take you to s everalhistoricsitesintown.Thefirstfootandthe other with a tram. hassomethingforalltastes world-class shopping, star restaurants and a rich entertainment and cultural events. Most are withinshortwalkingdistance,whichmakesfora busy long weekend .

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2. Colours
Colours are a key element of our graphic identity. This includes the colours we choose to use as well as those we choose not to. A colour can convey cleanness, pride or confidence. A colour can also have more immediate impact: it can warn of danger or highlight something important. The basic rule is to always choose colours according to your purpose. Black is perhaps the most useful colour of all, but is seldom suitable for walls. Meanwhile, friendly, light shades may not be suitable for text on a warning sign. Colours always behave differently depending on whether they are printed in pms or four colours; on coated or uncoated paper; displayed on a computer screen or embroidered on clothing. To achieve the maximum possible uniformity regardless of the medium or technique, our colours are available in several different colour systems. Always refer to the Pantone scale when deciding whether a colour is the right shade.

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2.1 Logo colour

Gothenburgs logo colour is blue. When the logo is to appear on pictures or against a coloured background, the white logo should be used. The black logo should be used if specific printing conditions require it.

Blue

Pantone Hexachrome Cyan CMYK: 100/10/0/0 sRGB: 0/148/216 HTML: #0094d8

Black

Pantone Process Black CMYK: 0/0/0/100 sRGB: 30/30/30 HTML: #1e1e1e

White

CMYK: 0/0/0/0 sRGB: 255/255/255 HTML: #ffffff

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2.2 Base colours

We have picked colours from the city and made them our identity colours. These colours are dark blue (navy, sea, trade), red (signals, sea marks), turquoise (sea, roofs, lvsborg Bridge) and yellow (Gothenburgs characteristic brick, our lion and the crown on our forts). These colours all clearly represent the harbour town of Gothenburg. Read more about our colour systems in Section 2.5.

Blue

Pantone Hexachrome Cyan CMYK: 100/10/0/0 sRGB: 0/148/216 HTML: #0094d8

Dark blue

Pantone 302 CMYK: 100/75/40/0 sRGB: 0/74/110 HTML: #004a6e

Turquoise

Pantone 318 CMYK: 40/0/22/0 sRGB: 140/224/212 HTML: #8ce0d4

Red

Pantone 179 CMYK: 0/80/90/0 sRGB: 233/95/57 HTML: #e95f39

Yellow

Pantone 116 CMYK: 0/14/100/0 sRGB: 254/203/0 HTML: #fecb00

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2.3 Background colours

A lighter colour scale is required for backgrounds, colour panels, web publications etc. We have chosen shades of our identity colours that harmonise with each other. Read more about our colour systems in Section 2.5.

Light blue

Pantone 9401 CMYK: 20/2/0/0 sRGB: 199/229/248 HTML: #c7e5f8

Light grey

Pantone 649 CMYK: 10/3/4/0 sRGB: 233/243/248 HTML: #e9f3f8

Light turquoise

Pantone 628 CMYK: 15/0/7/0 sRGB: 214/238/236 HTML: #d6eeec

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2.4 Complementary colours

For special events and situations, for instance when collaborating with other players, we need a larger number of complementary colours. We have chosen these complementary colours in a warmer colour scale, gentle but still colourful. These colours are necessary to maintain a coherent impression in different contexts. Read more about our colour systems in Section 2.5.

Yellow

Pantone 127 CMYK: 0/7/50/0 sRGB: 255/231/148 HTML: #ffe794

Orange

Pantone 1365 CMYK: 0/35/65/0 sRGB: 251/178/106 HTML: #fbb26a

Pink

Pantone 706 CMYK: 0/18/8/0 sRGB: 252/216/216 HTML: #fcd8d8

Warm grey

Pantone 7528 CMYK: 0/3/8/10 sRGB: 231/222/211 HTML: #e7ded3

Green

Pantone 367 CMYK: 35/0/60/0 sRGB: 173/213/138 HTML: #add58a

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3. Typography
Coherent, well-designed typography is essential to all written communication. Our typography must be clear, appealing and otherwise in line with our identity. Our typography is divided into two categories: identifying typography and everyday typography. Our identifying typography is used for printed products. Our everyday typography is the fonts we use in our daily communications, for example when writing letters. In digital media such as PowerPoint presentations, it is suitable to use fonts specially designed for screen viewing.

We always use Gothenburg in body copy. Do not try to mimic out logo by writing go:teborg in body copy.

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3.1 Identifying typography

Identifying typography consists of a few carefully selected fonts that are consistently used in all our printed material. Identifying typography makes it easier to distinguish Gothenburg as the issuer. Gothenburgs identifying fonts are Lutz Headline, Georgia and DIN.
DIN

AaBbCcDdEeFfGgHhIiJjKkLl MmNnOoPpQqRrSsTtUuVvXx ABCDEFGHIJKLMNOPQRST

DIN Bold are used in headlines and only as uppercase. Din Medium are used for subtitles and DIN Regular and Light are used for information texts.

GEORGIA

AaBbCcDdEeFfGgHhIiJjKkLl MmNnOoPpQqRrSsTtUuVvXx
Georgia Regular is used for body copy in communication material and in web publications. LUTZ HEADLINE

ABcdefghijKLmn opqrstuvxyz
Lutz Headline is used along with the go: logo, and in headlines in web publications. Lutz Headline is only available in the upper case. ARIAL

AaBbCcDdEeFfGgHhIiJjKkLl MmNnOoPpQqRrSsTtUuVvXx
Arial Regular is used for headlines and information texts at goteborg.com
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3.1 Identifying typography

Examples of identifying typography.

SHOPPING
Example of the go: logo in combination with text. Go: may only be used with Lutz Headline.

SHOPPING
The height of the letter t in the Gothenburg logo determines the height of the upper case letters in the text.

KP DITT GTEBORGS PAKET MED SHOPPING

GunneboSlottochTrdgrdarrenavSverigesfrmsta1700-talsanlggningar, med ett av vra bsta och mest stilrena exempel pnyklassiskbyggnadskonst.Kulturreservatetrppetretrunt och frutom vackra byggnader, parker, trdgrdar och lantgrd erbjudssommarteater,kaf,restaurangochbutik.GunneboSlott ochTrdgrdarrenavSverigesfrmsta1700-talsanlggningar, med ett av vra bsta och mest stilrena exempel p nyklassisk byggnadskonst.Kulturreservatetrppetretruntochfrutom vackra byggnader, parker, trdgrdar och lantgrd erbjuds sommarteater,kaf,restaurangochbutik.
Guidade slottsvisningar 2009: Januariapril: sndag och helgdag kl. 12.00 och 13.00. 1 maj18 juni: lrdag, sndag och helgdag kl 12.00, 13.00 och 14.00. 19 juni (midsommarafton)23 augusti: dagligen kl 12.00, 13.00 och 14.00. 24 augusti30 september lrdag, sndag och helgdag kl 12.00, 13.00 och 14.00. Oktoberdecember: sndag och helgdag kl. 12.00 och 13.00. Guidade trdgrdsvisningar 2009: 19 juni (midsommarafton)23 augusti: dagligen kl 15.00. Fri guidad visning med Gteborgspasset. www.gunneboslott.se

Headlines in DIN Bold , left-aligned, minimum word spacing approx. 80%.

Body copy in Georgia Regular 7.510 pts justified, optical alignment

Information text in DIN approx. 7 pts, left-aligned or justified.

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3.2 Everyday typography

When producing material in-house and in a daily context, we use fonts that already exist in our computers. Gothenburg uses Georgia as an everyday font, exept for charts and tables, Exelldocuments, where Arial is to prefer.
GEORGIA

AaBbCcDdEeFfGgHhIiJjKkLl MmNnOoPpQqRrSsTtUuVvXx YyZz0123456789

Georgia is used for material such as letters and PowerPoint presentations. ARIAL

AaBbCcDdEeFfGgHhIiJjKkLl MmNnOoPpQqRrSsTtUuVvXx
Arial Regular is used for charts and tables.

EX AMPLE:

PowerPoint headline
Endre dip eum adignim iriureet wis nullan ex essequatisim inc liqui. Atio odo dolore dolor siscilit euisl ut veliquam dolorerostin hent dolore olor susto odionulputam,consequisimvolorefeugiatisnitwisi.Met eugiam velit nla am, se dolendre

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4. Dictionary
CMYK or 4-colour CMYK or 4-colour denotes a printing technique that uses the four process colours cyan (C), magenta (M), yellow (Y) and black (K). These colours are mixed in the listed order, in varying proportions, to achieve the desired shade. 4-colour printing is the most widely used colour system for printing. EPS (Encapsulated Postscript) A format for files that are to be inserted in other documents, and for photography. Many pictures destined for printing are also saved in this format. Our logo is usually in eps format, and is drawn with vector graphics. This means it can be enlarged and reduced without impairing the quality. When you open an eps logo in any application, make sure you do not save it as a pixel image, as the vector graphics characteristics will then be lost. GIF (Graphics Interchange Format) The most widely used image format for web publications, along with jpeg. It is most suitable for small pictures and simple graphics. Graphic identity Supports our identity visually. It includes basic graphic elements such as a logo, colours and typography. A well-managed graphic identity contributes to creating an organ-ised, clear overall image. HEX colours The name of the colour coding used in HTML on websites. It is based on a hexadecimal number system where, for example, the colour white is indicated as #FFFFFF. This coding corresponds to exactly the same colour in RGB. Identity Our identity conveys who we are, what our mission is and how we aim to be perceived. Our identity can usually be summarised in a set of core values that underpin and permeate the organisation. A strong identity effectively distinguishes one organisation from another. JPEG (Joint Photography Experts Group) An image format for colour pictures. Jpeg is a lossy (destructive) compression format. This means that the file takes up considerably less space, but some of the original images quality is lost when it is compressed Logo A logo is one of the cornerstones of a graphic identity. It communicates the organisations identity and conveys both content and attitude. The logo is generally regarded as the graphic identity in its simplest, purest form. The logo often consists of a logo mark and a logotype. Logo mark A logo mark is a uniquely designed symbol used to represent a company or organisation. A good logo mark is easily recognisable and provides clear, positive associations with the organisation it represents. Logotype A logotype can be created for the organisations name. The letters are specially designed and optimised for easy recognition.

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4. Dictionary
NCS, Natural Color System Is an international color code system to specify, communicate and control color in architecture, design, marketing, manufacturing, education and research. All translations into (or from) the NCS from (or to) other color systems may include distinct color differences. This is a limited range of hues. Pantone or PMS An international system for naming thousands of colours. It is widely used by designers and printing firms. The colours are listed in Pantone catalogues along with formulas for mixing them. Always remember that the Pantone system produces the most reliable results when choosing specific colours for printing. The letter C after the colour name stands for coated and means that the colour is for use on coated paper, while the letter U means uncoated and is for uncoated paper. PNG (Portable Network Graphics) A format that works well in Microsoft Office applications such as Word, PowerPoint and Excel. Pictures saved in this format keep their original quality even if the file is compressed. The format supports transparency. This means, for instance, that a logo saved in png format can be placed against a coloured background without having a white square around it. The logos in the logo bank that are optimised for use in Word and Pow-erPoint are in png format. RGB In this context, RGB stands for a combination of the basic colours red (R), green (G) and blue (B), optimised for screen viewing. TIFF (Tagged Image File Format) A universal image format that contains both the actual picture and information about the picture. It is prim-arily used for photography.

To ensure the best results, make sure you always use the right application for each product you work on. Use real layout software for printed products, web software for web production, PowerPoint for digital presentations etc. Always use the right file format for each type of product.

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