The

Corporate Visual Identity guide

Index
Our new CVI What's a Corporate Visual Identity and how can it help us? The ve pillars The logo Master logo: specications Logo code variations Tagline: sizing & measurements Our sub-brands Companies Sub-brand logo: specications Sub-brand tagline: specications Usage examples: print & online Do's and don'ts Q & A section Visual identity Typefaces Colours Colours usage examples Photography Photography: usage examples Image resolution & DPI Photography: the rules Copyrights & credits Design elements: the DHI shape Design elements: the Market Area matrix Corporate templates A nal thought 5 6 8 10 11 12-13 14 15 16 17 18-19 20-21 22-23 24 26 27 28 29 30 31 32 33 34 35 36-37 39

Our new CVI

A corporate visual identity expresses and facilitates the understanding of an organisations competence, values and ambitions.

We stand as a brand by ourselves we are the expert in water environments worldwide. With our positioning, branding and corporate identity, we aim to communicate with our clients and partners eectively. We shape our communications in a way that facilitates the understanding of our competence, values and ambitions. This guide outlines the basic structure of our Corporate Visual Identity (CVI). It also provides the fundamental principles that you must necessarily follow when creating marketing and communication support. In it, you will learn about our logo, typography, colour scheme, photography style as well as the other design elements. Note: mostly, you will work with existing templates. In such cases, the CVI guidelines will overlap with those of the templates. However, sometimes, you will need to develop material from scratch. When you do so, please ensure that you adhere to the guidelines outlined in the following pages. In any case, please contact us for support.

The ve pillars
All our material share the same overall elements the ve pillars of our CVI. All of them from logo to typography and colour to photography style have been inspired by global water environments. Used consistently, these elements reect our corporate identity.

Karbon

Arial

Logo Our logo is the embodiment of our brand. It is the rst element people see. It is the fundamental symbol, by which we are recognised.

Typography For our primary typography, we use the modern, yet timeless typeface Karbon. It directly derives from our logo. Our secondary typeface is Arial

Colour Our colour scheme sets the tone for all our communications. From the colour of our headlines and graphs to photos, it impacts every visual element of our material.

Photograpy style This encompasses the dierent kind of pictures (mood, market & business photos) as well as the eects applied to them.

Design elements This covers all the other elements that are important in designing communications. For example, shapes and symbols, and how to use them.

The ve pillars | 7

The logo
Our logo is the personication of us, as a brand. It is the rst element, the central symbol that distinguishes us. Our logo sets us apart it is what people recognise us by. As such, our logo mirrors who we are and reects what we do. We are the expert in water environments. We solve challenges in the world of water.

We translated this into one striking visual element our logo. In the following pages, you will learn the technicalities of our logo. You will understand the standard specications and logo code variations. We also outline the guidelines related to tagline specications sizing and measurements.

Master logo: specications

Our logo was developed as a balanced whole and it is a holistic representation of us. As such, the shape, conguration and proportions of the logo must never be altered. These specications apply to our logo across all publications and communication materials. It is essential to preserve the integrity of the logo and ensure maximum impact in areas where it appears with other design elements. In order to do this, please maintain a clear space around the logo. The minimum clear space requirement depends on the logo size. As shown below, x denotes the height of the word DHI in the logo. The minimum requirement of a clear space is always equal to this value of x vertically and horizontally.

Logo code variations

We have to constantly strive to maintain the legibility of the logo and integrity of our brand. To do this, we must ensure that there is always a sucient contrast between the logo and the background it appears on. Given below are some examples of how to use dierent logos on varying backgrounds:
01 03

Clear space: 1x 1x

Clear space: 1x 1x Colour on white background

Application of a positive logo on white background

Mixed colour background

Use the logo with the white DHI typography and the coloured symbol. However, ensure that the symbol is visible on the coloured background 04

X 1x 1x 1x 1x

02

Minimum size: 10mm 17mm

Minimum size: 10mm 17mm

Dark gradient background

Either plain backdrops or dark coloured images use the completely white logo

Black on white background

For specic content on a white background, the all-black logo may be used (on black and white documents)

10 | The logo

The logo | 11

Tagline: sizing & measurements

You can use the tagline in two ways: There are instances when the logo is very BIG and it stands out prominently (for example, on a ag or on the rst page of a presentation). In such an instance, use the logo with the tagline. It is available in the Logos section on the G-MAC SharePoint page. Please ensure that the tagline is clearly readable In most cases, you will use the logo in general communication support. In these cases, the tagline will be used separately, along with the logo. It will be sized in relation to the logo Note: As a general rule, the tagline width (when used separately from the logo) is ve times the height of the logo (see below). The table next page contains examples of various tagline sizes with respect to paper types, logo dimensions and orientations. Page size/format A4 297mm x 210mm A3 420mm x 297mm A2 594mm x 420mm A1 840mm x 594mm Width of tagline (5h) 60mm 85mm 120mm 170mm Height of logo (h) 12mm 17mm 24mm 34mm Margins measurement (m) Portrait 13mm 18.5mm 26mm 37mm Landscape 18.5mm 26mm 37mm 52.5mm

02

01

sample page layout

h m m 5h m m

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The logo | 13

Our sub-brands
The logos of each of our sub-brands make them stand out as individual entities. At the same time, they are prominently associated with our master brand. As a rule, the logos of all three of our sub-brands have the by DHI attached to them. When compared with the master logo at the same scale, the symbol of each sub-brand logo is relatively smaller in size. Also, the colour of the text diers from that of the main logo.

Companies
As a common thread, all our logos include the word DHI as well as the symbol. In so doing, our global organisation radiates great visual strength and a robust unity. The company logos are structured by adding the company name under the main DHI logo. The symbol remains exactly the same (size-wise) as in the master brand. The company logos are clearly readable even when theyre small in size. This structure allows us to maintain coherence between all the families of the logo. It also eectively establishes a visual dierence between the sub-brands and the companies. Note: The G-MAC team is responsible for developing logos. Please ensure that you ONLY use the logos from the Logos section of the G-MAC SharePoint page. Do NOT create any logos on your own.

01

04

02

03

14 | The logo

The logo | 15

Sub-brand logo: specications

The structure of our sub-brand logos was derived from the parent logo as a balanced whole. As such, the shape, conguration and proportions of these logos must never be altered. These specications apply to ALL our sub-brand logos across all publications and communications material. In order to maintain the integrity of our sub-brand logos, always maintain a clear space around the logo. The minimum clear space requirement depends on the logo size. As shown below, x denotes the height of name of the sub-brand in the logo. The minimum requirement of a clear space is always equal to this value of x vertically and horizontally. Clear space: 1x 1x

Sub-brand tagline: specications

This section highlights the sub-brand tagline, which is signicantly dierent from the main tagline. However, the application rules remain unchanged. For sizing and positioning of the tagline, please refer to the table below.

Margins measurement (m) Page size/format A4 297mm x 210mm A3 420mm x 297mm A2 594mm x 420mm A1 840mm x 594mm Width of strapline 60mm 85mm 120mm 170mm Height of logo (h) 12mm 17mm 24mm 34mm Portrait 13mm 18.5mm 26mm 37mm Landscape 18.5mm 26mm 37mm 52.5mm

02

1x

1x

sample page layout

Minimum size: 10mm

h

17.7mm

m m 5h m

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The logo | 17

Usage sample: prints

Usage sample: online

A4 yer In our yer template, the logo is placed at the bottom right corner of the page. The tagline, proportional in size, is positioned in mirror, at the bottom left corner of the page.

Roll-up banner In these two examples, built from our roll-up banner template, the tagline is placed dierently depending on the other constitutive elements. The banner on the right-hand side highlights the tagline in the picture whereas, on the other example in which the picture is more busy, the tagline is placed at the bottom of the banner.

Web platform On our corporate website, the logo is placed at the top left corner, over hanging the rich menu. The tagline is placed prominently on the mood images, highlighting who we are to our visitors.

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The logo | 19

Dos and donts

It is really easy to deviate from the CVI guidelines and destroy the consistency of communications material. It is vital to keep within the connes of the CVI. Here are some tips to help you along the way: There are certain restrictions to keep in mind, when using the logo and the tagline. You cannot distort the logo or modify the tagline in any way. Here are a few common examples of improper logo usage, which you should always be aware of :

01

04

Usage and visibility Use the correct logo for its respective background. Always ensure that no other element is added to the clear space. Use ONLY the logos which are provided in this guide

Distortion The dimensions of the logo are absolute. They cannot be compromised. Do not stretch, shrink or alter the logo in any way Adding elements The elements of the logo are standardised. No colours, shapes or other elements may be added to the logo.

05

02

Colour visibility Colours of the symbol must always be visible, especially on a coloured background

06

Modication of tagline When using the logo with the tagline, you cannot modify the tagline in any way. Even in the case of very specic marketing materials, do not alter the tagline.

03

Tagline When using the logo with the tagline, always ensure that it is readable. Irrespective of the background, the tagline must always be clear.

07

Logo visibility Do not use the logo on a background on which it is not clearly visible. The logo should be clearly visible on the background, at ALL times.

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The logo | 21

Q&A Section
I noticed that some of the CVI guidelines were not adhered to in the template. Is this alright? A: The G-MAC team has created the templates as well as the new CVI. As such, their guidelines may overlap. It is alright to adhere to the template even though it may appear to not comply with the CVI guidelines. The CVI guide aims to provide generic rules, in case there is no template to work with. I want to use one of the subbrand logos. What rules do I need to follow? A: The CVI rules regarding the logos are ABSOLUTE. They apply to every logo that you may need to use. Can I change the tagline for my country or business area? A: No. You should ONLY use the logos and taglines as stated in this guide. These are standardised and unique and hence cannot dier with dierent regions. Im producing a material for The Academy which features our MIKE products. Can I show the two corresponding sub-brands logo on the material? A: NO. All our logos are designed to independently convey our corporate identity. Each one of them integrates our trademark and master brand name - DHI. In doing so, they are meant to be used as standalone carriers of our brand. Combining two of our logos on a same layout (one side of a yer, one page of a website, and so on) would be visually conicting and both logos would actually lose their strength. You should always only use the logo of the brand, sub-brand or company which carries the oer you are promoting (in this specic case, The Academy). Which le format of the logo do I use when I create my communication material? A: Here is a table of the main logo formats to use when generating new communication material. The EPS vector le (CMYK & LEGACY 10) can be imported in Mircosoft Oce suite by using the import function and then selecting the appropriate le.

IDEAL lOGO FOrmat MATERIAL WORD & EXCEL DOCUMENTS POWERPOINT PRESENTATIONS PRINT SHOPS WEBSITE CMYK (EPS VECTOR) RGB (PNG BITMAP) LEGACY 10 RGB (EPS VECTOR)

This guide is a basic outline of all the information you would likely require for your visual communication needs. However, if you have any more questions, or if you need any further clarications, please feel free to contact us.

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The logo | 23

Visual identity
Our visual prole is more than just our logos and taglines. It is about a holistic and all-inclusive visual identity. We strive to make our visual prole strong and consistent across all markets and communication platforms. To do so, we have created a structure for other visual elements as well. Our new visual identity: eectively helps us to create recognition for ourselves, thereby strengthening our positioning as a brand establishes a coherent system, helping us save time and money. By using the templates and the CVI, we can get our messages across clearly and as a unied global company brings out the essence of who we truly are the expert in water environments, worldwide. It is derived from our quest to solve challenges in the world of water Read through the next few pages for a complete overview of all other aspects that dene our visual identity.

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Typefaces
Our primary typeface is Karbon. Its used in all our high level marketing material. It is timeless, yet modern and its internationally available. Moreover, its prominently distinctive from its current counterparts. It directly derives from our logos typography and thereby, reects our corporate identity. For our secondary typography, we use Arial. It is meant for use in all of our generic communications. Its in harmony with our primary typography. Most importantly, it is a standard multi-platform font available to all our users and readers across the world.

Colours
Our colour scheme sets the visual tone for ALL our communications. It is inspired by the worlds water environments. The colours are coded in four categories: 1) CMYK; 2) RGB; 3) WEB and 4) Pantone. For printouts from a print shop, we use the CMYK coding system and on some rare occasions, Pantone. For oce work, we use the RGB system and for the internet, the WEB system. Primary colours:
Karbon Bold

Primary typeface:
Karbon Regular

CMYK 100/50/10/60 RGB 0/65/101 Web# 004165 Pantone 302 C

CMYK 85/20/0/0 RGB 0/152/219 Web# 0098DB Pantone 2925 C

CMYK 25/15/10/45 RGB 139/141/142 Web# 8B8D8E Pantone COOL GREY 8 C

CMYK 55/0/20/0 RGB 99/206/202 Web# 63CECA Pantone 325C

Secondary colours:

Secondary typeface:
Arial Regular

Arial Bold

Aa
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

CMYK 0/10/85/0 RGB 250/220/65 Web# FADC41 Pantone 115 C

CMYK 0/55/80/0 RGB 255/136/73 Web# FF8849 Pantone 1575 C

CMYK 25/0/5/0 RGB 193/226/229 Web# C1E2E5 Pantone 628 C

CMYK 65/0/80/0 RGB 97/194/80 Web# 61C250 Pantone 360 C

CMYK 55/80/0/0 RGB 147/80/158 Web# 93509E Pantone 258 C

CMYK 100/50/5/30 RGB 0/90/140 Web# 005A8B Pantone 7462 C

Grey scale colours:

CMYK 5/5/15/10 RGB 218/215/203 Web# DAD7CB Pantone 7527 C

CMYK 55/35/15/70 RGB 81/98/111 Web# 51626F Pantone 7545 C

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Colours: usage samples

To give a stronger impact to our corporate colours in our communications, we limit the number of colours we use. You should always try to use a maximum of three colours in your material. You should also prioritise the use of our primary colours. Try to never use more than one of the secondary colours.

Photography
This section details the dierent kinds of photography and images that we use in our material. Our photography usage depends on the target audience that we prepare the material for. It depends on the documents we generate and the kind of communications/ marketing support we provide. Overall, the photograph types are categorised into the following three sections:

1. Technically relevant picture Shows the relevant subject matter clearly and explicitly A4 yer Our yer templates use one primary colour and our grey scale colours. The choice of primary colour allows us to dierentiate the dierent types of yers (solution or technology yer, case story, project reference sheet). Roll-up banner In these examples of roll-up banner, you can also see that we used a maximum of three colours - from our primary and greyscale sets. Can be very detailed Good contrast No lters or eects applied Used in project report, yers and so on

2. Market Area picture Relevant thematic ambient picture of the market area Must be very high quality Filters can be applied Used in pull up banners, advertisements and so on

3. Generic mood picture Focused on the ambient environment Must be aesthetically pleasing Filters can be applied Used in global promotional support material, website and so on

Note: Sample 2 & 3 should be less detailed. Consider a white logo and the use of big text on a very detailed background picture. Otherwise, the eyes wont be able to decipher the logo and its message properly. Visual identity | 29

28 | Visual identity

Photography: usage samples

Given below are three dierent photograph usage samples. These are basic examples and not exhaustive. Please refer to the guidelines and templates, in order to determine which kind of image you must use.

Image resolution & DPI

There are two dierent ways to describe a digital images resolution: (1) its total pixel dimensions (number of pixel in height x number of pixels in width) and (2) its pixel density, in pixels or Dots Per Inch (DPI). For usage on screen, you should refer to the total pixel dimension of the required image. That is, you should ensure that the total pixel dimension of your image is equivalent to the space it will occupy on the screen. For usage on a printed support, a specic pixel density is required to have a good print quality (the standard is 300 DPI even though pixel density down to a minimum of 150 DPI is acceptable). The DPI of a same digital image depends of course on the size in which it will be printed. For example, if you want to print a 4x6 inch image in 300 DPI, you will need your digital picture to have a total pixel dimension of (300x4) x (300x6) = 1200x1800px. If now you need to print a 8x12inch image also in 300 DPI, you will need an image with a higher total pixel dimension, of 2400x 3600px. The table below acts as a guide for you to evaluate whether your digital image is suitable for your targeted print image. If, at any point, you are unsure about this, please feel free to contact us.

Recommended le size Size A4 yer In this case story yer, we used a technically relevant picture - taken at the project site. It explicitly illustrates the case story. As the picture was taken by a DHI employee, we credited it to his name on the yer, upon his authorisation. Editorial spread In this generic advertisement for DHI, we used an ambient mood picture of water environments, enhanced with the application of a photo lter. As the picture is quite busy and the advertisement text-heavy, we used the DHI shape to increase readability. Market Area folder To illustrate a specic Market Area, we used relevant thematic picture such as the one on the cover of this folder focusing on aquaculture. 10x15cm (4x6 in) 20x30cm (8x12 in) 30x90cm (12x36 in) 150x75cm (60x30 in) 150 DPI (min) 600 x 900px 1200 x 1800px 1800 x 10,800px 18,000 x 4200px 300 DPI (max) 1200 x 1800px 2400 x 3600px 3600 x 21,600px 36,000 x 8400px

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Photography application: the rules

Photos should document the subject matter authentically, such that the reader can identify with it clearly. Technically speaking, images should be in high resolution and nonpixellated. Most importantly, you should always ensure and document the fact that you have the right to use the picture. Before using any image, ask yourself these basic set of questions: Am I allowed to use the image? If yes, who do I credit it to? A: It depends on what the source of your image is and whether you are permitted by the source to use it. You have to credit it to the photographer or the image source. Please refer to the Copyright & credits section on page 33 to learn more. I know where the image comes from, therefore can I use it? A: NO. No matter where the image comes from, you must ALWAYS ensure that you are permitted to use it in your publications. If a picture looks good on my screen does it mean that its resolution is good enough? A: Not necessarily. It depends on the type of support the image will be used for (web, print, ...) and on the size of the nal picture. You should always refer to the table of resolution on page 31 of this guide to nd out if your pictures resolution is good enough. Do I apply a lter to my image?

Copyright & credits

A copyright is a legal concept. It gives the creator/owner/source of a specic original work, exclusive rights to it. All our materials should thus include the DHI copyright. It is set by default in all our templates (in the margin). We are also very particular about not infringing on image copyrights. When we do obtain rights to reproduce an image in our publications, we stress most rmly on crediting the source of that particular image. There are two ways to do this: When we have an image with a legend, we credit the owner/source of the image in that legend (Image courtesy) Legend of the picture: lorem ipsum (Photo: John Doe) When we have an image without a legend, we credit the owner/source of the image next to the vertical DHI copyright on the margin of the publication DHI / Photo: iStock Mlenny Photography

01

Where do I source good pictures from? A: Browse through the G-MAC picture library. If you dont nd anything relevant there, you can look at iStockphoto (www.istockphoto.com) and Shutterstock (www.shutterstock. com) for more options. You can then revert to us with your suggestions and we will assist you in buying them.

DHI....

A: That depends on the image category. If it is a Market Area picture for communications or generic mood pictures, then yes. You can use lters if you have the skills and the software to do it. If you dont, then please contact G-MAC for the same.

page layout

Margins measurement from bottom page (B) Page size/format A4 297mm x 210mm A3 420mm x 297mm A2 594mm x 420mm A1 840mm x 594mm Portrait 38mm 76mm 152mm 304mm Landscape 38mm 76mm 152mm 304mm Visual identity | 33

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Design elements: the DHI shape

To strengthen even further the visual recognition of our material, we dened a specic shape to frame our images and text when required. This shape should only be used in high level communications and if you have the skills and software to build it. If you dont then please contact G-MAC for the same. Youll nd below the specications of the frame which should always be applied.

Design elements: the Market Area matrix

Our marketing strategy denes nine Market Areas through which we channel our oer to our clients and partners. To facilitate the recognition of the material associated to each specic Market Area, we have developed a specic design element, the Market Area matrix This matrix graphically represents our nine Market Areas. It is customisable in a way that you can highlight the relevant Market Area(s) your material is related to.

w c

w c sample page layout

The matrix is already included in all the relevant templates and the associated user guides will help you in customising it properly. If you need support in doing so, please feel free to contact us.

01 Square matrix a sample page layout

i a i
Legend w = width of box; c = w/15; i = w/3; a = 30 Legend w = width of box; c = w/15; i = w/4 a = 30

< 1.5cm

The square shaped matrix is used when its overall length is less than 1.5cm. If the matrix length exceeds 1.5cm, you should then use the DHI shape matrix as illustrated at the bottom left of this page.

02 DHI shape matrix

A&A C&M

E S&G E &E
> 1.5cm

C&C UW
Highlight the relevant Market Area

A&A E C&C C&M S&G UW I E&E P&E

Aquaculture & agriculture Energy Climate change Coast & marine Surface & groundwater Urban water Industry Environment & ecosystems Product safety & environmental risk

You should apply the above rule only when the shape is square or vertical.

When using a wide shape, then apply the rule above.

P&E

The DHI shape is meant to be used for constitutive elements of an overall layout. For stand-alone elements, such as a promotional web banner on an external website, the shape cannot be applied as it is. Please contact G-MAC for support in such specic case.

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Corporate templates
In order to facilitate the implementation of our CVI and to guarantee the unity of our communication material worldwide, we have developed a suite of templates. This suite encompasses the most used marketing and communication supports such as word documents, PowerPoint presentations, business cards, yers and posters. If a template can accommodate the type of material you want to develop, you should ALWAYS use it rather than producing your material from scratch. All our templates are accessible from the G-MAC SharePoint page. Always refer to this page to ensure that you are working from the latest version available. Each template is accompanied by a user guide that you should follow carefully when developing material from a template. Please feel free to contact us would you need support.

Sample roll-up banner templates

Sample A4 yer templates

Sample Word document template

Sample business card templates

Sample PowerPoint presentation templates

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A nal thought
You now have in your hands the gist of our CVI. By following these guidelines you will ensure that your marketing and communication material conveys eectively our corporate identity. In doing so, you participate in bringing our brand to life! Weve tried to be the most exhaustive and explanatory in our guidelines, and also to meet most of your needs by creating templates and user guides. However, we are aware that there are some instances when you will need further guidance and help. In these instances, never hesitate to contact us.

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 DHI Group 2012 - For internal use only. - Version 4.5

ALL details are now at your ngertips! Visit the dedicated Corporate Identity sub-page on the G-MAC SharePoint page, to nd more. Contact us: g-mac@dhigroup.com