Try Swedish Design Concept May 2018 v2.0. Page 1/16

Transcription

1 Try Swedish Design Concept May 2018 v2.0 Page 1/16

2 Index Logotype 3 Colors 5 Typeface 7 Images 9 Catchphrase 11 Exhibition stand 13 Page 2/16

3 Logotype Page 3/16

4 Logotype Wide logotype Narrow logotype The Try Swedish logotype has been slightly revised since the previous version. It is now more distinct and easier to read from far distance and therefore more suited for application on larger surfaces such as fairs, billboards etc. The flag has also been increased in size. The logotype is available in two versions: wide or narrow. The area where the logotype should be applied determines which of the logos to use. The logo may only be applied against white color/background. The free area around the logotype against other objects or background color should be as the example below shows. Exceptions to this can be made in some cases. Free area around the logotype Page 4/16

5 Colors Page 5/16

6 Colors Main color Additional colors 80% 40% 80% 40% 100% 100% 60% 20% 60% 20% White is the standard main color CMYK: 0, 0, 0, 0 RGB: 255, 255, 255 Green Plants CMYK: 65, 10, 100, 0 RGB: 104, 173, 69 Brown Soil CMYK: 20, 60, 100, 10 RGB: 187, 112, 39 80% 40% 70% 30% Try Swedish main color is white, used as main background color in print, exhibitions, web etc. 100% 60% 20% 100% 50% 10% Try Swedish color palette also consists of six additional colors, each added with four color tones. The names of the colors show their symbolism: Green plants Brown Soil Yellow Sun Gray Rock Blue sky Wood Yellow Sun CMYK: 0, 20, 10 0, 0 RGB: 255, 203, 5 80% 60% 40% 20% Grey Rock CMYK: 0, 0, 0, 50 RGB: 147, 149, % 100% 80% 60% Nota Bene: Different percentages than the additional other colors. 40% 20% The additional colors should be used with great moderation and care. Blue Sky CMYK: 55, 15, 0, 0 RGB: 105, 179, 227 Wood CMYK: 5, 10, 20, 0 RGB: 240, 224, 202 Page 6/16

7 Typeface Page 7/16

8 Typeface Try Swedish use the typeface Serifa Bold: Headlines, preambles etc Light: Body text Bold: Aa Bb Cc Dd Ef Ff Gg Hh Ij Jj Kk Ll Mm Nn Op Pp Qq Rr Ss Tt Uu Vv Wv Xx Yy Zz Åå Ää Öö Light: Aa Bb Cc Dd Ef Ff Gg Hh Ij Jj Kk Ll Mm Nn Op Pp Qq Rr Ss Tt Uu Vv Wv Xx Yy Zz Åå Ää Öö Page 8/16

9 Images Page 9/16

10 Images The idea is to show images with a great focus on products and consumer patterns. Products with environment, manufacturing (not raw material), people who consume food and products in different environments. Soon we will also add pictures of the purchase itself in the store, but this work is not yet complete. These pictures will also be shown here. Page 10/16

11 Catchphrase Page 11/16

12 Try Swedish catchphrase is: A taste of innovation Catchphrase To be used: on larger surfaces in the exhibition stand as a completion of or in body text other places where it can add value. The usage areas are many, but it is important that the phrase is used in moderation and with a sense of the context in which the phrase will be used. Remember: Less is more. A taste of innovation Page 12/16

13 Exhibition stand Page 13/16

14 Exhibition stand In the exhibition stand, all components of the graphical profile are weaved together. The graphical guidelines are comparatively easy to follow, so the assembly should not be a problem. NB! The graphical guidelines for the exhibition stand, is applicable when Business Sweden is arranging Try Swedish Pavillions in international food fairs. All surfaces are white unless otherwise stated. Some surfaces are in birch. Floor mat in Grey Rock 70%. Top upper panel. TO BE PROPERLY DISPLAYED AT THE TRADE SHOWS, THIS PANEL SHOULD BE AS HIGH AS POSSIBLE. AT LEAST 1500 MM (1,5 METER), BUT PREFERABLY HIGHER. Table/stool/chair Stand: Birch Surface: White Shelves: Birch Surfaces: White A taste of innovation Birch list on the bottom of the front upper panel. te oofn s a t A ovati inn Storage: Outward surfaces Logotype + Catchphrase Floor mat: Grey Rock 70% (see page 5) Storage: 1 inward surface with living plants TV-screens Bar disk lights: Simple but elegant. Metal or glass Bar disk: Birch Allways in front of the living plants surface Page 14/16 A taste of innovation

15 Exhibition stand A typical example of a Try Swedish booth. Several companies can share the space. Make sure all spaces are easily viewed and accessed by the visitors. These top panels in this booth turned out to be too low and were hard to see. They must be significantly higher. See previous page (14) for instructions. Page 15/16

16 JUNE 2018