Brand Equity BRAND VISION BRAND PROMISE
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1 Style Manual 2015
2 1 Brand Equity BRAND VISION BRAND PROMISE First Delfi is daily number one portal in Baltic countries on readers count and published news count. First choice to get information, is usually Delfi. Quickly everywhere - Delfi will go everywhere to get latest news to every device. We will cover events in Baltics and the world in real time. If anything happens you can be sure we have created news about it. Versatile Delfi is open minded. You can find fascinating stories from politics to entertainment. We cover wide array of subjects and genres - news, interviews, columns and videos from local countries and abroad. BRAND STORY Close to the People Delfi connects readers from its countries and even all over the world. Stands equal with them. Creates news that are easily readable and available to all. Inclusive Delfi authors and makers are not only professional journalists. Delfi is the voice of people - gives everybody opportunity to express in commentary and always waits cooperation with articles, photos and videos. Value of the news depends on the speed of transmission. If they arrive quickly enough to surprise, startle or have a calming effect. In Delfi we are editing hundreds of news every day from different areas quickly and comfortably there where you are. So, you always know what is going on. Because, we already know.
3 Contents 1.0 Logo 3.0 Colors 1.1 The Master Logo Delfi Main Colors in Est, Lat, Lit Logo Safety Zone Channel Color Scheme in Estonia Logo with Slogan and Minimum Size Theme Portals Scheme in Estonia Logo Icon Logo in Monochrome and in One Color Logo logo minimum sizes for outdoor ads Typography 4.0 Web 2.1 Main Font Header in Web Secondary Font Pop-up menu Other Preferred Font Families Weather Icons
4 1.0 Logo
5 4 1.1 The Master Logo 1.0 Logo The preferred way to use the Delfi logo is over a white background or without any background. Logo is in Delfi blue color, except the E, which is in Delfi yellow.
6 5 1.2 Logo Safety Zone 1.0 Logo To preserve the integrity and visual impact of the Delfi logo, always maintain adequate clear space around it. The clear space around the logo is an integral part of its design, and ensures the logo can be seen quickly. The protected area is defined by using the height of the letter D. Safety Zone
7 6 1.3 Logo with Slogan and Minimum Size 1.0 Logo 20 mm The minimum logo size provides the smallest possible reduction in which the logo is still easy to read. The minimum width of the logo is 20 mm. As slogan is a part of the brand, it can be placed in safety zone - leave the minimum height from the logo as the width of the letter I. Logo minimum size in print Juba teame Logo with slogan 20 mm But observe the safety zone when using the slogan on the sides of the logo. Juba teame Logo minimum size with slogan Juba teame Roboto Light Construction
8 7 1.4 Logo Icon 1.0 Logo 64 px Delfi logo icon is used in our mobile apps. Also use logo icon instead of the master logo when it s size is below 64 pixels. Logo minimum size in web/ mobile In digital icons logo appears a mere letter 'D'. 16 px Logo icon minimum size in web/ mobile Logo icon in mobile app
9 8 1.5 Logo in Monochrome and in One Color 1.0 Logo If the logo must be placed on a dark background or color options are limited then the logo is used in one color (white or black).
10 9 1.6 Logo minimum sizes for outdoor ads 1.0 Logo X The minimum logo size for outdoor depends on the size of the selected media. X And it also depends to whom you are designing to - for example in bus stops people are standing in front of it (logo can be quite small), but drivers are driving by fast (logo has to be bigger). shorter side X X if shorter side = n then min size = n/4 X shorter side X X
11 2.0 Typography
12 Main Font 2.0 Typography Roboto and Arial type families are Delfi s corporate fonts. Roboto is a nice modern font with a good readability. Preferred styles are: Light, Regular and Bold. Roboto АБВГДЕЁЖЗИЙКЛМНОПРСТУФХЦЧШЩЪЫЬЭЮЯ абвгдеёжзийклмнопрстуфхцчшщъыьэюя Roboto Light Roboto Regular Roboto Bold
13 Secondary Font 2.0 Typography Arial type family is primary for Word, Powerpoint and Excel. An italic style has to be used for foreign words only. Arial АБВГДЕЁЖЗИЙКЛМНОПРСТУФХЦЧШЩЪЫЬЭЮЯ абвгдеёжзийклмнопрстуфхцчшщъыьэюя Arial Regular Arial Bold
14 Other Preferred Font Families 2.0 Typography Roboto Condensed Regular PT Sans Regular Roboto Condensed Bold Pt Sans Bold Open Sans Regular Roboto Medium Lato Regular Open Sans Bold Roboto Black Lato Bold These Google font families are preferred for using in channels and theme portals. An italic style has to be used for foreign words only.
15 3.0 Colors
16 Delfi Main Colors in Est, Lat, Lit 3.0 Colors The main colors are used in the logo and throught all communication. The secondary colors are used when additional graphic impact is desired. # 0372dd # ffc700 CMYK CMYK RGB RGB Pantone 660 C Pantone 285 U Pantone 7408 C Pantone 7548 U # CMYK RGB #b4b4b4 CMYK RGB #f1f1f1 CMYK RGB
17 Channel Color Scheme in Estonia 3.0 Colors Publik #f8712f CMYK RGB Naistekas #ec627c CMYK RGB Eesti Päevaleht #d71635 CMYK RGB Eesti Ekspress #da0915 CMYK RGB Kasulik # CMYK RGB Ärileht #2d928f CMYK RGB Ilmateade #15b7e5 CMYK RGB Rahva hääl #1066d7 CMYK RGB Eesti elu #1c2eb5 CMYK RGB Noorte hääl #5e3891 CMYK RGB Sport #1db847 CMYK RGB Maaleht #1f973f CMYK RGB Forte #99a7ac CMYK RGB
18 Theme Portals Scheme in Estonia 3.0 Colors Alkeemia #4e1413 CMYK RGB Maitsed #b5292a CMYK RGB Lemmikloom #cc1559 CMYK RGB Catwalk #000 CMYK RGB Maakodu #d00d55 CMYK RGB Elutark #beab90 CMYK RGB Pere ja laps #ff6890 CMYK RGB Moodne kodu #6f9a1b CMYK RGB Delfi TV #08a2cc CMYK RGB Reisijuht #23a8dc CMYK RGB
19 4.0 Web
20 Header in Web 4.0 Web Logo Countries header may vary in details on their pages but the logic and main elements are the same. Burger pop-up menu icon Weather icons Search
21 Pop-up menu 4.0 Web Countries header may vary in details on their pages but the logic and main elements are the same. Opened burger menu
22 Weather Icons 4.0 Web Colors Used In Weather Icons #fccc30 #1fbeed #8fdff6 or 50% #1fbeed #4d4e4e #b3b3b3
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BRANDING GUIDE CONTENTS The Brand 3 Logo 4 Alternative Looks & Tagline 6 Color 9 Logo Usage 11 Typography 12 Web 13 Cobranding Ratio 15 2 THE UPCI BRAND DESIGN PHILOSOPHY 1. THE GLOBE Since the wireframe