Nordic Noir Design Manual

DESIGN TOURSMANUALNNOORIDRIC From Scandinavia with Crime

INTRO DUCTION These guidlines describe the visual and verbal elements that represent Nordic Noir Tours identity. This includes Nordic Noir Tours name, logo and other elements such as fonts, colours and graphics or imagery. This design manual is highly important for Nordic Noir Tours, as it is part of how we represent ourselves for who we are and what we stand for. It is the image that we present and therefore the message we show through our visual identity must be accurate.2

TABLE OFCONTENTS THE LOGO..................................................................... 4 TYPOGRAPHY............................................................. 8 COLOUR PALETTE..................................................... 10 IMAGERY....................................................................... 14 GRAPHICAL ELEMENTS.......................................... 16 OUR PRODUCTS........................................................ 18 3

THE TOURS THE FULL LOGO TYPE LOGO Nordic Noir Tours has a typeface logo type, which NNOORIDRIC means that it mostly consists of font and very min- imal graphics besides that. From Scandinavia with Crime The graphical element of the logo represents the mysteryous scene Nordic Noir Tours tries to make its own, and this is what they are communicating towards their clients. The logo is presented through the use of white space as well as shape and form.4

LOGO CONSTRUCTION, COMPITATION NNOORIDRIC TOURS& WHITE SPACE From Scandinavia with CrimeIt is important to keep the logo clearof any other graphical elements.To control this, an exclusion zone hasbeen established around the logo.This exclusion zone specifies howclose any other graphical element ormessage can be positioned when itcomes to the logo. 5

CLEARSPACE TOURS 1 / 4th of the actual Computation logo size To work out the clearspace for the logo, NNOORIDRIC you take the height of the logo and divide it into four. The clearspace of the logo needs From Scandinavia with Crime to have the margin of 1/4 of the logo, which goes fo the top, the left side and the right Clean white space side. between the logo and content. The bottom has only the margin of 1/4 of the height of the logo, from the middle of the logo to the bottom 1/4 of the logo. Which means, another object is allowed to go all the way up to the first 1/4, so parts of the graphical elements (the animals) can lay on that object. Definition Whenever the logo is used, it should be sur- rounded with clearspace to insure its visi- bility and impact. No graphic elements of any kind should interfere with this zone.6

APPLICATION TOURS On black backgroundTOURS On imageryOn white background TOURS NNOORIDRIC NNOORIDRICNNOORIDRIC From Scandinavia with Crime From Scandinavia with Crime From Scandinavia with Crime White logo should be used on darkerMINIMUM LOGO SIZES The yellow background can only be backgrounds or images, black logoFull logo used in 80% opacity should be paired with brighter images.Minimum size: 75 x 75 pixels for web NNOORIDRICTOURS From Scandinavia with Crime 7

TYPO GRAPHY Nordic Noir Tours typography choices represent ad- venture, mystery and the scandinoir experience. Sans serif and serif fonts used together to create contrast in our content. The chosen typography represents the clean and clear design of Nordic Noir Tours, as our goal is to have it ap- pealing for both young children and adults as well easy to read. The following fonts are what must be used for all online and offline media. The typeface “Lora” is used for the header and subheader, which can only be used with upper case letters, and the typeface “Poppins” which is used for the body/content.8

Headline H1Font-family: Lora - Font-size: 36px - Font-weight: Reglar - Line-height: 44px - Colour: #171717Headline H2Font-family: Lora - Font-size: 28px - Font-weight: Bold - Line-height: 36px - Colour: #171717Headline H3Font-family: Lora - Font-size: 20px - Font-weight: Bold - Line-height: 28px - Colour: #171717This is a paragraph using Poppins light at 12px, with a 15px line-height in the colour #171717.Each letterform is nearly monolinear, with optical corrections applied to stroke joints whereneccessary to mantain an even typographic colour. 9

COLOUR PALETTE PRIMARY COLOUR COOL BALCK Colour Codes CMYK: C73 M67 Y65 K79 Lab: L8 a-0 b-0 RGB: R23 G23 B23 WEB: #171717 The cool black colour represents the mood Nordic Noir Tours wants to communicate with their cli- ents. Mystery, crime and the scandinavian lifestyle shares shades of black as their representative co- lour.10

PRIMARY COLOUR OFF WHITE Colour Codes CMYK: C2 M2 Y2 K0 Lab: L97 a-0 b-0 RGB: R248 G248 B248 WEB: #F8F8F8This colour is used to contrast the Cool Black co-lour presented above. Can be used on black back-ground as Text colour or graphical elements. 11

? PRIMARY COLOUR COOL BALCK Colour Codes CMYK: C73 M67 Y65 K79 Lab: L8 a-0 b-0 RGB: R23 G23 B23 WEB: #171717 The cool black colour represents the mood Nordic Noir Tours wants to communicate with their cli- ents. Mystery, crime and the scandinavian lifestyle shares shades of black as their representative co- lour.12

? PRIMARY COLOUR OFF WHITE Colour Codes CMYK: C2 M2 Y2 K0 Lab: L97 a-0 b-0 RGB: R248 G248 B248 WEB: #F8F8F8This colour is used to contrast the Cool Black co-lour presented above. Can be used on black back-ground as Text colour or graphical elements. 13

IMAGERYA picture says more than a thousand words.Therefore, images that are displayed on any of ourmedia, both offline and online should have to bechosen carefully. The image should always be trueto the feelings whta Nordic Noir Tours communi-cate.It is allowed to adjust the brightness and contrastof the image but the colours should not be edit-ed too much, because they should be as true tonature as possible. All images must be in at least1024x780 pixels and good quality.The imagery should communicate dark mysteriousenviroment that resonates with the scandinavioncrime TV series like the Borgen, The Killing and theBridge.14

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GRAPHICAL ELEMENTS Facebook Facebook Instagram Instagram Twitter Snapchat16

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OUR TOURSNNOORIDRIC PRODUCTS From Scandinavia with Crime Gift voucher Experience the dark side of Gift certificate for an open Nordic Noir guided tour for 2 persons Copenhagen and Malmö “To Fran and Will with much love from Clare and Dan” You will see film locations used in The Killing, The Bridge, Borgen (and more), hear stories about the TV series and We are looking forward to seeing you in Copenhagen! how Copenhagen and Malmö have been used as a back- Kind regards, drop to crime and political conspiracies… Christine Bordin Owner of www.nordicnoirtours.com From Scandinavia with Crime https://www.facebook.com/NordicNoirTours/ Brochure Terms and conditions: This gift certificate is valid for 2 participants in 2017. The use of the gift certificate requires a reservation of at least 48 hours prior to the tour by sending an email to [email protected]. Guests are responsible for being on time at the agreed location. Nordic Noir Tours reserves the right to cancel tours without being liable for damage or costs.18

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Made by Erna Gudrun Gunnarsdottir Balazs Korcsog Eduard Carmocanu Baldur Arge Sveinsson20