Nordic Noir Tours Design Manual

DESIGNMANUAL

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....................................................................... 12 GRAPHICAL ELEMENTS.......................................... 14 OUR PRODUCTS........................................................ 16 3

THE THE FULL LOGO TYPE LOGO Nordic Noir Tours has a typeface logo type, which4 means that it mostly consists of font and very min- imal graphics besides that. 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.

LOGO CONSTRUCTION, COMPITATION& WHITE SPACEIt 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 1 / 4th of the actual Computation logo size6 To work out the clearspace for the logo, Clean white space you take the height of the logo and divide it between the logo into four. The clearspace of the logo needs and content. to have the margin of 1/4 of the logo, which goes fo the top, the left side and the right side. 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.

APPLICATION On black background On imageryOn white background The yellow background can only be White logo should be used on darker used in 80% opacity backgrounds or images, black logo should be paired with brighter images.MINIMUM LOGO SIZESFull logoMinimum size: 75 x 75 pixels for web 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 INTERACTION COLOUR NOIR RED Colour Codes CMYK: 3 93 97 0 CMYK: 32 95 64 28 Lab: L53 a-66 b-52 Lab: L32 a-43 b-10 RGB: 231 56 39 RGB: 137 37 62 WEB: #e73827 WEB: #89253e The Noir Red colour blend represents the moody crime TV series Nordic Noir Tours is representing. Full of tragedy, crime and inves- tigation, this colour provides a great contract for interaction colour.10

PRIMARY COLOUR PRIMARY COLOUR COOL BALCK OFF WHITE Colour Codes Colour Codes CMYK: 73 67 65 79 CMYK: 2 2 2 0 Lab: L8 a-0 b-0 Lab: L97 a-0 b-0 RGB: 23 23 23 RGB: 248 248 248 WEB: #171717 WEB: #F8F8F8The cool black colour represents the mood Nordic This colour is used to contrast the Cool Black co-Noir Tours wants to communicate with their cli- lour presented above. Can be used on black back-ents. Mystery, crime and the scandinavian lifestyle ground as Text colour or graphical elements.shares shades of black as their representative co-lour. 11

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.12

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GRAPHICAL Facebook ELEMENTS Instagram Snapchat Facebook Instagram Twitter14

DEFAULT HOVERDEFAULT HOVERDEFAULT HOVER 15

OUR PRODUCTS Gift voucher Brochure16

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Made by Erna Gudrun Gunnarsdottir Balazs Korcsog Eduard Carmocanu Baldur Arge Sveinsson18