guidelines basic elements r

Guidelines for the basic elements.

01 | Basic elements

Release 2.0 | Last revised: 1 January 2010

Guidelines for the basic elements | Basic elements | Contents Release 2.0 | Last revised: 1 January 2010

Contents.

2 Contents.

3 Introduction.

4 Rules to remember.

5 Basic elements.6 Logo versions without the slogan.7 Logo versions with the slogan.8 Logo versions with a shadow.9 Areas of application for the different logo versions.11 Layout principle.12 Other versions of the logo.13 Coding system.14 Product photos and eye-catchers.15 Information boxes.16 Colors.17 Typography.18 Imagery.

19 Information channels and publishing details.

Guidelines for the basic elements | Basic elements | Introduction Release 2.0 | Last revised: 1 January 2010

The corporate design principles of Deutsche Telekom Group are documented in a series of guidelines.

These guidelines contain binding rules for the use of the basic elements: logo, typography, colors, layout principles, secondary elements and imagery. The usage of these elements is explained in detail and illustrated using examples.

Introduction.

Guidelines for the basic elements | Basic elements | Rules to remember Release 2.0 | Last revised: 1 January 2010

Rules to remember.

1. The rules for using the basic elements are valid and binding for the corporate brand and all offer brands. Exceptions may only be made in special cases and with the prior approval of the central brand manage-ment department at Deutsche Telekom.

2. The logo is used in combination with a row of Digits wherever possible. If a complete row of Digits is not considered appropriate for the medium or is not technically feasible, a smaller version with a short row of Digits may be chosen instead.

3. The version of the logo with the shadow may only be used in specific media.

4. The logo label can also be used to convey additional information.

5. The slogan is integrated as part of the logo and should be used in all communication. Exceptions to this rule have been defined.

6. The color Magenta is always used as an accent to highlight particular elements in imagery as well as in other graphic elements (eye-catchers, information boxes).

7. The TeleGrotesk typeface is used exclusively.

8. The corporate brand and all offer brands use the same imagery.


Basic elements.

The following basic elements are central to the corporate identity:– Logo– Slogan– Layout principle– Colors– Typefaces– Imagery– Eye lustrations– Information boxes

The principles regarding the use of the basic elements are explained in detail on the following pages.

Guidelines for basic elements | Basic elements


Logo versions without the slogan.

StructureThe right-aligned logo is generally used. Depending on the medium, however, it is also possible to use the left-aligned logo label.

Artwork files in EPS format are avail-able in both four-color and grayscale versions for the left- and right-aligned logo labels.

Guidelines for basic elements | Basic elements | Logo versions without the slogan


Logo versions with the slogan.

StructureThe slogan is to be used for all brands except for T-Systems. The logo label featuring the slogan is available in all required languages. Logo files featuring the slogan are available in sizes S, M, L and XL. A logo label with the slogan in XS is only available for the corporate brand.

Defined areas of application The slogan should be used in all communication media if possible.Exceptions to this rule have been defined. It is necessary to decide on a case-by-case basis whether the slogan should be used on giveaways or sponsoring media. The place-ment of the slogan must also be examined closely.

Alignment of the sloganWith right-aligned logos, the slogan appears on the left, aligned with the second Digit and the upper edge of the “T”. With left-aligned logos, the slogan is right-aligned with the next-to-last Digit. Artwork filesThe following artwork files are available in EPS format: four-color and grayscale.

Guidelines for basic elements | Basic elements | Logo versions with the slogan

Note: The slogan appears in English and is to be adapted for each country in which it is used.


Logo versions with a shadow.

StructureIn these logo versions, the “T” and Digits are slightly larger and feature a shadow. This more detailed inter-pretation gives the logo a more ele-gant and accessible look.

The logo is used for all brands except for T-Systems. The logo label featuring the slogan is available in all required languages. Logo files featu-ring the slogan are available in sizes S, M, L and XL. A logo label with the slogan in XS is only available for the corporate brand.

The T-Systems logo featuring the shadow does not include the slogan. The right-aligned logo is generally used. Depending on the medium, however, it is also possible to use the left-aligned T-Systems logo label.

Defined areas of applicationThe logo versions with the shadow are only used in certain media (see the table on page 9). Detailed rules are documented in the correspondi-ng guidelines.

Artwork filesThe following artwork files are available in EPS format: four-color and grayscale versions, left- and right-aligned logo labels.

Guidelines for basic elements | Basic elements | Logo versions with a shadow

Note: The slogan appears in English and is to be adapted for each country in which it is used.


Areas of application for the different logo versions.

Media Advertising (TV, print, online)Sales communication (e.g. retail flyers, brochures, posters)Digital media (web, HTML newsletters, user interfaces )PowerPoint presentationsPackaging (e.g. devices, blister packs, product manuals)Internal media (e.g. posters, magazines)Giveaways (e.g. lanyard)Shop (e.g. display)Trade fair (e.g. LED panel)Sponsoring (banners, etc.)Business stationery (letterhead, business cards, etc.) Forms (invoice, ID cards, etc.) Consumer products Corporate fashion Signage (building, vehicle labeling)

Logo version without the slogan

x xxxx

Logo version with the slogan

xxxx

Logo version with the slogan and shadow

x xxxxx

Guidelines for basic elements | Basic elements | Areas of application for the different logo versions

Using the logo with the shadowThe logo version with the shadow is generally used in print and digital media. This excludes all media on which this logo version cannot be applied for technical reasons or is not deemed practical (very small or highly complex applications, etc.).


Slogan scaling

Guidelines for basic elements | Basic elements | Using the slogan

Using the slogan.

The slogan is always used as part of the logo. It does not appear on its own.

Standard sizeThe size of the slogan is derived from the cap height (CH) of the T and is generally 0.45 CH in height. A smaller slogan is used for the S and XS logo labels. This has a cap height of 0.35. If the slogan is too long to main-tain the minimum distance to the wordmark, the slogan is scaled to fit within the maximum width. The minimum distance between the slogan name and the brand name below must also be maintained.

TypographyThe slogan appears on a single line and is set in TeleGrotesk semi-bold.

AlignmentWith right-aligned logos, the slo-gan appears on the left, aligned with the second Digit and the upper edge of the “T”. With left-aligned logos, the slogan is right-aligned with the next-to-last Digit.

Minimum distance: typographyThe text in the expanded logo label is generally positioned 1.5 CH (of the T) from the logo. The minimum distance for packaging is 1 CH.

Standard positioning of slogan for logo labels XL, L and M

Cap height T = CH

0.5 CH

0.45 CH

0.5 CH

Left-aligned with the second Digit Minimum distance to the slogan

Minimum distance of typography in expanded logo label

Cap height T = CH

0.5 CH

Minimum distance 0.5 CH

A communicative headline over two lines. A subheadline (optional).

1.5 CH minimum distance from the logo to the baseline

Flexible text length


Standard positioning of slogan for logo labels S and XS


Cap height T = CH

0.5 CH0.35 CH

0.5 CH

Minimum distance to the wordmark exceeded


Layout principle.

Label XS Label S

x xx

Label M Label L Label XL

Placement of the logo within the formatThe logo label is positioned at the upper or lower edge of the format. The distance between the label and the format edge is always 5% of the shorter side of the format.

Height of the logo labelThe height is variable depending on the amount of information to be conveyed, but may not exceed 50% of the format height.

Advertising mediaA modified and flexible layout prin-ciple is used in advertising media. Details can be found in the corre-sponding guidelines.

xx x

x

Minimum height

xx

Ing et adipit iure dit incipit il nim ipit nulpute magnis ea feu.

Maximum height

x

x = 5% of the shorter side of the format

Positioning at the top of the format

Positioning at the bottom of the format

xx x

x

Ing et adipit iure dit incipit il utat. nim ipit nulpute magnis ea feu.

xx

1.5 CH minimum margin between logo and typographyCap height = CH

Ing et adipit iure dit incipit il utat nim ipit nulpute magnis ea feu.

Logo sizesLabel XSFor use with extremely long, narrow formats (e.g. one-column ads) Label SFor use with narrow formats (e.g. DIN long) Label MFor use with conventional portrait formats (e.g. DIN A4) Label LFor use with conventional landscape formats Label XLFor use with extremely wide, short formats

A larger logo may be used as needed.

xx

xxx x

x xxx

x xx

xx

xx

Guidelines for basic elements | Basic elements | Layout principle

Max height = ½ format height


Short version of the logoAgainst a defined backgroundFor use on special applications (e.g. co-branding, TV, sponsoring etc.).

Guidelines for basic elements | Basic elements | Other versions of the logo

No backgroundFor use on special applications (e.g. giveaways, sponsoring, prod-uct labeling, etc.).

The logos are also available in reverse (negative) versions.

Other versions of the logo.

TMO_KurzformPos_1_4C.eps

TMO_KurzformPos_1_1K_T.eps

TMO_KurzformNeg_1_1K_T.eps

TMO_KurzformPos_1_1K.eps

THO_KurzformPos_1_4C.eps

THO_KurzformPos_1_1K_T.eps

THO_KurzformNeg_1_1K_T.eps

THO_KurzformPos_1_1K.eps

TSY_KurzformPos_1_4C.eps TSY_KurzformPos_1_4C.eps

TSY_KurzformPos_1_1K_T.eps TSY_KurzformPos_1_1K_T.eps

TSY_KurzformNeg_1_1K_T.eps TSY_KurzformNeg_1_1K_T.eps

TSY_KurzformPos_1_1K.eps TSY_KurzformPos_1_1K.eps

T_KurzformPos_1_4C.eps

T_KurzformPos_1_1K_T.eps

TMO_KurzformPos_1_4C_T.eps THO_KurzformPos_1_4C_T.eps TSY_KurzformPos_1_4C_T.eps TSY_KurzformPos_1_4C_T.eps T_KurzformPos_1_4C_T.eps

T_KurzformNeg_1_1K_T.eps

T_KurzformPos_1_1K.eps


Coding system.

Logo designationA specific designation is assigned to each logo label to provide orien-tation and distinguish between the various versions.

Coding systemThe designation of each individual file follows a defined system based on the style, color, type, size, slogan use and format.

Guidelines for basic elements | Basic elements | Coding system

TMO_Label_1_4C_li_XS_Slogan.eps

Brand

File format

Color/color scheme

Style

Alignment/appearance

4C Four-color mode for printing in CMYK (Euroscale) 3C Three-color mode for online applications using RGB1K One-color mode (line drawing) P PantoneRAL RAL color system

re Right-aligned logoli Left-aligned logo

T Transparent background

1 Logo version without shadow2 Logo version with shadow

.eps Format for professional printing applications.jpg Format for MS Office applications .gif For print and screen applications

Size Slogan (optional)

XS For use with very tall, narrow formats (e.g. one-column newspaper ad)S For use with narrow portrait formats (e.g. DIN long) M For use with conventional portrait formats (e.g. DIN A4)L For use with conventional landscape formatsXL For use with extremely wide, short formats

Slogan GermanySlogan_nl NetherlandsSlogan_at AustriaSlogan_gb EnglandSlogan_hu HungarySlogan_cz Czech RepublicSlogan_me MontenegroSlogan_mk_a Macedonia (cyrillic)Slogan_mk_b Macedonia (latin)Slogan_sk SlovakiaSlogan_hr Croatia

LabelShort form pos (e.g. co-branding)Short form neg (e.g. co-branding)

T Corporate brand; “Telekom” offer brandTMO T-Mobile offer brandTHO T-Home offer brandTSY T-Systems offer brandTCOM T-Com offer brand


Structure of eye-catchersEye-catchers are square with slightly rounded corners and an offset shadow. The corner radius is 7.5% of the length of the edge. The eye-catchers are tilted 7.5° to the left. The size can be scaled as desired.

ColorsThe eye-catchers may appear in the corporate colors Magenta and white, or in the secondary colors. Depending on the background color, the text is set in white and/or black.

TypographyDifferent type sizes and typestyles can be used to draw more attenti-on to the presented information. If possible, the copy should fill the The text can also be left-aligned. Product photosProducts are always displayed as cut-outs with a soft, slightly offset shadow.

Soft drop shadowsThe shadows used for eye-cat-chers and products are created in 65% black using the “multiply” mode. The shift and size of the drop shadow corresponds to 7.5% of the shorter side of the object.

Guidelines for basic elements | Basic elements | Product photos and eye-catchers

Product photos and eye-catchers.

Cut-out with drop shadowDrop shadowShift and size: 7.5% of the shorter sideColor: 65% black, “multiply” mode

x = 7.5% of the shorter side

7.5°

Structure and appearance of shadow, eye-catcherCorner radius: 7.5% of the edge length, angle: 7.5°Drop shadow, size and shift: 7.5% of the edge length Color: 65% black, “multiply” mode

x = 7.5% of the edge length

Combi Flat M

Take advantage

now!

xx

x

xx

x

Product photo against a back-ground image

Product photo on a Magenta background

x

x

Eye-catchers in white and secondary colors

Negative examples

Incorrect text alignment

Reducednow!

10,– € less

Incorrect color (no color gradients)

New

Tilted incorrectly

Call & Surf Comfort 44,95 €

Unlimited calling and surfing

Unlimited calling

and surfingUnlimited calling

and surfingNew


Hier steht eine kommunikative Headline in zwei Zeilen.

Beschreibende Headline. Produktname ABC.Lorem ipsum Dolor sit amet. Labore et Dolore et magna Aliquam erat volutpat. Duis autem Veleum Iriure Dolor in hendrerit Commodo consequat.

† Lorem ipsum Veleum† Commodo ad consequat† Duis autem Magna† Labore est etiam Volutpat

Duis autem Veleum

24,95

€4

Line weight = one-half the Digit height

x

0.5 x

0.5 x

Guidelines for basic elements | Information boxes

Information boxes.

Information boxesInformation boxes emphasize impor-tant details, such as tips, summaries or products.

StructureInformation boxes are outlined and have slightly rounded corners. The corner radius should appear similar to that in the illustration shown here. If several information boxes are fea-tured on one page, they should all have the same corner radius. ColorsThe information boxes are either in Magenta with a white or black out-line, or in white with a Magenta or black outline.

Alignment of typographyThe text is always positioned in the top left corner. The distance to the format edge is 4 mm. All copy is aligned with the baseline grid.

Further information on the size and positioning of the information boxes can be found in the corresponding guidelines.

Positioning of typography within the information box

Colors

Important information e.g. tips, summary, overview or product reference

Minimum distance 4 mm in line with the baseline grid

4 mm baseline grid

Information boxes on a Magenta background Information boxes on a white background Information boxes on a background image

Communicative headline o two lines.

Descriptive Headline. Productname ABC.Lorem ipsum Dolor sit amet. Labore et Dolore et magna Aliquam erat volutpat. Duis autem Veleum Iriure Dolor in hendrerit Commodo consequat.

† Lorem ipsum Veleum† Commodo ad consequat† Duis autem Magna† Labore est etiam Volutpat

Duis autem Veleum

24,95

€4

Line weight of the information boxThe line weight is calculated using the size of the Digits in the logo label


Colors.

Light blueEuroscale 60/10/0/0RGB 100/185/228

Dark blueEuroscale 70/35/0/20RGB 66/123/171

50%

25%

BrownEuroscale 35/55/60/0RGB 180/128/98

PetroleumEuroscale 75/30/35/0RGB 64/143/154

Light greenEuroscale 15/5/63/0RGB 221/214/116

Dark greenEuroscale 35/15/75/0RGB 186/189/90

YellowEuroscale 0/15/68/0RGB 253/209/103

75%

OrangeEuroscale 5/40/70/0RGB 237/169/90

Corporate colorsMagenta, different shades of gray, black and white.

Use of the corporate colorsBoxes, backgrounds, typography, within graphics, highlighting text, etc.

Spectrum of secondary colors. Color values using Photoshop CS

Secondary colorsDefined colors or a range of shades selected from the permit-ted colors with 60% saturation and 100% brightness.

Use of colorsSecondary colors may be used for graphics, tables, tabs, eye-catchers etc., but not for large areas. Tele-Grotesk may not be set in these colors.

Deutsche Telekom MagentaEuroscale 100% MagentaPantone U/C Process MagentaPantone TCX 18-2436RGB 226/0/116Hex #E20074RAL 4010 TelemagentaScotchcal 100-821 Telekom magenta

Deutsche Telekom Gray 1Euroscale 47% black Pantone U/C Cool Gray 7RGB 153/153/153Hex #999999RAL 7045 Telegray 1Scotchcal 100-822 Telekom gray

Deutsche Telekom Gray 2Euroscale 65% black Pantone U/C Cool Gray 9Pantone TPX 17-4405RGB 102/102/102Hex #666666RAL 7046 Telegray 2Scotchcal 100-822 Telekom gray

Deutsche Telekom Gray 3Euroscale 72% black Pantone U/C Cool Gray 10RGB 51/51/51Hex #333333RAL 7012 Basalt grayScotchcal 100-706 Traffic gray

Deutsche Telekom Gray 4Euroscale 10% black Pantone U/C no valid colorRGB 237/237/237 Hex #EDEDEDRAL 7047 Telegray 4Scotchcal 100-11 Pearl gray

Deutsche Telekom Gray 5Euroscale 85% black Pantone U/C 432RGB 38/38/38 Hex #262626 RAL 7016 Anthracite grayScotchcal 100-012MACal 9800 pro, 9889-05

BlackEuroscale 100% black Pantone U/C Process BlackRGB 0/0/0Hex #000000RAL 9011 Graphite blackScotchcal 100-12 Black brilliant

WhiteEuroscale 0% black Pantone U/C 9060RGB 255/255/255Hex #FFFFFFRAL 9010 Pure whiteScotchcal 100-10 White, brilliant

Deutsche Telekom Gray 6Euroscale 25% blackPantone U/C Cool Gray 3RGB 204/204/204Hex #CCCCCCRAL 820-1 effectScotchcal 100-384

Guidelines for basic elements | Basic elements | Colors


Did you forget your phone? Is your battery dead? You can now send SMS messages at over 40,000 public phones. Dummy text should have as many different letters as possible and be in the original language. 1234567890 ABCDEFGHIJKLMNOPQRSTUV Did you forget your phone? Is your battery dead? You can now send SMS messages at over 40,000 public phones. Dummy text should have as many different letters as possible and be in the

Typography.

TypestylesTeleGrotesk regular, semi-bold, bold

Type colorsMagenta, black, white, TeleGray

A defined sequence of type colors should be used for two-line headlines. If the background is Magenta, the first line should be white and the second black. If the background is white, the first line should be Magenta and second black. If copy text starts on the second line, this should appear in the same color. Prices on a Magenta background are set in white, and in Magenta on a white background.

Type sizesType sizes should be selected in rela-tion to the logo: Cap heights identical or in increments of .5 (1.5 CH, 2 CH, 2.5 CH etc.)

Line spacingApprox. 100% to 110% of type size. With type sizes larger than 50 pt approx. 90% to 100% of type size.

Character spacing (InDesign)Up to 10 pt: character spacing +5 10 pt to 50 pt: character spacing 0 Larger than 50 pt: character spacing -10 to 0

AlignmentCopy text should be left-aligned and non-justified.

TeleGrotesk regular semi-bold bold

Guidelines for basic elements | Basic elements | Typography

Dummy text should have as many different letters as possible and be written in the original language. Text in foreign languages does not adequately meet these requirements.

Dummy text should have as many different letters as possible and be written in the original language. Text in foreign languages does not adequately meet these requirements.

Dummy text should have as many different letters as possible and be written in the original language. Text in foreign languages or “lorem ipsum” does not adequately meet these requirements. 12345678910 ABCDEFGHI-JKLMN

Dummy text should have as many different letters as possible and be written in the original language. Text in foreign languages or “lorem ipsum” does not adequately meet these requirements. 12345678910 ABCDEFGHI-JKLMN

Descriptive Headline ProductnameLorem ipsum dolor sit ametConsectetuer adipiscing elit sed diam nonummy nibh euismod tinciduntUt laoreet dolore magna aliquam erat volutpat ut wisi enim

Descriptive Headline ProductnameLorem ipsum dolor sit ametConsectetuer adipiscing elit sed diam nonummy nibh euismod tinciduntUt laoreet dolore magna aliquam erat volutpat ut wisi enim


Content (who, where, what?)Location/surroundingsSuitable for the target group, depending on the offer brand:– On the go: Places where people

don’t stay for a long period of time– At home: Private apartment, at a

friend‘s place, around the house– World of business: On the go or in

a business location

PeopleModels– Open, authentic, self-confident

and expressive– A broad range of ages and ethnicitiesStyling– Natural-looking, light make-up,

hairstyles appropriate for the situation depicted

– Individual clothing, accessories suitable for the desired target group

Behavior– Shared moments: the people

shown are involved in a real-life activity or everyday situation

– Natural, spontaneous activities (snapshot feel)

– Everyday experiences, typical on-the-job situations

– Alone, in pairs or in groups

Style (How we show it)Colors– Warm, bright situations; lively

mix of colors– Silver-gray surroundings,

premium technology (T-Systems)– Natural, yet clearly visible Magenta

accent

Photography style– Natural blurriness in the

foreground or background– Camera at eye level– Natural light– Striking, clear composition

Imagery.

Guidelines for basic elements | Basic elements | Imagery

Studio situations; artificial sur-roundings; famous sights; backgrounds or accessories with too many details or busy patterns

“Beauty pageant candidates”; osten-tatious glamour; special visual effects applied to people

Introverted or exaggerated behavior; unnatural poses; metaphorical motifs

Colors too desaturated; Magenta accent too dominant; Competing shade of red too dominant

Camera perspec-tive at an angle; too blurry; flash or backlighting

Negative examples


Information channels and publishing details.

Guidelines for basic elements | Basic elements | Information channels and publishing details

The CI-HotlineDeutsche Telekom’s CI-Hotline at the headquarters in Bonn will be pleased to help with further ques-tions, detailed information or design approval every day from 8:00 a.m. to 6:00 p.m.:Tel. +49 228 181- 24299Fax +49 228 181- 24288 E-mail [email protected]

Information and data on the intranetIn addition, more information about the CI/CD of Deutsche Telekom as well as the appropriate Manuals, Guidelines and Design Specifications can be found on the CI-Net athttp://ci-net.telekom.de

Information and data on the extranethttp://www.telekom-ci.net

Published by:Deutsche Telekom AGBrand Strategy and Marketing CommunicationsP.O. Box 20 00, 53105 Bonn, Germany

Concept, text and design:Interbrand

© 2010 Deutsche Telekom AG.All data is subject to copyright.Reproduction is prohibited.

Last revised: 01/2010

mailto:[email protected]

http://ci-net.telekom.de

http://www.telekom-ci.net

guidelines basic elements r

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