Danish Institute for Human Rights

Official Websites

• https://www.humanrights.dk
• http://www.humanrights.dk
• http://www.menneskeret.dk
• https://menneskeret.dk
• https://menneskeret.dk/kalaallit-nunaat

Brand Guidelines

2025

Brand Summary

Mission

• The Danish Institute for Human Rights is to protect and promote human rights and equality [^1].

Core Values

• Independence
• Collaboration
• Expertise
• Credibility [^2]

Target Audience

• Individuals in Denmark, Greenland, and internationally, including those experiencing discrimination, public authorities, decision makers, civil society, and other key actors [^3].

Personality Traits

• Professional
• Credible
• Inclusive
• Collaborative
• Transparent

Visual Identity Overview

• The visual identity is defined by a deep red color symbolizing dedication and national identity, a speech bubble holding shape for dialogue, clean and modern typography (Proxima Nova), authentic and diverse photography, minimalist and consistent illustrations, and a cohesive use of color palettes and graphic elements across all materials [^5].

Categories

Brand Imagery

• Photography is a key visual element and impactful visual representation of our brand and plays a vital role in conveying the authenticity and human aspect of our work.
• • Authenticity -images should depict real people in authentic moments and scenarios.
• • Strive for diversity and inclusivity by showcasing a wide range of ages, genders, ethnicities, and backgrounds to reflect the diversity of those we serve.
• • Photos should be respectful, and never sensationalist. When featuring people, we aim to portray them with dignity and agency, highlighting their stories and experiences. It is essential to prioritize the well-being and safety of those depicted, ensuring that their representation does not pose any risk or harm.
• • Stock images can be used, but they should not feel overly staged or artificial. Authenticity should always be the priority.
• • Images should retain their natural look, avoiding excessive editing or manipulation.
• • Images should not be altered with tints, filters, or colour overlays that could detract from their authenticity.
• • The use of Al-generated photography is not allowed. We prioritize credibility and ethical practices, and using Al­generated photos -especially those depicting people -can undermine trust and authenticity. Always use real, high­quality images to maintain transparency and integrity.
• Our image library can be accessed via Templafy; external designers can access it via our SharePoint.

Color Palette

• Colour is an essential component of our visual identity and what makes us instantly recognisable. Our colour palette is thoughtfully aligned with the institute’s core values and it creates a visually cohesive representation.
• Our signature colour is deep red. It symbolizes dedication and passion to human rights and establishes a link to the institute’s national and cultural identity. Besides the logo, it should be used sparingly to emphasize important text like headlines, links, calls-to-action or website buttons.
• The dark blue communicates trust, professionalism, and authority, while emphasizing the institute’s credibility. It can be used fx. as a background colour, for buttons, and text.
• Beige introduces warmth and approachability, highlighting the collaborative and cooperative approach of the institute. It can be used fx. as a background colour or text, when placed on the dark blue.
• The light blue adds friendlyness and a modern appeal. It can be used fx. as a background colour, for buttons or text, when placed on the dark blue.
• Black and white ensure a timeless and versatile aesthetic, and should mainly be used for text.
• Deep red #C32032 RGB: 195, 32, 50 CMYK: 16, 100, 87, 6
• Black #05070C RGB: 5, 7, 12 CMYK: 75, 60, 55, 85
• Dark blue #0F294A RGB: 15, 41, 74 CMYK: 100, 85, 42, 42
• Beige #F8F0E2 RGB: 248, 240, 226 CMYK: 2, 4, 10, 0
• Light blue #639FAB RGB: 99, 159, 171 CMYK: 63, 24, 29, 0
• White #FFFFFF RGB: 255, 255, 255 CMYK: 0, 0, 0, 0
• The secondary colour palette is based on the colours from the primary palette, giving flexibility and versatility for visual materials while keeping a consistant look and expression. The secondary colour palette can be mixed with the primary colour palette and used fx. for infographics, charts, our website, illustrations etc.
• Only to be used for illustrations, infographics and charts
• The usage of colours is flexible, but here are some things to keep in mind: use our primary colour palette when possible
• create contrast using combinations of light and dark colours
• make sure there is a high enough contrast when combining text and colours (at least 4.5:1 for normal text and 3:1 for large text to achieve Level AA compliance)
• you can combine colours from the primary and secondary colour palette, particularly for infographics, charts and illustrations
• you can place text on images, if it has a coloured background
• It is critical that colour is applied correctly to ensure consistency across all our communication. Here are some things to avoid: don’t alter the colours of the colour palettes
• don’t use colours that are not part of the colour palettes, or combine colours from the colour palettes with colours that are not
• don’t use the deep red as a background colour, it should only be used for the logo, headlines, links, calls-to-action, etc
• don’t use transparencies
• dont use gradients

Typography

• Our typography maintains consistency in delivering important messages across all communication platforms.
• The primary font, Proxima Nova, offers a clean, modern, and professional aesthetic, while also providing excellent readability.
• It is used in all online and offline graphic material, such as in publications, flyers, our websites and social media content.
• The font weights of Proxima Nova that can be used are Light, Regular, Semibold, and Bold. For accessibility reasons, italics should not be used in any communication materials.
• Our secondary typeface is Segoe UI. It can be used in Microsoft Office applications for internal communication, such as presentations, internal documentation and business letters.
• It may be used in case Proxima Nova is not available.
• The font weights of Segoe UI that can be used are Light, Regular, Semibold, and Bold. For accessibility reasons, italics should not be used in any communication materials.
• The examples provide a general guideline on how to use our fonts to maximize legibility and aesthetic appeal.
• Proxima Nova Bold Headline
• Proxima Nova Semibold Sub-headline
• Proxima Nova Regular Body text - The Danish Institute for Human Rights is an independent state-funded institution. We promote and protect human rights in Denmark and internationally.
• Possible text colours: Black, Deep red, Dark blue, Beige, White, Light blue
• Text should always be left-aligned.
• At the Danish Institute for Human Rights we aim to make our publications as accessible as possible. Therefore, please avoid the following: • Don’t use italics. • Avoid using all caps. Headlines should be in sentence case, but all caps can be used for dates and signifiers such as publication type, section etc. • Don’t use hyphenation. • Text alignments: Text should always be left-aligned. Don’t use justified, centered or right-alignment text. • Don’t use a smaller font size than 10pt • Don’t use text effects like strokes, drop shadows, transparency, etc. • Don’t palce text directly on images without a background.
• Additionally, in order to keep consistency in all our visual material: • don’t combine Proxima Nova and Segoe UI • don’t use other typefaces
• Don’t use italics
• Don’t justify text
• Minimum font size: 10pt
• Don’t combine our two fonts
• Avoid using all caps
• Don’t center text
• Don’t use text effects
• Don’t use other fonts
• Don’t hyphenate
• Don’t right-align text
• Don’t place text on images

Logo Usage

• The Danish Institute for Human Rights logo is our organisation’s key visual identifier. The vibrant red symboles our national and cultural identity as Denmark’s National Human Rights Institution. The logo’s shape resembles a speech bubble, representing the institute’s role in facilitating dialogue and educating the public about human rights.
• The logo is available in three different language versions: Danish, English and Greenlandic.
• For all international communication the English language version should be used. The organisation’s name should never be written out in other languages (e.g. Spanish or French).
• Always use the logo in the deep red with the specifications found on the right.
• To ensure legibility, the minimum height of the logo should never be less than 20mm for print and 60 pixels for web.
• Our logo should always have a clear space to nearby objects, such as logos, images or text. The minimum spacing must be at least one third of the height of the logo (x = height/3).
• In case it’s not possible to use colour, a black or white logo may be used.
• CMYK: 16, 100, 87, 6
• RGB: 195, 32, 50
• HEX: #c32032
• A consistent use of our logo helps build trust and recognition across our channels. Do not use incorrect or old versions of our logo.
• don’t change the colour of the logo. It should always be in deep red from the colour palette.
• don’t change the shape of the logo. it should always have one sharp corner and three rounded corners.
• don’t distort, stretch or compress the logo -maintain it’s proportions.
• don’t change the font of the logo. The logo font is Proxima Nova.
• don’t reconstruct the shape of the logo, fx with a wrong corner radius
• don’t remove the holding shape of the logo and use red text instead
• don’t add any text effects, such as drop shadows, strokes, etc.
• don’t place the logo on coloured backgrounds or images that clash with the deep red or have a low contrast and impacts the legibility of the logo.
• In design applications, the ideal placement of the logo is in the top right. Alternative placements as seen on the right are also possible.
• These placements apply to all formats (portrait, landscape, square, etc.) and enhance consistency and legibility.
• You may place the logo on photos and colourful backgrounds if the contrast to the logo colour is high enough.
• When our logo appears next to a partner’s logo, please follow the placement, sizing and clear space guidelines.
• Our logo can be placed below, above and on either side of a partner’s logo and should be equal in size.
• When co-branding, our visual identity should remain distinct and separate. Do not mix or combine our design elements -such as colours or typography -with those of other organisations.

Tone And Messaging

• This brand guidebook is our shared reference for how the Institute presents itself to the world. It is here to make our communication clear, consistent and recognisable, whether we are writing an email, publishing a report, posting on social media or producing visual material.
• The guidebook covers both who we are and how we communicate. The first part introduces the Institute and the second part focuses on our visual identity: logos, colours, typography, templates and creative applications.
• The purpose is not to limit creativity but to provide a common framework. By following these guidelines, we strengthen our identity and make sure our audiences recognise us and understand what we stand for.
• This is a living document. As our work evolves, so will our communication. For more detailed resources and updates, please visit the intranet.
• Our social media content follows the overall visual identity, using the same fonts, colours, and design principles to ensure a cohesive and recognizable presence across platforms. It should be clear, legible, and visually engaging while effectively conveying key messages to our diverse audiences.
• To create dynamic and compelling content, the use of imagery-such as photos or illustrations-is encouraged whenever possible. Visual elements help capture attention, enhance storytelling, and make our messages more impactful. The design should strike a balance between clarity and creativity, ensuring accessibility while maintaining an engaging and professional look.
• Designs should be clear, engaging, and aligned with the tone of our communication.
• Visual material for Diskriminationslinjen should follow the overall visual identity, using the same fonts, colours, and design principles to ensure a cohesive and recognizable presence across platforms. Images should be the primary design element, creating strong visual impact and reinforcing our messaging. Designs should be clear, engaging, and aligned with the tone of our communication.

Brand Values

• Independence As a National Human Rights Institution, independence is crucial. This means that we make decisions based on our mandate and professionalism, and that we are not influenced by, for example, party political or commercial interests.
• Collaboration We create change in dialogue with the outside world and build equal collaborations on common goals. We involve others in our work, engage in partnerships in Denmark and abroad, and collaborate across different professional disciplines and backgrounds within the organisation.
• Expertise The core of the Institute’s activities is to deliver the highest professional expertise in our work. We live up to this expectation by working in a knowledge- and research-based way with highly specialised employees and products of high professional quality.
• Credibility We are transparent about what we do, how we do it, why we do it, and who we do it with. Our credibility is critical in enabling us to create the change for human rights that we were established for.

Visual Style

• Always use the logo in the deep red with the specifications found on the right.
• To ensure legibility, the minimum height of the logo should never be less than 20mm for print and 60 pixels for web.
• Our logo should always have a clear space to nearby objects, such as logos, images or text. The minimum spacing must be at least one third of the height of the logo (x = height/3).
• In case it’s not possible to use colour, a black or white logo may be used.
• Do not use incorrect or old versions of our logo.
• don’t change the colour of the logo. It should always be in deep red from the colour palette.
• don’t change the shape of the logo. it should always have one sharp corner and three rounded corners.
• don’t distort, stretch or compress the logo -maintain it’s proportions.
• don’t change the font of the logo. The logo font is Proxima Nova.
• don’t reconstruct the shape of the logo, fx with a wrong corner radius
• don’t remove the holding shape of the logo and use red text instead
• don’t add any text effects, such as drop shadows, strokes, etc.
• don’t place the logo on coloured backgrounds or images that clash with the deep red or have a low contrast and impacts the legibility of the logo.
• In design applications, the ideal placement of the logo is in the top right. Alternative placements as seen on the right are also possible.
• These placements apply to all formats (portrait, landscape, square, etc.) and enhance consistency and legibility.
• You may place the logo on photos and colourful backgrounds if the contrast to the logo colour is high enough.
• When our logo appears next to a partner’s logo, please follow the placement, sizing and clear space guidelines.
• Our logo can be placed below, above and on either side of a partner’s logo and should be equal in size.
• When co-branding, our visual identity should remain distinct and separate. Do not mix or combine our design elements -such as colours or typography -with those of other organisations.
• Colour is an essential component of our visual identity and what makes us instantly recognisable. Our colour palette is thoughtfully aligned with the institute’s core values and it creates a visually cohesive representation.
• Our signature colour is deep red. It symbolizes dedication and passion to human rights and establishes a link to the institute’s national and cultural identity. Besides the logo, it should be used sparingly to emphasize important text like headlines, links, calls-to-action or website buttons.
• The dark blue communicates trust, professionalism, and authority, while emphasizing the institute’s credibility. It can be used fx. as a background colour, for buttons, and text.
• Beige introduces warmth and approachability, highlighting the collaborative and cooperative approach of the institute. It can be used fx. as a background colour or text, when placed on the dark blue.
• The light blue adds friendlyness and a modern appeal. It can be used fx. as a background colour, for buttons or text, when placed on the dark blue.
• Black and white ensure a timeless and versatile aesthetic, and should mainly be used for text.
• The secondary colour palette is based on the colours from the primary palette, giving flexibility and versatility for visual materials while keeping a consistant look and expression. The secondary colour palette can be mixed with the primary colour palette and used fx. for infographics, charts, our website, illustrations etc.
• Only to be used for illustrations, infographics and charts
• use our primary colour palette when possible
• create contrast using combinations of light and dark colours
• make sure there is a high enough contrast when combining text and colours (at least 4.5:1 for normal text and 3:1 for large text to achieve Level AA compliance)
• you can combine colours from the primary and secondary colour palette, particularly for infographics, charts and illustrations
• you can place text on images, if it has a coloured background
• don’t alter the colours of the colour palettes
• don’t use colours that are not part of the colour palettes, or combine colours from the colour palettes with colours that are not
• don’t use the deep red as a background colour, it should only be used for the logo, headlines, links, calls-to-action, etc
• don’t use transparencies
• dont use gradients
• An integral part of our visual identity is the speech bubble shape, characterized by one sharp corner and three rounded corners, which also appears in the logo. It serves as a versatile holding shape and can be used as a background for text, fact boxes, images, graphics, charts, and more.
• To maintain a consistent look, the holding shape follows a standardized corner radius rule across different formats.
• When used on an A4 format, the rounded edges must always be 5 mm, regardless of the shape’s size.
• For larger formats, the corner radius scales proportionally to the document size: A3 7 mm, A2 10 mm, A1 14 mm
• For smaller print formats (e.g., A5, DIN long format), a minimum corner radius of 3 mm ensures clarity.
• For digital layouts that mirror A4 proportions (e.g., PDF viewers, presentations), use a fixed 7 px corner radius.
• In responsive web design, the corner radius should be 2.5% of the shape’s shorter side to maintain consistency across screen sizes.
• If the shape appears in UI elements (e.g. buttons or containers), adjust the radius for clarity while preserving the recognizable look.
• the holding shape can be filled with colours from the brand’s colour palette, primarily from the primary colour palette.
• it can be scaled to fit various applications while maintaining its proportions.
• the sharp corner should primarily be placed in the bottom left, but it can be adjusted in design applications when needed.
• The holding shape can also be used as a framing element for images, ensuring they align with the overall visual identity. When applied to images, the shape maintains three rounded corners and one sharp corner for a consistent look.
• Preferred aspect ratios: Images should primarily be used in 2:3, 3:2, or 1:1 formats to maintain visual harmony across designs.
• While these aspect ratios are recommended, adjustments can be made for specific applications, such as social media content, DIN long formats, or other special layouts.
• The sharp corner should primarily be placed in the bottom left, but this can be adapted as needed in design applications.
• To maintain consistency, the holding shape should always follow the defined guidelines.
• Avoid the following modifications:
• The holding shape should never be used in deep red. While deep red is allowed for the logo, text, and other design elements, it should not be used for the holding shape.
• Only use colours from the approved colour palettes.
• The holding shape must always have a solid fill and should not be used with only a stroke.
• No transparency -the shape should always be fully opaque.
• The predefined corner radius must not be altered.
• Do not modify or reconstruct the shape. Avoid adding elements, such as extra triangles or distortions.
• The shape should never be used without rounded corners.
• Maintain proportions -The shape must be scaled proportionally; avoid stretching or distorting it, as this distorts the rounded corners.
• Photography is a key visual element and impactful visual representation of our brand and plays a vital role in conveying the authenticity and human aspect of our work.
• Authenticity -images should depict real people in authentic moments and scenarios.
• Strive for diversity and inclusivity by showcasing a wide range of ages, genders, ethnicities, and backgrounds to reflect the diversity of those we serve.
• Photos should be respectful, and never sensationalist. When featuring people, we aim to portray them with dignity and agency, highlighting their stories and experiences. It is essential to prioritize the well-being and safety of those depicted, ensuring that their representation does not pose any risk or harm.
• Stock images can be used, but they should not feel overly staged or artificial. Authenticity should always be the priority.
• Images should retain their natural look, avoiding excessive editing or manipulation.
• Images should not be altered with tints, filters, or colour overlays that could detract from their authenticity.
• The use of Al-generated photography is not allowed. We prioritize credibility and ethical practices, and using Al­generated photos -especially those depicting people -can undermine trust and authenticity. Always use real, high­quality images to maintain transparency and integrity.
• While illustrations are a supplementary element of our visual identity, they play an important role in enhancing engagement in our material. Illustrations help simplify and communicate complex messages, while making our brand feel more approachable and accessible. Avoid using stock illustrations or free vector resources that feel impersonal or not in line with our visual language.
• Illustrations should feel genuine and relatable, designed to engage a broad audience.
• A consistent style is crucial for a cohesive and recognizable visual language.
• Illustrations should reflect the colours from the approved colour palettes to maintain visual harmony.
• Illustrations should have a handmade look and feel to add warmth and approachability, avoiding overly vector-like or corporate styles.
• Just like photography, characters in illustrations should reflect diversity in terms of gender, age, ethnicity, and other characteristics to ensure inclusivity.
• We have developed an icon library to be used in presentations, reports, and other content. These icons are designed with a focus on clarity, simplicity, and accessibility to ensure effective communication across all materials.
• Clarity -The icons are designed to convey information quickly and easily, with no ambiguity.
• Simplicity -Each icon is minimalist and straightforward, ensuring immediate recognition and understanding.
• Accessibility -The icons are legible and intuitive, ensuring that they are understood by a wide audience.
• Please only use the icons from the library to maintain consistency in all communications material.
• Infographics play a crucial role in conveying complex information in a clear and visually engaging way. To ensure consistency and impact across all materials, it’s important to follow a few guiding principles.
• Our limited colour palette should be used to ensure infographics, charts, and data visualizations are cohesive.
• Adopting a consistent minimalist style for infographics ensures our information is presented clearly, effectively, and with impact.
• Infographics should be simple, easy to read, and designed with clarity in mind, ensuring messages are quickly understood.
• The design should prioritize legibility, ensuring that all information is accessible to a wide audience, regardless of context or format.
• Our visual identity extends to various print materials, including flyers, posters, roll­ups, and more. These examples showcase how our design principles translate into physical formats, ensuring a cohesive and recognizable look across all materials.
• The overall guidelines of our visual identity should be followed -applying the brand’s colours, typography, and graphic elements consistently. Images should be the primary design element, creating strong visual impact and reinforcing our messaging. Designs should be clear, engaging, and aligned with the tone of our communication.

Iconography

• We have developed an icon library to be used in presentations, reports, and other content. These icons are designed with a focus on clarity, simplicity, and accessibility to ensure effective communication across all materials.
• Clarity -The icons are designed to convey information quickly and easily, with no ambiguity.
• Simplicity -Each icon is minimalist and straightforward, ensuring immediate recognition and understanding.
• Accessibility -The icons are legible and intuitive, ensuring that they are understood by a wide audience.
• Please only use the icons from the library to maintain consistency in all communications material. The icons can be accessed via our image bank in Templafy; external designers can access them via our SharePoint.

Layout And Composition

• Our logo should always have a clear space to nearby objects, such as logos, images or text. The minimum spacing must be at least one third of the height of the logo (x = height/3).
• In design applications, the ideal placement of the logo is in the top right. Alternative placements as seen on the right are also possible.
• These placements apply to all formats (portrait, landscape, square, etc.) and enhance consistency and legibility.
• You may place the logo on photos and colourful backgrounds if the contrast to the logo colour is high enough.
• When our logo appears next to a partner’s logo, please follow the placement, sizing and clear space guidelines.
• Our logo can be placed below, above and on either side of a partner’s logo and should be equal in size.
• When co-branding, our visual identity should remain distinct and separate. Do not mix or combine our design elements -such as colours or typography -with those of other organisations.
• An integral part of our visual identity is the speech bubble shape, characterized by one sharp corner and three rounded corners, which also appears in the logo. It serves as a versatile holding shape and can be used as a background for text, fact boxes, images, graphics, charts, and more.
• To maintain a consistent look, the holding shape follows a standardized corner radius rule across different formats.
• When used on an A4 format, the rounded edges must always be 5 mm, regardless of the shape’s size.
• For larger formats, the corner radius scales proportionally to the document size: A3 7 mm, A2 10 mm, A1 14 mm
• For smaller print formats (e.g., A5, DIN long format), a minimum corner radius of 3 mm ensures clarity.
• For digital layouts that mirror A4 proportions (e.g., PDF viewers, presentations), use a fixed 7 px corner radius.
• In responsive web design, the corner radius should be 2.5% of the shape’s shorter side to maintain consistency across screen sizes.
• If the shape appears in UI elements (e.g. buttons or containers), adjust the radius for clarity while preserving the recognizable look.
• the holding shape can be filled with colours from the brand’s colour palette, primarily from the primary colour palette.
• it can be scaled to fit various applications while maintaining its proportions.
• the sharp corner should primarily be placed in the bottom left, but it can be adjusted in design applications when needed.
• The holding shape can also be used as a framing element for images, ensuring they align with the overall visual identity. When applied to images, the shape maintains three rounded corners and one sharp corner for a consistent look.
• Preferred aspect ratios: Images should primarily be used in 2:3, 3:2, or 1:1 formats to maintain visual harmony across designs.
• While these aspect ratios are recommended, adjustments can be made for specific applications, such as social media content, DIN long formats, or other special layouts.
• The sharp corner should primarily be placed in the bottom left, but this can be adapted as needed in design applications.
• To maintain consistency, the holding shape should always follow the defined guidelines.
• Avoid the following modifications: The holding shape should never be used in deep red. While deep red is allowed for the logo, text, and other design elements, it should not be used for the holding shape.
• Only use colours from the approved colour palettes.
• The holding shape must always have a solid fill and should not be used with only a stroke.
• No transparency -the shape should always be fully opaque.
• The predefined corner radius must not be altered.
• Do not modify or reconstruct the shape. Avoid adding elements, such as extra triangles or distortions.
• The shape should never be used without rounded corners.
• Maintain proportions -The shape must be scaled proportionally; avoid stretching or distorting it, as this distorts the rounded corners.

Holding Shape

• An integral part of our visual identity is the speech bubble shape, characterized by one sharp corner and three rounded corners, which also appears in the logo. It serves as a versatile holding shape and can be used as a background for text, fact boxes, images, graphics, charts, and more.
• To maintain a consistent look, the holding shape follows a standardized corner radius rule across different formats.
• When used on an A4 format, the rounded edges must always be 5 mm, regardless of the shape’s size.
• For larger formats, the corner radius scales proportionally to the document size: A3 7 mm, A2 10 mm, A1 14 mm
• For smaller print formats (e.g., A5, DIN long format), a minimum corner radius of 3 mm ensures clarity.
• For digital layouts that mirror A4 proportions (e.g., PDF viewers, presentations), use a fixed 7 px corner radius.
• In responsive web design, the corner radius should be 2.5% of the shape’s shorter side to maintain consistency across screen sizes.
• If the shape appears in UI elements (e.g. buttons or containers), adjust the radius for clarity while preserving the recognizable look.
• the holding shape can be filled with colours from the brand’s colour palette, primarily from the primary colour palette.
• it can be scaled to fit various applications while maintaining its proportions.
• the sharp corner should primarily be placed in the bottom left, but it can be adjusted in design applications when needed.
• The holding shape can also be used as a framing element for images, ensuring they align with the overall visual identity. When applied to images, the shape maintains three rounded corners and one sharp corner for a consistent look.
• Preferred aspect ratios: Images should primarily be used in 2:3, 3:2, or 1:1 formats to maintain visual harmony across designs.
• While these aspect ratios are recommended, adjustments can be made for specific applications, such as social media content, DIN long formats, or other special layouts.
• The sharp corner should primarily be placed in the bottom left, but this can be adapted as needed in design applications.
• To maintain consistency, the holding shape should always follow the defined guidelines.
• Avoid the following modifications:
• The holding shape should never be used in deep red. While deep red is allowed for the logo, text, and other design elements, it should not be used for the holding shape.
• Only use colours from the approved colour palettes.
• The holding shape must always have a solid fill and should not be used with only a stroke.
• No transparency -the shape should always be fully opaque.
• The predefined corner radius must not be altered.
• Do not modify or reconstruct the shape. Avoid adding elements, such as extra triangles or distortions.
• The shape should never be used without rounded corners.
• Maintain proportions -The shape must be scaled proportionally; avoid stretching or distorting it, as this distorts the rounded corners.

Infographics

• Infographics play a crucial role in conveying complex information in a clear and visually engaging way. To ensure consistency and impact across all materials, it’s important to follow a few guiding principles.
• Our limited colour palette should be used to ensure infographics, charts, and data visualizations are cohesive.
• Adopting a consistent minimalist style for infographics ensures our information is presented clearly, effectively, and with impact.
• Infographics should be simple, easy to read, and designed with clarity in mind, ensuring messages are quickly understood.
• The design should prioritize legibility, ensuring that all information is accessible to a wide audience, regardless of context or format.
• The secondary colour palette can be mixed with the primary colour palette and used fx. for infographics, charts, our website, illustrations etc.
• Only to be used for illustrations, infographics and charts
• you can combine colours from the primary and secondary colour palette, particularly for infographics, charts and illustrations

Templates

• To ensure consistency and efficiency in our communication, we offer a wide range of Microsoft Word and PowerPoint templates for colleagues. They are designed to make your work easier while maintaining a modern and professional look. These templates help create professional, cohesive documents and presentations, whether for internal use or external audiences. They are designed to be user-friendly, efficient, and in line with our visual identity.
• The templates can be found in Microsoft Office via Templafy or ESDH 360.
• For reports and other publications, the official lnDesign template ensures a consistent and professional layout by aligning with our visual identity. It provides a cohesive structure for typography, colors, and graphic elements while streamlining the design process. External graphic designers must always use this template to maintain brand consistency.
• External designers can access the In Design template via our SharePoint.

Video

• Videos are an important part of our communication and should visually align with our brand identity. All text elements should use Proxima Nova and colours from the colour palettes to maintain consistency. Lower thirds (name and title boxes) should be placed inside the holding shape, while subtitles should remain simple, clear, and legible, ideally in white or another high­contrast colour from the colour palettes for readability.
• When using animations or transitions, keep them simple and professional. Videos should be formatted appropriately for different platforms, ensuring high quality across all formats. Each video should conclude with our logo, displayed with sufficient clear space to maintain its integrity.
• An animated lower third, as well as an animated logo of the Institute can be accessed via our SharePoint.

Discrimination Helpline

• Diskriminationslinjen or Discrimination Helpline is a counselling hotline for people who have experienced discrimination due to their handicap, gender, sexuality, gender expression, gender characteristics, gender identity, age, religion, race or ethnic origin.
• The logo design builds on the Institute’s visual identity. The typography and red colour ensure a coherent and recognizable appearance. Its speech-bubble-inspired frame highlights dialogue and openness, reflecting the helpline’s role in listening, supporting, and advising individuals who have experienced discrimination.
• The logo can be used in the same deep red as the institute logo, or in white. You can find the colour specifications on the right.
• To ensure legibility, the minimum height of the logo should never be less than 10mm for print and 30 pixels for web.
• The logo should always have a clear space to nearby objects, such as logos, images or text. The clear space around the logo must always be at least half the height of the logo (x = height/2).
• Deep red CMYK: 16, 100, 87, 6 RGB: 195, 32, 50 HEX: #c32032
• White CMYK: 0, 0, 0, 0 RGB: 255, 255, 255 HEX:#ffffff
• Minimum size Height: 10mm / 30 px
• Clear space x = height/2
• The logo can be used on it’s own, in combination with a telephone icon and phone number, or in combination with the icon, phone number and tag line.
• Additionally, the logo is available in a English and Greenlandic version.
• Visual material for Diskriminationslinjen should follow the overall visual identity, using the same fonts, colours, and design principles to ensure a cohesive and recognizable presence across platforms.
• Images should be the primary design element, creating strong visual impact and reinforcing our messaging. Designs should be clear, engaging, and aligned with the tone of our communication.

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