Official Websites

• https://gaia-x.eu
• http://www.gaia-x.eu
• https://www.gaia-x.eu

Brand Guidelines

2021

Brand Summary

Mission

• The mission of Gaia-X is to design and implement a data sharing architecture that consists of common standards for data sharing, best practices, tools, and governance mechanisms. It aims to create a federated open data infrastructure based on European values regarding data and sovereignty, facilitating interoperability and interconnection between all participants in the European digital economy [^1].

Core Values

• European values
• data sovereignty
• interoperability
• openness
• trust
• privacy by design

Target Audience

• Stakeholders from industry, the public sector, science, and other participants in the European digital economy, including providers, consumers, and services involved in data and infrastructure ecosystems [^2].

Personality Traits

• innovative
• futuristic
• professional
• trustworthy
• open
• collaborative

Visual Identity Overview

• The visual identity is characterized by a modern, clean, and high-tech aesthetic, using gradients of blue, purple, and turquoise, geometric and rounded shapes, prominent use of lines and dividers, and a consistent logo with a logotype and symbol. Key visuals often feature people, data streams, and urban spaces, with a focus on clarity, structure, and spatial depth [^3].

Categories

Brand Imagery

• Gaia-X key visuals are used as key features of the design. They show people surrounded by data streams in urban spaces. Key visuals are used as visual focal points on the homepage of the website or on title pages in Power Point.
• The key visuals consist of three components, the image, a gradient made of the Gaia-X colours and solid and dotted lines representing data streams. Due to their composition they integrate well into the overall design but stand out as main features of the Gaia-X corporate design.
• To integrate the picture of the person into the overall Gaia-X design the person is masked and the Gaia-X colours are applied.
• To achieve the design effect the image is masked first and then saved in black and white. Then a layer in the colour “Gaia-X blue” (RGB 0-0-148) is placed over it with the effect ,,Colour dodge" and an opacity of 60%.
• To give photos of different types a uniform look, a subtle image filter is used. A gradient in a defined shade of blue (RGB 35-80-255) leads (at an angle of 35°) from the upper left corner of the image from 50% opacity to 15% in the centre and the right part of the image.
• In this way, images can be edited quickly and easily, e.g. for news articles on the website, and still have a slight Gaia-X branding.

Color Palette

• Gaia-X blue RGB 0-0-148 CMYK 97-85-0-0 HEX #000094
• The colours „Turquoise“, „Purple“ and „Medium blue“ should only be used to highlight specific details and should not be used to cover large background areas.
• Dark blue RGB 0-0-113 CMYK 100-90-0-25 HEX #000071
• Turquoise RGB 70-218-255 CMYK 80-0-5-0 HEX #46DAFF
• Black / Grey RGB 0-0-0 CMYK 0-0-0-100 HEX #000000
• Purple RGB 185-0-255 CMYK 20-95-0-0 HEX #B900FF
• Medium blue RGB 70-90-255 CMYK 80-60-0-0 HEX #465AFF
• Primary gradient/ Gaia-X gradient ca.15 % ca. 60 % ca.25 % Diagonal direction Purple Gaia-X blue Turquoise RGB 185-0-255 RGB 0-0-148 RGB 70-218-255 CMYK 20-95-0-0 CMYK 97-85-0-0 CMYK 80-0-5-0 HEX #8900FF HEX #000094 HEX #46DAFF
• Used mainly for key visuals, cover pages
• Secondary gradients Used additionally next to the primary gradient e.g. on subpages, intermediate pages or as calm backgrounds
• Purple Gaia-X Blue Turquoise Gaia-X blue Medium blue Gaia-X blue
• Dark backgrounds should only use Gaia-X corporate colours (see use of colours and gradients on page 18).

Typography

• Titilium Open source font Usecases: web-applications and print media light regular semibold
• Calibri System font Usecases: For Office applications (PowerPoint- / Word-Documents) light regular bold
• Headlines can be placed on a white background or inverted on a dark background. This includes backgrounds with gradients.
• However, headlines can also partially overlap with an image or can be placed on a semi-transparent blue background on top of an image. In both cases the position of the headline has to ensure good legibility.

Logo Usage

• Gaia-X Association is the owner of the logo. You may use it under the following conditions:
• You are welcome to use the logo for your communication in the context of Gaia-X Association activities. The use of the logo is restricted to current contributors in the Gaia-X Association project.
• In general, permission is granted, provided that the use of the logo is related to pre-competitive involvement in the Gaia-X Association project, no damage to the reputation of Gaia-X Association is expected from the use and no commercial purposes are pursued.
• You agree to comply with the guidelines for the use of the logo. Gaia-X Association grants you a non-transferable, non-exclusive, royalty-free, limited licence to use the logo. The licence applies exclusively to your external communications. This includes, for example, use on letterheads, websites, leaflets or exhibition boards, provided the logo is not directly connected with product presentations (use at product level is not permitted). The logo may be used by public partners (associations, municipalities, etc.) as well as by companies that have a direct connection to the Gaia-X Association project.
• Editing or changing the logo is not permitted. You may not transfer or assign your rights or obligations under the Agreement to any third party. If the user breaches the obligations arising from this agreement, in particular the obligation not to use the logo on products or as a seal of quality for products, the user may be required to cease and desist and, if necessary, Gaia-X Association may be required to pay damages or indemnify Gaia-X Association against liability as a result.
• If you are not sure whether you are allowed to use the logo, please contact the Gaia-X Association (press@gaia-x.eu).
• The Gaia-X logo is the main element of the entire visual style.
• It consists of two parts -the logotype and the symbol, which contains the small x-symbol.
• To make sure the logo is legible and to maintain its integrity, keep the area surrounding the logo free of other elements, including copy, images and other logos.
• The minimum clearspace is 2 times the „x“ of the logotype in any direction.
• The minimum size of the Gaia-X logo is 17 mm for printed media. Reducing the logo further would compromise legibility and the integrity of the logo reproduction. In digital media use a minimum width of 150 pixels.
• The recommended minium size for common print materials with the sizes of A6, A5, A4 and DL is 35 mm (logo width).
• The two colour variants of the logo positive and inverted are used equally.
• Logo on white background
• inverse colour version on darker background
• B/W Version
• Custom logo colours
• Stretching and rotating the logo
• Not enough clear space around the logo
• Logo on dark background
• Logo on custom gradient
• Logo over complex, busy or low contrast imagery
• The logo is always positioned at the top right of the application. This is how it can best unfold its effect due to its structure (viewing direction from the lettering at the bottom left to the signet diago­nally to the top right).
• Ideally, the distance from the right-hand edge of the page (b) should be greater than the distance to the upper edge of the page (a). The clear space around the logo (2 times the “x”) should be taken into account when positioning the logo. Information about the clear space can be found on page 7.
• The logo header is a colour bar at the top of the page on which the logo is placed. This separation from the content area gives the logo a prominent position and thus strengthens its impact.
• The height of the logo header should include the clear space around the logo and is thus determined by the logo height and the respecti­ve purpose (medium, viewing distance).
• The distance of the logo to the right page edge should be greater than to the upper page edge. The distance should be at least the clear space around the logo (2 times the “x”).
• If content components are also placed in the header area they should have a sufficient distance from the logo so as not to impair its effect. The logo should not be placed on busy backgrounds.
• For the Gaia-X hubs of the individual countries, a logo in different formats (for digital and print) is provided for use. The logos of the hubs consist of the Gaia-X logo supplemented with the addition of their flag and the respective country name.
• In this way, the affiliation is directly recognisable and the hubs contribute to the Gaia-X brand through their visual appearance.

Visual Style

• The Gaia-X logo is the main element of the entire visual style. It consists of two parts -the logotype and the symbol, which contains the small x-symbol.
• To make sure the logo is legible and to maintain its integrity, keep the area surrounding the logo free of other elements, including copy, images and other logos.
• The minimum clearspace is 2 times the „x“ of the logotype in any direction.
• The minimum size of the Gaia-X logo is 17 mm for printed media. Reducing the logo further would compromise legibility and the integrity of the logo reproduction. In digital media use a minimum width of 150 pixels.
• The recommended minium size for common print materials with the sizes of A6, A5, A4 and DL is 35 mm (logo width).
• The two colour variants of the logo positive and inverted are used equally.
• Logo on white background
• inverse colour version on darker background
• B/W Version
• Editing or changing the logo is not permitted.
• The logo is always positioned at the top right of the application. This is how it can best unfold its effect due to its structure (viewing direction from the lettering at the bottom left to the signet diago­nally to the top right).
• Ideally, the distance from the right-hand edge of the page (b) should be greater than the distance to the upper edge of the page (a). The clear space around the logo (2 times the “x”) should be taken into account when positioning the logo. Information about the clear space can be found on page 7.
• The logo header is a colour bar at the top of the page on which the logo is placed. This separation from the content area gives the logo a prominent position and thus strengthens its impact.
• The height of the logo header should include the clear space around the logo and is thus determined by the logo height and the respecti­ve purpose (medium, viewing distance).
• The distance of the logo to the right page edge should be greater than to the upper page edge. The distance should be at least the clear space around the logo (2 times the “x”).
• If content components are also placed in the header area they should have a sufficient distance from the logo so as not to impair its effect. The logo should not be placed on busy backgrounds.
• For the Gaia-X hubs of the individual countries, a logo in different formats (for digital and print) is provided for use. The logos of the hubs consist of the Gaia-X logo supplemented with the addition of their flag and the respective country name.
• In this way, the affiliation is directly recognisable and the hubs contribute to the Gaia-X brand through their visual appearance.
• Gaia-X blue RGB 0-0-148 CMYK 97-85-0-0 HEX #000094
• The colours „Turquoise“, „Purple“ and „Medium blue“ should only be used to highlight specific details and should not be used to cover large background areas.
• Dark blue RGB 0-0-113 CMYK 100-90-0-25 HEX #000071
• Turquoise RGB 70-218-255 CMYK 80-0-5-0 HEX #46DAFF
• Black / Grey RGB 0-0-0 CMYK 0-0-0-100 HEX #000000
• Purple RGB 185-0-255 CMYK 20-95-0-0 HEX #B900FF
• Medium blue RGB 70-90-255 CMYK 80-60-0-0 HEX #465AFF
• Primary gradient/ Gaia-X gradient ca.15 % ca. 60 % ca.25 % Diagonal direction Purple Gaia-X blue Turquoise RGB 185-0-255 RGB 0-0-148 RGB 70-218-255 CMYK 20-95-0-0 CMYK 97-85-0-0 CMYK 80-0-5-0 HEX #8900FF HEX #000094 HEX #46DAFF
• Used mainly for key visuals, cover pages
• Secondary gradients Used additionally next to the primary gradient e.g. on subpages, intermediate pages or as calm backgrounds
• Horizontal lines have a central role in the Corporate Design of Gaia-X. They are used to structure content.
• Short lines serve as visual anchors and are used to highlight specific content. They mark the beginning of (new) content and are there­fore used on title pages, chapter pages or on top of main headlines. As the smallest component of the logo signet, they always form a reference to the logo. They have rounded ends and are highlighted in colour. Their width is based on the capital “X” of the respective text content and has a thickness of approx. 1/5 of the height of the letter. If short lines are used to highlight/separate paragraphes their width should be twice the width of the capital “X” of the paragraphs main headline (see e-newsletter application as an example on page 42).
• Lines stretching over the width of a column are thinner and more subtle. They subdivide and separate content and are used for second­degree headlines, footnotes and subpages.
• For body text (e.g. in publications), white background is preferred for optimal legibility. Content like title pages, headers and chapter pages should use dark backgrounds. Dark backgrounds should only use Gaia-X corporate colours (see use of colours and gradients on page 18).
• The light grey gradient background can be used for highlighting specific content like info boxes and table of contents.
• Gaia-X icons use simple and geometric design elements. In terms of shape, mainly circular elements and rounded lines are used. Two line thicknesses are used, with the thicker lines always having twice the stroke width of the thinner lines.
• Each icon has thin lines, a gradient line and a highlighted line element in white (on a white background “Purple” is used instead of white).
• Closed shapes can be highlighted with semi-transparent colour backgrounds additionally.
• Icons are preferably used on dark blue backgrounds. This way the icons and their colours appear vibrant. They are made up of the three Gaia-X colours “Dark blue”, “Turquoise”, “Purple”. To ensure a high enough contrast to the background colour these three Gaia-X colours are lightened and used at 80% colour value.
• The data streams are represented by lines. They stand for the transport and exchange of data.
• They can be integrated in images (key visual), but can also be used as standalone design elements on gradient backgrounds. In images they are used in 100% white. As standalone elements on gradient back­grounds they are used in white with an overlay effect. A combination of solid and dotted lines with round endings should be used.
• Four different variants are available for use on gradient back­grounds. The data streams can be used, for example, on title pages for publications or for social media posts.
• Infographics are mainly made up of rounded lines and soft gradient areas. Hard 100% colour areas should not be used. The smooth gra­dients, transparencies and overlays create a spatial depth and give the graphics a slightly spacey look.
• The futuristic impression is further enhanced by the bright colours (violet, turquoise, blue-purple, white) against a dark blue background. If possible, shapes made of lines are not completely closed, but have a small gap.
• Graphics for PowerPoint presentations are clean and reduced in colour. This makes them appear elegant and light and not too dominant.
• The Gaia-X colours should primarily be used for lines and only sparingly as fill colours. The central design elements are lines and shapes in white, light grey and subtle grey gradients.
• Text can be set in black, dark grey or dark blue.
• Tables are primarily set with horizontal lines. The table header line is twice as thick as the line at the table footer.
• The table header row uses a light grey background where as the other content rows use white as a background colour. Text in tables is set in “Gaia-X blue”
• Gaia-X key visuals are used as key features of the design. They show people surrounded by data streams in urban spaces. Key visuals are used as visual focal points on the homepage of the website or on title pages in Power Point.
• The key visuals consist of three components, the image, a gradient made of the Gaia-X colours and solid and dotted lines representing data streams. Due to their composition they integrate well into the overall design but stand out as main features of the Gaia-X corporate design.
• Quotes consist of the portrait and its short statement. To integrate the picture of the person into the overall Gaia-X design the person is masked and the Gaia-X colours are applied.
• To achieve the design effect the image is masked first and then saved in black and white. Then a layer in the colour “Gaia-X blue” (RGB 0-0-148) is placed over it with the effect ,,Colour dodge" and an opacity of 60%.
• To give photos of different types a uniform look, a subtle image filter is used. A gradient in a defined shade of blue (RGB 35-80-255) leads (at an angle of 35°) from the upper left corner of the image from 50% opacity to 15% in the centre and the right part of the image.
• In this way, images can be edited quickly and easily, e.g. for news articles on the website, and still have a slight Gaia-X branding.

Iconography

• Gaia-X icons use simple and geometric design elements. In terms of shape, mainly circular elements and rounded lines are used. Two line thicknesses are used, with the thicker lines always having twice the stroke width of the thinner lines.
• Each icon has thin lines, a gradient line and a highlighted line element in white (on a white background “Purple” is used instead of white).
• Closed shapes can be highlighted with semi-transparent colour backgrounds additionally.
• Icons are preferably used on dark blue backgrounds. This way the icons and their colours appear vibrant. They are made up of the three Gaia-X colours “Dark blue”, “Turquoise”, “Purple”. To ensure a high enough contrast to the background colour these three Gaia-X colours are lightened and used at 80% colour value.

Layout And Composition

• To make sure the logo is legible and to maintain its integrity, keep the area surrounding the logo free of other elements, including copy, images and other logos.
• The minimum clearspace is 2 times the „x“ of the logotype in any direction.
• The minimum size of the Gaia-X logo is 17 mm for printed media. Reducing the logo further would compromise legibility and the integrity of the logo reproduction. In digital media use a minimum width of 150 pixels.
• The recommended minium size for common print materials with the sizes of A6, A5, A4 and DL is 35 mm (logo width).
• The logo is always positioned at the top right of the application. This is how it can best unfold its effect due to its structure (viewing direction from the lettering at the bottom left to the signet diago­nally to the top right).
• Ideally, the distance from the right-hand edge of the page (b) should be greater than the distance to the upper edge of the page (a). The clear space around the logo (2 times the “x”) should be taken into account when positioning the logo. Information about the clear space can be found on page 7.
• The logo header is a colour bar at the top of the page on which the logo is placed. This separation from the content area gives the logo a prominent position and thus strengthens its impact.
• The height of the logo header should include the clear space around the logo and is thus determined by the logo height and the respecti­ve purpose (medium, viewing distance).
• The distance of the logo to the right page edge should be greater than to the upper page edge. The distance should be at least the clear space around the logo (2 times the “x”).
• If content components are also placed in the header area they should have a sufficient distance from the logo so as not to impair its effect. The logo should not be placed on busy backgrounds.
• Horizontal lines have a central role in the Corporate Design of Gaia-X. They are used to structure content.
• Short lines serve as visual anchors and are used to highlight specific content. They mark the beginning of (new) content and are there­fore used on title pages, chapter pages or on top of main headlines. As the smallest component of the logo signet, they always form a reference to the logo. They have rounded ends and are highlighted in colour. Their width is based on the capital “X” of the respective text content and has a thickness of approx. 1/5 of the height of the letter. If short lines are used to highlight/separate paragraphes their width should be twice the width of the capital “X” of the paragraphs main headline (see e-newsletter application as an example on page 42).
• Lines stretching over the width of a column are thinner and more subtle. They subdivide and separate content and are used for second­degree headlines, footnotes and subpages.
• For body text (e.g. in publications), white background is preferred for optimal legibility. Content like title pages, headers and chapter pages should use dark backgrounds. Dark backgrounds should only use Gaia-X corporate colours (see use of colours and gradients on page 18).
• The light grey gradient background can be used for highlighting specific content like info boxes and table of contents.
• Content slides should have a white background to ensure good readability. Title and chapter/inter­mediate slides, on the other hand, are kept in the darker gradient backgrounds in order to stand out visually and to structure the presentation.

Backgrounds

• For body text (e.g. in publications), white background is preferred for optimal legibility. Content like title pages, headers and chapter pages should use dark backgrounds. Dark backgrounds should only use Gaia-X corporate colours (see use of colours and gradients on page 18).
• The light grey gradient background can be used for highlighting specific content like info boxes and table of contents.
• The colours „Turquoise“, „Purple“ and „Medium blue“ should only be used to highlight specific details and should not be used to cover large background areas.
• Used mainly for key visuals, cover pages
• Used additionally next to the primary gradient e.g. on subpages, intermediate pages or as calm backgrounds
• Content slides should have a white background to ensure good readability. Title and chapter/inter­mediate slides, on the other hand, are kept in the darker gradient backgrounds in order to stand out visually and to structure the presentation.

Data Streams

• The data streams are represented by lines. They stand for the transport and exchange of data.
• They can be integrated in images (key visual), but can also be used as standalone design elements on gradient backgrounds. In images they are used in 100% white. As standalone elements on gradient back­grounds they are used in white with an overlay effect. A combination of solid and dotted lines with round endings should be used.
• Four different variants are available for use on gradient back­grounds. The data streams can be used, for example, on title pages for publications or for social media posts.
• The key visuals consist of three components, the image, a gradient made of the Gaia-X colours and solid and dotted lines representing data streams. Due to their composition they integrate well into the overall design but stand out as main features of the Gaia-X corporate design.

Information Graphics

• Infographics are mainly made up of rounded lines and soft gradient areas. Hard 100% colour areas should not be used. The smooth gradients, transparencies and overlays create a spatial depth and give the graphics a slightly spacey look.
• The futuristic impression is further enhanced by the bright colours (violet, turquoise, blue-purple, white) against a dark blue background. If possible, shapes made of lines are not completely closed, but have a small gap.

Powerpoint Graphics

• Graphics for PowerPoint presentations are clean and reduced in colour. This makes them appear elegant and light and not too dominant.
• The Gaia-X colours should primarily be used for lines and only sparingly as fill colours. The central design elements are lines and shapes in white, light grey and subtle grey gradients.
• Text can be set in black, dark grey or dark blue.

Tables

• Tables are primarily set with horizontal lines. The table header line is twice as thick as the line at the table footer.
• The table header row uses a light grey background where as the other content rows use white as a background colour. Text in tables is set in “Gaia-X blue”

Publication Template

• Content slides should have a white background to ensure good readability. Title and chapter/inter­mediate slides, on the other hand, are kept in the darker gradient backgrounds in order to stand out visually and to structure the presentation.

Email Newsletter

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• Newsletter gaia-x June 2021 Gaia-X Update 3 Dear GAIA-X supporters, As of this month, the GAIA-X AISBL has been under new leadership: Francesco Bonfiglio took over the position of Chief Executive Officer (CEO) from Hubert Tardieu, who had been leading the non-profit organisation on an interim basis. Leading the association at Bonfiglio’s side will be Pierre Gronlier. He took over the position of Chief Technical Officer (CTO) from Prof. Dr. Boris Otto, who previously held the post on an interim basis. Both have many years of experience in the IT sector. Bonfiglio held various executive roles in large, multinational companies such as Hewlett Packard or Engineering D.HUB. Happy reading! GAIA-X, European Association for Data and Cloud, AISBL
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• Address Gaia-X AISBL c/o Fraunhofer EU Office Rue Royale 94 1000 Bruxelles

• Contact: press@gaia-x.eu www.gaia-x.eu

• © 2021 Gaia-X European Association for Data and Cloud AISBL All rights reserved.

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