Greater Copenhagen

📋 1 Guidelines

🔗 Connections

Sector

Public sector Marketing advertising

Region

Denmark

Guideline Year

2017

Language

English

Tags

Regional

Official Websites

Brand Guidelines

2017

Brand Summary

Mission
  • Greater Copenhagen is much more than a dot on the map. It is a state of mind and a way of life, embodying the Scandinavian spirit, sustainability, creativity, equality, trust, and togetherness. It aims to connect people across sectors, industries, cultures, and countries, fostering cooperation and smart solutions for cities, technologies, and opportunities [^1].
Core Values
  • sustainability
  • creativity
  • equality
  • trust
  • togetherness
  • freedom
  • happiness
  • cooperation
  • excellence
  • opportunity
  • smart thinking
Target Audience
  • Organizations, municipalities, and individuals with a geographic link to Greater Copenhagen, including stakeholders in business, logistics, life sciences, cleantech, and food industries, as well as international talent and companies seeking to connect with the Scandinavian region [^2].
Personality Traits
  • innovative
  • collaborative
  • inclusive
  • forward-thinking
  • smart
  • open
  • modern
Visual Identity Overview
  • The visual identity is clean, modern, and typographic, with a focus on bold, uppercase text, high contrast, and minimalistic layouts. The main color palette is black, white, and grey, supplemented by secondary colors (orange, green, blue, red) in various tints. The typeface ‘Raleway’ is used for all graphic materials, with ‘Arial’ as a fallback for office documents. Logos are strictly regulated in terms of usage, spacing, and placement, and campaign materials feature framed borders, content boxes, and consistent iconography. Imagery reflects the brand’s values and urban, sustainable lifestyle [^3].

Categories

Brand Imagery
  • Images used in the Greater Copenhagen design should express the values communicated in the overall Greater Copenhagen narrative.
Color Palette
  • Greater Copenhagen’s identity appears most often in Black and White or in gray tones emanating from pure black.
  • This spectrum is used for anything from photo overlays in print and digital to accent colors in print materials.
  • Our Grey colour is used specifically for text, and when the Greater Copenhagen logo should appear in a grey colour.
  • The Greater Copenhagen Brand prefers muted tints of Black and Grey for print materials.
  • To acheive the Greater Copenhagen Black in offset printing, use 90% Black (0 / 0 / 0 / 90) for large graphics, content boxes, and text.
  • To achieve the same look in digital prints, use our Grey colour (70 / 55 / 60 / 60).
  • When setting up files for professional print jobs, always confirm if you are printing in offset or digital.
  • CMYK: 0 / 0 / 0 / 0
  • RGB: 0 / 0 / 0 HEX: #FFFFFF
  • CMYK: 70 / 55 / 60 / 60 RGB: 60 / 64 / 64 HEX: #3D4040
  • CMYK: 0 / 0 / 0 / 100 RGB: 0 / 0 / 0 HEX: #000000
  • Greater Copenhagen material can use one of the 4 secondary colour together with the main colour.
  • The 4 secondary colours are: Orange C0 M45 Y65 K5 Green C60 M23 Y74 K4 Blue C71 M45 Y0 K21 Red C0 M76 Y72 K1
  • Normally the secondary should not be mixed, but if needed any secondary colour’s complementary color may be used as a contrast color when designing materials.
  • The secondary colours are used in 5 shades: Dark, 100%, 75%, 50% og 25%.
  • Orange Dark CMYK: 0 / 69 / 91 / 0 RGB: 243 / 114 / 48 HEX: #f37130 100% CMYK: 0 / 45 / 65 / 5 RGB: 255 / 160 / 103 HEX: #FFA067 75% CMYK: 1 / 39 / 42 / 0 RGB: 245 / 170 / 140 HEX: #F5AA8C 50% CMYK: 1 / 25 / 26 / 0 RGB: 248 / 198 / 178 HEX: #F8C6B2 25% CMYK: 1 / 12 / 11 / 0 RGB: 251 / 227 / 217 HEX: #FBE3D9
  • Blue Dark CMYK: 97 / 84 / 41 / 38 RGB: 26 / 46 / 80 HEX: #1A2E50 100% CMYK: 71 / 45 / 0 / 21 RGB: 59 / 111 / 202 HEX: #3B6FCA 75% CMYK: 56 / 36 / 2 / 0 RGB: 117 / 147 / 200 HEX: #7593C8 50% CMYK: 35 / 21 / 2 / 0 RGB: 163 / 183 / 218 HEX: #A3B7DA 25% CMYK: 16 / 9 / 2 / 0 RGB: 209 / 219 / 236 HEX: #D1DBEC
  • Normally the secondary should not be mixed, but if needed any secondary colour’s complementary color may be used as a contrast colour when designing materials.
  • Green Dark CMYK: 78 / 50 / 91 / 63 RGB: 31 / 54 / 29 HEX: #1E361A 100% CMYK: 60 / 23 / 74 / 4 RGB: 114 / 154 / 101 HEX: #729a65 75% CMYK: 47 / 20 / 57 / 1 RGB: 143 / 170 / 131 HEX: #709964 50% CMYK: 32 / 14 / 38 / 0 RGB: 178 / 194 / 166 HEX: #B1C1A6 25% CMYK: 16 / 7 / 19 / 0 RGB: 213 / 220 / 206 HEX: #D4DECF
  • Red Dark CMYK: 31 / 96 / 100 / 42 RGB: 118 / 27 / 20 HEX: #751A13 100% CMYK: 0 / 76 / 72 / 1 RGB: 253 / 99 / 74 HEX: #FD634A 75% CMYK: 0 / 61 / 58 / 1 RGB: 241 / 129 / 103 HEX: #F08066 50% CMYK: 9 / 39 / 31 / 0 RGB: 226 / 166 / 157 HEX: #E2A69D 25% CMYK: 4 / 18 / 13 / 0 RGB: 240/ 211 / 206 HEX: #F0D3CE
  • When there is a need to soften the visual expression, an accent color - “Warm Gray” with 4 color code is used: C0 M10 Y10 K35.
  • Tints of Warm Grey may be used for powerpoint presentions, accent colours on our corporate-level printed material, and overlays of photos in print and digital campaigns.
  • This colour should be used sparingly.
  • Warm Grey Dark CMYK: 51 / 50 / 47 / 13 RGB: 124 / 113 / 113 HEX: #7C7171 100% CMYK: 0 / 10 / 10 / 35 RGB: 166 / 149 / 149 HEX: #A69595 75% CMYK: 0 / 6 / 9 / 23 RGB: 196 / 184 / 179 HEX: #C4B8B3 50% CMYK: 0 / 5 / 7 / 16 RGB: 215 / 205 / 201 HEX: #D7CDC9 25% CMYK: 0 / 2 / 3 / 8 RGB: 233 / 227 / 224 HEX: #E9E3E0
Typography
  • To keep the branding of Greater Copenhagen consistent, the typeface “Raleway” is used in all online and offline graphic material, such as in print and digital ads, campaigns briefs, and on websites.
  • The main font weights of “Raleway” are used in Light, Regular, Italic, Medium, Semibold, and Bold. If necessary, other variants in the font family can be used for graphic materials.
  • The font “Raleway” is an OpenType and is free to use both online and offline.
  • “Raleway” can easily be downloaded from Google Web Fonts (https://www.google.com/fonts).
  • The “Raleway"API font does not have lined numerals as standard.
  • To line numerals in online use, add the following CSS code to the website: body { font-family: “Raleway”, Arial, sans-ser­if; -webkit-font-feature-settings: “lnum”; -moz-font-feature-settings: “lnum”; -ms-font-feature-settings: “lnum”; -o-font-feature-settings: “lnum”; font-feature-settings: “lnum”;
  • To line numerals the for offline use, edit the Open Type settings. Example shows the steps in lnDesign:
  • The font “Arial” is used when Raleway is not available, and serves as the default system font in non-graphic material such as in Office programs like Microsoft Word, PowerPoint, Outlook, etc.
  • “Charter ITC Std* may be used only for numbers that should be highlighted in infographics or content boxes for print and online material.
  • Font weights are used in Regular, Italic, Bold, Bold Italic, Black, and Black Italic.
  • See page 16 for example of using “Charter ITC Std”.
Logo Usage
  • The Greater Copenhagen-logo comes in two variations: As “Greater Copenhagen” and as “Part of Greater Copenhagen.
  • The logos may only be used according to the guidelines described in this design manual.
  • The Greater Copenhagen logos may in no way be changed graphically.
  • The Greater Copenhagen logo should always have a certain spacing to nearby design objects to ensure that these are not perceived as part of the logo.
  • This spacing must always be respected when the Greater Copenhagen logo is used.
  • The spacing described on this page indicates the absolute minimum of spacing between the Greater Copenhagen and other objects such as logos, images or text.
  • The placement of the Greater Copenhagen logo may never be closer than the spacing indicates.
Brand Values
  • Images used in the Greater Copenhagen design should express the values communicated in the overall Greater Copenhagen narrative.
  • Greater Copenhagen is much more than a dot on the map It is a state of mind and a way of life. It is the Scandinavian spirit sustainability, creativity, equality, -trust and togetherness It is where Denmark meets Sweden and Scandinavia meets the world. It is where we cooperate and connect people across sectors, industries, cultures and countries Greater Copenhagen is in the soul. It is freedom and happiness. We think new and create smart. Smarter cities smarter thinking, smarter technologies It is opportunity and excellence Let us introduce you to a different way of life. A life where Centered Logo green is not just a colour, but a mind-set. Where you can Our logo is always centered at the top ride your bicycle to work, swim in the harbour, eat local organic produce and use the power of nature to of print materials. In this case, the our keep you warm on a cold winter’s day logo is placed within the content box Greater Copenhagen along with the other content. Consider yourself invited GREATER CoPENHAGEN greatercph.com Overlay Postcards or handouts connected to key sectors use the same overlay over images as seen in campaign websites. coPEiilzaEN GREATER GREATER COPENHAGEN COPENHAGEN Happiness is also spelled Happiness is also spelled Happiness is also spelled ‘Nonhierarchicalculture’ ‘Nodoubletaxation’ ‘Aaacreditratings’ There is more to our happiness
Visual Style
  • The Greater Copenhagen-logo comes in two variations: As “Greater Copenhagen” and as “Part of Greater Copenhagen. The logos may only be used according to the guidelines described in this design manual. The Greater Copenhagen logos may in no way be changed graphically.
  • The Greater Copenhagen logo should always have a certain spacing to nearby design objects to ensure that these are not perceived as part of the logo. This spacing must always be respected when the Greater Copenhagen logo is used. The spacing described on this page indicates the absolute minimum of spacing between the Greater Copenhagen and other objects such as logos, images or text.
  • The placement of the Greater Copenhagen logo may never be closer than the spacing indicates.
Iconography
  • Our icons supplement our written communication online and offline.
  • Icons should be in full-color, with a good balance of sharp and rounded edges.
  • Icon size might differ, depending on the icon itself and the relationship it has with the text and other content on a page. This applies to icons online as well as in printed material.
  • Icons may be used on maps to communicate landmarks and concepts that relate to the theme of the brief Greater Copenhagen is Logistics parks open for business.
  • Icons are most often used in content boxes to em­phasise the text within the content box.
  • Always use one icon per Greater Copenhagen content box. Icons should always be the same color as the text in the content box.
  • Icons can vary in size depending on the format of the collateral. In roll-ups, icon size should reflect the size of text or headings.
  • Icons are most often used in content boxes to visualize content. Always use one icon per box.
Layout And Composition
  • The Greater Copenhagen logo should always have a certain spacing to nearby design objects to ensure that these are not perceived as part of the logo.
  • This spacing must always be respected when the Greater Copenhagen logo is used.
  • The spacing described on this page indicates the absolute minimum of spacing between the Greater Copenhagen and other objects such as logos, images or text.
  • The placement of the Greater Copenhagen logo may never be closer than the spacing indicates.
Campaign Identity
  • Every Greater Copenhagen campaign identity is built from a template. This visually aligns all of our campaigns as well as link them to the Greater Copenhagen brand.
  • The framed boarder is the key element of Greater Copenhagen campaigns, and helps seperate campaigns from the corporate Greater Copenhagen identity. This framed boarder is reflected both in print and online.
  • In print, a colored framed boarder is used in the campaigns theme colour.
  • Online, a transparent overlay over the back­ground photo creates a framed boarder. Refer to page 60 for more information.
  • Our online experience focuses on mobile first for every campaign site we design.
  • Coloured content boxes that hold text and icons are the building blocks of campaign sites and business briefs.
  • Headings and subheadings can be left or right aligned on the cover of a business brief. Start by aligning to the 15mm margin, and play around with placement based on the photo. Headings and subheadings should have the same alignment.
  • Logo size 11mm x55mm Logo distance Our logo sits at the top of a business brief cover and —-GREATER—-backpage. centered. and OPENHAGENI■ Logo colour 12,5mm away from the On campaign brief covers. our framed boarder logo should be in the ·campaign color* (in this example, Dark Blue) or White. Never use black for logos on campaign briefs.
  • Heading Text 38/42 font size with a clear and con­cise message about what the brief is about. Use a mixture of contrasting weights for visual interest
  • Cover image should showcase the Greater Copenhagen region. Take Want to expand your logistics and supply Subheading Text 18/auto font size. with into account the theme of the brief. chain business in Europe and beyond? location of stakeholders in the supplementary text campaign. and readibility of text on the photo.
  • Lower Description 8/auto font size. describing the nature of the brief
  • Running Framed Boarder 8mm boarder (5mm visual boarder on all pages + 3mm bleed)
  • Grid Alternating 5, 3, or 2 column grid, with 5mm gutter depending on content Margins 15mm margins on all content or 10mm from framed boarder
  • Running Framed Boarder 8mm boarder (5mm visual boarder on all pages + 3mm bleed). Color should be the same as the overall campaign color.
  • Heading Spacing 23mm from framed boarder
  • Page Headings 32/36pt font size, with a balance of Raleway Extra­Bold and Raleway Light. Always start headings with ExtraBold, and use Extra­bold for emphasis.
  • Body Text 8,5/12pt, Raleway Regular
  • Secondary Heading 14/autopt font size, Raleway Bold.
  • Page Numbers 8/12pt, Raleway Regular
  • Any content box with text should have a 5mm boarder around the text. Any text box without an icon should be left aligned.
  • Our campaign sites visually mimic our print content, using our content boxes to visual communicate the specific campaign while aligning to the Great Copenhagen brand.
  • We have a mobile-first design philosophy for our campaign sites, focusing on the user experience on mobile, then tablet, and lastely on a computer.
  • Campaign websites may use a contrasting or theme color for the homepage call-to-action button.
  • A campaign colour can be reflected in the Greater Copenhagen logo. the large content boxes. or in the call to action button.
  • Campaign websites use a full-screen background photo with an overlay box. in a 60-80% color depending on the photo. This just produce a dusty. or less-saturated background pho­to. while creating a visual ‘frame’ around the webpage.
  • The Greater Copenhagen campaign identity Original image White Hue Layer combines images with coloured overlays. The colour of the image is partly removed by a white layer with Hue opacity 65% as standard -the opacity They have a consistent design across display is adjusted to the specific image. ads, social media ads, printed ads, etc. Multiply coloured layer Normal coloured layer The bottom coloured overlay it The top coloured layer is set to ‘Nor­set to ‘Multiply’ the colour into the mal” with an opacity between 60-80%. image with an opacity between Both coloured layers are adjusted to 65-85% depending on the colour get the right balance between the used. individual image and the chosen colour. Banner text There is more to our happiness Banner messages are highlighted by adjusting the font weight. than having a swim in the harbour GREATER CoPENHAGEN Logo 75% opacity
  • Campaign powerpoints should visually mimic the business brief of a campaign. Try to use the same imagedry, typography and layout.
  • Campaign powerpoints should use the same framed boarder as the pop-up boxes online. as well as in the business brief.
  • Campaign powerpoints should use the same type treatment and layout as the business brief.
Powerpoint Guidelines
  • The Greater Copenhagen toolbox contains a Power­Point template that can be used for PPT presentations in Greater Copenhagen design.
  • The template comes in a light and a dark version in both 4:3 and 16:9 PowerPoint format.
  • The template is available here: www.greatercph.dk/vaerktoejskasse
  • The Greater Copenhagen toolbox contains an overall PowerPoint presentation with a com­bination of pre-made slides that can be used to present the Greater Copenhagen collabo­ration and the idea behind.
  • The presentation comes in a light and dark version in 16:9 PowerPoint format.
  • The overall presentation is available here: www.greatercph.dk/vaerktoejskasse
  • Campaign powerpoints should visually mimic the business brief of a campaign. Try to use the same imagedry, typography and layout.
  • Campaign powerpoints should use the same framed boarder as the pop-up boxes online. as well as in the business brief.
  • Campaign powerpoints should use the same type treatment and layout as the business brief.
Offline Guidelines
  • To keep the branding of Greater Copenhagen consistent, the typeface “Raleway” is used in all online and offline graphic material, such as in print and digital ads, campaigns briefs, and on websites.
  • The main font weights of “Raleway” are used in Light, Regular, Italic, Medium, Semibold, and Bold. If necessary, other variants in the font family can be used for graphic materials.
  • The font “Raleway” is an OpenType and is free to use both online and offline.
  • “Raleway” can easily be downloaded from Google Web Fonts (https://www.google.com/fonts).
  • To line numerals the for offline use, edit the Open Type settings. Example shows the steps in lnDesign:
  • The font “Arial” is used when Raleway is not available, and serves as the default system font in non-graphic material such as in Office programs like Microsoft Word, PowerPoint, Outlook, etc.
  • “Charter ITC Std* may be used only for numbers that should be highlighted in infographics or content boxes for print and online material.
  • Font weights are used in Regular, Italic, Bold, Bold Italic, Black, and Black Italic.
  • Our icons supplement our written communication online and offline.
  • Icons should be in full-color, with a good balance of sharp and rounded edges.
  • Icon size might differ, depending on the icon itself and the relationship it has with the text and other content on a page. This applies to icons online as well as in printed material.
  • Icons can vary in size depending on the format of the collateral. In roll-ups, icon size should reflect the size of text or headings.
  • Our corporate print materials use our Black, Grey, and Orange colours, and is sublimented with content boxes, icons, and photos of the Greater Copenhagen area.
  • In brochuress. our logo can be used •s in a secondary colour or in white.
  • Coloured content boxes that hold text and icons are the building blocks of campaign sites and business briefs.
  • Our logo is always centered at the top of print materials. In this case, the our logo is placed within the content box along with the other content.
  • Overlay Postcards or handouts connected to key sectors use the same overlay over images as seen in campaign websites.
  • Our logo is always centered at the top of roll-ups.
  • Greater Copenhagen brand Roll-ups use our typeface (Rale­way) and overlay boxed in our brand colours over photography linked to key sectors and of Greater Copenhagen.
Online Guidelines
  • To keep the branding of Greater Copenhagen consistent, the typeface “Raleway” is used in all online and offline graphic material, such as in print and digital ads, campaigns briefs, and on websites.
  • The main font weights of “Raleway” are used in Light, Regular, Italic, Medium, Semibold, and Bold. If necessary, other variants in the font family can be used for graphic materials.
  • The font “Raleway” is an OpenType and is free to use both online and offline.
  • “Raleway” can easily be downloaded from Google Web Fonts (https://www.google.com/fonts).
  • To line numerals in online use, add the following CSS code to the website: body { font-family: “Raleway”, Arial, sans-ser­if; -webkit-font-feature-settings: “lnum”; -moz-font-feature-settings: “lnum”; -ms-font-feature-settings: “lnum”; -o-font-feature-settings: “lnum”; font-feature-settings: “lnum”;
  • “Charter ITC Std* may be used only for numbers that should be highlighted in infographics or content boxes for print and online material.
  • Font weights are used in Regular, Italic, Bold, Bold Italic, Black, and Black Italic.
  • Our icons supplement our written communication online and offline.
  • Icons should be in full-color, with a good balance of sharp and rounded edges.
  • Icon size might differ, depending on the icon itself and the relationship it has with the text and other content on a page. This applies to icons online as well as in printed material.
  • Our website is a simple white canvas that holds content in a basic grid.
  • Content boxes within the grid hold text or photo content that stand out against the white canvas, putting images and stories about Greater Copenhagen in focus.
  • Our website comes in three languages: Danish, Swedish, and English.
  • greatercph.dk greatercph.se greatercph.com
  • OBS! “Greatercph” is mearly the web address for the Greater Copenhagen brand. Never promote Greater Copenhagen as Greater CPH.
  • The Greater Copenhagen toolbox contains material that can be used freely to promote Greater Copenhagen.
  • The material is made so that each organisa­tion or municipality can adjust it and use it in their own marketing as a “Part of Greater Copenhagen” organisation.
  • Our online experience focuses on mobile first for every campaign site we design.
  • Coloured content boxes that hold text and icons are the building blocks of campaign sites and business briefs.
  • Campaign websites may use a contrasting or theme color for the homepage call-to-action button.
  • A campaign colour can be reflected in the Greater Copenhagen logo. the large content boxes. or in the call to action button.
  • Campaign websites use a full-screen background photo with an overlay box. in a 60-80% color depending on the photo. This just produce a dusty. or less-saturated background pho­to. while creating a visual ‘frame’ around the webpage.
Video Design
  • Any text within a movie (headlines, lower thirds, etc.) should be set in the font Raleway. Any running facts in videos should be set in Raleway Regular or Medium.
  • Lower Thirds (nametags) are set in Raleway in white. Titles are set in All Caps in Raleway Medium, with job titles and company names set in Raleway Regular, sepearted by two slashes. Refer to the images on this page for examples.
  • Only Greater Copenhagen colours should be used for text boxes in videos.
  • Our company language is in British English, so any narration in vidoes should also be in British English.
  • All videos end with our Greater Copenhagen Logo. The logo should always be centered. Add stakeholder logos, if necesary.
  • Look to logo hierarchy and placement on page 8 as a guide for ordering logos.
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