Gubi

📋 1 Guidelines

🔗 Connections

Sector

Consumer goods Interior design decor

Region

Denmark

Guideline Year

2023

Language

English

Tags

Design

Official Websites

Brand Guidelines

2023

Brand Summary

Mission
  • GUBI is positioned at the intersection of historical beauty and contemporary excitement, acting as a creative force and curator for extraordinary design from the 20th century onwards. The brand aims to merge function with meaning, enhance spaces, rediscover and reintroduce lost treasures of design history, and collaborate with visionary studios to create icons for tomorrow. Inspired by the past and always looking to the future, GUBI seeks to inspire moments and memories for design lovers worldwide.
Core Values
  • timelessness
  • inventiveness
  • intercontinental perspective
  • collaboration
  • inspiration
  • merging function with meaning
Target Audience
  • Design lovers around the world, including those interested in both historical and contemporary furniture, lighting, and interior objects. The audience values function, comfort, aesthetics, and meaningful design.
Personality Traits
  • creative
  • curatorial
  • visionary
  • inspired by history
  • forward-looking
  • collaborative
Visual Identity Overview
  • GUBI’s visual identity is minimalist and modern, emphasizing clarity, simplicity, and high-quality finishes. The brand uses a monochrome color palette (black and white), bold sans-serif logotype, and carefully curated imagery that highlights craftsmanship, natural materials, and innovative design. Logo usage is strictly regulated for alignment, clear space, and color, and imagery guidelines focus on authenticity and avoiding overlays or modifications.

Categories

Brand Imagery
  • In the GUBI Library you can find lifestyle images, product photos and designer portraits for your own usage. When using GUBI imagery, the following guidelines must be adhered to. CORRECT USE OF IMAGERY
  • In case of cropping, avoid cutting off legs of chairs and other products. Do not recolour the images or show them in greyscale. Do not edit or retouch the images.
  • Do not squash, stretch or deform the images.
  • In the GUBI Library you can find materials customized for social media, including story posts and small videos for both story and feed post in correct crops. Visit the library and be inspired by using the tag “Digital Activation”. This is the only imagery with text across you are allowed to use.
  • When using GUBI imagery on any platform, keep in mind that all general image guidelines apply. In addition, you are not allowed to place any kind of text, figures, icons, etc. on our imagery.
  • We recommend partners only to showcase images of products they have available for customers to buy. CORRECT USE OF IMAGERY
  • Do not place text anywhere on GUBI imagery, not even in white space.
  • Do not place any kind of figures on GUBI imagery.
  • Do not use GUBI exclusive images or place text over products.
  • Do not add stickers, emojis or other elements.
  • Do not overlay text on products.
  • Do not overlay color, apply filters or text on our images.
Color Palette
  • Use only the following colours. Preferably use uncoated paper for print materials where possible.
  • BLACK
  • RGB: 44 44 43
  • CMYK: 0 0 0 95
  • HEX: #2c2c2b
  • Pantone Black U 95%
  • WHITE
  • RGB: 255 255 255
  • CMYK: 0 0 0 0
  • HEX: #FFFFFF
Typography
  • This typeface should only be used for headlines. It may be used in all caps. When using all caps, add tracking (40 60). Can be used in both italic and regular version. KINGS CASLONDISPLAY
  • This typeface can be used for short text passages, captions and head­lines. Add tracking (10 -20). Helvetica Neue LT Std
Logo Usage
  • A minimum clear-space of 1/3 the logo height
  • A minimum clear-space of 1/3 of the brandmark diameter
  • Minimum width: 15 mm / 45px
  • Minimum width: 10 mm / 30px
  • To be used to add variety when the full logo has already appeared in a context.
Tone And Messaging
  • When referring to the company, GUBI should always appear in all caps. The same applies to products, i.e. “GUBI Dining Table”
Visual Style
  • A minimum clear-space of 1/3 the logo height
  • A minimum clear-space of 1/3 of the brandmark diameter
  • Minimum width: 15 mm / 45px
  • Minimum width: 10 mm / 30px
  • The GUBI logotype and brandmark are only to be used in either black or white.
  • Use only the following colours. Preferably use uncoated paper for print materials where possible.
  • BLACK RGB: 44 44 43 CMYK: 0 0 0 95 HEX: #2c2c2b Pantone Black U 95%
  • WHITE RGB: 255 255 255 CMYK: 0 0 0 0 HEX: #FFFFFF
  • Do not squash, strech or deform
  • Do not recreate or re-draw
  • Do not apply a gradient
  • Do not apply effects
  • The logotype or brandmark must not be outlined
  • Do not rotate
  • Do not put in a shape or container
  • Do not deconstruct
  • Only use the logotype alone, or a combination of the fish brandmark and the logotype. Do not repeat the logotype or the fish brandmark. The fish brandmark can only be shown alone if the logotype has been shown before, i.e. in presentations. The fish brandmark should never be bigger than the logotype.
  • When displaying the logo over an image, choose one with a dark or bright background. Do not use the white logo on a light back­ground, or the black logo on a dark background. Do not place the logo on top of a product. Place the logo on a calm background.
Social Media Guidelines
  • In the GUBI Library you can find materials customized for social media, including story posts and small videos for both story and feed post in correct crops. Visit the library and be inspired by using the tag “Digital Activation”. This is the only imagery with text across you are allowed to use.
  • When using GUBI imagery on any platform, keep in mind that all general image guidelines apply. In addition, you are not allowed to place any kind of text, figures, icons, etc. on our imagery.
  • We recommend partners only to showcase images of products they have available for customers to buy.
🐛 Report