Design
guide
Design denmark
Design guide Version 1.0 — November 2014
Design denmark is an alliance of designers, design thinkers and design
businesses, working to promote design in business and society.
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About the new Design
denmark visual identity
The new visual identity for Design denmark is an agile and flexible
system. The notion is that a broad and creative organization like
Design denmark should not be tied to a limiting visual identity.
As displayed in the following the new visual identity offers great
flexibility in terms of typography, colours and photos.
The identity revolves around the name, the signature and a specified
mode of communication.
Name
Signature
Communication
Design denmark
Dd
Better by __
Boiler
Community of Danish designers, design
thinkers and design businesses working to
promote design as a tool for improvement.
ID Scaling system
Design denmark
Dd
Better by__
Use of typography
Corporate Layouts
Graphic Layouts
Communicative Layouts
In terms of typography the new visual identity is not limited to a
number of specified fonts. Thus all kinds of typography can be used.
Instead the common trait in all representations should be the
uppercase and lowercase “D”.
In the initial design the three fonts Raleway, Playfair Display and
Roboto are used. All three font are free Google Fonts.
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Communication
driver
Communication
A central part of the new identity is the communication driver “Better
by_”. The driver can used both in its shortest form “Better by_” and in
combination with a sentence or statement as illustrated below.
Better by __
Better by thinking, material,
new, knowledge, creativity,
heritage, listening, shaping,
trying, craft, doing, north,
leading & Design denmark
Better by
heritage
Better by
creativity
Side 3 / 8
Better
by doing
Dd — Design guide
Design principles
for layouts
The basic grid for all types of Design denmark publications is a 4
column grid. Elements such as name, signature and text can be
scaled within this grid.
Layout grid — A format
Design denmark
Design denmark is an alliance of designers,
design thinkers and design businesses, working
to promote design in business and society.
Design denmark
Design denmark is an alliance of designers,
design thinkers and design businesses, working
to promote design in business and society.
Design denmark
Design denmark is an alliance of designers,
design thinkers and design businesses, working
to promote design in business and society.
Design denmark
Design denmark is an alliance of designers,
design thinkers and design businesses, working
to promote design in business and society.
Design principles
for layouts
Corporate Layouts
The three examples show how corporate layouts, graphic layouts
and communicative layouts can be constructed. Please note that the
different elements are scaled within the 4 column grid.
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Design denmark
Design denmark
Design denmark is an alliance of designers,
design thinkers and design businesses, working
Design denmark is an alliance of designers,
to promote design in business and society.
design thinkers and design businesses, working
to promote design in business and society.
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Design denmark
Graphic Layouts
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D
Design denmark
Design denmark
Design denmark is an alliance of designers,
design thinkers and design businesses, working
to promote design in business and society.
Communicative Layouts
Better by
creating
Design denmark
Design denmark is an alliance of designers,
design thinkers and design businesses, working
to promote design in business and society.
Design denmark is an alliance of designers,
design thinkers and design businesses, working
to promote design in business and society.
Dd
Better by new,
thinking, trying,
creativity, doing,
heritage, north
knowledge &
Design denmark
Design denmark is an alliance of designers,
design thinkers and design businesses, working
to promote design in business and society.
Dd
Design denmark
Design denmark is an alliance of designers,
design thinkers and design businesses, working
to promote design in business and society.
Side 4 / 8
Dd
Design denmark is an alliance of designers,
design thinkers and design businesses, working
to promote design in business and society.
Better by
doing
Dd
Design denmark
Design denmark is an alliance of designers,
design thinkers and design businesses, working
to promote design in business and society.
Dd — Design guide
Dd Stationery
Use of colours
The three primary colours in the Design denmark visual identity
are white, black and a golden brown. These colours can be supplemented by a number of seasonal colours in order to ensure variation.
Primary colours
Seasonal colours
Colours in use
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Graphic Layouts
Design denmark
Design denmark is an alliance of designers,
design thinkers and design businesses, working
to promote design in business and society.
Design denmark is an alliance of designers,
design thinkers and design businesses, working
to promote design in business and society.
Communicating Layouts
Design denmark
Better by
thinking Better by
Design denmark is an alliance of designers,
design thinkers and design businesses, working
to promote design in business and society.
Design denmark
D
d
Design denmark
Design denmark is an alliance of designers,
design thinkers and design businesses, working
to promote design in business and society.
Design denmark
Better by
member
Design denmark is an alliance of designers,
design thinkers and design businesses, working
to promote design in business and society.
showing
Design denmark
Side 5 / 8
Design denmark is an alliance of designers,
design thinkers and design businesses, working
to promote design in business and society.
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Dd
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Side 6 / 8
Colours implemented
Dd — Design guide
Use of photos
In terms of use of photos the new visual identity does not prescribe
a set of fixed guidelines. The examples below show how both
conceptual and documentary photos can be used in combination
with different design elements.
Documentary photos
Design denmark is an alliance of designers,
design thinkers and design businesses, working
to promote design in business and society.
Better by
big ideas
Dd
Better by new,
thinking, trying,
creativity, doing,
knowledge,
heritage, north,
listening & Dd
Better by
leading
the way
Dd
Design denmark is an alliance of designers,
design thinkers and design businesses, working
to promote design in business and society.
Design denmark
Design denmark is an alliance of designers,
design thinkers and design businesses, working
to promote design in business and society.
Design denmark
Design denmark
Conceptual photos
Design denmark is an alliance of designers,
design thinkers and design businesses, working
to promote design in business and society.
Design denmark is an alliance of designers,
design thinkers and design businesses, working
to promote design in business and society.
Design denmark is an alliance of designers,
design thinkers and design businesses, working
to promote design in business and society.
Better by Better by Better by
numbers numbers numbers
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Design denmark
Conceptual photos
Side 7 / 8
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Design denmark
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Design denmark
Dd — Design guide
When engaging in co-branding with external partners a recognizable
trait could be the juxtaposition of two similar products from the given
company. This juxtaposition would hence simulate the uppercase
and lowercase “D” from the Design denmark signature.
Co-branding
Dd simulation
Varius layouts
Better by
FSC Wood
FSC (Forest Stewardship Council) er en
mærkningsordning til træ og papir. I en
FSC-skov bliver der ikke fældet mere træ,
end skoven kan nå at reproducere.
Samtidig er FSC en garanti for, at dyr
og planteliv bliver beskyttet, og at de
mennesker, der arbejder i skoven, er
sikret uddannelse, sikkerhedsudstyr
og ordentlig løn.
Better
by vipp
Better
by B&O
Design denmark is an
alliance of designers,
design thinkers and design
businesses, working to
promote design in business
and society.
FSC Wood &
Design denmark
Design denmark is an alliance of designers,
design thinkers and design businesses, working
to promote design in business and society.
Design denmark
As you hopefully have recognized throughout this design guide
the main purpose with the new visual identity is to create a
consistent but yet agile and flexible design for Design denmark.
The design can thus be “given away” to members and external
partners allowing them to combine the Design denmark with their
own modes of expression.
Give it away
Dd
Bar
Design
Bizz
23. september
“Find ind til din
virksomheds
kernefortælling”
21.10.14
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Better by
Wood Wood
Design denmark
better by sharing
Varius photos
Side 8 / 8
Design denmark is an alliance
of designers, design thinkers
and design businesses, working
to promote design in business
and society.
Design denmark
Design denmark
We create a strong position for Danish
design and support the development
of design as a profession, as a concept
and as a way of thinking — better by.
Design denmark
Better by __
Børsen — Slotsholmsgade 1B
DK — 1217 Copenhagen K
designdenmark.dk
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