Basic Elements

Brand Shape

Our Brand Shape (valantic Shape) is an integral part of every visual communication. It is only used, however, at the most memorable level, for example for title pages, covers and header graphics. The valantic Shape is interpreted for the three Routes to provide optimal visual support for the brand values to be communicated by each Route.

General remarks

  • The brand Shape can also be used prominently as a mask at the image level.
  • Size and placement: The brand Shape must be of a prominent size and may generously exceed a medium’s bleed.
  • Characteristics: The recognizability of the brand Shape must be preserved. A visible part of at least one other rounding should therefore be recognizable.
Shape Überblick

Guilloche

  • The fine lines and visual restraint create an impression of elegance.
  • But the symmetry and corresponding associations (contour lines on a map, security features on securities) also convey precision.
  • The dynamism in the line layout gives the shape a stimulating appeal.
  • In Route A, the Guilloche is used in the valantic Gradient.
  • The valantic Guilloche can be supplemented by a photo to create a feeling of proximity.
  • The supplementary photo should meet the requirements for valantic imagery in general, and those for Route A imagery in particular.
  • The photo is offset against the Guilloche and, in accordance with the valantic imagery standards, has very slightly rounded corners to better fit into the Shape’s soft contours.
Shape Beispiele Route A

How to use the Shape

Size

Get an overview of the amount of text as early as possible and check how the content statement could correspond to the image motif and the brand form. This information will help you determine the size and positioning of the brand shape.

Insert the shape 100% into the final document format, to obtain the base size. This will give you the ratio to determine the size between 120% and 160%.

Minium Size: 120% of the Full page

Maxium Size: 160% of the Full page

Use shapes in the same proportion throughout the whole document.

Example: If you choose 140%, keep all shapes in the same 140% ratio.

Position and aspect ratio

Always place in bleed and avoid white cutouts (corners/spaces).

The shape takes up half (1/2) or a third (1/3) of a page.

Shape A Position Ratio-Aspect Brandportal

Colors

valantic Gradient in 45º of visible Area

More to Colors

Outline

0,5 pt – A6-A3,
other format sizes: Percentage enlargement/reduction

Dont's

Some examples with Shape application errors are listed here. This use is not intended.

If you have any questions about the correct and other Shape applications, please contact the marketing brand responsible person.

Wrong color

Wrong outline thickness

Don't show overlapping guilloche outlines

Don't create cutouts or white corners

Don't show the center of the guilloche Shape

Wrong gradient angle

Shape

  • The filled valantic Shape has accompanied the valantic brand all along.
  • It is the core, brand-forming feature. The Routes A and C variants are derived from it.
  • The Shapes symbolize the synergies of our dynamic organizations which always come together to form a perfect fit across competence centers.
  • In Route B, the Shape is filled with the valantic Gradient.
  • The valantic Shapes must be of a prominent size and may generously exceed a medium’s bleed.
  • The recognizability of the brand Shape must be preserved. A visible part of at least one other rounding should therefore be recognizable.
  • The Shape can be supplemented by a photo to create a feeling of proximity.
  • The supplementary photo should meet the requirements for valantic imagery in general, and those for Route B imagery in particular.
  • Photos that are combined with the valantic Shape are round and are placed so as to cover part of the Shape.
Shape Beispiele Route B

How to use the Shape

Size

Get an overview of the amount of text as early as possible and check how the content statement could correspond to the image motif and the brand form. This information will help you determine the size and positioning of the brand shape.

Insert the shape 100% into the final document format, to obtain the base size. This will give you the ratio to determine the size between 120% and 160%.

Minium Size: 120% of the Full page

Maxium Size: 160% of the Full page

Use shapes in the same proportion throughout the whole document.

Example: If you choose 140%, keep all shapes in the same 140% ratio.

Position and aspect ratio

Always place in the bleed and avoid white cutouts (corners/spaces).

The shape takes up half (1/2) or a third (1/3) of a page.

Shape B Position Ratio-Aspect Brandportal

Color

valantic Gradient in 45º of visible Area

More to Colors

Dont's

Some examples with Shape application errors are listed here. This use is not intended.

If you have any questions about the correct and other Shape applications, please contact the marketing brand responsible person.

No more than one Shape

No Outline

Wrong Size

Don't create cutouts or white corners

Don't show the whole shape

Wrong Color Gradient

Cropped Image (Masked)

  • In Route C, the brand Shape is used prominently as a mask at the image level.
  • Size and placement: The brand Shape must be of a prominent size and may generously exceed a medium’s bleed.
  • Characteristics: The recognizability of the brand Shape must be preserved. A visible part of at least one other rounding should therefore be recognizable.
Shape Beispiele Route C

How to use the Shape

Size

Get an overview of the amount of text as early as possible and check how the content statement could correspond to the image motif and the brand form. This information will help you determine the size and positioning of the brand shape.

Insert the shape 100% into the final document format, to obtain the base size. This will give you the ratio to determine the size between 120% and 160%.

Minium Size: 120% of the Full page

Maxium Size: 160% of the Full page

Use shapes in the same proportion throughout the whole document.

Example: If you choose 140%, keep all shapes in the same 140% ratio.

Definition Route C Shapes – Size

Position and aspect ratio

Always place in the bleed and avoid white cutouts (corners/spaces).

The shape takes up half (1/2) or a third (1/3) of a page.

Definition Route C Shapes – Position

Color & Image

First and foremost, an image should be used in the shapes.

If this is not possible for certain reasons, it is possible to use the Route C shapes exclusively in the corporate color vibrant purple. In addition, the standardized claim text “ELEMENTS OF THE DIGITAL NOW” (in capital letters) is used, embedded in a transparency.

More to Imagery

More to Colors

Shape Beispiele Route C

Dont's

Some examples with Shape application errors are listed here. This use is not intended.

If you have any questions about the correct and other Shape applications, please contact the marketing brand responsible person.

Wrong Image

No more than one Shape

No other Color than Secondary Color for Route C (Vibrant Purple + Text)

Wrong Size

Don't create cutouts or white corners

This Shape is not good for Image Size

Don't show the whole shape

Download Brand Shapes