Signage

In order to be consistent in spatial communication within the space as well, the elements of the guidance system have been adapted to the new appearance. A distinction is made here between communication outside and inside a building.

Outdoors

In outdoor areas, the long-distance effect is particularly important. Even from distances of more than 50 m, the brand should be visible to provide orientation for visitors, suppliers and employees. For maximum visibility, the logo size should be maximised on the respective medium.

Flags

Long-distance visibility
Clear branding with logo and primary colours
In case of more than one flag, the layout variants may be used.

Variants of flags

Dimensioning of the flags

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Dos and don'ts

placeholder — Combine logo flag and word-mark flag.

Do not use the word-mark flag without the logo flag.

Monoliths

Long-distance visibility; the main task is the branding of a place.
Branding with logo and primary colours, and possibly additional information
Big monolith: confirmation of destination for truck and car drivers
Small monolith: confirmation of destination for people

Big and small monoliths

Monolith variants and their visibility for different users.

Colour options for monolith variants.

Construction with building blocks, example formats.

Additional information on font sizes.

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Signs

Middle-to-close-distance visibilities; the main task is the branding of a building.
Branding with logo and primary colours, and possibly additional information
Conformation of destination for people

Visibility of signs

Signs for entrance areas or building markings are viewed from a distance of 5 to 1 m. They often have a branding and informational purpose.

Logo size
The logo size should be as large as possible, but it depends on the sign size and viewing distance, which, in turn, is contingent on the location of the sign and the information to be displayed.

Therefore, a maximum size and a minimum size are defined for the logo. The logo can be freely scaled between the specified limits, depending on the space required for the additional information.

Logo position
The logo is left-aligned and aligned at the top of the type area. The type area is made up of 6 building blocks depending on the format.

Sign layout

Maximum and minimum logo size

Maximum and minimum logo size. If structural conditions, lighting or better visibility require it, the logo can also be centred in height.

Information on layout, fonts and sizes

Example layouts

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Horizontal and vertical centring of the logo

In some cases, in order to maximise visibility or to aesthetically harmonise with the architecture, it may be necessary to centre the logo in the height or width of the format.

Special cases: extreme landscape formats

Architectural conditions or external specifications sometimes require a logo placement in extreme formats. For landscape formats with an aspect ratio higher than 4, the exceptional logo variant “Logo single line” may be used for maximum brand visibility.

The decisive factor in the design is whether maximum visibility is necessary or whether the design should blend in aesthetically with the environment.

The type area defines the maximum height or width of the logo.

For maximum visibility, the single-line logo can be used. The environment may require a symmetrical sign layout, for which the logo may be centred in height or width. See “Horizontal and vertical centring of the logo”.

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Please note: the single line logo is only to be used in special cases. Please only use it as described in the guidelines.

Silo branding

When redesigning silos, it is important to ensure that the wordmark is clearly legible. Due to the many different types of construction, the branding must be designed individually for each building. The size of the icon or word mark can be varied according to the intended effect.

Brand mark highlighted

The brand mark is the focus of the desired long-distance effect.

Construction with Building Blocks

The word mark is left-aligned and centred to the
brand mark. The width of the word mark is the
same as the width of the brand mark.

Word mark highlighted

The word mark is the focus of the desired long-distance effect.

Construction with Cap Height of word mark

The brand mark has a height of 3.75 of the cap height. The word mark is left-aligned and centred to the brand mark.

Indoors

Indoors, branding through logos and company names is less important than directions for orientation. Logistical destinations such as elevators, kitchens, canteens or restrooms as well as stairwells, work areas and room numbers need to be easy to find. The corporate design organises the information and guides the user through the building but can also accentuate the space and thus increase the internal brand perception.