Visual Identity

www.vikingmalt.com

Visual Identity

What are CMYK, RGB, PMS and grayscale?

Different end-use purposes require different colour modes. That is why there are logo versions including different colour modes like CMYK, RGB, PMS and grayscale. The aim with these, is to have well managed brand colours through various applications and medias.

Do I have to pay attention to colour modes when working with Microsoft Office applications?

JPG, GIF and PNG logos include the right colour mode RGB, so you do not have pay attention to different colour modes when working in Microsoft Office environment. When using PDF, use the RGB version (included in the ”Eumer Fishing logos for Microsoft Office” ZIP package).

How are different logo versions with different colour modes used in professional design applications?

When designing printing applications, designers choose the right colour mode version of the logo depending on their end-use purposes. Logos are available in CMYK, PMS, grayscale and black colour modes.

Terminology related to this topic:

CMYK = colour model, that is used in four colour (C = cyan, M = magenta, Y = yellow, K = key colour, black) printing. CMYK colour definition for art paper printing can differ from newspaper printing.

PMS = colour matching system for printing created by Pantone, to provide spot colours that cannot be simulated with CMYK. Includes also metallics and fluorescent colours.

RGB = colour model, that is used in television and computer screens, digital cameras, video projectors and like. RGB refers to Red, Green and Blue.

Grayscale = colour model, that includes only black colour, but is composed exclusively of shades of gray.

Logo versions

Negative version
The negative version of the logo can be used over a Viking Malt Red, Orange, Dark Blue or other plain, dark color area/image.

Logo_version_1

Grayscale version
When the printing technology requires it, the grayscale version of the logo is used.

Please note: Do not use this version of the logo unless there is a technical obstacle.

Logo_version_2

Black version
When it is not possible to use grayscale in the printing technique, the black version of the logo is used.

Please note: Do not use this version of the logo unless there is a technical obstacle.

Logo_version_3

Logo usage

The adjacent examples show the use of the logo. The original files of the logo must always be used, and they must not be changed in any way. Always ensure good legibility when using the logo.

Logo_usage_1

Logo over a light image or color area.

Logo_usage_2

Negative logo over a dark image or color area.

Logo_usage_3

The positive logo must not be used over a too dark tone.

Logo_usage_4

The logo must not be used over a strong pattern.

Colours

Managing brand colours

The goal with brand colours is to display them the way they are intended through various applications, screens and medias. Unfortunately, defining brand colour values accurately, does not guarantee the intended display of brand colours.

Here is why the brand colours may turn the way they are not intended:

  • Different devices detect or reproduce given colour values differently. The red colour on your screen, may look more like orange on somebody else’s screen.
  • Different printing processes have lots of factors that can cause colour variations to the final printed products
  • CMYK and PMS colours may not have the same colour appearance as PMS colours cannot be simulated with CMYK
  • Different circumstances in surrounding environments can cause variations to the colours
  • Some people have disabilities like decreased ability to see colour or differences in colour

How to get brand colours right across different medias?

  • With printed products, use CMYK/PMS colour charts, or have an accurately printed sheet of your brand colours that you can use as colour reference
  • Supervise your printing house
  • Always use original logo files, re-saving logos and converting colour modes may cause unintended results
  • To avoid unintended results with different displays and projectors is unfortunately pretty much impossible. Especially video projectors can cause severe inaccuracy in displaying colours
  • Stick with the given colour values across digital and printed applications

Colour modes

CMYK: colour model, that is used in four colour (C = cyan, M = magenta, Y = yellow, K = key colour, black) printing. CMYK colour definition for art paper printing can differ from newspaper printing.

RGB: colour model, that is used in television and computer screens, digital cameras, video projectors and like. RGB refers to Red, Green and Blue

HEX: RGB colours represented in hexadecimals. Often used for example in HTML code

PMS: colour matching system for printing created by Pantone, to provide spot colours that cannot be simulated with CMYK. Includes also metallics and fluorescent colours. It is also recommended to specify PMS colour for both coated and uncoated paper.

RAL: colour matching system that is mainly used for varnish and powder coating

Primary colour palette

Viking Malt’s primary color palette consists of six colours: Red, Orange, Gradient, Dark Gray, Medium Gray and Light Gray. Avoid using lighter tones of colours Red, Orange and Gradient.

Viking Malt Red

HEX: #A62b4D
RGB: 166R 43G 77B
CMYK: 40C 100M 70Y
Newspaper: 30C 100M 70Y
PMS: 193
RAL: 3001

Viking Malt Orange

HEX: #F47920
RGB: 244R 121G 32B
CMYK: 65M 100Y
Newspaper: 65M 100Y
PMS: 1585
RAL: 2004

Viking Malt Gradient

Gradient colour can be constructed as a linear combination of Viking Malt Red and Orange.

Viking Malt Dark Gray

HEX: #2C232E
RGB: 44R 35G 26B
CMYK: 23C 23M 90K
Newspaper: 90K
PMS: 447
RAL: 7021

Viking Malt Medium Gray

HEX: #B6B5AC
RGB: 182R 181G 172B
CMYK: 10Y 33K
Newspaper: 10Y 33K
PMS: 7535
RAL: 7048

Viking Malt Light Gray

HEX: #E3E2DA
RGB: 227R 226G 218B
CMYK: 5Y 11K
Newspaper: 5Y 11K
PMS: 7527
RAL: 9001

Secondary colour palette

When necessary, the primary colour palette can be supplemented with colors from the secondary color palette. However, these colors should not be used on large surfaces, but mainly in situations where more colors are needed, such as in graphs, infographics, maps, etc.

Viking Malt Green

HEX: #728F4D
RGB: 114R 143G 77B
CMYK: 60C 27M 85Y 8K
Newspaper: 60C 27M 85Y 8K

Viking Malt Blue

HEX: #377AAA
RGB: 55R 122G 170B
CMYK: 80C 45M 14Y
Newspaper: 80C 45M 14Y

Viking Malt Lilac

HEX: #9892DD
RGB: 152R 146G 221B
CMYK: 40C 40M
Newspaper: 40C 40M

Viking Malt colour palette for InDesign Zip package includes colour palette for InDesign .zip 0.1 MB

Typography

Brand typography

The fonts listed in the guidelines are used across all brand related applications and should not be replaced with other similar fonts. Always refer to the font usage instructions in this section to know how to work with our brand fonts.

Should I have these fonts on my computer?

  • If you are a designer or a web developer, you will need a license to our brand fonts
  • If you are using Microsoft Office environment, you do not need our brand fonts

Where are our brand fonts used?

  • Printed applications such as packaging, business cards, brochures, ads, magazines
  • Digital applications such as websites & videos

Primary typography

Viking Malt’s brand font is Brandon Grotesque. It should be used whenever technically possible and always in printed products, web applications and video presentations.

The font is available in the variants given here, and it can be activated via Adobe Fonts or obtained from MyFonts.

Secondary typography

If the brand font Brandon Grotesque cannot be used, the font Calibri should be used. Such use environments include Microsoft Office, among others.

Stamp

The Viking Malt stamp reflects the high quality and standards of all Viking Malt products. It can be used on materials such as T-shirts and malt sacks.

More Through Malt

Stamp
Stamp-1
Stamp-2

Crafted by

Stamp3
Stamp4
Stamp5
More Through Malt stamp ZIP package includes all More Through Malt stamp files .zip 2.9 MB
Crafted by stamp ZIP package includes all Crafted by stamp files .zip 2.5 MB

Imagery

Viking Malt’s imagery is about manifesting our brand promise More Through Malt. At the level of attitude, it means passion, professionalism and the idea that everything is possible. On a practical level, it means that our imagery consists of a long chain, starting from farming and ending with the use of the consumer product. With this we are able to demonstrate that we are an operator in our industry that is truly an integrator in the entire value chain.

Image categories

Brand images can be divided into six categories: Conceptual, Farming, People & process, Customers & brewing and Consumers. Our imagery utilises both photography and 3D rendered artwork. The visual concept of Viking Malt is created by combining these elements.

Conceptual / 3D

Can be compiled of graphic elements, typography, photos and video footage.

Farming

Preferably photos exclusively produced for Viking Malt, but stock photos can also be used.

People & process

Only photos exclusively produced for us with real Viking Malt locations, processes and people.

Customers & brewing

Preferably photos exclusively produced for Viking Malt, but stock photos can also be used.

Consumers

Preferably photos exclusively produced for Viking Malt, but stock photos can also be used.

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