BRAND IDENTITY Visual Style Guide
TABLE OF CONTENTS CHAPTER 1 INTRODUCTION CHAPTER 6 GRID SYSTEM 5 Our Values 6 Brand House 7 Tagline 8 Endorsed Sub Brands 9 Brand Hierarchy CHAPTER 7 32 Document Grids 33 Document Grid Examples 34 Digital Grids OFFICE TEMPLATE USAGE CHAPTER 2 LOGO SIGNAGE 36 Power Point Templates 11 Corporate Logo 13 Clear Space and Proportions 14 Color Variations 15 Horizontal Alternative 16 Optional Descriptors CHAPTER 8 CHAPTER 9 IMAGERY 38 Photo Guidelines APPLICATIONS 42 Examples CHAPTER 3 BRAND COLOR SYSTEM 18 Color Creation System 19 Primary Color System 20 Secondary Color System CHAPTER 11 CONTACT 47 Contact Information CHAPTER 4 BRAND TYPOGRAPHY 23 Primary Font 24 Secondary Font 25 Office Font Usage CHAPTER 5 CORPORATE COMMUNICATION 27 Business Cards 28 Letterhead 29 Envelope 30 E-Mail Signature
WE ARE THE NORDIC MAJOR The SF brand has a proud heritage and many valuable character traits. The logo is one of Sweden s true design classics, with millions of people associating it with important events in their lives. SF s product is also in its widest definition very popular and beloved. We are Europe s most interesting studio, maintaining creative and commercial excellence in every aspect of our work. And as a studio, we make dreams and imagination come true. On the silver screen or on a small screen. Around the corner or across the ocean.
CHAPTER 1 INTRODUCTION is apter defines our brand traits our ost basi values and t e rationale or our pro ise to t e orld. Section Content Our Values Brand House Tagline Brand Hierarchy
INTRODUCTION Chapter 1 OUR VALUES ROLE HEART BRAIN LEGS KEY CREATIVITY - DRIVEN BUSINESS - MINDED FAST - MOVING Passionate Team focused Courageous CORE Curious Commercial Proactive Intelligent Professional Restless DESCRIPTION We are driven by creativity, by creating worlds people want to return to. It is deeply imprinted in our DNA and we re constantly exploring our industry, the product, how it is sold and how we relate to these things. We re not a benefactor of art, we re a commercial movie maker and a distributor investing in the magic of film because doing so is good business. A great movie is a great piece of art that people want to see. We don t wait for the giant leaps. We know that the only way to stay in sync with evolution is to stay reactive to the consumer s behavior and to be proactive in mirroring this in one s offer. Page 05
INTRODUCTION Chapter 1 BRAND HOUSE About This brand house is our way of structuring our identity, and making sense of our tagline. Please note that Position, Values and Proposition are not intended for communication. Our tagline is. Tagline (promise) Our brand summarized, intended for communication. M M B ur functional and emotional benefit. ENABLING MAGIC Values ur human characteristics in everything we do, and ultimately our differentiating brand performance. CREATIVITY-DRIVEN BUSINESS-MINDED FAST-MOVING ur role and position in the World. THE NORDIC MAJOR Page 06
INTRODUCTION Chapter 1 TAGLINE Dynamic claim We have crafted our tagline with the intent to make it dyna i. a i re ers to t e art o fil a in a reali ed vision, as well as the magic present in every step towards our audience. And most of all, the magic of the actual experience. Motion" refers to our products, but also to the fast-moving industry environment that we operate within. Dynamic tagline At times, Magic can be replaced with other referrals to be used for events, company campaigns or anniversaries. lease re rain ro inventin ta lines asso iated to spe ifi titles. Use it only for heavily endorsed company activities. Magic in Motion Magic in Motion Cannes in Motion 100 years in Motion Talents in Motion in Motion In Motion Studio Production Exhibitions & Festivals Anniversary Recruitment Page 07
INTRODUCTION Chapter 1 ENDORSED SUB BRANDS SF Studios Brands Consumer facing sub brads such as VOD/EST-services have separate visual guideline documents. Guide Links www.sfstudios.se/sfa_guide.pdf www.sfstudios.se/sfk_guide.pdf Page 08
INTRODUCTION Chapter 1 BRAND HIERARCHY Platforms Distribution Production INTERNATIONAL We generally refrain from adding descriptors, but local descriptors can e a e fo c a ficat on en nee e Page 09
CHAPTER 2 LOGO SIGNAGE The SF logo is a national design classic and the visual crown jewel of our brand. Even though is as been odified several ti es over t e years it still very u onors t e ori inal lo o reated over a entury a o. Section Content Corporate Logo Clear Space and Proportions Color Variations Horizontal Alternative
LOGO SIGNAGE Chapter 2 CORPORATE LOGO The Logo The logo is a national design classic and the isual crown ewel of our brand. en though is has been modi ed se eral times o er the years, it still ery much honors the original logo created o er a century ago. n fact, the latest alteration brings it closer to its roots while also customising it to t our digital world. The le ers and stand for ensk ilmindustri wedish ilm ndustry, which for many years was spelled out underneath the logo. Symbol and Logotype A B Today, ensk ilmindustri is replaced with tudios, which is our way of claiming the leading position in candina ia. e ha e operating o ces in e ery ma or candina ian territory while also ha ing produced more than feature lms. A Symbol raphic representation of the company design to promote instant public recognition. B Logotype Page 11
LOGO SIGNAGE Chapter 2 CORPORATE LOGO The Alternative Logo Symbol and Logotype The alternative logo may be used on special occasions. A B A Symbol Graphic representation of the company design to promote instant public recognition. B Logotype Page 12
LOGO SIGNAGE Chapter 2 CLEAR SPACE AND PROPORTIONS Clear Space Logo Clear Space L It is important to keep logotypes clear of all other graphic elements. To regulate this, an exclusion zone has been established around the logotype. This exclusion zone indicates how other graphic elements or messages should be positioned in relation to the symbol itself as well as to our company name. Please note that the la er two elements ha e a ed relationship that is ne er to be changed in any way. x x 5x Whenever you use the logo, make sure that it is surrounded by enough clear space to ensure visibility and impact. No graphic elements of any kind are allowed in this zone. 5x 0,5 x x x x x Page 13
LOGO SIGNAGE Chapter 2 COLOR VARIATIONS Base Color ou an only use t is lo o by applyin t e spe ified olors. e olor o t e base lo o is a i ed you will find t e olor odes in t e rand olorin e tion o t is do u ent. Alternative Colors it is i possible or ine e tive to use t e base lo o please use a o ple entary olor lo o or its rey alternative. Achromatic Variations ro ati variations are provided in pure bla and pure w ite. Base Color Logo lternative lternative lternative SF Magic Red Silver Black White Page 14
LOGO SIGNAGE Chapter 2 HORIZONTAL ALTERNATIVE Base Color In cases when it is ineffective to use the base logo, the horizontal alternative is allowed. The color of the Base logo is a i ed you will find t e olor odes in t e rand Coloring Section in this document). Alternative Colors If it is impossible or ineffective to use the base logo, please use a complementary color logo or its grey alternative. Achromatic Variations Achromatic variations are provided in pure black and pure white. Base Color Logo Alternative A Alternative B Alternative C SF Magic Red Silver Black White Page 15
LOGO SIGNAGE Chapter 2 OPTIONAL DESCRIPTORS M M T When our logo is presented with our claim Magic in otion, please separate our claim from the original logo with a horizontal line. A T Various alternati e regional taglines are in use. INTERNATIONAL NORWAY MAGIC IN MOTION Page 16
CHAPTER 3 BRAND COLOR SYSTEM The red SF brand color was originally a reference to the theatrical world with its red carpets, sta e urtains and velvet seats. lt ou red still identifies t e brand t e olor now primarily refers to powerful excitement. e spe ifi olor ode as s i ted over t e years. lease onor t e odes spe ified in t is document for consistency and accuracy. Section Content Creation of Colors Primary Color System Secondary Color System
BRAND COLOR SYSTEM Chapter 3 COLOR CREATION SYSTEM Color Wheel The color circle with its three base colors (red, yellow and blue is a traditional ele ent wit in t e field o art. Amber Secondary Color e olors o tudios are based on a odified triad syste. e start wit a i ed t en ollow t e lines towards obalt lue and ber. y anipulatin t e olors o t e w eel we are ully distill a ri and eanin ul o bination stron ly rooted in nature as well as in t e u an arts tradition. SF Magic Red Primary Color Cobalt Blue Secondary Color SF Magic Red Sf Magic Red is derived from three different shades of red: Shiraz, Monza and Venetian Red. The combination is unique; an intense red with smooth purple hints. st e a e a ance ne ag c e con e s a on an efin t on Cobalt Blue This color originates in the blue pigment created by sintering cobalt oxide with alumina. Cobalt blue is lighter and less intense than Prussian blue pigment. It is very stable and has historically been used as a colouring agent in ceramics, jewellery and paint. Amber The name of the color is derived from the material with the same name. Amber is most commonly found in a range of yellow-orange-brown-red hues. In English, the fi st se of t e te as a co o na e at e t an t e na e of t e act a ate a was recorded in the 1500s. Page 18
BRAND COLOR SYSTEM Chapter 3 PRIMARY COLOR SYSTEM Primary Colors The primary brand base colors are red and white. These olors are t e pri ary identifiers o t e brand. Usage Use the base colors as the dominant colors in all internal and external visual brand presentations. Primary Color SF Magic Red CMYK Pantone NCS srgb Web C20 M100 Y91 K13 200C 1080-R R177 G4 B28 #B1041C 100% 80% 60% 40% 20% Page 19
BRAND COLOR SYSTEM Chapter 3 SECONDARY COLOR SYSTEM Secondary Colors e se ondary olors are used to o ple ent t e pri ary brand olors and are as su not re o nised as brand identifiers. They should only be used when needed in order to diversify and enrich the available color spectrum. Usage Use the secondary colors as accents and to support the primary brand colors. The amount of secondary colors should not exceed 15% of the document palette. Secondary Color Cobalt Blue CMYK Pantone C100 M60 Y8 K40 541C RGB Web R0 G63 B13 #28589C NCS 4050-R90 85% 15% 85% 7.5% 7.5% Secondary Color Amber CMYK Pantone C0 M22 Y100 K5 7406C RGB Web R241 G191 B0 #FFBF00 NCS 2070-Y20R Secondary Color Silver CMYK Pantone C25 M20 Y20 K0 877C RGB Web R192 G192 B192 #C0C0C0 85% 5% 5% 5% 100% NCS Metalico Page 20
BRAND COLOR SYSTEM Chapter 3 SECONDARY COLOR SYSTEM Black and White Both black and white are allowed as supporting colors, and can be used for detailed description text (image, statistics, comments) and infographic data. Black and white are not allowed as dominating, leading colors. Usage Only secondary and supporting use is allowed. Secondary Color Black CMYK Pantone C40 M40 Y40 K100 Black C RGB Web R0 G0 B0 #000000 Secondary Color White CMYK Pantone C0 M0 Y0 K0 White RGB Web R255 G255 B255 #FFFFFF Page 21
CHAPTER 4 BRAND TYPOGRAPHY Typography is vital aspect of a brand identity. This chapter offers detailed typography direction and aims to achieve a universal brand identity on all platforms. Section Content Primary Font Secondary Font Office Font Text Hierarchy
BRAND TYPOGRAPHY Chapter 4 PRIMARY FONT Usage A primary corporate font is used to strengthen recognition of the SF Studios brand. It is used on all applications whenever possible and is set in sentence case (upper and lower case letters). Its character is apparent when it is used in larger sizes, such as in headings. About Type Lato is a sans-serif typeface family. It is a transparent font when used in body text, but it displays some original traits when used in larger sizes. The semi-rounded details of the letters give Lato a sense of warmth, while the strong structure provides stability and seriousness. Lato Primary Font Bold A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z 1 2 3 4 5 6 7 8 9 0 Lato Primary Font Light A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z 1 2 3 4 5 6 7 8 9 0 Page 23
BRAND TYPOGRAPHY Chapter 4 SECONDARY FONT Usage A secondary corporate font, Exo 2.0, has been chosen to complement and support the primary font. Exo 2.0 is used to present facts and data, information graphics (tables, graphs, diagrams), technical information (page numbers, dates, annotations and captions). It is never used in large amounts of body text. About Type Exo 2 is a complete redrawing of Exo, a contemporary geometric sans-serif typeface with an elegant design. Exo is a very versatile font with its nine different weights (the maximum online amount), each with a true italic version. Exo 2 has an organic look that will perform very well in small text sizes and in long texts. Exo 2.0 Secondary Font Medium A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z 1 2 3 4 5 6 7 8 9 0 Exo 2.0 Secondary Font Thin A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z 1 2 3 4 5 6 7 8 9 0 Page 24
BRAND TYPOGRAPHY Chapter 4 OFFICE FONT Gill Sans it in an o fi e environ ent files reated usin so tware su as ower oint and i roso t ord are o ten s ared wit ot ers. ill ans is pre installed on ost o puters w ereas ato is not. or t is reason ill ans is used in t is type o o fi e so tware to a ieve inte rity and onsistent loo or all tudios do u ents. Usage n o fi e do u ents ill ans s ould be used or all body and eader te t. ill ans s ould not be used w en settin te t in di ital rap i ele ents or print appli ations. lease avoid usin ato ont in o fi e do u ents it is reserved or rap i o uni ation only. Gill Sans fi e ont Bold A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z 1 2 3 4 5 6 7 8 9 0 Gill Sans fi e ont i t A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z 1 2 3 4 5 6 7 8 9 0 Page 25
CHAPTER 5 CORPORATE COMMUNICATION Section Content Business Cards Letterhead Envelope
CORP. COMMUNICATION Chapter 5 BUSINESS CARDS SF Studios Business Communication This page presents the approved business card layouts and the primary elements used within the SF Studios stationary system. Usage e business ards will be used by tudios or all o fi ial contacts and external communication. Personal Generic PARAMETERS Dimensions 95x55 mm FIRST NAME LAST NAME TITLE +46 (0) 1 234 56 789 firstna e.lastna e s studios.se Visiting address SF Studios Sveavägen 56, 111 34 Stockholm Postal address AB Svensk Filmindustri Box 7200, 103 88 Stockholm Sweden Visiting address SF Studios Sveavägen 56, 111 34 Stockholm Postal address AB Svensk Filmindustri Box 7200, 103 88 Stockholm Sweden +46 (0) 8 409 188 00 Weight 300g/m matte art paper partial loss finis Print Pantone 200C Pantone Black C www.sfstudios.se www.sfstudios.se Page 27
Visiting Address SF Studios, Sveavägen 56, 111 34 Stockholm, Sweden Postal Address AB Svensk Filmindustri, Box 7200, 103 88 Stockholm, Sweden, tel. +46 (0) 8 409 188 00 Org Nr SE 556003-5213 VAT No SE556003521301 CORP. COMMUNICATION Chapter 5 LETTERHEAD SF Studios Business Communication This page presents approved layouts with the primary elements of the SF Studios stationery system for letterhead. Usage e letter ead will be used by tudios or all o fi ial onta ts and e ternal o uni ation. Legal Note n every letter ead do u ent ollowin state ent ust be in luded SF Studios, AB Svensk Filmindustri. to ol PARAMETERS First Name Last Name Lilla Nygatan 6 111 28 Stockholm Lorem Ipsum Lorem ipsum dolor sit amet, consectetur adipiscing elit. Aenean euismod augue in tempor volutpat. Praesent et ullamcorper justo, eget accumsan risus. Vivamus sagittis pulvinar lacus, ac tempor metus gravida volutpat. Nam malesuada eros eget vestibulum volutpat. Aliquam sagittis blandit vulputate. Morbi semper ornare nunc. Sed dolor sem, interdum nec sodales in, pulvinar sed sem. Pellentesque sodales, metus non auctor dapibus, lacus leo consectetur eros, malesuada eleifend nunc eros non elit. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Phasellus luctus luctus rutrum. Suspendisse urna risus, ullamcorper in dolor vel, convallis luctus urna. Etiam efficitur purus in ante placerat, et facilisis dui auctor. Phasellus elementum, nisi eget maximus dictum, est leo accumsan mi, tempor iaculis magna metus sed eros. Maecenas vel nulla consequat, fringilla purus eget, vestibulum nunc. Liquam pulvinar lacus, Aliquam id sem, Proin sem dolor. Dimensions 210x297 mm A4 Weight un oated white Print Pantone 200C antone la Proin venenatis tempus ipsum, ut efficitur ex aliquam ac. Integer vel euismod odio. Donec dictum sodales commodo. Cras tempus commodo mattis. Fusce hendrerit risus quis enim aliquet, nec semper tortor sagittis. Interdum et malesuada fames ac ante ipsum primis in faucibus. Ut et massa nec diam ornare faucibus id ac erat. Cras elementum molestie lobortis. Kind regards Thomas Hammarberg Page 28
CORP. COMMUNICATION Chapter 5 ENVELOPE SF Studios Business Communication This page presents approved layouts with the primary elements of the SF Studios stationery system for envelopes. Usage The envelope should be used for all SF Studios corporate communication. Legal Note On every envelope following statement must be included - SF Studios, AB Svensk Filmindustri. PARAMETERS AB Svensk Filmindustri Box 7200 103 88 Stockholm Sweden info@sfstudios.com Johan Åkerman Lilla Nygatan 6 111 28 Stockholm Bonnier AB 113 90 Stockholm Dimensions 229x324 mm C4 Weight 120g/m uncoated white Print Pantone 200C Pantone Black C SF Studios, AB Svensk Filmindustri Page 29
CORP. COMMUNICATION Chapter 5 E-MAIL SIGNATURE SF Studios Business Communication This page presents approved layouts with the primary elements of the SF Studios business identity for e-mails. Usage The e-mail signature should be used for all SF Studios electronic corporate communication. FIRST NAME LAST NAME Head of Nordic Marketing & PR Visiting address SF Studios Sveavägen 56, Stockholm Postal address AB Svensk Filmindustri Box 7200 103 88 Stockholm, Sweden tel dir +46 (0) 8 409 188 00 mobil +46 (0) 8 409 188 00 www.sfstudios.se SPECTRE en film av Sam Mendes Daniel Craig, Christoph Waltz, Léa Seydoux Biopremiär 26 Oktober Page 30
CHAPTER 6 GRID SYSTEM In graphic design, a grid is a structure made of series of intersecting vertical and horizontal guide lines used to structure content. Grid should be used as scaffolding on which graphic content can be organized. Section Content Print Document Grids Print Document Grid Examples Digital Grids
GRID SYSTEM Chapter 6 DOCUMENT GRIDS Vertical Document Grids In graphic design, a grid is a structure made of series of intersecting vertical and horizontal guide lines used to structure content. Grids should be used as scaffolding on which graphic content can be organized. Images, glyphs and paragraphs should be presented in a clear manner. A grid can be used to organize graphic content in relation to a page. Usage Whenever applicable please stick to provided layout examples to ensure o erent und unified per eption o t e rand. Page 32
GRID SYSTEM Chapter 6 DOCUMENT GRID EXAMPLES New Release LOREM IPSUM DOLOR SIT AMET Consectetur adipiscing elit. Nam faucibus egestas est vel tincidunt. Nam et urna eget odio feugiat dignissim quis eu neque. Morbi facilisis sem vitae magna sodales, vitae consectetur libero scelerisque. Aenean accumsan orci ac ultrices volutpat. Nam condimentum lorem eget magna vestibulum fringilla. Interdum et malesuada fames ac ante ipsum primis in faucibus. Phasellus lacus ante, aliquet a cursus convallis, volutpat non nisi. Nunc eleifend mi elit, quis sodales justo elementum sed. estibulu finibus di nissi finibus. urabitur eu iat tellus sapien, sed lobortis velit tincidunt at. Sed in sodales erat, a facilisis tellus. Etiam sollicitudin, augue luctus ultrices fermentum, odio velit egestas nisl, eleifend tincidunt arcu magna a eros. Mauris nec libero venenatis mauris fringilla placerat. In porta, ligula vel tempus posuere, ex lacus r on us elit sit a et e fi itur nisl nibh ut eros. Nullam ornare mi quis metus pulvinar, ac feugiat nibh dapibus. Vivamus nec placerat ante, sodales gravida lacus. Aenean id consequat lectus, id tristique nunc. Fusce eget mauris vel tortor pellentesque ornare. Pellentesque scelerisque commodo sodales. Praesent a faucibus leo, a pellentesque augue. Cras nec purus et purus malesuada imperdiet et quis velit. Fusce tellus velit, imperdiet id suscipit at, vestibulum varius quam. Phasellus lobortis tincidunt ex, viverra tincidunt elit placerat ut. Nam felis ante, fringilla euismod auctor vel, hendrerit ut urna. Etiam ex dolor, tincidunt congue dolor ac, tempor PHASELLUS SED LEO NON ENIM SOLLICITUDIN Consectetur adipiscing elit. Nam faucibus egestas est vel tincidunt. Nam et urna eget odio feugiat dignissim quis eu neque. Morbi facilisis sem vitae magna sodales, vitae consectetur libero scelerisque. Aenean accumsan orci ac ultrices volutpat. Nam condimentum lorem eget magna vestibulum fringilla. Interdum et malesuada fames ac ante ipsum primis in faucibus. Phasellus lacus ante, aliquet a cursus convallis, volutpat non nisi. Nunc eleifend mi elit, quis sodales justo elementum sed. estibulu finibus di nissi finibus. urabitur eu iat tellus sapien, sed lobortis velit tincidunt at. Sed in sodales erat, a facilisis tellus. Etiam sollicitudin, augue luctus ultrices fermentum, odio velit egestas nisl, eleifend tincidunt arcu magna a eros. Mauris nec libero venenatis mauris fringilla placerat. In porta, ligula vel tempus posuere, ex lacus r on us elit sit a et e fi itur nisl nibh ut eros. Nullam ornare mi quis metus pulvinar, ac feugiat nibh dapibus. Vivamus nec placerat ante, sodales gravida lacus. Aenean id consequat lectus, id tristique nunc. Fusce eget mauris vel tortor pellentesque ornare. Pellentesque scelerisque commodo sodales. Vivamus nec placerat New Movie Release VIVAMUS VELIT NUNC, Lorem ipsum dolor sit amet, consectetur FINIBUS ID RISUS NEC adipiscing elit. Nam faucibus egestas est vel tincidunt. Nam et urna eget odio feugiat dignissim quis eu neque. Morbi facilisis sem Consectetur adipiscing elit. Nam faucibus vitae magna sodales, vitae consectetur egestas est vel tincidunt. Nam et urna eget libero scelerisque. Aenean accumsan orci ac odio feugiat dignissim quis eu neque. Morbi ultrices volutpat. Nam condimentum lorem facilisis sem vitae magna sodales, vitae eget magna vestibulum fringilla. Interdum consectetur libero scelerisque. Aenean et malesuada fames ac ante ipsum primis in accumsan orci ac ultrices volutpat. Nam faucibus. Phasellus lacus ante, aliquet a condimentum lorem eget magna cursus convallis, volutpat non nisi. Nunc vestibulum fringilla. Interdum et malesuada eleifend mi elit, quis sodales justo fames ac ante ipsum primis in faucibus. ele entu sed. estibulu finibus Phasellus lacus ante, aliquet a cursus di nissi finibus. urabitur eu iat tellus convallis, volutpat non nisi. Nunc eleifend sapien, sed lobortis velit tincidunt at. Sed in mi elit, quis sodales justo elementum sed. sodales erat, a facilisis tellus. estibulu finibus di nissi finibus. Curabitur feugiat tellus sapien, sed lobortis velit tincidunt at. Sed in sodales erat, a LOREM IPSUM DOLOR facilisis tellus. SIT AMET Etiam sollicitudin, augue luctus ultrices Etiam sollicitudin, augue luctus fermentum, odio velit egestas nisl, eleifend ultrices fermentum, odio velit egestas nisl, tincidunt arcu magna a eros. Mauris nec eleifend tincidunt arcu magna a eros. libero venenatis mauris fringilla placerat. In Mauris nec libero venenatis mauris fringilla porta, ligula vel tempus posuere, ex lacus placerat. In porta, ligula vel tempus posuere, r on us elit sit a et e fi itur nisl nib ut e la us r on us elit sit a et e fi itur nisl eros. Nullam ornare mi quis metus pulvinar, nibh ut eros. Nullam ornare mi quis metus ac feugiat nibh dapibus. Vivamus nec pulvinar, ac feugiat nibh dapibus. Vivamus placerat ante, sodales gravida lacus. Aenean nec placerat ante, sodales gravida lacus. id consequat lectus, id tristique nunc. Fusce Aenean id consequat lectus, id tristique eget mauris vel tortor pellentesque ornare. nunc. Fusce eget mauris vel tortor Pellentesque scelerisque commodo pellentesque ornare. Pellentesque sodales. Praesent a faucibus leo, a scelerisque commodo sodales. Praesent a pellentesque augue. Cras nec purus et faucibus leo, a pellentesque augue. Cras nec purus malesuada imperdiet et quis velit. purus et purus malesuada imperdiet et quis Fusce tellus velit, imperdiet id suscipit at, velit. Fusce tellus velit, imperdiet id suscipit vestibulum varius quam. Phasellus lobortis at, vestibulum varius quam. Phasellus tincidunt ex, viverra tincidunt elit placerat lobortis tincidunt ex, viverra tincidunt elit ut. Nam felis ante, fringilla euismod auctor placerat ut. Nam felis ante, fringilla euismod vel, hendrerit ut urna. Etiam ex dolor, auctor vel, hendrerit ut urna. Etiam ex dolor, tincidunt congue dolor ac, tempor tempus mi. Fusce sodales eros erat, ac scelerisque massa aliquam ut. Donec tempus consectetur tortor, in sodales justo euismod eget. Maecenas volutpat euismod massa, Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nam faucibus egestas est vel tincidunt. Nam et urna eget odio feugiat dignissim quis eu neque. Morbi facilisis sem vitae magna sodales, vitae consectetur libero scelerisque. Aenean accumsan orci ac ultrices volutpat. Nam condimentum lorem eget magna vestibulum fringilla. Interdum et malesuada fames ac ante ipsum primis in faucibus. Phasellus lacus ante, aliquet a cursus convallis, volutpat non pulvinar, ac feugiat nibh dapibus. pulvinar, ac feugiat nibh dapibus. New Release Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nam faucibus egestas est vel tincidunt. Nam et urna eget odio feugiat VIVAMUS VELIT NUNC, FINIBUS ID RISUS NEC Consectetur adipiscing elit. Nam faucibus Consectetur adipiscing elit. Nam faucibus egestas est vel tincidunt. Nam et urna eget egestas est vel tincidunt. Nam et urna eget odio feugiat dignissim quis eu neque. Morbi odio feugiat dignissim quis eu neque. Morbi facilisis sem vitae magna sodales, vitae facilisis sem vitae magna sodales, vitae consectetur libero scelerisque. Aenean consectetur libero scelerisque. Aenean accumsan orci ac ultrices volutpat. Nam accumsan orci ac ultrices volutpat. Nam condimentum lorem eget magna condimentum lorem eget magna vestibulum fringilla. Interdum et malesuada vestibulum fringilla. Interdum et malesuada fames ac ante ipsum primis in faucibus. fames ac ante ipsum primis in faucibus. Phasellus lacus ante, aliquet a cursus Phasellus lacus ante, aliquet a cursus convallis, volutpat non nisi. Nunc eleifend convallis, volutpat non nisi. Nunc eleifend mi elit, quis sodales justo elementum sed. mi elit, quis sodales justo elementum sed. estibulu finibus di nissi finibus. estibulu finibus di nissi finibus. Curabitur feugiat tellus sapien, sed lobortis Curabitur feugiat tellus sapien, sed lobortis velit tincidunt at. Sed in sodales erat, a velit tincidunt at. Sed in sodales erat, a facilisis tellus. facilisis tellus. Etiam sollicitudin, augue luctus ultrices Etiam sollicitudin, augue luctus ultrices fermentum, odio velit egestas nisl, eleifend fermentum, odio velit egestas nisl, eleifend tincidunt arcu magna a eros. Mauris nec tincidunt arcu magna a eros. Mauris nec libero venenatis mauris fringilla placerat. In libero venenatis mauris fringilla placerat. In porta, ligula vel tempus posuere, ex lacus porta, ligula vel tempus posuere, ex lacus r on us elit sit a et e fi itur nisl nib ut r on us elit sit a et e fi itur nisl nib ut eros. Nullam ornare mi quis metus pulvinar, eros. Nullam ornare mi quis metus pulvinar, ac feugiat nibh dapibus. Vivamus nec ac feugiat nibh dapibus. Vivamus nec placerat ante, sodales gravida lacus. Aenean placerat ante, sodales gravida lacus. Aenean id consequat lectus, id tristique nunc. Fusce id consequat lectus, id tristique nunc. Fusce eget mauris vel tortor pellentesque ornare. eget mauris vel tortor pellentesque ornare. Pellentesque scelerisque commodo Pellentesque scelerisque commodo sodales. Praesent a faucibus leo, a sodales. Praesent a faucibus leo, a pellentesque augue. Cras nec purus et pellentesque augue. Cras nec purus et purus malesuada imperdiet et quis velit. purus malesuada imperdiet et quis velit. Fusce tellus velit, imperdiet id suscipit at, Fusce tellus velit, imperdiet id suscipit at, vestibulum varius quam. Phasellus lobortis vestibulum varius quam. Phasellus lobortis tincidunt ex, viverra tincidunt elit placerat tincidunt ex, viverra tincidunt elit placerat ut. Nam felis ante, fringilla euismod auctor ut. Nam felis ante, fringilla euismod auctor vel, hendrerit ut urna. Etiam ex dolor, vel, hendrerit ut urna. Etiam ex dolor, tincidunt congue dolor ac, tempor tempus tincidunt congue dolor ac, tempor tempus mi. mi. Fusce sodales eros erat, ac scelerisque Fusce sodales eros erat, ac scelerisque massa aliquam ut. Donec tempus massa aliquam ut. Donec tempus consectetur tortor, in sodales justo euismod consectetur tortor, in sodales justo euismod eget. Maecenas volutpat euismod massa, eget. Maecenas volutpat euismod massa, non convallis ligula faucibus eu. Praesent non convallis ligula faucibus eu. Praesent nec felis in tellus consequat dignissim nec felis in tellus consequat dignissim dictum quis nibh. Maecenas eget quam dictum quis nibh. Maecenas eget quam ultricies, ultricies nunc non, gravida leo. In ultricies, ultricies nunc non, gravida leo. In maximus sollicitudin pharetra. Nunc maximus sollicitudin pharetra. Nunc tincidunt a risus sed tempor. Cras quis mi et tincidunt a risus sed tempor. Cras quis mi et erat sagittis consequat. Sed tempus lectus a erat sagittis consequat. Sed tempus lectus a et diam sed nibh facilisis vulputate lobortis sit amet augue. Etiam tempus a enim vitae pharetra. Nam fringilla eu mi sollicitudin aliquam. Nam augue sapien, mollis at ornare cursus, condimentum non neque. Donec laoreet tortor at eleifend sagittis. Curabitur non euismod ex. Proin ac lorem augue. Nulla non ornare erat. Sed varius dolor vel imperdiet suscipit. Ut ut porta diam. Pellentesque pretium pellentesque ornare. Phasellus pellentesque magna leo, ac congue enim maximus eget. Vestibulum laoreet magna a ipsum sollicitudin tempor. Donec sit amet hendrerit nunc. Aenean at risus pharetra lorem iaculis ornare vel at arcu. Pellentesque habitant morbi tristique senectus et netus et malesuada fames ac turpis egestas. Vivamus at sagittis ligula. Proin semper libero ac felis molestie, sit amet accumsan leo egestas. Integer sed suscipit ex. Aliquam at euismod ligula. Praesent ligula massa, tristi ue uis a na sit a et e fi itur sus ipit elis. a finibus nisl uis consectetur facilisis, velit tellus fermentum massa, tempus fringilla nulla velit a elit. Vivamus imperdiet odio in facilisis semper. Proin bibendum vitae ante ac molestie. Integer quis tellus risus. Phasellus nec porttitor elit. Lorem ipsum dolor NEW RELEASE Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nam faucibus egestas est vel tincidunt. Nam et urna eget odio feugiat VIVAMUS VELIT NUNC, FINIBUS ID RISUS NEC Consectetur adipiscing elit. Nam faucibus egestas est vel tincidunt. Nam et Consectetur adipiscing elit. Nam faucibus egestas est vel tincidunt. Nam urna eget odio feugiat dignissim quis eu neque. Morbi facilisis sem vitae et urna eget odio feugiat dignissim quis eu neque. Morbi facilisis sem vitae magna sodales, vitae consectetur libero scelerisque. Aenean accumsan magna sodales, vitae consectetur libero scelerisque. Aenean accumsan orci ac ultrices volutpat. Nam condimentum lorem eget magna vestibulum orci ac ultrices volutpat. Nam condimentum lorem eget magna vestibulum fringilla. Interdum et malesuada fames ac ante ipsum primis in faucibus. fringilla. Interdum et malesuada fames ac ante ipsum primis in faucibus. Phasellus lacus ante, aliquet a cursus convallis, volutpat non nisi. Nunc Phasellus lacus ante, aliquet a cursus convallis, volutpat non nisi. Nunc elei end i elit uis sodales usto ele entu sed. estibulu finibus elei end i elit uis sodales usto ele entu sed. estibulu finibus di nissi finibus. urabitur eu iat tellus sapien sed lobortis velit di nissi finibus. urabitur eu iat tellus sapien sed lobortis velit tincidunt at. Sed in sodales erat, a facilisis tellus. tincidunt at. Sed in sodales erat, a facilisis tellus. Etiam sollicitudin, augue luctus ultrices fermentum, odio velit egestas nisl, Etiam sollicitudin, augue luctus ultrices fermentum, odio velit egestas nisl, eleifend tincidunt arcu magna a eros. Mauris nec libero venenatis mauris eleifend tincidunt arcu magna a eros. Mauris nec libero venenatis mauris fringilla placerat. In porta, ligula vel tempus posuere, ex lacus rhoncus elit, fringilla placerat. In porta, ligula vel tempus posuere, ex lacus rhoncus elit, sit a et e fi itur nisl nib ut eros. ulla ornare i uis etus pulvinar a sit a et e fi itur nisl nib ut eros. ulla ornare i uis etus pulvinar feugiat nibh dapibus. Vivamus nec placerat ante, sodales gravida lacus. ac feugiat nibh dapibus. Vivamus nec placerat ante, sodales gravida lacus. Aenean id consequat lectus, id tristique nunc. Fusce eget mauris vel tortor Aenean id consequat lectus, id tristique nunc. Fusce eget mauris vel tortor pellentesque ornare. Pellentesque scelerisque commodo sodales. pellentesque ornare. Pellentesque scelerisque commodo sodales. Praesent a faucibus leo, a pellentesque augue. Cras nec purus et purus Praesent a faucibus leo, a pellentesque augue. Cras nec purus et purus malesuada imperdiet et quis velit. Fusce tellus velit, imperdiet id suscipit malesuada imperdiet et quis velit. Fusce tellus velit, imperdiet id suscipit at, vestibulum varius quam. Phasellus lobortis tincidunt ex, viverra at, vestibulum varius quam. Phasellus lobortis tincidunt ex, viverra tincidunt elit placerat ut. Nam felis ante, fringilla euismod auctor vel, tincidunt elit placerat ut. Nam felis ante, fringilla euismod auctor vel, hendrerit ut urna. Etiam ex dolor, tincidunt congue dolor ac, tempor hendrerit ut urna. Etiam ex dolor, tincidunt congue dolor ac, tempor tempus mi. tempus mi. Fusce sodales eros erat, ac scelerisque massa aliquam ut. Donec tempus Fusce sodales eros erat, ac scelerisque massa aliquam ut. Donec tempus consectetur tortor, in sodales justo euismod eget. Maecenas volutpat consectetur tortor, in sodales justo euismod eget. Maecenas volutpat euismod massa, non convallis ligula faucibus eu. Praesent nec felis in tellus euismod massa, non convallis ligula faucibus eu. Praesent nec felis in tellus consequat dignissim dictum quis nibh. Maecenas eget quam ultricies, consequat dignissim dictum quis nibh. Maecenas eget quam ultricies, ultricies nunc non, gravida leo. In maximus sollicitudin pharetra. Nunc ultricies nunc non, gravida leo. In maximus sollicitudin pharetra. Nunc tincidunt a risus sed tempor. Cras quis mi et erat sagittis consequat. Sed tincidunt a risus sed tempor. Cras quis mi et erat sagittis consequat. Sed tempus lectus a purus placerat rutrum. Donec tempus commodo nisl ac tempus lectus a purus placerat rutrum. Donec tempus commodo nisl ac egestas. In pellentesque eros in odio porttitor lacinia eget sit amet metus. egestas. In pellentesque eros in odio porttitor lacinia eget sit amet metus. Praesent eleifend tristique ipsum et aliquam. Praesent eleifend tristique ipsum et aliquam. Pellentesque sit amet diam sed nibh facilisis vulputate lobortis sit amet Pellentesque sit amet diam sed nibh facilisis vulputate lobortis sit amet augue. Etiam tempus a enim vitae pharetra. Nam fringilla eu mi sollicitudin augue. Etiam tempus a enim vitae pharetra. Nam fringilla eu mi sollicitudin aliquam. Nam augue sapien, mollis at ornare cursus, condimentum non aliquam. Nam augue sapien, mollis at ornare cursus, condimentum non neque. Donec laoreet tortor at eleifend sagittis. Curabitur non euismod ex. neque. Donec laoreet tortor at eleifend sagittis. Curabitur non euismod Proin ac lorem augue. Nulla non ornare erat. Sed varius dolor vel imperdiet ex. Proin ac lorem augue. Nulla non ornare erat. Sed varius dolor vel suscipit. Ut ut porta diam. Pellentesque pretium pellentesque ornare. imperdiet suscipit. Ut ut porta diam. Pellentesque pretium pellentesque Phasellus pellentesque magna leo, ac congue enim maximus eget. Vestibulum laoreet magna a ipsum sollicitudin tempor. Donec sit amet hendrerit nunc. Aenean at risus pharetra lorem iaculis ornare vel at arcu. Pellentesque habitant morbi tristique senectus et netus et malesuada fames ac turpis egestas. Vivamus at sagittis ligula. Proin semper libero ac felis molestie, sit amet accumsan leo egestas. Integer sed suscipit ex. Aliquam at euismod ligula. raesent li ula assa tristi ue uis a na sit a et e fi itur sus ipit elis. a finibus nisl uis onse tetur a ilisis velit tellus er entu assa tempus fringilla nulla velit a elit. Vivamus imperdiet odio in facilisis semper. Proin bibendum vitae ante ac molestie. Integer quis tellus risus. Phasellus Page 33
GRID SYSTEM Chapter 6 DIGITAL GRIDS Digital Horizontal Grid Templates In graphic design, a grid is a structure made of series of intersecting vertical and horizontal guide lines used to structure content. Grid should be used as scaffolding on which graphic content can be organized. Images, glyphs and paragraphs should be presented in easy to comprehand manner. A grid could be used to organize graphic content in relation to a page. Example reen rid and tablet rid are dire t re e tion o tudios do u ent layout and for the sake of coherence and integrity should be fully respected. Page 34
CHAPTER 7 OFFICE TEMPLATES USAGE Section Content Power Point Templates
OFFICE TEMPLATES USAGE Chapter 7 POWER POINT TEMPLATES Usage In order to unify the internal and external presentations of SF Studios, these new templates are provided for corporate communication (product and title communication will likely deviate from standard templates). To insure proper use o onts t ese te plates are built spe ifi ally wit syste ont Gill Sans in mind. Download. You can download these documents here www.sfstudios.se/documents Page 36
CHAPTER 8 IMAGERY Section Content Photo Guidelines
IMAGERY Chapter 8 PHOTO GUIDELINES MAGIC RED SF Studio is a Nordic Major Creating Magic Red Images ur rand universe is inspired by t e ordi lands ape filtered t rou our i a ination and painted in a i ed. e i a ery points to all t e un or ettable e perien es t at lay a ead o us and invites us to enter a a i al ysti al world ur ourney be ins wit a plun e and suddenly we are surrounded by t e water o t e deep dar ords. en t e wind bris ly w is s us away t rou t e ra rant pine orests and delivers us at t e s ore out o breat and wit s inin eyes w ile t e aurora borealis dan es on t e idni t s y. se dobe otos op so tware in order to reate a i ed i a es. lease e a ine t e provided e a ples losely to a ieve a onsistent unified loo. Magic Sky Magic Aurora www.s studios.se assets a i ed. ip Magic Fjord Page 38
IMAGERY Chapter 8 PHOTO GUIDELINES BLACK & WHITE Desaturated Treatment On special occasions, when the use of Magic Red imagery is too much, you can use distorted images instead. This provides a documentary and historical look and feel that strengthens authenticity. Black and white pictures should always play a secondary and supporting role. Creating Black and White Images In order to create desaturated images, use any software that allows you to convert pictures to a black and white scale. Use the provided examples as a reference. www.sfstudios.se/assets/blackandwhite.zip Magic Sky Magic Aurora Magic Fjord Page 39
IMAGERY Chapter 8 PHOTO GUIDELINES MAGIC RED Magic Red Use Magic red can be applied to any image belonging to our imagined universe. But never on third party properties such as products, titles and talents. Don t! Page 40
CHAPTER 9 APPLICATIONS Section Content Examples
APPLICATIONS Chapter 9 Page 42
APPLICATIONS Chapter 9 Page 43
APPLICATIONS Chapter 9 Page 44
APPLICATIONS Chapter 9 Page 45
CHAPTER 10 CONTACT ll ne essary onta t in or ation is provided in t is apter. is is also w ere you an find download links for all the essential materials referred to in this brand guide.
CONTACT Chapter 10 SUMMARY AND CONTACT Thank you for reading this brand guide and for making sure t at you onor it in order to present tudios in a unified way across all channels. Do not hesitate to reach out to us at any time if you have questions regarding this document. Questions? Contact Us At Visiting Address SF Studios Sveavägen 56 111 34 Stockholm Sweden Download Ch. 1 Introduction Ch. 2 Logo Signage Ch. 3 Brand Color System Ch. 4 Brand Typography Ch. 5 Corporate Communication Ch. 6 Grid System www.sfstudios.se/documents www.sfstudios.se/documents www.sfstudios.se/documents www.sfstudios.se/documents www.sfstudios.se/documents www.sfstudios.se/documents Postal Address. fi e e plate sa e Ch. 8 Imagery www.sfstudios.se/documents www.sfstudios.se/documents AB Svensk Filmindustri Box 7200 103 88 Stockholm Sweden Ch. 9 Applications Ch. 10 Contact www.sfstudios.se/documents www.sfstudios.se/documents tel. +46 (0) 8 409 188 00 email info@sfstudios.se www.sfstudios.se Page 49
MAGIC IN MOTION SF Studios Brand Guidelines, April Edition 2016 SF Studios www.sfstudios.se