Bright blue element

Our bright blue core colour is essential for grabbing the attention of our audiences. We introduced the bright blue element to give our brand appearance instant recognisability. Therefore, the bright blue element must to be the most prominent visual feature in any of our communications, both online and offline.

The bright blue element can be adapted to different channels and can be updated as new needs arise in the future by the brand team.

The look

Two design elements

There are different options on how to integrate the bright blue colour in the communication elements. Two design elements stand out as our primary tools.

A bright blue box with a slight fade.

A bright blue frame

In single page/static-communication always place the logo on the bright blue colour – never directly on the image. Never feature the box and frame on the same page/frame. Don’t place the logo with the bright blue frame, except in motion communication, film or inside brochures.

1. Bright blue box

One way to integrate the bright blue element is in the form of a bright blue box with a slight fade. Use the box to structure content, e.g. text and product pictures. Use the grid shown below to construct the box.

Grid: 3x6 on portrait format

Grid: 4x6 on landscape format

Grid: 3x6 on square formats

Where possible, the bright blue box should start in the bottom right corner and grow from there. However, this will not always be possible. In this case, it is allowed to start from another corner and grow from there.

As long as you start in one of the corners, and follow the grid lines, every size of the blue box is allowed.

Use the guideline below to construct the fade:

The fade must always be applied where the blue box meets the image. Avoid writing text in the fade area.

Don't apply the fade if you are using a small bright blue box, e.g. a name bar in a film to keep the text visible.

Examples of using the bright blue box

Explore and download templates with the bright blue element to be used in design of advertisements, brochures & reports and out-of-home elements.

Download template

Settings in various Adobe applications

Click to enlarge the images and see the settings in detail.

Setting #1 in Illustrator (Ai)

Setting #2 in Illustrator (Ai)

Settings #1 in InDesign (Id)

Settings #2 in InDesign (Id)

Settings in Photoshop (Ps)

Settings in Adobe Xd (Xd)

1. Outer frame

2. Large inner frame

3. Small inner frame

4. Integrated frame built into an image or graphics

5. Half frame One frame divided across, e.g. two images or pages

Explore and download templates with the bright blue element to be used in design of advertisements, brochures & reports and out-of-home elements.

Download templates

Placement and thickness

The thickness of the frame relates to the size and the shape of the media. It's recommended to use the rule below to calculate the thickness.

The calculation is set in one type of unit, e.g. If the width of your format is measured in mm, you get the line thickness in mm, or if the format is in px, you get the line thickness in px.

Small inner frame and integrated frame

The thickness of the frame is determined by measuring the widest side of the format and dividing it by 45 (for A-like shapes), 30 (for square formats or 50 (for tall or wide formats).

Placement is free, but should be determined by what works best for the image, copy and/or graphics.

Large inner frame

The thickness of the frame is determined by measuring the widest side of the format and dividing it by 45 (for A-like shapes), 30 (for square shapes or 50 (for tall or wide shapes).

Placement is 1.5 times the thickness of the frame from the edge of the paper.

Outer frame

The thickness of the frame is 1.5 times the thickness that the inner frame would be. See above.

Placement is to the edge of the paper.

Examples of using the bright blue frame

Animating the box

The frame movement should feel simple and fluid. The animation starts from either the right or left side or from the bottom or top of the element.

There are two options for animating the box:

Fade function: Bright blue box appearing/disappearing from one side or top/bottom.
Slide function: Bright blue box sliding in/out from one side or top/bottom.

Fade animation example

Slide animation example

Download box animation

Animating the frame

A bright blue frame animation can be used to highlight a message or to frame the content. The frame movement should feel simple and fluid. The animation starts from any position in the screen and ends when the frame is completed.

There are two options for animating the frame:

Outer frame: animation running around the perimeter of the screen.
Inner frame: inside the screen to highlight text/frame content. The inner frame can be square or rectangular depending on element being framed.