1

COMMUNI CATI ON TOOLS

BOOK OF GRAPHI C STANDARDS
INTRODUCTI ON
CREATE IN RESIDENCE is a new, multidisciplinary international program
initiated by The Swedish Institute dedicated to residential stays of artists from Serbia
with partnering institutions in Sweden, as well as of Swedish authors in Serbia.
Create In Residence presents a new model of within the feld of artistic residency.
Interdisciplinary work and tailoring of each residency stay towards the needs of its
participants and the specifcs of the host organizations are the main specifcs of
this approach.
The format of the residency within this program is treated as an important instrument
of cultural diplomacy and international collaboration, but also as a platform that will place
the residency format into a new context by developing a model of collaboration that
may be applied to other creative and geographical domains.
The program is of an open-end character, which means that production of completed
projects is not expected, while the program is specially seeking out emerging talent
and motivated young professionals and authors who would like to establish connections
between the creative scenes.
By transforming cultural differences into an open feld of creative possibility,
Create In Residence aims to incite the personal development of young authors through
education, production, creative collaborations and exchanges.
BOOK OF GRAPHIC STANDARDS is the main communication tool for the
Create In Residence project art large, and all of its sub-programs. The communication tools
are set up in a way to accommodate the needs of the pilot phase of the project with two
subprograms dedicated to design and literature respectively carried out between Serbia
and Sweden in the Fall of 2014.
Furthermore, elements such as colour palettes, typography and generation of future logos for
subprograms are explained, so that the communication tools are ready to accommodate any
future developments of the program, both in the sense of geographic and thematic scope.
Beside determining the graphic standards for the logos and other materials, we are also
supplying templates and rules for the treatment of photographs and application of text and
taglines on different backgrounds elements, and in relation to partner logotypes.
In case of questions in relation to the use of the book of graphic standards, you may contact
Nova Iskra at offce@novaiskra.com.
CONTENTS
LOGOS AND HOW TO USE THEM
GRAPHI C SYSTEM
STATI ONARY
PHOTOGRAPHY & VI SUALS
POSTER TEMPLATE
PROMOTI ONAL MATERI AL
BASE LOGO
TYPOGRAPHY
MEMO
PHOTOS ( WI TH SI GNATURES)
LOGOS AND TAGLI NES
PEN
NOTEBOOK
COLOUR PALETTE
LI TERATURE
DESI GN
LOGO I N COMBI NATI ON
TO PARTNER LOGOS
CONSTRUCTI ON
OF FUTURE LOGOS
Base logo with primary background and over photo
Free space
Base logo variations
Concise version of the base logo
Donts
Minimum size
4
5
6
8
9
10
11
12
13
14
15
16
29
30
31
32
33
34
35
38
39
45
46
20
21
22
26
27
17
19
Typeface
Typography
Base logo colours
Colours - Literature
Colours - Design
Future logo colour schemes
Applying colour on photos
Base logo with primary background and over photo
Free space
Logo variations
Logo with primary background
Free space
Logo variations
Colour
Black and white
Negative
Logo construction
Future logo example - Film
4
LOGOS AND HOW TO USE THEM
The overall project logo is devised in a way to communicate the format of the residency (house shape), to clearly state the project
name via typography, to point out the bilateral nature of collaboration within the project (arrowed lines) and to make it possible to
easily generate subprogram logos for any future feld that may be added to the platform.
BASE LOGO
BASE LOGO WI TH PRI MARY
BACKGROUND AND OVER PHOTO
5
FREE SPACE
6
BASE LOGO VARI ATI ONS
GRAYSCALE
POSI TI VE
NEGATI VE
7
CONCISE VERSI ON
OF THE BASE LOGO
The short version of the logo is intended for use on
photographs and in materials in which it is not needed to
use the full logo version, like within the pagination feld in
publications, as part of signatures on photographs etc.
This is mostly applicable when the viewer is already
aware that he is looking at materials related to the Create
In Residence project, so the short version is just
a reminder and a signature of the project.
BASE LOGO WI TH PRI MARY
BACKGROUND AND OVER PHOTO
8
LOGO VARI ATI ONS
GRAYSCALE
POSI TI VE
NEGATI VE
9
DON TS
The logo may not be changed in any way. The rules laid out in this
book of standards need to be respected in all cases. Some of the
wrong treatments of the logo include:
The logo may not be proportionally scaled, distorted or rotated
The use of other typefaces other than the ones used here is not
permitted
No other colours or colour combinations are not be used aside
from the ones established here
THESE RULES APPLY TO ALL CinR LOGOS AND THEIR VERSIONS
RELATING TO SUBPROGRAMS
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MINIMUM SIZE
The minimum size of the logo is determined for clear visibility.
THESE RULES APPLY TO ALL CinR LOGOS AND THEIR VERSIONS
RELATING TO SUBPROGRAMS
1
0

m
m
8

m
m
11
The partners for the feld of literature are the Belgrade-based
Krokodil Literature Festival, The Baltic Center for Writers and
Translators based on the island of Gotland and the Comics
Studio housed at the Comic Art Centre in Malm.
Two writers and one comics author will have the opportunity
to spend one month in Sweden over the course of Fall 2014.
PROGRAMME LOGO - LI TERATURE
BASE LOGO WI TH PRI MARY
BACKGROUND AND OVER PHOTO
12
FREE SPACE
13
LOGO VARI ATI ONS
GRAYSCALE
POSI TI VE
NEGATI VE
14
The Designers in Residence program is aimed at emerging talent
and motivated young professionals from a range of design
disciplines, and will be conducted by three Malmo-based
organizations Stpln (http://stpln.se/), Medea and Form/ Design
Center in collaboration with Design incubator Nova Iskra from
Belgrade.
Three designers from Serbia will have a chance to undertake a
monthly residency provided by the three organizations, while
selected Swedish designers will work at Nova Iskra in Belgrade
for own month each.
PROGRAMME LOGO - DESI GN
BASE LOGO WI TH PRI MARY
BACKGROUND AND OVER PHOTO
15
FREE SPACE
16
LOGO VARI ATI ONS
GRAYSCALE
POSI TI VE
NEGATI VE
17
CONSTRUCTI ON
OF FUTURE LOGOS
In line with the modular nature of the project and
the many ways it could develop after its pilot
phase, the graphic standards make it easy to
generate new logos for future subprograms.
Please follow the rules laid out here in terms of the
space around the logo, the typeface, determined
colour palettes and combinations and other rules
that apply to all CinR logos.
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LOGO
CONSTRUCTI ON
19
FUTURE LOGOS
EXAMPLE - FILM
The determined colour combination needs to
be used across all of the elements - typefaces,
backgrounds etc.
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LOGO IN COMBINATI ON
TO PARTNER LOGOS
COLOUR
Each of the logos needs to have its dedicated outline
box, so that the various logotypes can be visible.
We are offering multiple ways of arrangement, depending
on the format and available space.
When it comes to communicating the subprograms
individually, only the logos of general partners and the
partners related to the actual program need to appear.
When the project is communicated at large, all of
the logos from all of the subprogram partners need
to be included.
All logos need to be of the same size.
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BLACK AND WHI TE
22
NEGATI VE
23
EXAMPLE - DESI GN
COLOUR
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BLACK AND WHI TE
25
NEGATI VE
26
GRAPHIC SYSTEM
The graphic system employed for this identity brings together typefaces, colours and elements
that are to be used, and determining their combinations and relationships.
No other elements should be used outside from the ones laid out in this chapter.
The primary typeface is HOK Sans Pro.
Used for logotype.
TYPEFACE
HOK SANS PRO
OcOc'q|, |'OOO'u\.x,z
-''.``'''|`\.`.
---- '`.|||||`

' #` ' ` |'/='c'
abcdefghijkImnopqrstuvwxyz
ABCDEFGHlJKLMNOPQRSTUVWXYZ
O

AI#s&( }+ -jD01Z346789
Aa
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DI DOT HTF
Used only for the word in as part of the logo.
Primary font is Paperback 6.
Mainly used for quotes and taglines.
For font size 50pt, leading is 64pt and Tracking 20.
TYPOGRAPHY
PAPERBACK 6
Residencies
as a tool
for creative
development
of emerging talent
and creative
professionals.
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SAMPLE
TYPOGRAPHY
Dolor sit amet,
consectetuer adipiscing
elit, sed diam nonummy
nibh euismod tincidunt
ut laoreet dolore magna aliquam
erat volutpat. Ut wisi enim ad
minim veniam, quis nostrud
exerci tation ullamcorper suscipit
lobortis nisl ut aliquip ex ea
commodo consequat.
Duis autem vel eum iriure dolor in
hendrerit in vulputate velit esse
molestie consequat, vel illum
dolore eu feugiat nulla facilisis at
vero eros et accumsan et iusto.
Nam liber tempor cum soluta
nobis eleifend option congue nihil
imperdiet doming id quod mazim
placerat facer possim assum. Typi
non habent claritatem insitam; est
usus legentis in iis qui facit eorum
claritatem. Investigationes demon-
straverunt lectores legere me lius
quod ii legunt saepius.
Claritas est etiam processus
dynamicus, qui sequitur
mutationem consuetudium
lectorum. Mirum est notare quam
littera gothica, quam nunc puta-
mus parum claram, anteposuerit
litterarum formas humanitatis per
seacula quarta decima et quinta
decima.
Eodem modo typi, qui nunc
nobis videntur parum clari, fiant
sollemnes in futurum.
HOK SANS PRO
Example of typography applied
to background.
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COLOUR
PALETTE
BASE LOGO
COLOURS
COLOUR CODES
BACKGROUND COLOUR
Linneaus Turquoise
C:52 M:0 Y:32 K:0
R:118 G:201 B:187
#76c9bb
Black
C0 M0 Y0 K100
R0 G0 B0
#000000
Warm Red
C:26 M:93 Y:100 K:23
R:134 G:28 B:20
#861c14
C:52 M: 0 Y: 32 K: 0 C: 0 M:14 Y: 0 K:100
R:118 G:201 B:187
C:26 M: 93 Y:100 K:23
R:134 G:28 B:20
R: 0 G: 0 B: 0
The colour palette if the project is based on the offcial colours palette of Sweden. Each identity and logo has 2 main colors that are
combined, plus black. Only these three colors are to be used in developing any communication materials for the needs of the project.
Also supplied are further 4 colour combinations, for the additional subprograms that may be developed in the coming period, on page 32.
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COLOURS - LI TERATURE
COLOUR CODES
BACKGROUND COLOUR
Linneaus Pink
C:0 M:82 Y:66 K:0
R:229 G:60 B:65
#e53c41
Black
C0 M0 Y0 K100
R0 G0 B0
#000000
Dark Grey
C:69 M:63 Y:57 K:47
R:47 G:47 B:50
#2f2f32
C: 0 M: 82 Y:66 K: 0 C: 0 M:14 Y: 0 K:100
R:229 G:60 B:65
C:69 M:63 Y:57 K: 47
R: 47 G: 47 B:50
R: 0 G: 0 B: 0
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COLOURS - DESI GN
COLOUR CODES
BACKGROUND COLOUR
Yellow Standard
C:0 M:15 Y:93 K:0
R:254 G:211 B:0
#fed300
Black
C0 M0 Y0 K100
R0 G0 B0
#000000
Dark Blue/Green
C:88 M:61 Y:55 K:46
R:21 G:47 B:54
#152f36
C: 0 M:15 Y: 93 K: 0 C: 0 M:14 Y: 0 K:100
R:254 G:211 B: 0
C: 88 M:61 Y:55 K: 46
R:21 G: 47 B:54
R: 0 G: 0 B: 0
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FUTURE LOGO
COLOUR SCHEMES
COLOUR CODES
Linneaus Blue
C:74 M:43 Y:1 K:0
R:69 G:130 B:194
#4582c2
Light Green
C:59 M:0 Y:80 K:0
R:102 G:204 B:102
#66cc66
Linneaus Orange
C:0 M:58 Y:84 K:0
R:252 G:135 B:59
#fc873b
Winter Grey
C:55 M:44 Y:34 K:4
R:125 G:130 B:143
#7d828f
Earth Brown
C:54 M:62 Y:84 K:61
R:66 G:51 B:28
#42331c
Linneaus Violet
C:95 M:93 Y:42 K:47
R:31 G:28 B:66
#1f1c42
Grass Green
C:71 M:51 Y:90 K:59
R:46 G:59 B:28
#2e3b1c
Cyclamen
C:61 M:84 Y:54 K:66
R:56 G:23 B:41
#381729
LI NE COLOUR BACKGROUND COLOUR
LI NNEAUS ORANGE
WI NTER GREY
LI NNEAUS BLUE
GRASS GREEN
CYCLAMEN
EARTH BROWN
LI GHT GREEN LI NNEAUS VI OLET
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APPLYING COLOUR TO PHOTOS
Colour layer:
Blending mode: Hard Light
Opacity: 100%
Fill: 100%
Photo layer:
Grayscale
All of the photographs used in the communications
need to be overlayed with a solid background colour,
referring to the appropriate colour scheme for the
program or subprogram. Please use blending mode
as presented here. All of the photos that are part of
the offcial communication need to be processed in
this way.
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PHOTOGRAPHY & VISUALS
PHOTOS ( WI TH SI GNATURES)
Baltic Centre for Writers and Translators, Gotland
Baltic Centre for Writers and Translators, Gotland
Baltic Centre for Writers and Translators, Gotland
PHOTO
2657 px
30 px
2
6
p
x
11 px
30 px
1
7
5
4

p
x
Use of photos is encouraged, with the aim of presenting the facilities of the partners involved in the
program, and producing nice visuals for the project presentations and communications.
Some of them are used only as banners or backgrounds, while the others with signatures may be
used for press relations and PR regarding the open calls.
For future partners and subprograms, each partner needs to supply a minimum of 5 hi-res images of
its facilities and/or activities. They need to be treated in the way described in the next pages before
publishing.
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LOGOS
AND TAGLINES
Logos and taglines may be combined with photos or
on solid backgrounds. When communicating the
project at large, the base logo needs to be presented.
Also, other generated logos maybe be presented in
smaller size, to indicate they are subprograms of
a larger, umbrella project.
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37
Artistic
residencies
as a cultural
diplomacy
tool.
Supplied taglines can be applied to photos supplied
by the partners, or on photos of already realized
activities of the Create In Residence project. These
visuals may be used online, for printed materials,
press relations, PowerPoint presentations, roll-up
designs etc.
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STATIONARY
MEMO
The memo consists of the base logo and a tagline in the
header, as well as the logos of all of the active partners of
the project in the footer.
This memo is to be used for all external communications in
relation to the project, contract, offcial letters, press
releases etc.
Based on the rules laid out here, it will be easy to generate
a dedicated memo for each of the subprograms, or
different editions of the program at large when partner
logos in the footer will be changing.
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POSTER
TEMPLATES
A selection of poster templates depict the composition and
sizes of the typeface and logotypes. These may be used for
public events related to the program, program presentations
and for online cover images. The colour palettes always follow
the theme of the subprogram that is communicated.
OPTI ON 1
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OPTI ON 1
41
OPTI ON 2
42
OPTI ON 2
43
OPTI ON 3
44
OPTI ON 3
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PROMOTIONAL MATERI AL
PEN
Enclosed are two proposals for promotional material.
These may vary in relation to available products on the local printers market.
It is important to follow the overall aesthetics of the program when selecting the promotional
material, with focus on peculiar, well-designed products having in mind that design is one
of the central disciplines supported by the program - and have these examples in mind when
applying identity onto them.
If you are not certain if a given promotional item is a good ft for the identity, do not hesitate
to contact Nova Iskra for advice.
Availability of a particular item depends on the
local market where it is produced.
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NOTEBOOK
Availability of a particular item depends on the
local market where it is produced.
2014
www. novai skra. com | offi ce@novai skra. com