{"id":31854,"date":"2015-10-16T15:53:06","date_gmt":"2015-10-16T14:53:06","guid":{"rendered":"https:\/\/www.solopress.com\/blog\/?p=31854"},"modified":"2019-06-26T08:31:55","modified_gmt":"2019-06-26T07:31:55","slug":"the-guardian-afslorer-retningslinjer-for-brandet","status":"publish","type":"post","link":"https:\/\/www.solopress.com\/blog\/da\/business-marketing\/the-guardian-unveil-brand-guidelines\/","title":{"rendered":"The Guardian afsl\u00f8rer retningslinjer for brandet"},"content":{"rendered":"<div id=\"bsf_rt_marker\"><\/div><p><!--more--><\/p>\n<h3><em>I et fors\u00f8g p\u00e5 at styrke deres 'brand DNA' har The Guardian nu afsl\u00f8ret deres officielle retningslinjer for at sikre en stabil udvikling i stedet for en revolution.<\/em><\/h3>\n<p>Ligesom den tidligere Facebook-designer Ben Barry stod Alex Breuer og Chris Clarke over for en stor udfordring, da de blev udn\u00e6vnt til deres nye roller som kreative direkt\u00f8rer hos The Guardian. M\u00e5let var at samle de utallige forskellige stilarter, farver og m\u00f8nstre, der udg\u00f8r det samlede Guardian-brand.<\/p>\n<figure id=\"attachment_31856\" aria-describedby=\"caption-attachment-31856\" style=\"width: 600px\" class=\"wp-caption alignnone\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-31856\" src=\"https:\/\/www.solopress.com\/blog\/wp-content\/uploads\/2015\/10\/Screen-Shot-2015-10-16-at-15.30.41-copy.jpg\" alt=\"Guardian Brand\" width=\"600\" height=\"361\" \/><figcaption id=\"caption-attachment-31856\" class=\"wp-caption-text\">Billede <a href=\"https:\/\/twitter.com\/GuardianDesign\" target=\"_blank\" rel=\"noopener noreferrer\">@GuardianDesign<\/a><\/figcaption><\/figure>\n<p>Denne opgave kr\u00e6vede, at parret arbejdede sammen med deres team for at finde frem til en strategi, der ville g\u00f8re det nemt at forst\u00e5 brandet p\u00e5 tv\u00e6rs af hele virksomheden, og som ville g\u00f8re det nemt for l\u00e6serne at forst\u00e5 v\u00e6rdierne i hver afdeling og i hele virksomheden. Det f\u00f8rste punkt p\u00e5 dagsordenen var typografien, som blev sammenlignet med et menneskes h\u00e5ndskrift. Det er det f\u00f8rste kontaktpunkt med l\u00e6seren og skal v\u00e6re genkendeligt med det samme. Skrifttypen er nu fastlagt med et udvalg af 8 forskellige og en vejledning, der anbefaler, hvorn\u00e5r de skal bruges.<\/p>\n<figure id=\"attachment_31855\" aria-describedby=\"caption-attachment-31855\" style=\"width: 600px\" class=\"wp-caption alignnone\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-31855\" src=\"https:\/\/www.solopress.com\/blog\/wp-content\/uploads\/2015\/10\/Screen-Shot-2015-10-16-at-15.27.59.png\" alt=\"Guardian Brand-farver\" width=\"600\" height=\"601\" \/><figcaption id=\"caption-attachment-31855\" class=\"wp-caption-text\">Billede <a href=\"https:\/\/twitter.com\/GuardianDesign\" target=\"_blank\" rel=\"noopener noreferrer\">@GuardianDesign<\/a><\/figcaption><\/figure>\n<p>Det n\u00e6ste vigtige element i brandet, som de nye kreative direkt\u00f8rer skulle vurdere, var farverne. De giver l\u00e6serne ledetr\u00e5de og giver mulighed for en harmonisk navigation gennem avisen; n\u00e5r vi taler om harmoni, skal de anvendte farver altid fungere sammen og undg\u00e5 at st\u00f8de sammen; dette vil lette rejsen gennem avisen og skabe praktiske vejvisere, der antyder typen af artikel.<\/p>\n<figure id=\"attachment_31857\" aria-describedby=\"caption-attachment-31857\" style=\"width: 600px\" class=\"wp-caption alignnone\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-31857\" src=\"https:\/\/www.solopress.com\/blog\/wp-content\/uploads\/2015\/10\/Screen-Shot-2015-10-16-at-15.33.10.png\" alt=\"Guardian Brand-skilte\" width=\"600\" height=\"783\" \/><figcaption id=\"caption-attachment-31857\" class=\"wp-caption-text\">Billede <a href=\"https:\/\/twitter.com\/GuardianDesign\" target=\"_blank\" rel=\"noopener noreferrer\">@GuardianDesign<\/a><\/figcaption><\/figure>\n<p>Resultatet er et stort identitetslandskab, der er komplekst, men alligevel fungerer perfekt. Det er mere end bare et masthead, der er en f\u00f8lelse af at h\u00f8re til hvert element, og de arbejder som tandhjul for at f\u00e5 brandet til at g\u00e5 op i en h\u00f8jere enhed, og det ses lige fra det mindste favicon i deres \"roundel\"-logo til farveteorien bag indholdet i de forskellige sektioner. Alex og Chris er ikke f\u00e6rdige her; brandet kan nu forts\u00e6tte med at udvikle sig med en klar ramme og en f\u00f8lelse af retning, der g\u00f8r det muligt at artikulere og udtrykke sig med et robust fundament og klar plads til v\u00e6kst.<\/p>","protected":false},"excerpt":{"rendered":"","protected":false},"author":23,"featured_media":31859,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"tdm_status":"","tdm_grid_status":"","footnotes":""},"categories":[547],"tags":[890],"class_list":{"0":"post-31854","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-business-marketing","8":"tag-branding"},"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>The Guardian Unveil Brand Guidelines | Solopress<\/title>\n<meta name=\"description\" content=\"In a bid to 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