Concept/definition

We define miniature formats as printed materials smaller than DIN A6.

Design/elements

  • minimum requirement: logo
  • if there is enough space available: the claim, too (also permissible on the reverse side of objects that are printed on both sides, such as USB cards)
  • stick to the proportional grid (format divided into 15 columns and 12 lines)

Images

  • key visuals/narrative photos: claim is mandatory, speech bubble is optional; caption is optional for narrative photos, not allowed for key visuals.
  • formats which only have space for the logo must be graphically designed.

Text

If there is enough space available it is also permissible to insert text in the speech bubble

Content

  • direct reference to the product or event; example: "Welcome to the Hanover Forum"
  • approved extracts, quotes or key figures taken from
    • the HR strategy (brochure); examples: "We aspire to be the best option for our business partners", "We are passionate about reinsurance and chart our own course", "We manage risks actively" etc.
    • from Annual Reports; example: "We are still number one in reinsurance of motor business"
    • from business segment marketing brochures; example: "We specialise in what we know best"
    • from the HR Internet presentation; example: "Efficient capital management is one of our keys to success"
  • No-goes
    • metaphors, especially "marketing-heavy" statements/formulations that clash with the "somewhat different" claim; example: "Opening up new horizons", "Building bridges to our clients" etc.

Text hierarchies

Headline

Compatil Text LT Com Regular, 10/12.5 pt, optical kerning, spacing 0, HR blue, HR cyan, white

Continuous text: Compatil Fact LT Com Regular, 8.75/12.5 pt, optical kerning, spacing 0, HR blue, white

Captions

Compatil Fact LT Com Regular, 6.5/8 pt, optical kerning, spacing 0, black, white

Examples

kleinformate_1

USB-Stick

kleinformate_2

Printed biscuits

Placing a sub-brand logo on miniature formats

When placing a sub-brand logo on a miniature format attention should be paid on not placing the sub-brand logo immediately next to the umbrella or company brand and the claim. In the case of give-aways such as marker pens or ball-points, the claim can be omitted if the area available for advertising is too small. If the give-away features a speech bubble, the sub-brand logo is placed within the speech bubble. Only a sub-brand logo without subline may be used on give-aways and miniature formats.

150601_hrv_cd_subbrands_medien12

Sub-brand logo on miniature format