V. 2.

Brand book
20 21 F O R MA T C O PE N HA G E N
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V. 2. 0

I N TR O DU CT IO N
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F ORM A T C OP ENH A GEN

Content
01 About Format 05 Photography

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02 Logo 06 Illustrations

03 Typography 07 Icons

04 Colors 08 Further information

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01 About
Format

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Introduction
We help companies create sustainable and meaningful design, through
our strong experience within product design and development.

Our mission is to create design that not only awakes desire, but also
ensures long-term value. The approach is to combine the true spirit of
Scandinavian design principles with a unique and bold approach – craft,
simplicity, purpose, and intention.

We started this firm with zero creative firm experience, and - for better or
worse - we’ve strived to do things differently. We are proud of our humble
beginnings, even though we had to fail our way to figuring out how to
create a legitimate business.

We believe that the best way for future products is through the mutual
benefits shared between people and the planet.

At Format we know that the devil is in the details. Everything is bespoke.

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Sustainable and

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meaningful design

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02 Our
logo

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The logo
Our icon uses negative space to represent the value
of strong design principles, as well as an openness of
mindset and communication. Although the geomet-
ric shapes form a simplistic and purposeful design, we
also stress attention to details. The friendly rounded
corners of the icon and the wordmark F are key. The
devil is in the details.

Inspired by shapes found in nature and the golden

ratio, with optical adjustments to support the legibility
of the F in the negative space.

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Logo variations
We have a responsive logo that ensures flexibility, and
purposeful variation. One vertical and one horizon-
tal combination logo, an icon logo, and a wordmark
logo. Logo usage varies depending on the formality of
the application, and which services we are offering in
accordance with our internal policies.

Minimum sizes for the combination logos and the

spacing around them are specified on the next page.

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X

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The recommended minimum size
for the combination logos are 40px
height for both the horizontal and
vertical.

The minimum amount of white space around the logo is equal to the height of the icon’s medium
rectangle. This applies to both combination logos.

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L O GO U SA GE
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Logo misuse
Do not use colors outside of our Do not use effects on the logo, such
brand colors for the logo as a drop shadow

Do not stretch the logo Do not rotate the logo Do not alter the proportions of the Do not re-typeset the logo or alter
logo its icon in any way

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03 Our
typography

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Aa
Typeface
Our typeface of choice is Poppins. Poppins is a
geometric sans-serif typeface with an air of clarity
and simplicity. Poppins is to be used across all
channels, although the web safe default is Arial.

When formatting text, a clear typographic hierarchy

should be used. Headlines and text size should be set

Poppins
according to the scale shown on the next page. The
scale is relative to the size of the body copy. Unless
specified on typographic hierarchy, tracking should
not be altered. Text is typically left-aligned, but
exceptions can be made for large stand-alone
headings such as for instance taglines.

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H1
Subheading
Regular weight, size 2 em, leading 120%

Semibold weight, size 8 em, leading 120%

BUTTONS / LINKS

H2
Regular weight, size 1 em, tracking 100

Semibold weight, size 4 em, leading 120%

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HE A D E R / F O O T E R

H0
Regular weight, size 0.8 em, tracking 100

H3
Semibold weight, size 2 em, leading 120%

Body copy

Regular weight, size 1 em, leading 160%

Small copy

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Regular weight, size 0,8 em, leading 100% Semibold weight, size 24 em, tracking 120
T Y P E SCA LE
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04 Our
colors

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Primary

Brand colors
Our primary color palette consists of calm colors found
in scandinavian nature. Our neutrals consists of an off-
white, off-black and a cool grey. We have a secondary Neutrals
color which is a bright orange that makes details pop
and stand out.

When pairing colors, the goal should be to achieve a

clean look and maintain good contrast. The orange
contrast color should be used sparingly.

Secondary

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Poppy Off-white Mineral Off-black Pine Sage Sand

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R: 255 G: 91 B: 0 R: 244 G: 243 B: 0 R: 178 G: 195 B: 206 R: 20 G: 24 B: 25 R: 38 G: 56 B: 49 R: 114 G: 117 B: 101 R: 229 G: 222 B: 181
HEX: #ff5c00 HEX: #f5f2ed HEX: #b3c2cf HEX: #14171a HEX: #263830 HEX: #737566 HEX: #e5deb5
C: 0 M: 78 Y: 95 K: 0 C: 2 M: 2 Y: 4 K: 0 C: 31 M: 14 Y: 12 K: 0 C: 76 M: 67 Y: 74 K: 82 C: 83 M: 53 Y: 61 K: 71 C: 115 M: 117 Y: 30 K: 102 C: 8 M: 8 Y: 32 K: 0

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05 Our
photography

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Photography
New photos should match the tone and style of the
pictures provided in the Photographic assets folder.

Lighting, colors and composition must be consid-

ered. We are inspired by how organic elements meets
smooth, bold shapes in scandinavian architechture,
design and nature. Sustainability, serenity and bold-
ness and purpose, guides image selections.

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Do not stretch photos disproportionally. Do not place icons or illustrations on photos.

Do not rotate photos. Do not crop subjects unnessecarily.

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Avoid any images with exotic looking flora and fauna. Avoid images of unnaturally spectacular scenes, or ones
which seem manipulated.

Avoid too many saturated colors. Avoid photos that seem staged, or that appears to have
studio lighting.

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06 Our
illustrations

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Illustrations
Our brand illustrations are made up of black
outlines with one or a few black fills, as well as an
organically curved and slightly offset background fill
color. All illustrations should match in stroke weight
and level of detail, and colors used must be brand
colors.

The illustrations are made with a 6pt stroke weight

when scaled to fit a 1920 x 1080 px canvas. All strokes
have rounded caps. Tints and shades within the
background fill color can be used to create depth.

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07 Our
icons

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Icons
The icons can be found in the Icon asset folder. They
are made in a minimalistic style and often use cut-out
shapes of negative space.

Icons can be used to break up long pieces of text or to

structure information. They should be used clearly and
purposefully, and not be placed on busy backgrounds
or photographs.

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200 px
Creating icons

12 px
Icons can be made using the grid provided in the icon
assets folder.

For consistency, icons are to be made within the red

grid lines as shown on the right. When the grid is sized
200 x 200 px, the stroke weight is 15 pt. Negative space
between lines and shapes can be optically adjusted in
the case of for instance curves, but is generally 10 px 10 px
when horizontal, and 12 px when vertical. Corners have
a subtle 1 px rounding.

200 px

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08 Further
information

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Information
Always ensure to use the correct company assets for all applications.

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The first version of the second edition of these guidelines (ver 2.0) was
created by Linnea Markström for Fomat Copenhagen. The company photo
displayed is taken by Jakob Zettersten. The stock photographs are from
unsplash.com and pexels.com, and were uploaded by Joel Cross, Andre
Tassin, Despina Galani, Pixabay, James Wheeler and Marek Levák. The
illustrations and icons displayed in the guidelines are made by Linnea
Markström.

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F UR THER INFO R M A T IO N
 www.format-copenhagen.com/

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