This is Elkem

Elkem is one of the world’s leading providers of advanced material solutions shaping a better and more sustainable future. The company develops specialty silicones, silicon products and carbon solutions by combining natural raw materials, renewable energy and human ingenuity. Elkem helps its customers create and improve essential innovations for everyday life, like electric mobility, digital communications, health and personal care, smarter cities, among other areas. 

With a track record since 1904, its global team of more than 6,800 people has a joint commitment to stakeholders: Delivering your potential. In 2020, Elkem rated among the world’s top 5% on climate by CDP and achieved an operating income of NOK 24.7 billion. Elkem is listed on the Oslo Stock Exchange (ticker: ELK). www.elkem.com

Click here for Elkem’s global communications strategy.

Intro

Elkem’s updated brand and visual identity aims to support our specialisation and growth strategy. The brand is based on clear global guidelines. It offers a number of assets to ensure a consistent and compelling identity, while remaining easy and efficient to use. It also offers a flexible design system, which enables a customized approach within global guidelines.

Contents

Logo

Typeface

Colors

Composition

Imagery

Tone of voice

Downloads

Guidance

Logo

Guidelines, rules and download of logopack

Logo

The Elkem brand mark consists of brand icon and name. These two components is in a locked position and is the primary signature of the unified Elkem brand. Use consistently and correctly througout all brand communication. 

The logo should as far as possible be the red version, secondarily use should be white version on red background. In some exceptions, the white logo can be used on for example images for best clarity and readability. 

Do not

→ Tilt

→ Expand or squeeze

→ Change color or opacity

Download logopack at the end of this chapter. 

Clear space

To ensure that the logo always is presented clearly and legibly, it must be surrounded by an area of clear space. This is included in the logo files. Other elements must not be allowed to disturb this space. The logo should be placed to the left on a surface, preferably top left on light background.

Minimum sizes

The minimum size for the logo to be used is 30 mm wide or 120 pixels. It should not be scaled any smaller than this, either on physical or digital applications.

Exceptionally use of monochrome versions

In some exceptions the logo can be used white on black background and black on white background. This is on specific use cases like physical products.

Logo for SoMe

The brand icon alone can only be used in small formats where full company name is written out next to it, this is most relevant for social media. Beware of clear space. 

Before using the icon on new applications, please seek approval from the communication team.

We are Elkem: Advanced material solutions shaping a better and more sustainable future

Elkem´s typeface

The primary typeface, and different alternatives when needed.

Primary typeface

The primary brand typeface is Favorit ABC by Swiss type design agency Dinamo. The preferred optical weight is Book. The visual identity relies on scale to create informational hierarchy rather than weight. Hence, Favorit Book is mostly used throughout the visual identity in headings and body text, while varying in scale.

Please get in contact for access to the fontpack. 

Supportive optical weights

Supportive optical weights is to be used to maintain visibility when necessesary.

Type hierarchy 

Titles should be left-aligned with a good amount of clear space around. Book is the primary choice. Sub-headers and body is half the size of the titles and also left-aligned. 

In advertising or in hero-content, font sizes can be used big and bolder as long as there is enough clear space around. 

Bullet point

The arrow in the glyph library of the profile font Favorit should be used as bullet points. 

Name: RIGHTWARDS ARROW

Unicode: 2192

System font alternative 

The typeface Arial is used as an alternative when the primary typeface Favorit is not available. Arial is a system font that is available on both Windows and Mac computers and serves as a good, universal alternative. Arial can be used in powerpoint slides or e-mail signatures, or when faced with technical difficulties with the primary typeface. It is also used as an alternative font for languages that Favorit do not support.

Language support

Languages that are not supported by Favorit nor Arial, such as East Asian languages, would require separate alternative fonts. For Chinese scripts, the windows system font Microsoft Yahei is recommended. 

(Other languages that Favorit do not support would require their own alternative font. This should be decided by respective local designers who use the language natively, to ensure that the Elkem visual identity is maintained globally.) 

Colors

The colors of Elkem and how to use them.

Color palette and percentage of use

The color palette of Elkem is an important identity marker and based on a proportonial amount of usage per application. On applications or in content from Elkem overall the combination of only red and white can also be used.

Be aware that colors appear differently on screen than in print. The printing machines uses four color channels  to blend the colors together, while screens use red, green, and blue light to create colors. As a result, colors will appear slightly different on screen than on print.

Red

The primary color of Elkem is red. It is important that red is present and constant throughout all communications. It should be used in the logo or as a background color to the white version of the logo.

White 

is used predominantly as background colour. The use of white is crucial in creating bright and airy compositions for the Elkem brand, and to provide sufficient breathing space. White is

also used for text on red, and black surfaces.

Warm grey

Warm grey is used as supplemental background colour in addition to white, to add dimension and support navigation.

Dark grey and black

Dark grey and black is mainly used for text. Graphics and icons should also be placed in black. 

Secondary colors: Blue, green and purple

Elkem´s secondary colors are to be used across divisons and topics, and in all Elkem brand materials. The secondary colors must be used sparingly – in details such as color bar or the curved line. Add more color through imagery and embrace the power of red and a lot of white.

When using colors from the secondary palette, you should only use one color at a time. The exception is when using the color bar. However, it is possible to vary the use of the different colors on different pages, surfaces and materials.

Tints of secondary palette

To meet the requirements of universal design and allow a broader use of secondary colors, different tints of the secondary colors have been defined. Below you can read about the purpose and usage of the different tints.

Blue 50%

Hex #A0D3F6

RGB  160, 211, 246

CMYK 42, 4, 0, 0 

Blue 80%

Hex #66B8F0

RGB 102, 184, 240

CMYK 62, 11, 0, 0

Green 50%

Hex #BDECC8

RGB 189, 236, 200

CMYK 29, 0, 30, 0 

Green 80%

Hex #95E0A6

RGB 149, 224, 166

CMYK 44, 0, 46, 0 

Purple 50%

Hex #D9C7EE

RGB 217, 199, 238

CMYK 18, 25, 0, 0

Purple 80%

Hex #C2A5E3

RGB 194, 165, 227

CMYK 29, 40, 0, 0 

Blue 110%

Hex #0094F1

RGB 0, 148, 241

CMYK 79, 25, 0, 0

Blue 130%

Hex #0078D2

RGB 0, 120, 210

CMYK 85, 39, 0, 0

Green 110%

Hex #32BF6B

RGB 50, 191, 107

CMYK 66, 0, 68, 0

Green 130%

Hex #0AA55B

RGB 10, 165, 91

CMYK 76, 0, 76, 0 

Purple 110%

Hex #A376CE

RGB 163, 118, 206

CMYK 43, 56, 0, 0

Purple 130%

Hex #8B62BC

RGB 139, 98, 188

CMYK 54, 64, 0, 0

100% 

on identity markers

The identity markers, such as the curved line and the color bar, should always use 100% of the secondary palette. 

100%, 110%, 130% 

for different levels of text

If you are going to use secondary colors on text, you must use the following tints: 

100% for headers

110% for subheadings and leading paragraphs

130% for body and info text. 

These adjustements are necessary to ensure readability and meet the requirements for universal design.

Please keep in mind that the overall color perception should be maintained. Therefore, it is recommended to avoid using the secondary palette on large amounts of text and on different levels at the same time. The overall rule is to set all text in black, and secondary colors can be used to put focus on some paragraphs in the layout. 

All tints for tables and figures

You can use all of the tints from the secondary palette for variation, differentiation and navigation.

50%, 100% 

for models and information boxes

Boxes with a lot of text in body size, can use 50% of the color as a background, while boxes with headings or less information can use 100%.

Composition

How to best execute the brand in different layouts.

Base grid

The system for Elkem collaterals is based on a 4x4 square grid that is aligned to an edge. The grid acts as a guide for where images or graphics are placed. The space outside the grid has the important function as the logos safe space and also where headings and titles can be placed on marketing material. By defining the grid based on the logo, the system stays flexible and easy to apply. 

Landscape layouts

Four alternatives for placing content in landscape layouts, safe guarding enough white space for logo and short titles to stand out.

Standing layout

Eight alternatives for standing layouts, making sure that all content is shown in the best way possible. 

Placements

Guidance on where to preferably place logo, tagline, division, text and other key visuals on layouts. 

The recommended placement of the Elkem logo is the top left corner, with sufficient margins and white space around it. Lower left corner if needed to optimize content. The color bar should be placed either vertically or horizontally on landscape layouts and horizontally on standing layouts, along the edges. A shorter version of the color bar with only one of the colors, can be used to tag information under.

Examples of different layouts in use

Logo, tagline, color bar and curved line are all key visuals. On covers, have at least one additional key visual together with logo. On covers with a minimum of content more than two key visuals can be used. But always make sure that the different components do not compete for attention. Keep titles short and on point. The tagline should always be placed in the bottom right corner.  

Key visual 1 - The curved line

The line with the rounded corner is a key visual element that can be used across printed materials and digital surfaces. It is reminiscent of the rounded edge of the logomark to enhance brand recognition. The line is mostly used when there is sufficient breathing space in the composition, such as on cover pages. It should be avoided on content-heavy pages and should not be used in an obstructive way.

The line can be red or one of the secondary colors: blue, green or purple. The stroke thickness is approximately 3pt with a 4pt rounded corner, but this needs to be optically adjusted to the specific application. The layout grid should be used as a guide for the placement and length of the line. It can be placed over images and across blocks of color but not over text.

Key visual 2 - The color bar

The color bar is the other key visual for Elkem. It is to be used vertically or horizontally along the boarder of an application. It should be used sparingly and to add value, for example on brochure covers, chapter slides in a digital presentation or on important brand applications.

As a guideline the thickness of the color bar should be approximately 2% of the width of an application beeing 100%. 

It should either fill the boarder from edge to edge with Elkem red as 70%, and the three secondary colors included, divided in 10% + 10% + 10%. Another possibility is to fill approximately 30% of the total width of a format, to tag information under, either with one solid color (100% tints), or the three secondary colors divided equally (100% tints).

Imagery

A summary of the Elkem graphics with download, and guidelines regarding technical illustrations, illustrations and photography.

The Elkem graphics

Graphics are used as supplement to content that needs a visual description or instead of a photo. Mainly to convey Elkems production, raw products, deliverables and end markets. They should not be confused with the more general iconography or be used in a decorative way. 

The style of the graphics is line-based, minimal and easily recognisable in black. They can be used on both printed materials and digital surfaces such as websites. The motives should be stand-alone and relatively simple. More complex needs should be visualized through technical drawings or illustrations. More general needs should be visualized through icons. 

Both graphics and technical drawings are made in the same grid mesh as the design system. 

Icons 

If there is a need for icons in presentations or for visualisation of more general content, please download the selection of icons here. Choose a color from Elkems color palette and download the desired motives. Make sure they are used with control, not too big and combined with left aligned text. See examples.

If you need other motives, be true to the style that is defined. Be aware of good contrast in colors and sizes which takes universal design into account. 

Technical illustrations

This type of visualization can be used when in need to explain or visualize for example where Elkem materials are present in end-products. The motives should be easy to recognize and consist of the same grid mesh as the graphics. 

Illustrations

Illustrations is a good option, when images does not cover your communication needs. For example as shown here, the visualization of a smart city in the future. 

Description of the illustration style:

→ Colorful: this is a good place for use of the secondary palette and for adding color to your applications.

→ Technical: Use of the curved line to highlight fex technology, advanced materials or end-products. 

→ Naive and simplistic interpretation of the motives.

Photography

Focus on end-products and customers. 

The updatet photo manner for Elkem has a few overall guidelines: 

→ Bright, natural light 

→ Diversity in age, sex and ethnicity

→ Technical and modern feel

→ Warm skintone

→ Focus on interaction

→ Focus on R&D

→ Close ups of faces and hands

→ Relaxed presence and slight smiles

Access to photos

Tone of voice 

How we communicate: 

Relevant – Human – Engaging 

What we communicate: 

Purpose-driven – Aspirational – Future-oriented

Downloads

Templates and files ready to use

Business Cards

This is the Elkem business card. 

Print spec:

→ Uncoated matt paper

→ Preferably 300 g weight

→ Possible with varnish on colour bar

→ Preferably with a matt foil on the red side, preventing scratches and the red color to fade

E-mail signatures

E-mail signatures are set in Arial, font size 11, in a standardized setup as shown here. The name should be in bold. Two alternatives are given, depending on the need to have a postal adress included. The logo should always be placed at the bottom with sufficient clear space.

Word templates

There is one version of each for digital sendings and one for printing. Please use version with color bar only for digital distribution. The wordpack for download contains letter templates and memo templates, both in general and US version, and for digital and print.

Print spec:

→ Recycled paper

→ Uncoated 

→ Unbleached

PPT template

There is two templates available in the download. One blank version and one version with photos included. 

Social media templates

Contact the Head of Communications team for templates on social media posts, banners and profile pictures. 

Digital backgrounds

Backgrounds for your desktop and Teams backgrounds are available for download here.

Guidance

Different examples of the profile in use. These are ment only as guidance. 

Please get in touch if you have any questions. 

Pull ops

For pull ops or other exhibition articles, please use the brand composition as a guideline for how content is displayed. One or two key visuals should be present, together with the logo, imagery and hero sentences.

Hard hat

The Elkem logomark should be placed in the center on the front of the helmet and the Elkem main logo should be placed across the side of the helmet. Both logos should have sufficient space around them. For dark colored helmets, use the negative version of the logo and logomark.

Workwear

The logo size should be adjusted to fit the smallest clothing size. In general, the Elkem logo should be placed on the back of the clothing, unless otherwise is visualised in the guidelines. Use the logomark for smaller surfaces, such as the front pocket of a jacket. To ensure the workwear is visible in the workplace, leave enough clear space around the logo.

The guideline is based on the assortment of Tranemo Workwear.

Interior signage

All interior wayfinding should be set in Favorit Book or Medium, in Elkem red, and used with the rounded edge line as a visual detail, whenever possible. For darker colored walls, use white instead.

Exterior signage

The main logo in red is used for all exterior signage whenever possible. There should be sufficient space around the logo. All signage should be clean and maintained well to ensure that the full logo is visible and legible at all times. 

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