Brand guidelines
Why do brand guidelines matter?
Brand guidelines are essential for maintaining brand integrity, enhancing professionalism, improving efficiency, building brand equity, and empowering employees.
Consistency
Ensures uniform branding across all platforms, strengthening brand identity.
Professionalism
Builds credibility and trust by maintaining a professional appearance.
Efficiency
Saves time and streamlines design processes with clear standards.
Brand equity
Enhances and maintains the brand's value in the market.
Empowerment
Provides employees with the knowledge to make brand-aligned decisions, boosting engagement and pride.
Brand platform
Brand concept
Logo
Lock-ups and versions
The Odfjell logo consists of the icon and the wordmark.
There are two lock-ups: Vertical (preferred) and horizontal.
The icon may be used alone in certain situations, for example social media profile pictures.
Color versions
The logo is availble in two colors:
The original blue version (#00447e) should be used on light backgrounds.
The white version should be used on dark backgrounds.
Typography
Bahnschrift
Odfjell’s brand typeface is called Bahnschrift, and is included with Microsoft Windows.
The weights that should mainly be used are Semilight through Semibold.
Lining figures
Bahnschrift features lining figures, for displaying numbers in tables.
To switch from proportional to lining figures in Microsoft Word, select Format > Font > Advanced > Stylistic sets > Lining.
To switch from proportional to lining figures in Adobe applications, select OpenType > Figure > Tabular Lining.
Color palette
#0D162E
#00007C
#1A33AC
#4065D7
#6698F5
#E9EFF7
#196068
#3d9f91
#9cdbc5
#d7f4cf
#fcffdd
#ff5c40
Contrast ratios
The Web Content Accessibility Guidelines (WCAG) specify a way to calculate the contrast between text color and background color. The guidelines designate success criteria for two different WCAG levels: AA (minimum) and level AAA (enhanced).
Graphic elements
Icons
Odfjell’s basic icon style is geometric, monochrome and monolinear, with no fill. Caps and corners can be either straight or rounded, depending on what the shape depicts.
Illustrations
Isometric illustrations are used for simplified representations of large structures like tankers and terminals. The full color palette can be used, with a combination of plain fills and lines in varying widths.
Photography
Odfjell should be represented by a combination of photographs of the people at Odfjell
– from all parts of the organization, Odfjell tankers and terminals, and the oceans we sail in.
The people at Odfjell
Motifs
The people that work at Odfjell – at work, from all flattering angles, also in details. In Odfjell clothing is preferable where company clothing is in use.
Shallow depth of field is nice for portraits and details.
Avoid
• Stiff, organized portraits and group pictures – try to capture social settings or everyday life instead
• People that don’t want to be photographed
• Messy interiors and backgrounds
• Skewed or odd angles – try to keep either or both horisontal and vertical lines parallell to the image borders
Odfjell tankers and terminals
Motifs
Tankers – whole ship and details, in all types of weather. Seen from sides, front, above. Also inside the tanks, pipelines and cargo areas.
Avoid
• Rusty and dirty surfaces
• A messy skyline surrounding the ships
• Unnecessary crops or tilting
The oceans we sail in
Motifs
Images of the oceans we sail in, and the marine life we encounter. Both at open sea and near the coast line.
Avoid
• Tilted horizon
• Wildlife in any distress or intrusive proximity to their habitat
• Spills or garbage patches
Technical specifications
Resolution & formats
• Higher resolution is better
• Choose image formats that contains the most image information (.jpg, .heic, .raw, .tiff and similar),
but not those formats locked to novel software Image
Image filters
• Keep both original and altered versions of the image if adding filters
Avoid
• Overexposed footage
• Camera settings that amplify colors and contrast or settings that flatten the appearance of black
• Sending photos over social media platforms as they tend to compress images.
Use email or file transfer services preferably.