Council of Europe Branding - Shindiri Studio
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Council of Europe Corporate Branding

The service of the development of a common corporate design for the Council of Europe includes the design for all requested graphic applications and publications for the needs of the Council of Europe. Shindiri Studio will, as requested by the Council of Europe, provide design services in order to create visual identity for the Council of Europe. The design process consists of establishing common design rules for requested items and easy implementation for further usage.
As a part of the essential design phase we analyzed some of the existing design solutions for various printed materials for the Council of Europe and we came to a conclusion that there is a room for enhancement of the existing design solutions as well as setting new rules for layout implementation. This simulation displays the thought process behind the design as well as rules for the developed drafts and explanation of the development process.
CLIENT
Council of Europe
DATE
September 2010
WORK HOURS
18 month contract
WEB SITE

01

TYPOGRAPHY
The selection of a proper typeface, besides being one of the most essential steps is also one of the trickiest as it needs to be Open Type Font. With this in mind we have chosen “Myriad” as a primary font. “Myriad” font is contemporary and corporate at the same time, it provides readability when used in common text blocks, when used in titles it gives the page a more dynamic look especially when written in capital letters.

Logo and graphic standards book represent a part of the total design process. With the ground rules set with these two factors we had the layout for rest of the branding process.

02

GRID AND MEASUREMENT
Proper usage of the determined typeface and size of the rectangles for the titles The important thing is to follow the guidelines on usage of the typeface and grid system on every inside page. Each page is divided into 2 columns with text in them. Page pagination is connected with a horizontal line and it is displayed in a simple manner so that it does not confront the text and photographs. The line was introduced in order to add some design intervention considering that there will be no images within the text blocks. The width of the line is the same as the width of the 2 text blocks and titles making the entire page come together.

The titles of the pages are written in "bold" and 'caps' and they are justified within their own text block making them "feel & look" like the part of the page. The dynamics in the titles is achieved by adjusting the size of the font to the length of words inside the title. This effect leaves a strong typographic impression. The design in the drafts is easily adaptable to other departments within the Council of Europe because the guidelines and the rules that we have established in these drafts are carefully thought out making them easy to implement on various applications.

03

LETTERHEAD
Both drafts for the Letterhead are designed to be clean-cut and simple while maintaining the “feeling” of a though out design process. The essential information is displayed in a light-designed way so that it complements the main text.

We have managed to create new visual esthetics of the clients company, corporative design, a brand.

04

FOLDER
The main element in the draft for the folder is the background image that relates to the logo of the Council of Europe. Grid system was developed and the implementation of new content can easily be made without disturbing the essential design. We have tested the design flexibility by implementing Russian language.

05

DRAFT FOR THE BROCHURE COVER
The draft for the “Teacher education for change” brochure is designed in a minimalistic and clean-cut spirit. The result of this approach is corporate “look” with clear titles and sub-titles that speaks with the audience. The image of Pestalozzi monument is the only graphical element making a clear connection with the subject of the book. The titles and sub-titles are presented within a grid system and written with “bold” and “caps” types.

During the implementation of the logos, we have followed the guidelines from “Visual identity of the Council of Europe - A practical guide”. Every draft that we have developed follows these standards. During the design process for the book cover we have selected a couple of places on the cover for “selective polish”. This printing effect creates a strong impact on the audience. Unfortunately low quantity of printing does not allow the usage of the effect but you can see it on the reference material that we have sent (the “eye” detail on the HPD Annual Report, the plant on the Fitofert catalogue and backcover typography and “tree bar-code in the middle”, Shindiri Studio business card).

We have managed to create new visual esthetics of the clients company, corporative design, a brand.

06

DRAFT FOR THE INSIDE PAGES OF THE BROCHURE
Proper usage of the determined typeface and size of the rectangles for the titles The important thing is to follow the guidelines on usage of the typeface and grid system on every inside page. Each page is divided into 2 columns with text in them.

Page pagination is connected with a horizontal line and it is displayed in a simple manner so that it does not confront the text and photographs. The line was introduced in order to add some design intervention considering that there will be no images within the text blocks.

The width of the line is the same as the width of the 2 text blocks and titles making the entire page come together. The titles of the pages are written in “bold” and “caps” and they are justified within their own text block making them “feel & look” like the part of the page.

The dynamics in the titles is achieved by adjusting the size of the font to the length of words inside the title. This effect leaves a strong typographic impression.

07

GRAPHIC DESIGN - BARCODE, PICTOGRAM AND ICON DESIGN
We have developed 3 drafts of the book “Protecting Refugees”:
  • TYPOGRAPHIC solution
  • PHOTOGRAPHIC solution
  • CORPORATE solution
Considering that you have produced over 700 publications on various subjects we have tried to cover 3 basic subjects with different design approach. All of the 3 drafts are different but with the usage of the same guidelines they have the same “feel”.

1. TYPOGRAPHIC solution: The sequences of words that symbolize human rights form a logo of the Commission for Human Rights thus emphasizing the subject of the book. The audience will have the basic idea of the contents of the book just by looking at the covers.

2. PHOTOGRAPHIC solution: High-quality professional photograph can speak a thousand words. The idea behind this draft is to make the image dominant and to let it speak. Position of the title is not in the conflict with the photograph, it actually complements it. Position and breaking point of the photograph on the back-cover complements the front-cover and it gives the entire book a more dynamic look.

3. CORPORATE solution: The main goal of this solution is to emphasize the colors of the Council of Europe and the Commission for Human Rights. The photograph in the middle complements the corporate look as it is positioned and sliced so that it does not get in the way of the title.

08

DRAFT FOR THE INSIDE PAGES OF THE BOOK
The important thing is to follow the guidelines on usage of the typeface and grid system on every inside page. The page is divided into 2 parts: 1/3 of a page and 2/3 of a page 1. 1/3 part of the page is dedicated to titles, hotograph descriptions and quotes. 2. 2/3 part of the page is dedicated to the main text block. We have suggested the space for the implementation of the photographs.

Page pagination is displayed in a simple manner so that it does not confront the text and photographs. The titles of the pages are written in “bold” and “caps” and they are justified within their own text block making them “feel & look” like the part of the page. The important thing before implementing the content into the layout is to determine the amount of photographs on one page.

In order to maintain the clean cut design there should never be more than 3 photographs on a single page. The main idea of this draft is to use the images to fill the gaps in a text block and to make the page “complete” from top to bottom.

LAYOUT WITH GRIDS The grid system is established and all the text blocks and photographs should be implemented as displayed within the grid system.

09

DRAFT FOR THE INSIDE PAGES OF THE BOOK
Considering that our studio has enough creative minds, manpower and capacity we have estimated that the timeframe for the development of the entire project is 45 days and it is divided into 3 stages.

Stage 1 (From 1st to 15th day): basic design development, finding a solution for main design problems, development of the publication structures, determining a layout for inside pages, development of the colors, sizes, typeface ratios, setting up exact design guidelines, creative consultations with the client.

Stage 2 (From 15th to 30th day): development of the grid system and layouts for applications for Appendix 1 from your call for tenders.

Stage 3 (From 30th to 45th day): development of the grid system and layouts for applications for Apendix 2 from your call for tenders.

Considering that the Council of Europe has a various amount of materials that needs to be designed, we would require the list of priorities, if any.

All of the applications that the Council of Europe requires need to have strictly determined guidelines. Considering that there is a need for different types printing material, we will always find the most adequate solutions that we will implement during the design period. Along with the design services we will also be available for creative consultations regarding the choice of printing colors and materials, paper quality and every solution that modern printing techniques offer. Each of the desired graphic applications will be developed with a lot of care, effort and professionalism.

New visual identity of the Council of Europe will have strictly defined high standards that will enable easier informing of the audience.

The design of the graphic applications will be easily adaptable to web communication standards.

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