Visual identity

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Visual identity

What are CMYK, RGB, PMS and grayscale?

Different end-use purposes require different colour modes. That is why there are logo versions including different colour modes like CMYK, RGB, PMS and grayscale. The aim with these, is to have well managed brand colours through various applications and medias.

Do I have to pay attention to colour modes when working with Microsoft Office applications?

JPG, GIF and PNG logos include the right colour mode RGB, so you do not have pay attention to different colour modes when working in Microsoft Office environment. When using PDF, use the RGB version (included in the ”Eumer Fishing logos for Microsoft Office” ZIP package).

How are different logo versions with different colour modes used in professional design applications?

When designing printing applications, designers choose the right colour mode version of the logo depending on their end-use purposes. Logos are available in CMYK, PMS, grayscale and black colour modes.

Terminology related to this topic:

CMYK = colour model, that is used in four colour (C = cyan, M = magenta, Y = yellow, K = key colour, black) printing. CMYK colour definition for art paper printing can differ from newspaper printing.

PMS = colour matching system for printing created by Pantone, to provide spot colours that cannot be simulated with CMYK. Includes also metallics and fluorescent colours.

RGB = colour model, that is used in television and computer screens, digital cameras, video projectors and like. RGB refers to Red, Green and Blue.

Grayscale = colour model, that includes only black colour, but is composed exclusively of shades of gray.

Logo versions

There are different versions of the logo for different purposes and applications. There are three colored primary versions that can be used flexibly depending on the application. If it is not possible to use any of these logo versions, for example due to the printing techniques used, the black logo version is to be used.

Primary logo versions

Logo_version_1
Logo_version_2
Logo_version_3

Secondary logo versions

Logo_version_4
Logo_version_5
Logo_version_6

Logo usage

The adjacent examples show the use of the logo. The original files of the logo must always be used, and they must not be changed in any way. Always ensure good legibility when using the logo.

Logo_usage_1

Logo on a light image

Logo_usage_2

Logo on a dark image

Logo_usage_3

The logo must not be used over a tone with too little contrast.

Logo_usage_4

The logo must not be used over a strong pattern.

Product logos

How to construct a product logo:

Always have a scaled down version of the Eumer logo next to product names. Remember the box with rounded corners.

Piece_1

Name of product brand
Font: Degular Display Black

Piece_2

Product name in capital letters
Font: Causten Round Bold
Font size: sized accordingly in relation to product brand name
Character spacing: 150

Piece_3

Product logo examples:

Colours

Managing brand colours

The goal with brand colours is to display them the way they are intended through various applications, screens and medias. Unfortunately, defining brand colour values accurately, does not guarantee the intended display of brand colours.

Here is why the brand colours may turn the way they are not intended:

  • Different devices detect or reproduce given colour values differently. The red colour on your screen, may look more like orange on somebody else’s screen.
  • Different printing processes have lots of factors that can cause colour variations to the final printed products
  • CMYK and PMS colours may not have the same colour appearance as PMS colours cannot be simulated with CMYK
  • Different circumstances in surrounding environments can cause variations to the colours
  • Some people have disabilities like decreased ability to see colour or differences in colour

How to get brand colours right across different medias?

  • With printed products, use CMYK/PMS colour charts, or have an accurately printed sheet of your brand colours that you can use as colour reference
  • Supervise your printing house
  • Always use original logo files, re-saving logos and converting colour modes may cause unintended results
  • To avoid unintended results with different displays and projectors is unfortunately pretty much impossible. Especially video projectors can cause severe inaccuracy in displaying colours
  • Stick with the given colour values across digital and printed applications

Colour modes

CMYK: colour model, that is used in four colour (C = cyan, M = magenta, Y = yellow, K = key colour, black) printing. CMYK colour definition for art paper printing can differ from newspaper printing.

RGB: colour model, that is used in television and computer screens, digital cameras, video projectors and like. RGB refers to Red, Green and Blue

HEX: RGB colours represented in hexadecimals. Often used for example in HTML code

PMS: colour matching system for printing created by Pantone, to provide spot colours that cannot be simulated with CMYK. Includes also metallics and fluorescent colours. It is also recommended to specify PMS colour for both coated and uncoated paper.

RAL: colour matching system that is mainly used for varnish and powder coating

Primary Colour Palette

Glaston Blue is the most dominant colour in all Glaston visuals. Additionally, Orange, Light Blue and Grey can be used to support visual expression in different applications. Avoid using lighter tones of these colours.

Eumer green

CMYK: 65C 40Y
Newspaper CMYK: 65C 40Y
RGB: 58R 196G 180B
HEX: #3ac4b4
PMS: 3265
RAL: 5018

Eumer Purple

CMYK: 68C 85M 30K
Newspaper CMYK: 68C 85M 15K
RGB: 81R 26G 117B
HEX: #511a75
PMS: 2607
RAL: 4007

Black

CMYK: 100K
Newspaper CMYK: 100K
RGB: 0R 0G 0B
HEX: #000000

Eumer Fishing colour palettes Eumer Fishing colour palettes .zip 0.1 MB

Guiding Colors in Package Design

The colours on this list are meant to be used in package design only. Their main purpose is to highlight key information as well as to create color codes for some technical details of a product, for instance. The aim is to help & guide the user – not to use them as part of Eumer’s Primary colour palette. More guiding colours can be added as you go along.

As these colours are meant to be used in print, color specifications only include CMYK values.

CMYK: 65C 00M 40Y 00K

CMYK: 65C 00M 40Y 00K

CMYK: 65C 00M 40Y 00K

CMYK: 65C 00M 40Y 00K

Typography

Brand typography

The fonts listed in the guidelines are used across all brand related applications and should not be replaced with other similar fonts. Always refer to the font usage instructions in this section to know how to work with our brand fonts.

Should I have these fonts on my computer?

  • If you are a designer or a web developer, you will need a license to our brand fonts
  • If you are using Microsoft Office environment, you do not need our brand fonts

Where are our brand fonts used?

  • Printed applications such as packaging, business cards, brochures, ads, magazines
  • Digital applications such as websites & videos

Primary Typography

Eumer’s brand font is Causten Round. It should be used whenever technically possible and always in printed products, web applications and video presentations.

The font is available in the variants given here, and it can be obtained from MyFonts.

Complementary Typography

Viktor Script is Eumer’s complementary font. It can be used to highlight certain phrases and messages whenever there’s a need to be a bit more playful, just to spice things up a bit. Not to be used excessively.

The font can be activated at Adobe Fonts.

Logo Typography

Degular Display Black is the font used to construct Eumer’s logos (Classic, Jasu, SpinTube).

The font can be activated at Adobe Fonts.

Visual language

Eumer’s visual language consists of solid color surfaces & simple typography that are complemented by brand imagery. Rounded corners and shapes are used to emphasize the brand’s friendly personality.

While Eumer Green is the brand’s most dominant color, all primary colors can be used freely. However, they are always used together to create recognizable color schemes within any given layout or application.

The “Uncle Eumer” illustration adds another layer to Eumer’s visuals and is used to communicate key messages in a fun and attention-grabbing way.

“Uncle Eumer” Illustration

You can think of this character as the Eumer mascot. He’s there to make you smile but not to steal the show. The illustration usually appears next to CTA-related messages as well as fun catchphrases and helpful tips. Can be seen in places like Eumer’s packaging, website and apparel for example.

Illustration usage examples

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