LITERATURE CONCEPT

TECE's brand architecture serves as the basis for the literature concept. Three main levels are depicted in the hierarchy: Company, Competences and Products. The price lists form an additional technical level and are to be considered separately due to their content and design characteristics.

All three levels use the logo variant with stage and signature tag, but differ in the use of full-surface motifs and the use of blue and white areas as information areas.

The use of a colour coding system is no longer planned.

 
Print

LAYOUT SYSTEM

We do not provoke recognisability through repetitive design, but through the consistent use of elements. We specify as few rules as necessary to enable simple and quick expandability and thus give more room for creativity.

Use of the stage and signature tag

LOGO SIZE AND TYPE AREA

The logo size always adapts to the format. The maximum display size of the ‘Stage’ results from the formula: 
Shorter side of the format/5 

(Exception: extreme formats)

The ‘signature tag’ is always as long as the side length of the ‘stage’ and therefore automatically 1/3 wide, whereby the minimum display size is based on the legibility of the claim.

The shortest side of the format divided by five gives the maximum size of the ‘stage’.

The size of the stage is determined by the format. The ‘signature tag’ results from the stage.

The type area now also results from the defined sizes.

The type area results from the signature tag.

Further examples in common formats:

Exceptions prove the rule

DEALING WITH EXTREME FORMATS

A layout becomes an extreme format if the shorter side of the format is less than 1/3 of the length of the longer side of the format.

Definition of an extreme format;
Shorter side < 1/3 in relation to the longer side

No extreme format;
Shorter side > 1/3 in relation to the longer side
 


The logo size adapts to the format, but is never larger than 1/2 of the shorter side of the format.

 

 

 

 

 

 

 

 

Image area, info area and safety margin

LAYOUT GRID

Layouts can consist of a full-surface image or two subdivisions. The subdivision of the format is either on the horizontal or vertical axis, is always rectangular and is in the bleed.

The areas can either be filled with a primary colour (TECE blue or white) or with an image.

Image to image or text to text divisions are not permitted. The ‘Stage’ and ‘Signature tag’ must have a safety margin of at least 1/3 of the side length of the ‘Stage’ and must not overlap across both parts.

 

The square as a safety margin defines the basic distances in the information section and, if possible, in the image area.

The safety margin must also be taken into account when the two layout areas meet.

 

 

 

 

Print

ADVERTISEMENTS

Format
The format of an advert can be created flexibly (as required).

Logo und grid
‘Stage’ and “Signature tag” are adapted to the corresponding format. Likewise, the grid and the protection margins are based on the rules defined under layout system. 

Image and text 
Depending on the motif, the text can be placed directly on the image (legibility must be ensured). Alternatively, a blue or white area can be added (see layout system). The font colour can be white or black, depending on the background.  

Web address 
The web address can be placed next to the ‘signature tag’ with a fixed defined distance, or incorporated into the text as a ‘call to action’.

Download


Print ad template 140x297mm(Login required)

Print ad template 210x148mm(Login required)

Print ad template 210x297mm(Login required)

 
Structure and layout

Sales folder

The features:

  • Support in sales meetings ‘sales brochure’
  • Highlighting one or more products
  • Information on promotions, discounts and conditions
  • Sales arguments are easy to grasp
  • Reduced use of elements
  • small amounts of text
  • Use of large image stages, info boxes, keywords 
    in combination with short explanatory copy texts
  • Scope: four to eight pages
     

Sales folder – layout

  • 1. Cover
    - attractive and interesting cover motif
    - Blue area for placing a headline
  • 2. Lead story/Contents page 1
    - with a rectangular motif and introductory text in blue
  • 3. Testimonial page
    - with quote and info box with main selling points
    - Additional elements possible
  • 4. Contents pages 2
    - more detailed formulation of the sales arguments
    - Layout and elements are based on the content
  • 5. Contents pages 3
    - more detailed formulation of the sales arguments
    - Layout and elements are based on the content

  • 6. Back
    - Back with further product information and an overview of the range
    - Addresses are to be formatted according to the definitions
     


    Download

    Sales folder template(Login required)

    Sales folder best practice 4 pages(Login required)



     









     






















     

4-page sales folder

6-page sales folder