Liveliness
is colourful
From the
land of colours
Colour scheme
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Our brand identity is built on four colour families. Used in the right combination, they produce a strong visual impact. Our basic colours represent our stability and reliability, while our dynamic colours support the changing content diversity, the thematic areas, and market-specific peculiarities.
Basic and secondary colours
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Ideally, only the basic colours are used, and secondary colours are resorted to only if necessary, for example in illustrations and infographics. But as the focus of our corporate identity lies primarily in the use of photographs, even the basic colours are used only sparingly – above all with regard to typeface. In any case, the rule of thumb is: Always strive for a monochrome look.
WHITE CMYK 0/0/0/0 RGB 255/255/255 HEX #ffffff | RED CMYK 0/100/100/0 RGB 220/0/0 HEX #e30613 | BLACK Pantone Black CMYK 40/40/40/100 RGB 0/0/0 HEX #000000 | GREY 20% BLACK 30% BLACK |
Dynamic colours
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The dynamic colours can be generated from the respective content. If (especially with editorial content) a colour is absolutely required in addition to the basic colours, it may be selected with great care. In this case, ONE additional colour may be selected in addition to the basic colours from the image scheme of the respective content. Examples can be found in the following applications.
Thematic and navigational colours
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The thematic or navigational colours are based on the thematic area. These colours are used when topics related to a specific thematic area are addressed and highlighted. This does not mean that these colours are to be used as foreground colours, but rather that they discreetly support the basic colour in navigation or in the highlighting of a topic. These colours can also be helpful in infographics and informational illustrations – see illustration.
Active & Outdoors
Green stands for Austria’s nature, growth, hope, and health.
Arts & Culture
Yellow stands for creativity, enthusiasm, energy, and youth.
Wellbeing
Turquoise stands for clarity of thought, serenity, and balance.
Food & Drink
Brown stands for down-to-earthness, warmth, pleasure, “gemütlichkeit”, and sensuality.
Applications
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In the selection of colour, it is always important to make choices appropriate to the circumstances. There is the preferred approach to colour as well as the alternative approaches, which should be selected solely because of a content-related requirement or due to a lack of photo material. The following examples show the three fundamental approaches.
