Design System

Using basic design rules helps to create a harmonious overall brand image that is systematically applied to all advertising media. This is based on a column grid that gives the design its system.

Basic Principle Copy link to this element

In general, the design of advertising material is made up of mandatory elements for all channels: On the visual level, an emotional image meets a picture that localises this feeling. In texts, the headline combination refers to the visual impressions. The vibe acts as a connecting element. The logo and URL round off the ideal brand design.

The number of grid columns depends on the format. If there is no master template available for a particular format, you can use a template that comes closest to it. If this results in a logo in the wrong size, the number of columns must be adjusted accordingly.

Logo Copy link to this element

There are predefined distances and alignments that provide space for the logo to work.

Every logo needs its space. Its white space, to be precise. The precisely defined safe space gives the logo the freedom it needs to be effective.

The size of the logo file including safe space is always 2 columns.

Learn more

Lebensgefühl Copy link to this element

Lebensgefühl is inseparably linked to Austria – this conception is implemented in the design by connecting the word "Lebensgefühl" directly to "Austria".

The Lebensgefühl claim is available in two applications. The wrapped version is intended for portrait formats in order to utilise the space optimally.
We generally recommend favouring the version with red lettering. If legibility is otherwise limited (e.g. on natural cardboard), the white version can also be used.

URL Copy link to this element

The URL finds its place according to the elements already specified and their alignment in the grid. It usually runs along the vibe.

The URL may be placed under the vibe over the entire format width. The safe space of 1.5 flags to the edge of the format must also be observed here.

The URL is a path text with a baseline offset downwards.
The distance from the vibe to the URL corresponds to the height of the "t" from the URL lettering.
To ensure that the URL is not displayed too small in print products, we recommend the following font sizes:

DIN A7: 7 pt
DIN A6: 8 pt
DIN A5: 9 pt
DIN A4: 10 pt

t = Distance

If the logo is at the top right, the the URL is always below the vibe. If the logo is at the bottom, the URL is exceptionally above the vibe. The vibe therefore always acts as a separating line between the logo and the URL.

Headline Combi Copy link to this element

Instead of a "conventional" headline, a headline combination is used. It consists of the "Lebensgefühl", its written translation and a subline. The structure and design of this combination is based on a dictionary entry. There are clear hierarchies between the text elements and all relevant rules to ensure consistency at all times.

The size of the subline is chosen according to the format size to ensure good legibility. This in turn determines the size of the phonetic transcription.

Please note: The phonetic transcription is not a typeable font, but an extra file converted into paths, which must be linked. The size of the brackets can be defined with two lines of the subline (X-height of the 1st line to the baseline of the 2nd line).

To ensure that the subline is not too small in print products, the following font sizes are recommended for standard format sizes:

DIN A7: 8 pt
DIN A6: 9 pt
DIN A5: 10 pt
DIN A4: 12 pt

The minuscule of the letter "L" in the phonetic transcription serves as a distance measure between the text elements: On the one hand, it is the distance from the baseline of Lebensgefühl to the height of the capitals of the phonetic transcription and on the other hand from the base line of the phonetic transcription to the subline.

The headline “Lebensgefühl“ is always set in the centre. The phonetic transcription and subline are always flush left and aligned with the columns or half columns of the grid.

The "Lebensgefühl" headline can be set flexibly in size, but without extending beyond the outermost two columns of the grid.
For smaller formats (six columns or less), the headline must not extend beyond the outermost half column.

Image-Text Readability Copy link to this element

Instead of a "conventional" headline, a headline combination is used. It consists of the "Lebensgefühl", its written translation and a subline. The structure and design of this combination is based on a dictionary entry. There are clear hierarchies between the text elements and all relevant rules to ensure consistency at all times.

No red backgrounds in the images
For shootings, instruct styling and equipment to minimise red and orange tones in the choice of clothing and accessories.
No medium tones
Red lettering is easy to read on light and dark colours. With green tones, for example, it can be difficult.

Applications Copy link to this element

In principle, there are clearly structured rules for the various applications in offline and online media. The design system offers a guide for every type of use, from small banner formats to editorials.