This is one of the few cases in which the flag is isolated from the logo and used independently. The safe space also deviates from the rules – due to the exceptionally small format – and is defined separately for this special case.

The colour scheme is also taken from analogue life – or rather from its design system. However, the primary colours are limited to white and red. Black is not used in social media. However, the full range of secondary colours may be used.

Discover more

The same font families are used online and offline. In Latin languages, Alaska again ranks higher in the hierarchy, supported by Nunito. In other languages, the font hierarchy is different.

Discover Typography

The vibe is used also in the social media. When, where and how exactly has already been specified.

Discover Vibe

Illustrations may be used to support inserts or visual content. However, they should be applied moderately so as not to overload the eye and attention of the reader.

Discover Illustrations

For the integration of partners on social advertising media, different guidelines have been set in order to ensure a harmonious overall picture.

This template is used for external placement. The logo can be used in black or white.

In principle, the same rules apply to social media as to all moving images, but there are a few special features that need to be taken into account.

Discover Motion Design

• No cornerbug is required for pure 16:9 YouTube content videos.
• For 9:16 social media video formats, there will also be no cornerbug because it is either cropped or disturbed by the interface. For these cases we recommend the vibe animation.
• In the social media area there is always a cornerbug anyway: namely the profile picture Thus, the profile picture is the cornerbug for played ads.

Depending on the background, inserts can be set to white or red. You can be inspired by the various options of the 16:9 version for placement. The text size is freely selectable and should be adapted to the respective advertising medium and be easy to read.

The grid columns do not have to be taken into account in social media videos. The safe space must of course still be
taken into account - 250 px to the top and bottom of the image.

Subtitles can be added via Canva or Adobe programs, as well as directly in the respective app, e.g. YouTube, Instagram or TikTok. Instagram or Tiktok have different layouts available for their subtitles. We always use the same settings to ensure consistency.

Automatic subtitles - whether YouTube or Tiktok - can always be edited manually. Please always check so that no errors creep in. YouTube offers several ways to add subtitles: write them yourself, SRT file, transcribe, or automatically.

There is a frame (shown here in gray). Text is placed in text boxes that are aligned with this frame and never extend beyond it. The image credits are outside this frame.

Carousels has a vibe that runs through it. In between, it disappears and reappears again and again. The vibe strength is always the same thickness.

The background image for the event carousel must be as still as possible, such as a close-up with depth of field. It must be calm enough to allow the headline to be placed in the top lefthand corner without a text box.

We loosen up the feed on Instagram by occasionally having posts where a color area (text) dominates. In this case, the text box is always as large as shown here.

It is possible to split the image in order to make a section of it visible in a second, related post. The vibe continues.
If the image does not allow this, you can also take two different matching images on the same topic, and only the vibe subtly marks the connection.

Vibe can occur, but does not always have to. The vibe can be static, but it can also animate in and out as a video. This black area is a placeholder for usergenerated content. The quieter the background image used, the better.

It is better to wrap more often, The font can vary freely in size and position (within the safe space).

From time to time, idea pins are used on Pinterest. An idea pin consists of several slides and allows more information to be included. Here, the important thing is the vibe that continues across the individual slides.

The texts in the thumbnails are deliberately large so that they are they are ideally readable in this small application. The font and vibe strength are the same size in all videos. This means that the text must be short and crisp.