Basic elements / Logo / Brand signature / Positioning
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        Basic rules positioning
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        There is a standard scaling principle for positioning the brand signature on various carriers, for both portrait and landscape sizes. Starting point is the basic brand signature.
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        Scale the brand signature proportionally to full width.
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        Positioning
        Always at full width on the bottom of a brand carrier.

         

        Portrait sizes
        Scale the brand signature in proportion to full width.

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        Step 1: Scale the brand signature to 1/7 of the carrier height.
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        Landscape sizes
        The brand signature height is 1/7 of the brand carrier height. Scale it to full width, by extending the orange line. All other elements in the signature remain unaltered.


        Exceptions
        For brand signature applications on narrow portrait sizes (e.g. elongated advertisements) and advertising in public space (e.g. billboards).

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        Step 2: Extend the orange line.
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        Example reduced portrait sizes                              Example billboard application
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        Positioning exceptions
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        This paragraph shows how to apply the brand signature in two exceptional situations:

         

        1. Reduced portrait sizes, if the height of the carrier exceeds twice the width (e.g. elongated advertisements).
        2. Advertising in public space (e.g. billboards).

         

        The basic brand signature appears too small in these situations, therefore a reduced version of the brand signature can be used.

         

        Instruction
        Reduce the basic brand signature from 210 mm to 165 mm by removing 45 mm in the middle. Next, scale this reduced version.

        For usage of these exceptions of the brand signature, ask permission of the Global Branding Department. E-mail your examples in pdf to branding@ing.com.