Guidelines for the basic elements.

01 | Basic elements

Release 2.0 | Last revised: 1 January 2010

Contents.

2 3 4 5 6 7 8 9 11 12 13 14 15 16 17 18

Contents. Introduction. Rules to remember. Basic elements. Logo versions without the slogan. Logo versions with the slogan. Logo versions with a shadow. Areas of application for the different logo versions. Layout principle. Other versions of the logo. Coding system. Product photos and eye-catchers. Information boxes. Colors. Typography. Imagery.

19 Information channels and publishing details.

Page 2 Guidelines for the basic elements | Basic elements | Contents

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Introduction.

The corporate design principles of Deutsche Telekom Group are documented in a series of guidelines. These guidelines contain binding rules for the use of the basic elements: logo, typography, colors, layout principles, secondary elements and imagery. The usage of these elements is explained in detail and illustrated using examples.

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Rules to remember.

1. The rules for using the basic elements are valid and binding for the corporate brand and all offer brands. Exceptions may only be made in special cases and with the prior approval of the central brand management department at Deutsche Telekom. 2. The logo is used in combination with a row of Digits wherever possible. If a complete row of Digits is not considered appropriate for the medium or is not technically feasible, a smaller version with a short row of Digits may be chosen instead. 3. The version of the logo with the shadow may only be used in specific media. 4. The logo label can also be used to convey additional information. 5. The slogan is integrated as part of the logo and should be used in all communication. Exceptions to this rule have been defined. 6. The color Magenta is always used as an accent to highlight particular elements in imagery as well as in other graphic elements (eye-catchers, information boxes). 7. The TeleGrotesk typeface is used exclusively. 8. The corporate brand and all offer brands use the same imagery.

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Basic elements.

The following basic elements are central to the corporate identity: Logo Slogan Layout principle Colors Typefaces Imagery Eye lustrations Information boxes The principles regarding the use of the basic elements are explained in detail on the following pages.

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Logo versions without the slogan.

Structure
The right-aligned logo is generally used. Depending on the medium, however, it is also possible to use the left-aligned logo label. Artwork files in EPS format are available in both four-color and grayscale versions for the left- and right-aligned logo labels.

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Logo versions with the slogan.

Structure
The slogan is to be used for all brands except for T-Systems. The logo label featuring the slogan is available in all required languages. Logo files featuring the slogan are available in sizes S, M, L and XL. A logo label with the slogan in XS is only available for the corporate brand. Defined areas of application The slogan should be used in all communication media if possible. Exceptions to this rule have been defined. It is necessary to decide on a case-by-case basis whether the slogan should be used on giveaways or sponsoring media. The placement of the slogan must also be examined closely.

Alignment of the slogan

With right-aligned logos, the slogan appears on the left, aligned with the second Digit and the upper edge of the T. With left-aligned logos, the slogan is right-aligned with the nextto-last Digit.

Artwork files

The following artwork files are available in EPS format: four-color and grayscale.

Note: The slogan appears in English and is to be adapted for each country in which it is used.

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Logo versions with a shadow.

Structure
In these logo versions, the T and Digits are slightly larger and feature a shadow. This more detailed interpretation gives the logo a more elegant and accessible look. The logo is used for all brands except for T-Systems. The logo label featuring the slogan is available in all required languages. Logo files featuring the slogan are available in sizes S, M, L and XL. A logo label with the slogan in XS is only available for the corporate brand. The T-Systems logo featuring the shadow does not include the slogan. The right-aligned logo is generally used. Depending on the medium, however, it is also possible to use the left-aligned T-Systems logo label.

Defined areas of application

The logo versions with the shadow are only used in certain media (see the table on page 9). Detailed rules are documented in the corresponding guidelines.

Artwork files

The following artwork files are available in EPS format: four-color and grayscale versions, left- and right-aligned logo labels.

Note: The slogan appears in English and is to be adapted for each country in which it is used.

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Areas of application for the different logo versions.

Using the logo with the shadow
The logo version with the shadow is generally used in print and digital media. This excludes all media on which this logo version cannot be applied for technical reasons or is not deemed practical (very small or highly complex applications, etc.).

Media Advertising (TV, print, online) Sales communication (e.g. retail flyers, brochures, posters) Digital media (web, HTML newsletters, user interfaces ) PowerPoint presentations Packaging (e.g. devices, blister packs, product manuals) Internal media (e.g. posters, magazines) Giveaways (e.g. lanyard) Shop (e.g. display) Trade fair (e.g. LED panel) Sponsoring (banners, etc.) Business stationery (letterhead, business cards, etc.) Forms (invoice, ID cards, etc.) Consumer products Corporate fashion Signage (building, vehicle labeling)

Logo version without the slogan

Logo version with the slogan

Logo version with the slogan and shadow x x x x x x

x x x x x x x x x

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Using the slogan.

The slogan is always used as part of the logo. It does not appear on its own.
Standard positioning of slogan for logo labels XL, L and M 0.5 CH 0.45 CH Cap height T = CH 0.5 CH Left-aligned with the second Digit Minimum distance to the slogan

Standard size

The size of the slogan is derived from the cap height (CH) of the T and is generally 0.45 CH in height. A smaller slogan is used for the S and XS logo labels. This has a cap height of 0.35. If the slogan is too long to maintain the minimum distance to the wordmark, the slogan is scaled to fit within the maximum width. The minimum distance between the slogan name and the brand name below must also be maintained.

Standard positioning of slogan for logo labels S and XS 0.5 CH 0.35 CH Cap height T = CH 0.5 CH Left-aligned with the second Digit Minimum distance to the slogan

Slogan scaling

Typography

The slogan appears on a single line and is set in TeleGrotesk semi-bold.

Minimum distance to the wordmark exceeded

Alignment

With right-aligned logos, the slogan appears on the left, aligned with the second Digit and the upper edge of the T. With leftaligned logos, the slogan is rightaligned with the next-to-last Digit.

Minimum distance of typography in expanded logo label

A communicative headline over two lines.

A subheadline (optional).

Minimum distance 0.5 CH Flexible text length

Minimum distance: typography

The text in the expanded logo label is generally positioned 1.5 CH (of the T) from the logo. The minimum distance for packaging is 1 CH.

1.5 CH minimum distance from the logo to the baseline Cap height T = CH 0.5 CH

Left-aligned with the second Digit

Minimum distance to the slogan

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Layout principle.
x

Placement of the logo within the format

x 1.5 CH minimum margin between logo and typography Cap height = CH

The logo label is positioned at the upper or lower edge of the format. The distance between the label and the format edge is always 5% of the shorter side of the format.

Ing et adipit iure dit incipit il utat. nim ipit nulpute magnis ea feu.

Height of the logo label

The height is variable depending on the amount of information to be conveyed, but may not exceed 50% of the format height. Advertising media A modified and flexible layout principle is used in advertising media. Details can be found in the corresponding guidelines.

Ing et adipit iure dit incipit il nim ipit nulpute magnis ea feu.
Max height = format height

Positioning at the top of the format

Ing et adipit iure dit incipit il utat nim ipit nulpute magnis ea feu.

x = 5% of the shorter side of the format x x Minimum height x x x Maximum height x

x Positioning at the bottom of the format

Logo sizes

Label XS For use with extremely long, narrow formats (e.g. one-column ads) Label S For use with narrow formats (e.g. DIN long) Label M For use with conventional portrait formats (e.g. DIN A4) Label L For use with conventional landscape formats Label XL x x For use with extremely wide, short x x x x formats Label XS Label S A larger logo may be used as needed.

x x

x Label M

x x

x Label L

x x

x Label XL

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Other versions of the logo.

Short version of the logo
Against a defined background For use on special applications (e.g. co-branding, TV, sponsoring etc.).

TMO_KurzformPos_1_4C.eps

THO_KurzformPos_1_4C.eps

TSY_KurzformPos_1_4C.eps

TSY_KurzformPos_1_4C.eps

T_KurzformPos_1_4C.eps

TMO_KurzformPos_1_1K.eps

THO_KurzformPos_1_1K.eps

TSY_KurzformPos_1_1K.eps

TSY_KurzformPos_1_1K.eps

T_KurzformPos_1_1K.eps

No background For use on special applications (e.g. giveaways, sponsoring, product labeling, etc.). The logos are also available in reverse (negative) versions.

TMO_KurzformPos_1_4C_T.eps

THO_KurzformPos_1_4C_T.eps

TSY_KurzformPos_1_4C_T.eps

TSY_KurzformPos_1_4C_T.eps

T_KurzformPos_1_4C_T.eps

TMO_KurzformPos_1_1K_T.eps

THO_KurzformPos_1_1K_T.eps

TSY_KurzformPos_1_1K_T.eps

TSY_KurzformPos_1_1K_T.eps

T_KurzformPos_1_1K_T.eps

TMO_KurzformNeg_1_1K_T.eps

THO_KurzformNeg_1_1K_T.eps

TSY_KurzformNeg_1_1K_T.eps

TSY_KurzformNeg_1_1K_T.eps

T_KurzformNeg_1_1K_T.eps

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Coding system.
Logo designation
A specific designation is assigned to each logo label to provide orientation and distinguish between the various versions.

Coding system

The designation of each individual file follows a defined system based on the style, color, type, size, slogan use and format.

Brand

Style Color/color scheme Alignment/appearance Size Slogan (optional) File format

TMO_Label_1_4C_li_XS_Slogan.eps
T TMO THO TSY TCOM Corporate brand; Telekom offer brand T-Mobile offer brand T-Home offer brand T-Systems offer brand T-Com offer brand Label Short form pos (e.g. co-branding) Short form neg (e.g. co-branding) Four-color mode for printing in CMYK (Euroscale) Three-color mode for online applications using RGB 1K One-color mode (line drawing) P Pantone RAL RAL color system 3C 4C .eps Format for professional printing applications .jpg Format for MS Office applications .gif For print and screen applications XS S M L XL For use with very tall, narrow formats (e.g. one-column newspaper ad) For use with narrow portrait formats (e.g. DIN long) For use with conventional portrait formats (e.g. DIN A4) For use with conventional landscape formats For use with extremely wide, short formats

re Right-aligned logo li Left-aligned logo T Transparent background 1 Logo version without shadow 2 Logo version with shadow

Slogan Slogan_nl Slogan_at Slogan_gb Slogan_hu Slogan_cz Slogan_me Slogan_mk_a Slogan_mk_b Slogan_sk Slogan_hr

Germany Netherlands Austria England Hungary Czech Republic Montenegro Macedonia (cyrillic) Macedonia (latin) Slovakia Croatia

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Product photos and eye-catchers.

Structure of eye-catchers
Eye-catchers are square with slightly rounded corners and an offset shadow. The corner radius is 7.5% of the length of the edge. The eye-catchers are tilted 7.5 to the left. The size can be scaled as desired.

Colors

The eye-catchers may appear in the corporate colors Magenta and white, or in the secondary colors. Depending on the background color, the text is set in white and/or black.

Typography

x x Cut-out with drop shadow Drop shadow Shift and size: 7.5% of the shorter side Color: 65% black, multiply mode x = 7.5% of the shorter side
x x x

Different type sizes and typestyles can be used to draw more attention to the presented information. If possible, the copy should fill the The text can also be left-aligned.

Product photo against a background image

Product photo on a Magenta background

Product photos

Eye-catchers in white and secondary colors

Products are always displayed as cut-outs with a soft, slightly offset shadow.

Soft drop shadows

The shadows used for eye-catchers and products are created in 65% black using the multiply mode. The shift and size of the drop shadow corresponds to 7.5% of the shorter side of the object.

Combi Flat Take advantage now!

M
Unlimited cal and sur fing ling

New
Reduced now!

Unlimited cal and sur fing

ling

x x x

Negative examples 7.5

Structure and appearance of shadow, eye-catcher Corner radius: 7.5% of the edge length, angle: 7.5 Drop shadow, size and shift: 7.5% of the edge length Color: 65% black, multiply mode x = 7.5% of the edge length

44,95

ite and surfid calling ng

Call & S Comfor ur f Unlim t

10, less

New
Incorrect color (no color gradients) Release 2.0 | Last revised: 1 January 2010

Tilted incorrectly

Incorrect text alignment

Page 14 Guidelines for basic elements | Basic elements | Product photos and eye-catchers

Information boxes.
Information boxes
Information boxes emphasize important details, such as tips, summaries or products.

Structure

Information boxes are outlined and have slightly rounded corners. The corner radius should appear similar to that in the illustration shown here. If several information boxes are featured on one page, they should all have the same corner radius.

Important information e.g. tips, summary, overview or product reference

4 mm baseline grid Positioning of typography within the information box

Minimum distance 4 mm in line with the baseline grid

Beschreibende Headline. Produktname ABC.

Lorem ipsum Dolor sit amet. Labore et Dolore et magna Aliquam erat volutpat. Duis autem Veleum Iriure Dolor in hendrerit Commodo consequat. Lorem ipsum Veleum Commodo ad consequat Duis autem Magna Labore est etiam Volutpat

Communicative headline o two lines.

0.5 x

Duis autem Veleum

24,95
0.5 x

4
Descriptive Headline. Productname ABC.
Lorem ipsum Dolor sit amet. Labore et Dolore et magna Aliquam erat volutpat. Duis autem Veleum Iriure Dolor in hendrerit Commodo consequat. Lorem ipsum Veleum Commodo ad consequat Duis autem Magna Labore est etiam Volutpat Duis autem Veleum

24,95 x

Colors

The information boxes are either in Magenta with a white or black outline, or in white with a Magenta or black outline.

Alignment of typography

Line weight = one-half the Digit height

Line weight of the information box The line weight is calculated using the size of the Digits in the logo label

The text is always positioned in the top left corner. The distance to the format edge is 4 mm. All copy is aligned with the baseline grid. Further information on the size and positioning of the information boxes can be found in the corresponding guidelines.

Colors

Information boxes on a Magenta background

Information boxes on a white background

Information boxes on a background image

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Colors.
Corporate colors
Magenta, different shades of gray, black and white.

Use of the corporate colors

Boxes, backgrounds, typography, within graphics, highlighting text, etc.

Deutsche Telekom Magenta Euroscale 100% Magenta Pantone U/C Process Magenta Pantone TCX 18-2436 RGB 226/0/116 Hex #E20074 RAL 4010 Telemagenta Scotchcal 100-821 Telekom magenta

Deutsche Telekom Gray 1 Euroscale 47% black Pantone U/C Cool Gray 7 RGB 153/153/153 Hex #999999 RAL 7045 Telegray 1 Scotchcal 100-822 Telekom gray

Deutsche Telekom Gray 2 Euroscale 65% black Pantone U/C Cool Gray 9 Pantone TPX 17-4405 RGB 102/102/102 Hex #666666 RAL 7046 Telegray 2 Scotchcal 100-822 Telekom gray

Deutsche Telekom Gray 3 Euroscale 72% black Pantone U/C Cool Gray 10 RGB 51/51/51 Hex #333333 RAL 7012 Basalt gray Scotchcal 100-706 Traffic gray

Deutsche Telekom Gray 4 Euroscale 10% black Pantone U/C no valid color RGB 237/237/237 Hex #EDEDED RAL 7047 Telegray 4 Scotchcal 100-11 Pearl gray

Deutsche Telekom Gray 5 Euroscale 85% black Pantone U/C 432 RGB 38/38/38 Hex #262626 RAL 7016 Anthracite gray Scotchcal 100-012 MACal 9800 pro, 9889-05

Deutsche Telekom Gray 6 Euroscale 25% black Pantone U/C Cool Gray 3 RGB 204/204/204 Hex #CCCCCC RAL 820-1 effect Scotchcal 100-384

Secondary colors

Defined colors or a range of shades selected from the permitted colors with 60% saturation and 100% brightness.
Spectrum of secondary colors. Color values using Photoshop CS

Black Euroscale Pantone U/C RGB Hex RAL Scotchcal

100% black Process Black 0/0/0 #000000 9011 Graphite black 100-12 Black brilliant

White Euroscale Pantone U/C RGB Hex RAL Scotchcal

0% black 9060 255/255/255 #FFFFFF 9010 Pure white 100-10 White, brilliant

Dark blue Euroscale RGB

70/35/0/20 66/123/171

Light blue Euroscale RGB

60/10/0/0 100/185/228

Dark green Euroscale 35/15/75/0 RGB 186/189/90

Light green Euroscale 15/5/63/0 RGB 221/214/116

Orange Euroscale RGB

5/40/70/0 237/169/90

Yellow Euroscale RGB

0/15/68/0 253/209/103

Brown Euroscale RGB

35/55/60/0 180/128/98

Petroleum Euroscale RGB

75/30/35/0 64/143/154

75%

Use of colors

50%

Secondary colors may be used for graphics, tables, tabs, eye-catchers etc., but not for large areas. TeleGrotesk may not be set in these colors.

25%

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Typography.
Typestyles
TeleGrotesk regular, semi-bold, bold

Type colors

Magenta, black, white, TeleGray

A defined sequence of type colors should be used for two-line headlines. If the background is Magenta, the first line should be white and the second black. If the background is white, the first line should be Magenta and second black. If copy text starts on the second line, Dummy text should have as many different letters as possible and be written in this should appear in the same color. the original language. Text in foreign languages does not adequately meet these requirements. Prices on a Magenta background are set in white, and in Magenta on a Dummy text should have as many different letters as white background.

TeleGrotesk
Dummy text should have as many different letters as possible and be written in the original language. Text in foreign languages does not adequately meet these requirements.

regular semi-bold bold

Descriptive Headline Productname
Lorem ipsum dolor sit amet Consectetuer adipiscing elit sed diam nonummy nibh euismod tincidunt laoreet dolore magna aliquam erat Ut volutpat ut wisi enim

Descriptive Headline Productname

possible and be written in the original language. Text in foreign languages or lorem ipsum does not adequately Type sizes meet these requirements. 12345678910 ABCDEFGHIType sizes should be selected in relaJKLMN
tion to the logo: Cap heights identical or in increments of .5 (1.5 CH, 2 CH, 2.5 CH etc.)

Dummy text should have as many different letters as possible and be written in the original language. Text in foreign languages or lorem ipsum does not adequately meet these requirements. 12345678910 ABCDEFGHIJKLMN

Lorem ipsum dolor sit amet Consectetuer adipiscing elit sed diam nonummy nibh euismod tincidunt laoreet dolore magna aliquam erat Ut volutpat ut wisi enim

Line spacing

Approx. 100% to 110% of type size. With type sizes larger than 50 pt approx. 90% to 100% of type size.

Character spacing (InDesign)

Up to 10 pt: character spacing +5 10 pt to 50 pt: character spacing 0 Larger than 50 pt: character spacing -10 to 0

Alignment

Copy text should be left-aligned and non-justified.

Did you forget your phone? Is your battery dead? You can now send SMS messages at over 40,000 public phones. Dummy text should have as many different letters as possible and be in the original language. 1234567890 ABCDEFGHIJKLMNOPQRSTUV Did you forget your phone? Is your battery dead? You can now send SMS messages at over 40,000 public phones. Dummy text should have as many different letters as possible and be in the
Page 17 Guidelines for basic elements | Basic elements | Typography Release 2.0 | Last revised: 1 January 2010

Imagery.
Content (who, where, what?)
Location/surroundings Suitable for the target group, depending on the offer brand: On the go: Places where people dont stay for a long period of time At home: Private apartment, at a friends place, around the house World of business: On the go or in a business location People Models Open, authentic, self-confident and expressive A broad range of ages and ethnicities Styling Natural-looking, light make-up, hairstyles appropriate for the situation depicted Individual clothing, accessories suitable for the desired target group Behavior Shared moments: the people shown are involved in a real-life activity or everyday situation Natural, spontaneous activities (snapshot feel) Everyday experiences, typical on-the-job situations Alone, in pairs or in groups

Style (How we show it)

Colors Warm, bright situations; lively Negative examples mix of colors Studio situations; Silver-gray surroundings, premium technology (T-Systems) artificial sur Natural, yet clearly visible Magenta roundings; accent famous sights; backgrounds or Photography style accessories with Natural blurriness in the too many details foreground or background or busy patterns Camera at eye level Natural light Striking, clear composition

Beauty pageant candidates; ostentatious glamour; special visual effects applied to people

Introverted or exaggerated behavior; unnatural poses; metaphorical motifs

Colors too desaturated; Magenta accent too dominant; Competing shade of red too dominant

Camera perspective at an angle; too blurry; flash or backlighting

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Information channels and publishing details.

The CI-Hotline

Deutsche Telekoms CI-Hotline at the headquarters in Bonn will be pleased to help with further questions, detailed information or design approval every day from 8:00 a.m. to 6:00 p.m.: Tel. +49 228 181-24299 Fax +49 228 181-24288 E-mail hotline@telekom-ci.net

Information and data on the intranet

Published by:

In addition, more information about the CI/CD of Deutsche Telekom as well as the appropriate Manuals, Guidelines and Design Specifications can be found on the CI-Net at http://ci-net.telekom.de Information and data on the extranet http://www.telekom-ci.net

Deutsche Telekom AG Brand Strategy and Marketing Communications P.O. Box 20 00, 53105 Bonn, Germany Concept, text and design: Interbrand 2010 Deutsche Telekom AG. All data is subject to copyright. Reproduction is prohibited. Last revised: 01/2010

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