Layout principle
The layout principle for Koenig & Bauer combines all brand elements to create a flexible brand presentation with a high recognition factor. The basic elements are aligned to the positioning of the trademark. Images are given ample space and cropped. Headlines can be placed on top of backgrounds or images, or overlapping backgrounds and images.
The layout principle applies to all media and is inspired by the run of the printable material through the print rollers.
For the sake of consistent brand presentation across all media, the trademark is always positioned on the central axis along the upper edge of the page. The size of the trademark is clearly defined for all standard formats.
The claim is always positioned flush with the “Koenig” from the trademark. The size of the mirror projection (in %, see table), in which the claim is positioned as a file, is always identical to that of the trademark.
Variations for the inclusion of the claim
Claim as boilerplate text
The claim (we’re on it) is generally positioned as a footer in the layout, flush with the “Koenig” in the trademark.
Claim in the headline
Where the claim is incorporated as an eye-catching feature of the headline, the same rules apply as for headlines. It can appear in two-line or three-line headlines.
The claim must never appear in both the headline and the footer at the same time.
Print space for cover pages
The print space helps to ensure that brand elements are given sufficient space, such that they are legible in every format and guarantee consistent presentation across all media. The print space is predefined for all standard formats. For non-standard formats, the print space can be deduced from the defined size of the trademark.
Basic layout structure
The principles for creating titles and lead pages are basically the same for all formats and media. All further steps for positioning the brand elements hinge on the central positioning of the trademark.
→ The visual design axis (highlighted in magenta) is derived from the central positioning of the trademark and the claim, which is aligned flush with the trademark. This axis forms the basis of the Koenig & Bauer layout principle.
1. Trademark positioning
Central positioning of the trademark. The claim is positioned flush left with the “Koenig” from the trademark. This creates a visual design axis between the trademark and the claim.
2. Defining the print space
Defining the print space from the size definitions of the trademark and the positioning of the claim. The claim is always positioned on the lower edge of the type area.
3. Screen area
Screen area for layouts in 6/6 width and 8/8 height. Above the claim, a protected area twice the height of the trademark must always be kept clear.
4. Image use
Images are positioned with full surface coverage, or cropped covering one or a maximum of two pages, based on the screen.
→ The image should be aligned either to the visual design axis, or to the following guidelines for text.
5. Text
Including text in the type area.
→ If the previously positioned image is not aligned to the visual design axis, the headline should be aligned to it instead.
Layout versions
When positioning elements in the layout, any additional element (whether headline or image) besides the trademark and the claim must be aligned to the visual design axis.
Version 1: Headline on background
Headlines can be positioned against the background, and are aligned with the print space or, with the first line / indent of the second line, with the visual design axis.
Images are always inserted cropped, on one or a maximum of two pages of the format, and can be aligned to the visual design axis and the type area.
→ Either the headline or the image should be aligned to the visual design axis.
Version 2: Headline overlapping image
Headlines can be positioned to overlap an image, and are aligned with the print space or, with the first line / indent of the second line, with the visual design axis.
Images are always inserted cropped, on one or a maximum of two pages of the format, and can be aligned to the visual design axis and the type area.
→ Either the headline or the image should be aligned to the visual design axis.
Version 3: Headline on image
Headlines can be positioned on top of an image, and are aligned with the type area or, with the first line / indent of the second line, with the visual design axis.
Images are always inserted cropped, on one or a maximum of two pages of the format, and can be aligned to the visual design axis and the type area.
→ Either the headline or the image should be aligned to the visual design axis.
