The logo is the visual ambassador of our brand and therefore the most important element in terms of brand recognition. There are four different color versions of our logo as well as a smaller version for particularly small media. The logo must not be altered or redesigned, neither as a whole nor in parts.
The protected area is the space around the logo in which neither text nor other graphic elements may be positioned. The extent of the protected area is derived from the height of the letter ‘b’ in the figurative mark.
Die Schutzzone leitet sich aus der Höhe des "b" der Bildmarke ab.
The logo can be positioned in different spots, but may not be changed. The protected area around the logo helps define the logo’s positioning and the distance from the edge of the medium.
Whenever possible, the Robert Bosch Stiftung logo should be placed in the upper right or left corner. The logo’s protected area helps define the logo’s positioning.
Wann immer möglich, sollte das Logo der Robert Bosch Stiftung in der oberen rechten oder linken Ecke platziert werden. Die Schutzzone des Logos dient als Platzierungshilfe.
Indication of support
For external projects supported by the Foundation, the logo should include the addition ‘supported by,’ if possible, and be placed under the term ‘Supporter’ (not sponsor or the like). Font, size and exact position are at the discretion of the designer and should be adapted to the respective work.
Examples for illustrative use of the figurative mark
- The logo must not be placed too close to the edge of a format or viewport.
- The logo must not be set vertically.
- The logo must not be too large for the format.
The Robert Bosch Stiftung's color scheme is as vibrant as the Foundation itself. A variety of primary and secondary colors create a lively appearance with positive tension.
Primary colors of the Robert Bosch Stiftung
Pantone 185 U
Pantone 431 U
Pantone Rhodamine Red
Pantone Dark Blue
The Robert Bosch Stiftung uses its own corporate fonts, Bosch Serif and Bosch Sans. They are important elements when it comes to the brand’s effect and visualize the Foundation’s relationship to the company of the same name.
One design element of the Robert Bosch Stiftung is the mix of Bosch Serif and Bosch Sans. Bosch Serif is the default font for prominent headlines, subheadings, and quotes. For all other text formats, such as running text, Bosch Sans is used. Headlines should be as prominent and compelling as possible.
As a rule, the spacing for all text elements is "0" (kerning: depending on how it looks).
Line spacing depends on the font size. For font sizes under 20 pt, the line spacing is 1.5 times the font size.
Example: font size 9 pt, line spacing 13.5 pt (9 x 1.5).
For font sizes over 20 pt, the line spacing is 1.3 times the font size.
Example: font size 30 pt, line spacing 40 pt (30 x 1.3).
To avoid a too colorful and inconsistent look, the text color should generally be black. In special cases, such as info columns, quotes, or awards, the primary colors red and gray can be used for text elements. Any font color should be selected with care and considering readability.
If required, you can request the corporate fonts, Bosch Serif and Bosch Sans, from the contacts for the CD Portal.
Icons are means of communication. Contrary to the written word, icons convey their message non-verbally and thus help the observer to gain orientation quickly as well as language-independently. Together with other design elements, they vitalize and structure the corporate design of the Robert Bosch Stiftung.
The support area icons are always set negatively on a background in a primary or secondary color of the Robert Bosch Stiftung. The color of icons must not be changed. When placing icons on colorful backgrounds, make sure the contrast is sufficient: Lime and yellow are not permitted as background colors. Each icon stands for the respective support area and may not be changed or replaced with a related icon.
The system icons can be used in black, white, or in a primary or secondary color of the Robert Bosch Stiftung. They may be placed on colorful backgrounds or the patterns of the Robert Bosch Stiftung. They may be used as functional or illustrative elements.
Overview of support area icons
Areas of application for system icons
The visual style of the Robert Bosch Stiftung is deliberately diverse in order to do justice to the Foundation’s broad range of activities. The focus is on authentic situations and/or people who appear approachable. Our images tell real stories and allow viewers to immerse themselves in these, whether from far away or close up. Charming,
In short, images for the Foundation are authentic, fresh, open, and touching.
The visual world of the Robert Bosch Stiftung
Image pictures should have few details and capture architecture and interior photography.
Feature pictures should be lively, informative, and tell a story. People should appear authentic and not, for instance, look at the camera deliberately.
Events are a mix of all kinds of moments: the speaker on the stage, roundtable discussions, etc. The focus here is on documenting all aspects.
For portraits, the following must be observed in addition to the basic elements: Portraits are close-up and show strong and honest people. To emphasize this, a “less is more” approach applies, with the surroundings of the person taking a backseat in this case. The use of an open aperture is therefore required to strengthen the focus on the portrait character – and thus on the person’s facial expressions – due to a low depth of focus. A calm background is always recommended.
Elements for a brand-shaping and independent visual language
No gestures and facial expressions that appear staged; no extreme lighting or flat, low-contrast images.
No cropping of staged moments, no desaturated images, no unfavorable snapshots.
No incorrect behavior, personal or confidential details, or stereotyping: Pay attention to gender diversity in small groups.
Briefings for photographers
It is important to plan a photo shoot by providing a specific briefing to the photographer. This ensures that the created images correspond to the visual language of the Robert Bosch Stiftung and will later fit harmoniously into the overall presentation of the corporate design.
- Brief description of project and project objective (target groups, main idea, message, etc.).
- Determination of number of images.
- Final format and aspect ratio of images.
- Description of specific image ideas.
- Should there be different image options (ideas/implementations that arise during shooting)?
- Documentation of all information about the shoot: location, models, styling, etc.
- List of licensing and image rights.
- Everything under consideration of defined technical and stylistic requirements.
Patterns are the design element that defines the brand. They can be used extensively or as accents and provide a lively, dynamic, and differentiating overall impression of the corporate design.
Four different patterns are available:
The patterns can be used flexibly and are not connected to specific topics or support areas.
Each pattern consists of two of the Robert Bosch Stiftung's colors. The color schemes may be chosen freely.
No fixed pattern sizes have been defined. However, patterns should be used consistently within one format, i.e. all four patterns should appear to have the same size. In addition, the overall impression should neither be particularly “loud” nor particularly “quiet.” Guideline: 80% in DIN A4 format.
Overview of patterns: four variants in two exemplary color combinations
Examples of use
Patterns may not be used in black and white variants, and their colors may not be altered. They may not be used in sizes that are too large or too small.
Design principle: Areas
The interplay of the brand-defining basic design principle
Loud and quiet
Nobody has to be loud all the time in order to be heard. The Robert Bosch Stiftung’s corporate design can do both, loud and flashy or quiet and restrained. This way, both young and mature target groups can be reached.
To address mature target groups, a calm overall appearance is to be chosen. Factual Robert Bosch Stiftung layouts are characterized by their reduced and selective use of color, plenty of free space, and room to breathe.
When addressing younger target groups, for example at the project level, various different, flexible spaces can create exciting layouts, making a lively and dynamic overall impression.
Creative range from quiet, serious layouts to loud, image-focused, colorful layouts
Diagrams and charts
Successful diagrams and charts give viewers an easy understanding of areas of expertise that would otherwise only be accessible by studying large numbers of datasets. Infographics shed light on complex facts and correlations.
At the Robert Bosch Stiftung, diagrams and charts can be created in one of three visual styles, each with its specific level of detail.
The structure of Category 1 diagrams is clear and simple. They consist of colorful areas that collide directly with each other. This way, information is visualized simply and comprehensibly. The diagrams and charts can feature the primary colors red and gray or the secondary colors to be more striking. The colors and areas must be in balance.
Type: representation of simple facts (numbers, data, facts)
Design: primary and secondary colors
Users: Foundation staff, non-designers
Media: PowerPoint, Word, Excel
Category 2 diagrams and charts are diverse and detailed. They consist of colorful areas, patterns, and lines. The infographics present detailed facts in a flexible and playful manner. The diagrams can be created in the primary colors red and gray, the secondary colors, or in connection with patterns to be more striking.
Type: more complex, flexible presentation of data and facts
Design: primary colors, secondary colors, and patterns
Users: designers, service agencies
Media: websites, brochures, reports
Category 3 infographics are designed to help people understand information better and faster than if conveyed by a text. At the same time, they should have a particularly playful and illustrative character, which, as well as imparting knowledge, is also entertaining. For the chart to work, the design must be rooted in a sustainable (content) structure.
Type: illustrative processing of complex content; text and image are arranged visually and creatively.
Design: primary colors, secondary colors, patterns, illustrations, and photography
Users: professional designers, illustrators
Media: magazines, websites, staging media
Examples of use Category 1
Examples of use Category 2
Examples of use Category 3