Logo     Colors     Font     Icons     Visual style     Diagrams an charts

Standard version

In the standard version, the Foundation’s logo consists of the combination of word and figurative mark. The word mark must not be used by itself. The standard version of the logo should be set against a white background.

Area of application:

  • Across media
  • Set against a white background

Small version

For applications that require the logo to be shown in a very small size, there is an optimized version available with larger margins within the figurative mark.

Area of application:

  • Marketing materials such as pens, magnets, etc.

Grayscale version

To be used for single-color media.

Area of application:

  • Print products produced in a single color

Single-color version

For media printed in a single color without grayscale, the logo is available in black.

Area of application:

  • Stamps
  • Fax templates

Negative version

For special cases, a negative version of the logo is available. Please make sure that the background has enough contrast.

Area of application:

  • Against dark backgrounds
  • Against colorful backgrounds

Figurative mark

The figurative mark can be used as sender identification and as a distinctive design element, also without the word mark ‘Robert Bosch Stiftung.’ The figurative mark is also available in a small version for particularly small applications (less than 10 mm wide).

Area of application:

  • Stickers
  • Marketing material

Protected area
The protected area is the space around the logo in which neither text nor other graphic elements may be positioned.

cdnet_logo_schutzzone

The extent of the protected area is derived from the height of the letter ‘b’ in the figurative mark.

 

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.

Figurative mark
Examples for illustrative use of the figurative mark

rbsg bildmarke anwendungen

Don’ts

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  • 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.

Colors

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

The primary colors characterize the appearance of the Robert Bosch Stiftung. Red and gray can be used extensively and accentuated with plenty of white space.

Secondary colors

The secondary colors are characterized by their great number and versatility. Friendly, colorful, and vibrant secondary colors—used discreetly or extensively—visualize the diversity of the Robert Bosch Stiftung and ensure a vibrant and dynamic appearance.

farben_primaer

Primary colors of the Robert Bosch Stiftung

farben_sekundaer_01
farben_sekundaer_02

Secondary colors

RED
Pantone 185 U
CMYK 0/100/100/0
RGB 225/10/20
Html #e10a14

GREY
Pantone 431 U
CMYK 30/10/0/55
RGB 112/123/132
Html #707b84

YELLOW
Pantone 102
CMYK 0/0/90/0
RGB 255/237/26
Html #ffed1a

VIOLET
Pantone 2593
CMYK 70/100/0/0
RGB 120/45/130
Html #782d82

CYAN
Pantone 2995
CMYK 95/15/0/0
RGB 0/155/225
Html #009be1

LIME
Pantone 389
CMYK 30/0/100/0
RGB 215/225/0
Html #d7e100

PINK
Pantone Rhodamine Red
CMYK 5/100/0/0
RGB 240/50/145
Html #f03291

PETROL
Pantone 7467
CMYK 100/0/45/0
RGB 0/155/155
Html #009b9b

PEACH
Pantone 137
CMYK 0/40/100/0
RGB 250/155/0
Html #fa9b00

DARK BLUE
Pantone Dark Blue
CMYK 100/95/5/0
RGB 35/35/125
Html #23237d

Font

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. The Designers will have the discretion to use the fonts adequately. Headlines should be as prominent and compelling as possible.

As a recommendation, the spacing for text elements is "0" (kerning: depending on how it looks), with exceptions.

Line spacing depends on the font size. For font sizes under 20 pt, we recommend 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, we recommend 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 other colors can also be used for text elements. Any font color should be selected with care and considering readability.

cdnet typografie gesamtansicht

Don’ts

CDNet Typografie Donts

If required, you can request the corporate fonts, Bosch Serif and Bosch Sans, from the contacts for the CD Portal.

Icons

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

cdnet_icons_foerdergebiete_übersicht

Areas of application for system icons

cdnet_icons_systemicons_übersicht

Don’ts

cdnet_icons_foerdergebiete_donts
cdnet_icons_systemicons_donts

Overview

System_Icons_Übersicht

Design principle: Areas

cdnet_prinzip_flaechen_uebersicht

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.

cdnet_prinzip_flaechen_leise

Creative range from quiet, serious layouts to loud, image-focused, colorful layouts

Visual style

The Robert Bosch Stiftung’s visual signature underscores the Foundation’s philanthropic mission by focusing on authentic, human imagery. The Foundation’s different target groups, including potential partners, political stakeholders, media outlets, topic experts, and the general public, require clear, visual communications that are easy to understand and share. As such, we place special value on the consideration of cultural sensitivity and gender diversity.

Corporate story-telling: Show & tell 

The Foundation’s support work centers around projects with a particular commitment to one of Robert Bosch’s philanthropic focal points. As such, the visual signature showcases authentic situations and/or people who seem approachable and genuine. Our images tell real stories that allow viewers to immerse themselves in the action –whether at a distance or close up.

Genuine, moving, and truly human moments are the hallmarks of our visual language. We want to use journalistic-style images, privileging documentary-style photography, to boost our content’s credibility.

Cutouts

Ideally, images should portray authentic, approachable, bright, and friendly motifs with an awareness of diversity, location, and culture. Objects and people can be shown cropped, but important details should always also be in shot. For emphasis, parts of the image may be additionally brought into focus or otherwise managed by using a shallower depth of field. Images should be shot in landscape format as a result of increased usage online.

Perspective

Perspectives should always be dynamic, but without becoming too extreme or distorted. Images should be at human level and preferably show people as equals. They should be natural and in the moment, without the use of composites (images created from several photographs). Avoid unflattering postures, clothing, and facial expressions.

Composition

To build tension, image composition should be asymmetrical while retaining fuss-free focal points in order to direct the viewer’s gaze to the core message of the image. Ideally, images should be multi-layered with exciting composition. Avoid complicated compositions with busy backgrounds.

Focus

Images should be free of fuss and have a clear focus. Slight blurring to set the focus is welcome, but no editing effects should be used. To avoid losing the image’s narrative character, there should be no extreme blurring of movement or too shallow a depth of field.

Light

Images with strong contrasts and natural lighting are preferred (depending on the situation and location). Ideally, photographers should make use of the available light and, if necessary, a reflector. Flash should be avoided, as should excessively bright, over-lit images.

Colors

In terms of color, the mood should be natural and clear, with the aim of reproducing natural skin tones. No color filters should be used.

The visual world of the Robert Bosch Stiftung

bildstil allgemein
bildstil portaits

Image sections

Image pictures should have few details and capture architecture and interior photography.

Feature images are documentary-style photographs from project work. They are vivid, expressive, and tell a story. Images portray natural, unposed motifs with real people who are shown as equals but who are not, for example, consciously looking into the camera. Ideally, images should be multi-layered with exciting composition.

Events come alive from a range of moments: the speaker at the podium, focus groups, etc. Here, the aim is to document all different aspects. Ideally, people should be shown ‘in action’ in real-life scenarios with no staged poses. Unflattering postures, clothing, and facial expressions as well as exaggerated perspectives are all to be avoided. Due to increased usage online, images should be shot in landscape format.

The Foundation is committed to portraying individuals in a human-centric way that respects diversity and culture, focusing on non-discriminatory photography. We try our best to balance gender as well as cultural backgrounds in the photographs we use.

On a technical note, we use available natural light wherever possible; flash is used only in exceptional cases, and we are against major image edits.

Elements for a brand-shaping and independent visual language

Authentic people

Atmosphere of natural light

Clear colors and contrasts

Blurring to create a focal point

Natural, unposed moments

Storytelling

Don’ts

Bildstil Dont 1

No overtly fake gestures or facial expressions, no advertising-like aesthetics or artificial backgrounds, no excessive lighting, color filters, or flat, low-contrast images.

bildstil dont 2

No cropping to center staged moments, no desaturated or black and white images or exaggerated perspectives, no unflattering angles. 

bildstil dont 03

No inappropriate behavior or depictions of dangerous situations, no shots which reveal personal or confidential details or sensitive data, and no pigeonholing: be conscious of both gender and cultural diversity in small group shots.

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.

  1. Brief description of project and project objective (target groups, main idea, message, etc.).
  2. Determination of number of images.
  3. Final format and aspect ratio of images.
  4. Description of specific image ideas.
  5. Should there be different image options (ideas/implementations that arise during shooting)?
  6. Documentation of all information about the shoot: location, models, styling, etc.
  7. List of licensing and image rights.
  8. Everything under consideration of defined technical and stylistic requirements.

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.

Category 1

Simple diagrams in primary and secondary colors

Category 2

Detailed diagrams and charts

Category 3

Elaborate, playful and illustrative infographics

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

Infografik Kategorie 1

Examples of use Category 1

 

Infografik Kategorie 2

Examples of use Category 2

 

Infografik Kategorie 3

Examples of use Category 3