General
Our product brand Munken is defined by a set of characteristics and statements. Understanding and applying them truly and consistently in daily brand management is what makes our brand unique and attractive. This Brand Definition is only a condensed version. If you need more information, please contact our marketing team: marketing@arcticpaper.com.
Brand Essence
Teasing senses – pleasing nature.
Brand positioning
The leading paper for highly innovative and creative projects – through an aesthetic and progressive yet environmentally sound approach.
Behaviour
A natural freethinker raising questions and teasing for reaction while breaking new ground in the world of paper.
Target groups
Brand owners, Publishers, Designers, Agencies, Special interest press, printers.
Core values and vision
Confident – Natural – Conscious – Creative
To be the obvious choice for high-quality, innovative and creative projects.
Customer offer
An environmentally sound product – with a natural look and feel, adding an extra-sensory dimension.
Logotype
The logotype is one of the most important elements in the visual appearance of a brand. As a distinctive, always present sign, it is the sender’s identification, signature and reminder in one.
The Munken logotype can be used in a colour version or in black and white version.
The logotype must always be used as a combined word and picture mark.
Note: A PMS colour sample should be used as proof for print, to ensure best result.
RGB 0/103/172
CMYK 100/50/0/10
Pantone 7462 U/C
Logotype clear space
To ensure prominence and legibility, the Munken logotype is always surrounded by an area of clear space which remains free of other elements such as typography and other graphical elements. The minimum area of clear space is illustrated here by a rectangular box containing the Munken logotype. Its construction is based on the height of the letter “M”.
Minimum logotype height
The logotype should not be smaller than the minimum size of 5 mm (height of picture mark). This minimum size has been determined to ensure maximum clarity and legibility for small applications.
Logotype variants
Negative logotype
Negative logotype is to be used with uniformly coloured backgrounds or on dark images, where colour version is not suitable
When to use
Product brand logotype
– Direct marketing tools
– Material for one product brand
– Product-specific ads
Corporate brand logotype
- Sender for Company ads
- Packaging for direct marketing, swatches, etc.
- Material for more than one brand
- In case of sponsoring
- Unit-specific (Sales Office, Mill, Headquarter) material
Note: Never use product brand logotypes and corporate brand logotype together.
Typography
Using the right typeface and, moreover, the right version of each typeface is crucial in order to maintain the graphic profile. It should also be ensured that point size, spacing and other variables do not differ from the original version. Tables, paper descriptions and some glyphs need to be implemented as shown in the manual. Headlines and sub-headlines can be implemented in a freer manner.
Fonts for Munken
Munken uses Avenir LT Pro Office typeface for all publications, such as campaigns. Additonally, the Caslon typeface can be used for campaigns. To use the typefaces, a licence for the fonts needs to be acquired.
Typographic language
With the aid of the fonts Avenir LT Pro Office Medium and Avenir LT Pro Office Heavy, the amount of white space increases. See examples of applications below, to get an idea of the typographic style.
Headlines, Subheadlines and “small texts”
Important media such as image brochures should be designed with the fonts “Medium” and “Heavy”. For headlines subheadlines and footers for example, Avenir LT Pro Office will be used with more spacing and more line spaching as usual. To get the right feeling for using the typography, please have also a look at current applications.
Tables
Grammage tables are important elements for the visual identity of Munken. They should be the same for all brands.
Paper descriptions
Paper descriptions are important elements for the visual identy of Munken. They should be the same for all brands.
Note: For Munken Premium and Munken Print, the volume needs to be added.
Glyphs
Please use the correct glyphs.
Colour systems
Pantone
Pantone is used when printing in separate colours, for example stationery.
CMYK
Cyan/Magenta/Yellow/Key colour = Black is used in 4-colour printing (brochures, advertisements, etc.).
RGB
Red/Green/Blue is the scale for screen colours, for example the Web and PowerPoint.
It is important to choose the right colour model for the corporate communications medium. In the download area, you can download Adobe ASE files for your working program.
Primary Colours
Arctic Paper Blue
RGB 0/103/172
CMYK 100/50/0/10
Pantone 7462 U/C
Note: A PMS colour sample should be used as proof for print, to ensure best result.
Secondary Colours
RGB 200/218/250
CMYK 20/5/0/0
RGB 200/218/250
CMYK 20/5/0/0
RGB 24/65/131
CMYK 100/68/0/24
RGB 232/232/234
CMYK 0/0/0/15
RGB 182/182/184
CMYK 0/0/0/40
RGB 255/255/225
CMYK 0/0/0/0
RGB 0/0/0
CMYK 0/0/0/100
The Munken colour system consists of blue hues. In addition to the primary colour, up to three additional blue hues can be used. Secondary colours are used for infographics, illustrations, PowerPoint graphics, etc.