Graphic elements

We work with two graphic elements – a box consisting of thin lines as well as splashes for highlights

The graphic box is to be used on both pictures and surfaces. The box creates depth and structure, providing variation in the graphic expression. It is an abstract figure that can be seen either as an open or a closed box. Its design is inspired by the idea Create your personal space, and can therefore be rotated and perceived in several different ways

The graphic box and the lines are to be used primarily over quiet pictures or as pure graphics on the Dansani colour areas, where communications need to be smartened up in a simple way. It is a tool to link up our identity.


Rules for using the box without text and images

The box can be used without text and images in special setups, such as stands at trade fairs, or by printing techniques such as embossing or the like.

It is permissible to remove the line around the box, if the remaining elements of the box are placed in an area which forms a square in itself. This might, for instance be a wall or window etc.

Graphic box with text

he thickness of the line on all materials up to A3 format (297x420mm) must always be 1 point.

When using formats larger than A3 (297x420mm), start with the A4 or A3 template, and then enlarge all elements.


Graphic box specification

The heading is placed inside a margin twice the width of the letter “C”. On the next page you can see the system used in eight different modules. The same rule applies here.


8 modules with the graphic box system

There are several different ways to place text in the box. However, it must be one of the eight ways shown on the right.

The slogan Create your personal space in a heading must always be in Dansani Blue or negative.

How the graphic box is used

Positioning the graphic box

The “closed” graphic box is primarily used for branding communications, and is always placed centrally in the picture, regardless of whether the picture is in portrait or landscape format.

The space between the edge of the format and the picture must be at least as wide as the space from the edge of the picture to the graphic box. Where the picture is in landscape format, centre the box and calculate the minimum distance from the top and bottom.

The picture and graphic box may be scaled up, as long as you ensure that the spaces between the edge of the format and the picture and between the picture and the graphic box are correctly adjusted, AND that the graphic box is centred. You may also scale down, and here the same rules apply.

An important detail is that the line thickness must be 1 point. If the format is larger than A3 (297×420 mm), then you must follow the instructions in 5.7.

Here you can use one of the eight box modules.

The graphic box must always be white.

If the picture in the background is too ‘busy’ or too light, so that the contrast between the picture and the box does not show or is not clear enough, then use Dansani Blue over the picture.


Graphic open box with text

The thickness of lines on all material up to A3 format must always be 1 point.

When using formats larger than A3, start with an A4 or A3 template, and enlarge all elements.

This is to be used in situations where the picture is to sell products (advertisements, posters, A-boards, roll-ups etc.). See the section on Communications for inspiration.


Graphic open box specification

The top line in the open box must always be on a level with the lower edge of the heading. The left line of the box must always line up with the front of the heading.

Open graphic box overview

Line thickness on all material up to A3 must always be 1 point.

With formats larger than A3, start with an A4 or A3 template and enlarge all elements.

Graphic elements

We have designed a simplified form of the graphic, which we call graphic elements. They can be used on single-coloured surfaces or on a white background. They must only be used in “breaker” openings such as introductions, category pages and inspiration pages, i.e. openings with very little content. Elements must be used in a sophisticated way to link the content together.

The graphic element can be scaled up or down, depending on the format.

See section 5.2 for more detailed rules.

Both the primary colour and secondary colours can be used on single-coloured surfaces either as 100% saturated or in tints with a percentage of colour.


Splashes are used to highlight specific information, that is particularly important in the given material.

For promotions the blue splash is used with centred text.

The black splash is used for general print, where perhaps a new product or feature is highlighted. Likewise the text is centred.