Concept of visual identity

By inviting for co-creation, we want to reflect not a static statement, but rather visual interaction where participation is intuitive and engaging. The main symbolism and visual language of the design solutions accentuate the principle of Lithuania’s openness to co-create with the world and to establish the image of Lithuania as a modern, open, entrepreneurial and cooperative country.

Logo and it’s versions

The visual identity of the “Lithuania co-create” brand reflects Lithuania’s positioning as an invitation to co-create
with the world. At the same time, the visual solution of the logo allows for its universal use, adapting it to different means of communication. In order to ensure the adaptability of the brand, several versions of the logo are presented. The logo consists of:
• the name of the country (we emphasize it);
• a slogan;
• a graphic element “plus”, which reflects the slogan, visually conveying the interaction of building together.

Main logo version. This version is used in general communication, representational tools.

Horizontal logo version.This version is used in small horizontal spaces, where the main version of the logo would not ensure the legibility of the elements.

Logo versions for communication areas

In order to visually highlight the main areas of communication in Lithuania, we provide separate versions of the logo to reflect each area. These versions of the logo will make it easier to identify these areas in communication.

Download logo:

Co-create Solutions logo

Co create Culture logo

Co-create Life logo

Co-create Governance logo

Additional versions of the logo

These versions of the logo are intended for use in exceptional cases where the main version of the logo or versions of the logo in the communication areas are not suitable.

Country name version logo is used in small format media or communications where the strategic message is not a priority.

Lithuanian version of country name logo is use for content in Lithuanian, where the communication is carried out within the country.

Symbol version is used in representational media or as an additional element next to the brand name (e.g. social network profile photo).

How to use logo

Minimum size

To ensure readability of the logo at least as large as the one indicated here.The height of the logo remains proportionate to the indicated minimum possible area.

Composition of the logo. The logo is best composed in the top left corner. In this way, the content below symbolically illustrates interactivity, the “Co-create” concept. The distances of the logo from the edges of the layout are equal to the height of the Lithuania element in the logo. This is the minimum offset from the edges when composing it. In exceptional cases, the logo may be composed in the corners of the layout or centred to accommodate a wide range of media and information presentation needs.

Safety zone

When using the logo in layouts, it is important to ensure that the surrounding space is left blank. The minimum space is determined by the height of the “Lithuania” element in the logo. In the symbol version, the safety zone is equal to the height of the ‘plus’.

Basic rules for logo composition

The logo is best composed in the top left corner. In this way, the content below symbolically illustrates interactivity, the “Co-create” concept. The distances of the logo from the edges of the layout are equal to the height of the Lithuania element in the logo. This is the minimum offset from the edges when composing it. In exceptional cases, the logo may be composed in the corners of the layout or centered to accommodate a wide range of media and information presentation needs.

Logo sizes for standard formats

When using the logo in standard format printed material, use the size indicated. In digital formats, the size should be determined in accordance with the general rules of composition and within the minimum size dimensions.

Use of the logo Horizontal composition in conjunction with institutional logos

For coherence, the logo should be composed together with the institution’s logos in a complementary graphic
element which together extend the overall visual concept. Use ready-made combinations of logo; if a new combination is to be created, it shall be subject to the general visual identity rules.

Logo combinations (horizontal version)

To ensure adaptability to different updating situations, we have developed two versions of the composition. Here are the ready-to-use logo combinations, which can be downloaded in different formats.

Logo combinations (vertical version)

To ensure adaptability to different updating situations, we have developed two versions of the composition. Here are the ready-to-use logo combinations, which can be downloaded in different formats.

Use of the logo in the position of event sponsors

When any version of the logo is used in communication with other trademarks, the following requirements apply.

Logo colours

The colour of the logo shall be chosen according to the background colour. Where the choice of colours is limited by technical possibilities, use monochrome versions.

Logo colours against the background of photos

When using the logo against a background of photos, it is important to ensure legibility and contrast.

Improper usage

To help you understand the uses of the logo, here are some basic examples of its misuse. Valid for all versions of the logo.

Logo version for the country of origin

This version of the logo is visually linked to the main logo “Lithuania co-create”. The use of this version of the logo is governed by the same rules as the use of the main logo. Exception: The colour of the “Co-created in Lithuania” logo may vary according to the colours of the other trademarks.

Download logo

Colours

The main colour palette of the visual identity combines two colours: light green and dark green. Light green reflects drive and openness to innovation, while dark green reflects reliability and naturalness. The use of white balances bright and contrasting colours and makes the palette versatile. To reinforce the brand’s association with these particular shades of green, use them in all design solutions.

Colours for communication areas

These accent colours will help to visually categorise areas and distinguish them in the overall communication.
In the overall layout colour scheme, these colours shall not occupy more than 20% of the colour area.

Additional shades for diagrams

When the main colours are not enough to distinguish information in the graphics, use these complementary shades. Shades for communication areas shall only be used in the context of that area.

RGB colour palette preferred

Available colours for different elements

To help you understand how to apply colours to different elements of your visual identity, here are the rules.

Colour combinations for typography

Text colours are chosen according to the background colours to ensure readability. On this page we present the possible combinations.

Improper usage

On this page we provide basic examples of the misuse of colour.

Font and its usage parameters

The font chosen is consistent with the visual identity concept and the typeface of the main logo, and creates a coherent whole with the other elements of this identity. It is easily accessible, supports different languages and is neutral in character, but when used in accordance with the guidelines on the following pages, it will help to add character and emphasis to the textual information.

Download font

Font parameters and their relative sizes

These rules will help you understand how to prioritise information using different font weights and sizes.

Composition of texts in layouts

Here are some examples to help you understand how to apply font-size relationships to different types of information. It is recommended to use as few different font styles and sizes as possible in layouts.

Improper usage

On this page, we provide basic examples of incorrect font usage.

Imagery

Photos are an important part of visual identity, helping to tell the story of Lithuania in a coherent and targeted way. Today, we already know the story we want to tell about our country – to present it as driven, open, modern, inviting us to tackle global challenges together, to create and grow. By presenting Lithuania abroad in a visual language, we want to highlight the key areas of Lithuania’s communication as outlined in the Strategy for Lithuania’s Presentation Abroad 2020-2030: economy, talent attraction, culture and governance.

Main criteria for selecting photos

When presenting Lithuania abroad, it is recommended to use photos that comply with the core principles: cooperation, openness, focus on the object. The principle of cooperation and openness will help to reinforce the messages of the Strategy and to broadcast in a targeted way the positioning “Lithuania co-create”, which connects the main directions of Lithuania’s communication and the values of the Lithuanian society.

Cooperation

Photos of people doing joint activities will help create a sense of cooperation. The environment depicted in the photos should be related to their activities – creativity, innovation work, business partnerships, etc. Adherence to this principle will reinforce the main idea of Lithuania’s positioning – Lithuania is energetic, open, inviting to solve global challenges, to create and grow together.

Openness

The people depicted in the photos and their natural emotions help create the impression of a country that is open – a country that is curious and enthusiastic about new things. We are open to cooperation, to global challenges, to the freedom to create and grow together. How to achieve this:
• Show people and their natural emotions.
• Show people performing some action (making art, innovating, communicating, etc.).
Showing openness in the photos will reinforce Lithuania’s positioning as an open country.

Focus on the object

To direct the viewer’s attention to a particular object or person in the photo, you will highlight it by shooting in a neutral, visually unobtrusive environment. Choose angles where the subject has as little excess visual information around it as possible. This principle of focusing on the object will help to concentrate on the main object(s) of the visual narrative, i.e. the person or the object, to maintain visual clarity, and avoid visual noise. It will be easier to highlight the topics you want to present.

Quality

Lightening. The photo should be of natural, vivid colours. These are best conveyed by early morning, clear skies, golden hour or night with artificial lighting. Do not use strong filters.

Composition. The main object of attention or visual narrative (person or object) should be highlighted in the photo, as a way to attract attention and avoid visual noise. The photo should be visually clean (not distracting with irrelevant extraneous objects), compositionally orderly, and should highlight the main object(s) of the visual narrative. For large-format posters, it is recommended to use a photo that has a sufficiently neutral (image unloaded) background for the text captions.

Photos to avoid

  • Avoid photos of people taken from below, above, behind, very far away or very close. It is recommended that the distance is such that it allows a qualitative portrayal of the person’s emotion and their connection to their environment – to other people, to their activities (creativity, performance, innovation, etc.) or to the context of the environment (e.g. their connection to nature).
  • Avoid visual noise in the photos, which interferes with the focus on the main subject(s) of the photo and distracts.
  • Avoid unnatural colours (photo filters).
  • Avoid grey, dull lighting in which all objects blend into their surroundings.
  • Avoid photos with blurred, washed-out images.
  • Avoid static photos where people pose artificially.

Graphic elements

Setting rounded corners

Throughout the layout, the corners of the graphic elements are rounded according to the amount of rounding of the corners of the logo used in it. On this page, we give you the steps to determine the overall amount of corner rounding in a layout or other design tool.

Creating and using an icon

On this page we give the basic rules for creating icons.

Download icons

Text background elements

The idea of the logo will be extended by the use of a rounded rectangle under the headline. This design solution will allow the visual concept to be revealed interactively.

Text highlight element

A linear rounded rectangle can be used to highlight the text in headlines. This is used to “define” the information we want.

Improper usage

This page contains examples of incorrect use of graphic elements.

Applications

Outdoor advertising

The visualisations provide examples of recommended visual identity solutions for outdoor advertising.

Elements of social networks

On this page we present the main tools for social network profiles.

Social media post template

We use a social media post template to link the content to the brand. All the elements used in this template will help to achieve coherence in communicating the brand.

Improper usage

On this page you will find examples of inappropriate entries and the graphic elements they contain.

Example of a presentation template
The presentation template is versatile, easily adaptable to different information. The readymade template will help to ensure a consistent use of the visual identity in presentations.

Download a template for presentation

Souvenirs examples

Stand example

The general rules for the application of visual identity apply to the graphic design of the stand.

Business cards

Business card dimensions 85×55 mm. Available in white, light green, dark green. For light green printing, use the Pantone colour. The corners of the business card are rounded to create an overall visual identity.

Download a form of business card

Envelope

Envelope dimensions 220×110 mm (DL). Available colours – white and light green.

Examples of document templates

Alongside the mandatory attributes: visual identity colours, font and logo.

Download a form of certificate of appreciation

Press release to foreign media

We use a combination of logo and heading, as well as font and colours throughout the document.

Download press release form

Suggested example of ma letter to a foreign country

For formal documents, only the logo is used. Its location and size is chosen in accordance with the rules set out in these guidelines.

Example of an electronic invitation

The following example will help you to create electronic invitations. It applies all the general rules for the use of visual identity.

Email signature

Use ready-made email signatures for institutions, which apply the visual identity guidelines to contacts. In exceptional circumstances, only the logo may be used.

Download email signature

Photo wall

We use only dark green for the background of the photo wall to ensure an aesthetically pleasing image in the photos.

Promotional stand

Here is an example of a freestanding stand design where we apply the general rules for the use of visual identity.

Newsletter

An example of a newsletter design where we apply the general rules for the use of the visual identity and adapt them to the technical possibilities of the newsletter.

Video vignette

Here are some shots of a video vignette. We use a logo and additional graphic elements. Animation highlights the interactivity of the visual concept.

Download vignette

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