Brand manual

Our logo is the most important identity marker we have. That is why it must be used correctly — with sufficient clear space from other design elements, and at a size that preserves legibility.

The logo consists of a frame and the name INFINITUM, where the letter N in the middle is a stylised infinity symbol. INFINITUM must always sit inside this frame and may never be used on its own.

The logo needs clear space around it to ensure attention and immediate recognition. The clear space around the whole logo must be at least twice the height of the N in the logo.

In cases where the logo or icon has to fit into very small or tight spaces, exceptions can be made. The logo’s legibility will always matter more than the ideal amount of space. Here the designer must use judgement.

A sound logo has been developed for Infinitum. It should always be used in productions that include audio. It is mainly used together with the logo in an end frame, but can also be used as a sound effect to reinforce deposit moments in storytelling.

Arno Pro is Infinitum’s display typeface, used for headings, quotes, standalone numbers, and text that needs emphasis. A licence can be purchased from typekit.com or fonts.com. As a fallback font in cases where we cannot use Arno — for example in email signatures, or open text documents shared with external parties — we use Times New Roman, which is standard on all machines.

Brown is the typeface used for body text. A licence can be purchased from lineto.com. Where Brown is not available, Source Sans Pro is used.

We call our signature colour Infinitum Teal (Blågrønn). Together with white and black, this is our primary colour. In addition, we have defined a set of secondary colours that can be used to highlight elements, create unique campaign expressions, or playful illustrations. The colours can be used at 100% or in other shades — 60, 40, and 20%.

The images in the profile should capture the small, everyday situations where the consumer makes the choices that decide whether a can or bottle ends up in the bin or in the deposit system. The style is documentary, genuine, momentary and spontaneous. The images feel as if they were snapped quickly, almost in passing. Movement has been used deliberately to underline the sense of the moment. Not everything in the image needs to be sharp at once, and slanted compositions, unexpected angles and crops, overexposed elements and backlight have been used to create an imperfect and genuine expression.

The images are taken in different environments that represent typical Norwegian aesthetics — both outdoors in nature and on busy streets, but also indoors in various everyday situations.

It is important that the brands are as unrecognisable as possible, while the bottles and cans still play an important role in the situation. A long shutter speed (motion blur) is a nice effect for achieving this.

The frame is part of Infinitum’s deposit mark, and represents the system where a product is put in and comes out again as something else. To emphasise the design element, you can place images behind it so that a can or bottle comes out of the frame in the bottom-right corner.

The frame can, for example, tie an image and text together, circle an element, or add character to a plain surface.