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Toolbox

Here you’ll find simple rules and everything you need to design for the Deutsche Wohnen & Co enteignen campaign.

Colors

The campaign’s most distinctive feature is its two iconic colors: yellow and purple. Here you’ll find the color codes for digital and print use. If you’re an expert in graphic software, you can also download an .ASE file (Adobe Swatch Exchange).

Digital
(253/216/22)
Druck
C=0 M=13 Y=100 K=0
Digital
(128/28/98)
Druck
C=52 M=100 Y=23 K=16
Digital
(0/0/0)
Druck
C=0 M=0 Y=0 K=100
Digital
(255/255/255)
Druck
C=0 M=0 Y=0 K=0
.ASE file

Important: When designing large amounts of text, make sure there’s good contrast—when in doubt, choose black on white. Purple on yellow is too tiring on the eyes and is only suitable for short texts and headings. (For longer texts, line spacing should be at least 120% of the font size, and line length should be between 50–80 characters to ensure a good reading experience.)

Logo

Deutsche Wohnen & Co enteignen has a key visual (some also call it a logo or brand mark) and a wordmark. You can download both here in many different versions for all applications.

  1. Ideally, always place it in a corner.
  2. Give it a bit of space around it.
  3. Do not place the logo and wordmark directly next to each other.

Key-Visual

All key visual files (digital & print)

Digital

PNG file | Transparent background, pixel-based
WhitePurpleBlack
SVG file | Transparent background, small file size, never pixelates
WhitePurpleBlack

Print

TIFF file | Transparent background, pixel-based
WhitePurpleBlack
AI file | Transparent background, never pixelates
WhitePurpleBlack
JPEG | White background, pixel-based
PurpleBlack

Wordmark

All wordmark files (digital & print)

Digital

PNG file | Transparent background, pixel-based
WhitePurpleBlack
SVG file | Transparent background, small file size, never pixelates
WhitePurpleBlack

Print

TIFF file | Transparent background, pixel-based
WhitePurpleBlack
AI file | Transparent background, never pixelates
WhitePurpleBlack
JPEG | White background, pixel-based
PurpleBlack

Typography

There isn’t a specific typeface that must be used for the campaign. What matters is that you use a so-called sans-serif font. The best-known example is Helvetica, and you likely have it installed on your computer (or its sister, Arial). Most important is often: less is more! Choose a bold weight for headlines and a lighter weight for body text—that’s entirely sufficient. Additional hierarchy levels usually just distract from what’s essential, as in real life.

Frequently used typefaces in the campaign

  1. Brown (very expensive!)
  2. Raleway (free)
  3. Suisse Int’l (also very expensive!)
  4. Calibri (comes with every Windows computer)

Here is also the typeface from the wordmark. aufsiemitgebrüll designed it specifically for the campaign.

DWEnteignen Bold

In our cloud, you’ll find older drafts created by various designers before you.

Many thanks to Fred Funk & aufsiemitgebrüll.