Our visual identity is the face of our brand. It presents our personality, our attitude and our values to the outside world - and it is one of the key assets that unites us across our global group.
This sub-site presents the core elements of our visual identity; an identity created to represent our Carlsberg heritage while being modern, dynamic and bold.
Please find inspiration on this site - its simple guidelines and best practice examples on how to use the different building blocks of our visual identity - when creating any Carlsberg Group expression.
Every piece of Carlsberg Group design contributes to our brand appearance - let's look sharp and coherent!
The padding around the logo is defined by the width of the Carlsberg 'C'. This rule regarding padding should always be respected when working with layouts.
As an alternative to the fixed placement you can do a free placement of the Carlsberg Group logo. A rule of thumb is to down-scale the logo by 50% to 80% from CAPS-height and to centre it somewhere suitable in relation to the typography, considering the overall balance of the layout.
When working with displays, text and headlines, we use our Carlsberg Sans typography in a flexible and bold way, playing around with it to gain a vibrant and modern expression. Using a combination of different Carlsberg Sans weights furthermore contributes to give the layout a vibrant and bold expression.
Headlines and display text should always be written in ALL CAPS, and never in lowercase letters.
Our prominent graphic element is an interpretation of our iconic hops leaf mark – inspired by the fine crafted lines of our heritage labels.
The hops leaf is hand crafted with fine delicate lines that link it to our heritage bottles and give it a light texture and a human character. The crafted hops leaf comes in two sizes, which we use dynamically in different crops and colours.
The crafted hops leaf comes in our two primary colours, Carlsberg green and white, and in our seven secondary colours. The white hops leaf is used on all coloured backgrounds, whereas the Carlsberg green and the secondary coloured hops leaves are used on white backgrounds.
The hops leaf is meant to have a subtle, tone in tone expression and is therefore toned down in opacity.
White hops leaf on Carlsberg green background
Carlsberg green hops leaf on white background
For image backgrounds we use our white and Carlsberg green hops leaf.