AMU Brand System
Competition proposal · 2024
Agencija za audiovizuelne medijske uslugeSmjernice za vizuelni identitet · Verzija 2024

The power of communication, drawn as a wave.

A visual identity for Montenegro's Agency for Audiovisual Media Services. Our competition proposal: an emblem drawn from the graph of an electromagnetic wave, with a speech bubble for every period, a palette tuned like a signal, and the rules and parts to run it on paper and on screen.

Frequency 1.0Amplitude 0.5

01—Idea

Inspiracija iza prijedloga

“U plesu elektromagnetnih talasa nalazimo melodiju kosmosa, simfoniju svjetla, boje i energije.”“In the dance of electromagnetic waves we find the melody of the cosmos, a symphony of light, color and energy.” Author unknown.

znak “A”
znak “M”
znak “U”
Agencija za audiovizuelne medijske uslugeVerzija 202401—Idea

03—Color

Paleta boja

A primary and a secondary color, tuned like a signal and its frequency, with three tertiary tones that do the everyday work. Click a color to copy its HEX. Drag along the spectrum to sample anything in between.

The spectrum

From the guidelines' color scale. Every tint the brand uses lives on this line.

Signal

Contrast, checked

Two web-only shades are added for text and small interface parts: Frekvencija 600 #6B46E8 and a warm grey #63615E for secondary text.

AAA10.2Etar on Signal. Buttons, highlights, posters.
AAA14.4Etar on white. All reading text.
AAA10.2Signal on Etar. Headlines and emblem at night.
AA5.7White on Frekvencija 600. Buttons, alerts, links on white.
Large4.3White on Frekvencija. Headlines 24 px and up only.
Avoid1.4Signal on white. Never for text; emblem only, with care.
Agencija za audiovizuelne medijske uslugeVerzija 202403—Color

04—Typography

Hijerarhija tipografskih familija

Three families in a strict order. A round geometric display for the big moments, Space Grotesk for headings and interface, and Hellix for everything you read. Together they join the golden age of science with the ideals of contemporary design.

1PrimaryAaGendy DisplayMain titles, campaign headlines, the acronym
2SecondaryAaSpace GroteskLight, Regular, Medium, Bold. Headings, labels, UI
3TertiaryAaHellixThin to Black, with italics. Body, leads, quotes

Gendy and Hellix are the Agency's own files, embedded here and subset to Latin and Latin Extended. Space Grotesk is free and loads from Google Fonts. Gendy has no đ, so that letter falls back to Montserrat Alternates; worth a custom glyph before launch.

D1Glavni naslov 1Gendy Display · 60 / 66
D2Glavni naslov 2Space Grotesk Bold · 48 / 53
H1Naslov 1 / Naslov 2 / Naslov 3Space Grotesk Medium · 40 / 46
H2Poziv za 393. sjednicuSpace Grotesk Light · 34 / 41
H3Podnaslov 1 / Podnaslov 2Space Grotesk Medium · 28 / 34
H4Podnaslov 1a / Podnaslov 2aHellix SemiBold Italic · 24 / 30
P1Paragrafski tekst 1 / Paragrafski tekst 1Hellix Regular, SemiBold · 20 / 30
P2Paragrafski tekst 2 / Paragrafski tekst 2Hellix Regular, SemiBold · 16 / 26
S1Subtekst, napomene, izvoriHellix Regular · 12 / 18
AMU novosti
Poziv za 393. sjednicu
Sjednica Savjeta Agencije održaće se 1. avgusta 2024. godine, u 8 sati.

Sve sjednice Savjeta su javne. Dnevni red, materijali i odluke objavljuju se na sajtu Agencije, a građani mogu pratiti rad Savjeta i dostaviti svoje komentare.

Agencija za audiovizuelne medijske uslugeVerzija 202404—Typography

05—Rules

Dozvoljena i zabranjena upotreba

The logo is scaled only as a whole, sits only on grounds with enough contrast, and keeps its colors. Everything below on the right is something someone will try. Press the button to see why it fails.

Etar on white✓
White, Signal emblem✓
Etar on Signal✓
White, Frekvencija emblem✓
Stretched✕
Off-palette color✕
Shadows and effects✕
Too little contrast✕
Stacked · min. 2 cm / 64 px tall
Horizontal · min. 1 cm / 24 px tall
Emblem alone · decorative, Agency use
Agencija za audiovizuelne medijske uslugeVerzija 202405—Rules

06—Applications

Primjena identiteta

From the letterhead to the van, the billboard, the tote and the conference screen. Drag the strip or use the arrows. Click any piece to see it large.

Billboard banner with the AMU emblem and full name on the Signal gradient
BilbordBillboard
Agency van wrapped in the Signal gradient with the emblem and full name
Službeni kombiAgency van
Kraft folder and letterhead with the AMU logo
Memorandum i folderLetterhead and folder
Business cards in Signal, white and grey
Vizit karteBusiness cards
Backlit bus stop poster at night with the AMU logo on the gradient
City lightBus stop poster
The AMU website on a desktop screen, news page
Web stranicaWebsite
Social media templates: workshop, public consultation and conference posts
Društvene mrežeSocial templates
Conference stage screen in Signal with the speech bubble and the AMU logo
KonferencijaConference screen
Gradient T-shirt with the AMU logo hung on a yellow railing
MajicaT-shirt
Signal tote bag with the AMU logo
TorbaTote bag

07—Web kit

Elementi za veb

New in this system: the parts an Agency website is built from, designed from the guidelines and working right here. Header, alerts, news, documents, forms, registers, questions and the footer, plus a template maker for social posts.

Try everythingCopy inside the kit is sample content in Montenegrin.

Javna rasprava je otvorena.Pošaljite komentare do 15. septembra.Detalji
Početna / Novosti / Sjednice

AMU novosti

Poziv za 393. sjednicu

Sjednica Savjeta Agencije održaće se 1. avgusta 2024. godine, u 8 sati.

Dnevni redSve sjednice
Buttons primary · secondary · outline · link · disabled
News filter chips · cards
Questions accordion
Kako podnijeti prigovor na program?

Popunite obrazac na sajtu ili ga pošaljite poštom. Navedite naziv emitera, datum i vrijeme emitovanja i kratko opišite sadržaj.

Ko može prisustvovati sjednici Savjeta?

Sjednice su javne. Najavu, dnevni red i materijale objavljujemo u Novostima.

Gdje je registar pružalaca usluga?

U rubrici Registar, s pretragom po nazivu, vrsti usluge i statusu.

Register tabs · table · status
Pružalac uslugeGradOdobrenjeStatus
Form fields · validation · consent
Upišite ime i prezime.
Upišite ispravnu email adresu.
Izaberite temu.
Poruka ne može biti prazna.
Odgovaramo u roku od 8 radnih dana.
© 2024 Agencija za audiovizuelne medijske uslugePristupačnost · Privatnost · Mapa sajta

Social post maker

The four templates from the guidelines, as a working tool. Choose one, type a headline and a line, and the layout, colors and logo follow the rules.

Agencija za audiovizuelne medijske uslugeVerzija 202407—Web kit

08—Tokens

Everything above, as CSS. Paste it into the site, and the web kit's colors, type and shapes come with it.

  • amu-stacked.svgprimary logo
  • amu-full-me.svg · amu-full-en.svgfull name
  • amu-horizontal.svgtight spaces, 24 px+
  • amu-emblem.svgAgency use, pattern
:root {
  /* AMU · color */
  --amu-signal:   #DCE134; /* Pantone 380 C, primary */
  --amu-freq:     #815BFE; /* Pantone 527 C, secondary */
  --amu-white:    #FFFFFF; /* Pantone White */
  --amu-sum:      #E0E0E0; /* Pantone 649 C */
  --amu-etar:     #2D2926; /* Pantone Black C */
  --amu-freq-600: #6B46E8; /* web: violet text, buttons (5.7:1) */
  --amu-muted:    #63615E; /* web: secondary text (6.2:1) */
  --amu-gradient: linear-gradient(180deg, #DCE134 18%, #815BFE);

  /* type */
  --amu-display: 'Gendy', 'Montserrat Alternates', sans-serif; /* Gendy has no đ */
  --amu-head:    'Space Grotesk', 'Helvetica Neue', sans-serif;
  --amu-text:    'Hellix', 'Helvetica Neue', sans-serif;
  --amu-d1: 400 60px/1.1 var(--amu-display);
  --amu-d2: 700 48px/1.1 var(--amu-head);
  --amu-h1: 500 40px/1.15 var(--amu-head);
  --amu-h2: 300 34px/1.2 var(--amu-head);
  --amu-h3: 500 28px/1.2 var(--amu-head);
  --amu-h4: italic 600 24px/1.25 var(--amu-text);
  --amu-p1: 400 20px/1.5 var(--amu-text);
  --amu-p2: 400 16px/1.6 var(--amu-text);
  --amu-s1: 400 12px/1.5 var(--amu-text);

  /* shape */
  --amu-radius-pill:  999px; /* buttons, chips, swatches */
  --amu-radius-field: 12px;
  --amu-radius-card:  0;
  --amu-focus: 0 0 0 4px rgba(107, 70, 232, .18);
}