New division - VELUX Commercial 

The VELUX Group has been bringing daylight and fresh air into peoples’ homes for more than 75 years, and has achieved a clear market leading position in the residential segment.
Now the time has come to expand our business to the commercial segment and offer daylight and fresh air to all other types of buildings where people spend their time during the day: offices, schools, healthcare facilities, shopping malls and retail stores as well as large public buildings and industrial buildings.
The VELUX Group’s first step into the commercial market was in 2012 when we launched VELUX Modular Skylights. With a clear strategy to develop a leading position in this market too, we acquired three daylighting companies in 2018: Wasco, JET Group and Vitral. These operations, together with our VELUX Modular Skylights, will constitute VELUX Commercial, offering daylight and fresh air solutions for commercial buildings.
Even though the impact and feeling of daylight and fresh air through the roof is the same in all building types, the products, and the sales processes and distribution structures in the commercial market are quite different from the residential market. To meet the specific needs of the commercial market, VELUX has decided to create a new commercial division under the VELUX Brand: VELUX Commercial.

  • Logo

    Corporate

    VELUX logo

    Division

    Primary logo

    The VELUX Commercial logotype is the most important element in our visual identity. The Primary logo is the vertical logo version with the two boxes on top of each other and space between them.

    When it is used properly, our trademark provides us with indefinite legal protection. But if misused, the trademark can become generic and lose its legal protection.

    To ensure the VELUX Commercial trademark remains ours exclusively, only use the VELUX Commercial logo from an original logo file and use it only in its correct and registered form. Never alter or distort the logofile.

    Our original logo files are available in:
    weshare.velux.com

    VELUX Commercial logo

    Respect area

    With the VELUX Commercial logo type, we follow a basic principle of clear space: the minimum amount of clear space around the logo type should be proportionate to the height of the VELUX box.

    This principle also applies to the logo type when it is set against a photographic background. The logo type should never be placed alongside distracting elements in a photograph or a layout.

    Logo respect area

    Black and white

    Primary logo black and white

    The VELUX Commercial logo consists of two boxes with a space between.

    If the logo needs to be used in black/white, make sure to keep the boxes and the space. The black and white versions have both boxes in 100% black or 100% white. Never use the logo in an outlined version.

    Our logo files are available in
    weshare.velux.com

    Black and white 

    Black and white

    Not to do

    Black and white Not to do
    Negative black and white
    Negative Black and white
    Not to do
    Negative Black and white Not to do

    Discrete logo

    If the red/black logo is too dominant or too costly to produce in colours, you can choose one of our four grey tone versions. The discrete logotype is transparent inside the boxes and shows the background through the logotype.

    The logotype should never be placed on distracting elements in a photograph or layout, but only on calm backgrounds and photos where the background gives a calm and clear visual expression.

    If in doubt on when to use this logo version, please contact Christine.bjornager@velux.com

    Our logo files are available in:
    weshare.velux.com

    VELUX Anthracite grey
    VELUX Commercial Anthracite grey

    VELUX Medium grey

    VELUX Commercial Medium grey
    VELUX Dark grey
    VELUX Commercial Dark grey
    VELUX Light grey
    VELUX Commercial Light grey

    Discrete logo on backgrounds

    The logo type should never be placed on distracting elements in a photograph or a layout, but only calm backgrounds and photos where the background is seen through the type in the boxes gives a calm and clear visual expression. If in doubt on when to use this logo version, please contact Christine.bjornager@velux.com
    Discreate logo on background, dark logo

    Secondary logo

    In the secondary VELUX Commercial logo, the two boxes are placed horizontally, and in line with each other.

    Use the secondary logo, if is better suited for the format you are working on.

    Secondary logo

    Respect area

    We wish to reserve an area of space around the logotype, which should always be proportionate to the height of the logo box.

    This principle also applies when the logotype is set against a photographic background. The logotype should never be placed alongside distracting elements in a photograph or a layout.

    Respect area
    Secondary logo Respect area

    Black and white

    The VELUX Commercial logo consists of two boxes with a space between. If the logo needs to be used in black/white, make sure to keep the boxes and the space.

    The black and white versions have both boxes in 100% black and 100% white. Never use the logo in an outlined version.

    Black and white
    Black and white
    With padding, black and white
    Black and white positive version

    Sub-logos

    Sometimes we need to connect the logo to partnerships, use it for official internal programmes like safety excellence or communicate the functional areas of our organisation in official communication like VELUX Commercial Supply.

    Our logo files are available in
    weshare.velux.com

    VELUX Commercial Safety Excellence
    VELUX Commercial Supply

    Acquisition -
    logo migration

    This is how we make the brand transition to ensure the brand preference is transferred stepwise.

    From October 2020 to Summer 2021, we are making a transition to VELUX Commercial for all former company names.

    Post acquisition 1-2 years     More than 1-2 years    Full transition
    Acquisition logos

    Logo placement

    The main logo can appear in printed materials in four different positions, as shown on the right.

    Positions 1 and 2 are the standard positions. You should use these unless an application or template specifies otherwise.

  • Colours

    VELUX Commercial primary colours

    The VELUX Commercial logo and visual identity is developed within the existing colour palette of VELUX corporate identity.
    The anthracite grey, the bright blue and the white are our primary colours and made for bigger surfaces / areas.
    They should be used to differentiate us from the characteristic white/red VELUX look.

     

       VELUX Commercial
       Anthracite Grey

         C0, M0, Y3, K92 
         Pantone® Black 7 C 
         R54, G54, B54 
         HEX: #363636 
         NCS: S 8000-N 
         RAL: 7022

     

     


     

       VELUX Commercial
       Blue

         C41, M2, Y0, K0 
         Pantone® 2905 C 
         R169, G202, B229 
         HEX: #a9cae5 
         NCS: S0540-R90B 
         RAL: Design 230 80 20
     
         RGB for TVC: R168, G210, B244




    White

     

    C0, M0, Y0, K0 
    R255, G255, B255 
    HEX: #FFFFFF 
    NCS: S 0500-N 
    RAL: 9016 Verkehrsweiss





    VELUX Commercial secondary colours

    The light blue can be used as alternative to white on large surfaces.

    Please note, the bright blue is only to be used as digital spot colour in “call to action” bottoms etc.

    The darker blue is also a secondary colour, and thereforeit should NOT be used on big surfaces – but on info-graphic and smaller graphical elements.

     

       VELUX Commercial
       Light Blue

         C20, M2, Y0, K0 
         Pantone® 657 C 
         R213, G234, B249
         HEX: #d5eaf9 


       Used as a alternative to white or Light Grey on large surfaces


      

       VELUX Commercial
       Bright Blue

         R0, G107, B194 
         HEX: #006bc2




      Only used as digital spotcolor


      

       VELUX Commercial
       Dark Blue

         C80, M45, Y10, K20 
         Pantone® 2151 C 
         R71, G105, B150 
         HEX: #476996 
         NCS: S 3050-N 

        Only used limited on small
        surfaces, i.e. infographics

     

       VELUX Commercial 
       Black​

         C0, M0, Y0, K100 
         Pantone® Black C 
         R0, G0, B0 
         HEX: #000000 
         NCS: S 9000-N 
         RAL: 9005 Tiefschwarz

     

     

       VELUX Commercial
       Dark Grey

         C0, M0, Y2, K65
         Pantone® Cool Grey 10 C 
         R123, G122, B121 
         HEX: #7b7a79
         NCS: S 6000-N 
         RAL: Design 000 45 00
         RGB for TVC: R104, G104, B104

     

     

       VELUX Commercial
       Medium Grey

         C0, M0, Y3, K30 
         Pantone® Cool Grey 5 C 
         R196, G196, B196
         HEX: #c4c4c4 
         NCS: S 3000-N 
         RAL: Design 000 75 00
         RGB for TVC: R176, G176, B176

     

     

       VELUX Commercial
       Light grey

         C0, M0, Y3, K12
         Pantone® Cool Grey 2 C 
         R224, G224, B224 
         HEX: #e0e0e0
         NCS: S 1500-N 
         RAL: Design 000 85 00
         RGB for TVC: R224, G224, B224

     


    VELUX Commercial logo colours

    The VELUX Commercial logo emphasizes that this is a division under the VELUX brand by using the red VELUX logo as the foundation.
    The black colour with commercial highlights the focus on the commercial market. Because the red is our trademark colour, it is not a widely used colour in our communication, as it is reserved for our logo.

       VELUX
       RED

         C0, M100, Y100, K0     
         Pantone® 485 C
         R238, G0, B0
         HEX: #ee0000
         NCS: S 1085-Y80R
         RAL: 2002 Blutorange
         RGB for TVC: R229, G7, B7

     

       VELUX Commercial
       Black

         C0, M0, Y0, K100 
         Pantone® Black C 
         R0, G0, B0 
         HEX: #000000 
         NCS: S 9000-N 
         RAL: 9005 Tiefschwarz
        

     


    Using colours

    The anthracite grey, the bright blue and the white are our primary colours and made for bigger surfaces/areas with a clear overweight in the use of the anthracite grey.

    The graphic shows the weight of each colour, and how big and significant role they each should play.

    • Dusty blue (marked by white dot): Only use this colour very limited and on small surfaces or for infographics and in graphs.
    • Clear blue (marked by black dot): Only use this colour as a digital spotcolour.
    VELUX Commercial all colours
  • Fonts

    Our typography

    Our typography is an important part of the VELUX identity. The VELUX Gothic typeface was specially created for the VELUX Group, and it creates a distinctive appearence in our communications.

    The typeface has open, elegant letterforms that strengthen the dynamic and modern aspects of our brand.

    Read all about VELUX Gothic

    VELUX Gothic is to be used in all materials, except in MS Office Outlook – where we use Verdana.

    Outlook: Verdana size 10
    Word: VELUX Gothic size 11
    PowerPoint: VELUX Gothic size 14 and up

    VeluxGothic is available in
    weshare.velux.com

    VELUX Gothic Light Regular Bold

    Typography for MS Office

    In MS Office Outlook – we use Verdana.

    Outlook: Verdana size 10

    VELUX MS Office Verdana

    Colours and typography

    These images illustrate the correct and incorrect combinations of VELUX Commercial colours in backgrounds and typography.

    Remember to use only VELUX Commercial primary colours in these combinations. Our secondary colours are only for use in graphs, charts and other diagrams.
    VELUX Colours and typography How to use

    Not to do

    Colours and typography Not to do
  • Images

    Photos

    Commercial buildings

    We aim to capture things as true as possible. Yet always desired. This is generally achieved through finding the right lighting, perspective and materiality. The images will be used for a long time and need to last. The following rules will help you achieve a correct and successful result:

    Perspective

    Choose clean and confident angles that give the spaces an iconic feel and help the reader understand the spaces, ideally shot from a human height. The lenses used should portray the image as we experience life. Avoid lenses that may distort the building or the world. Use “architectural“ straight angles and preferably a tilt-shift lens where the optical axis can be adjusted directly. This is also important when photographing or rendering technical images of our products.

    Light

    Soft, natural daylight is preferred and should be the overall source of light. The location should be lit up by the actual light provided by the situation, and not by artificial light sources. Take advantage of the variation of light between dusk and dawn to achieve a difference in mood.

    Saturation

    The colour saturation should feel authentic and natural. Moderate natural gradings, rather pale than too colourful. Avoid toning, effects and heavy vignetting.

    Images are available in
    weshare.velux.com

     


    People

    We want to portray the people (the users) and their daily life in the building as well as the building itself.

    People are portrayed in relation
    to the spaces and the architecture. The overall atmosphere of the images is documentary with harmonious compositions.

    People are relaxed and not posing. Simple, human and authentic, but always aspiring.

    Images are available in
    weshare.velux.com


    Products

    By showing our products in use in buildings, we give the customer a preference and we can show the context and function.

    Real situations are in focus and we use all weather conditions to our benefit. Never artificial or contrived.

    The interior and exterior of the building should be well documented as well as the building/site and the users in the context of the surrounding area.

    Images are available in
    weshare.velux.com


    Product illustrations

    We use this style for the illustration of our products on our website and other applications.

    Images are available in
    we share.velux.com


    Icons

    Our icons are universal, stylistic and simple – not showing too many details and not too drawn like cartoons.

    Images are available in
    weshare.velux.com

  • Brochures

    Brochures

    The dark grey “banner” is our design element to place the title in a calm and distinguished way on our brochures where we use full-size photos.

    The banner can be placed in different places of the frontpage depending on the image but not at the very top or the very bottom for this type of frontpages.

    The banner can vary in height depending of the amount of text, but be careful not to make it too heavy.

    In our product sheets on page 44 the banner is at the very top to create a calm spot for placing of logo and text, but here we don’t have full-size images.

    Examples

    VELUX Brochure example
    VELUX Brochure example
    Ex
    VELUX Brochure example
    VELUX Brochure example

    Catalogue

    An example of a product catalog.

    Note the use of the banner on the frontpage, the logo placement, the use of big images, a clean and elegant design using the VELUX Gothic and mainly the primary colours.

    By using the tools provided by the design guide, a strong and clear brand is achieved.

  • Paperline

    Paperline

    Our Word templates for business documents are soon available in Templafy.

    Legal documents 

    Please note that in all documents related to offering, selling or informing about our products, the legal company name must be listed at the bottom or side of the document.

    Companies are legally obligated to specify the correct legal entity name, registered address, and registration number in external material. This means that all sales and marketing documents including proposals, quotations, invoices require clear information of the above mentioned information.

    According to our Brand Guidelines, we also specify that the trademarks are used under license by VELUX A/S.

    Letter

    Legal document

    Proposal

    Technical product sheet

    Power Point

    When you open the Power Point application, the VELUX Commercial template is available via Templafy to the right.
    In the template a selection of slides is available.

    You can choose your frontpage in the selection in the library.

    When you add a new slide in your presentation, you can choose different formats by right-clicking on the slide.

    Please mix the types of slides and background color on slides (white, dark grey, blue) as you think they fit your communication purpose.

    Make sure the font size is not too big and not smaller than size 14, unless it is used for graphs and tables.


    Business card

    If you need a new business card, please write finn.villadsen@velux.com who has access to our online templates and can order the card for you.

    If you want your local agency to produce the cards, please go to weshare.velux.com and download the open files.

    Files are available in
    weshare.velux.com

    VELUX Commercial Business Card

    Product sheet

    Examples of product sheets.
    Note the use of the banner on the frontpage, the logo placement, the use of big images, a clean and elegant design by using the VELUX Gothic font and mainly the primary colours.


    Leaflet for
    Supply employees

    Example of a leaflet to communicate the Supply Strategy to all Supply employees.

    The primary colors are used, the VELUX Gothic font and image to support the key message per area in the leaflet.

  • Outdoor

    Stickers

    Examples of various stickers.
    Note the placement of the logo, the clean and elegant design by using the VELUX Gothic and mainly the primary colours.

    Note the placing to the left of the text, a clear division of text into groups, air around text and visual elements where possible – to give a light and clear expression.

    Colour

    Black and white


    Flags

    Corporate flags for use in outside offices and factories as eye-catchers and positioners.

    Smaller flags can be used for marketing events and therefore include payoff.

    VELUX Commercial Flag

    Small flags / beach flags

    VELUX Commercial Flag

    Buildings

    Signage on buildings follows the principle of reserving a respect area around the logo.

    When placed on a building, the logo relates to an upper corner or an edge and ensures a distinctive and visible location and creates calmness around the logo, making it stand out in a simple and clear way. If possible, the sign should be illuminated from the inside.

    Small signs

    Shirts

    It is preferred to use clothes in anthracite grey to achieve a recognizable design line. If this is not possible, please use black clothes.

    Primary logo in colour
    When possible, use the primary logo in colour.

    Primary logo negativ
    If you only have one colour available, use the primary logo in white.

    Place the logo on the left of the t-shirt.



    Merchandise

    Notebook and pen

    When producing mechandise, choose items in good quality, in black or anthracite grey. Keep the design simple and corporate.
    The logofiles can be downloaded from weshare.velux.com


    Vehicles

    Servicevan and truck

    The visual identity of our cars contains a grey banner with the most relevant products for the specific country, the VELUX Commercial logo, our pay off and the website address.

    Fairs and exhibitions

    Examples of decoration for fairs and exhibitions.