The fifth element
Dalgas' and Hedeselskabet's graphic element – also called the fifth element – is a strong identity marker for our brands. It gives our brands personality and ensures a clear visual coherence across all branding materials.
About our fifth element
The fifth element references our logo – both created with the superellipse as a starting point. The element combines round shapes and sharp edges in the same way as our historical logo.
Our fifth element is a composite figure, built symmetrically to support our focus on balance. Balance between idealism and pragmatism, between green and black, between environment and business, between the round and the angular.
Together, the individual parts of the element create a whole that, with its visual language and colour universe, refers to nature's leaves, flowers, and fluff. With our fifth element, we allow for diversity and variation.
The element comes in 6 different shapes and a wide range of colours from our colour palette. But how do we ensure to harness the many possibilities and ensure a strong and consistent expression across the board? You can read about it here.
Colours
Our brand identity includes many colours and colour tints. This allows for great variation – but at the same time, we need to focus on keeping our materials cohesive and on-brand. Therefore, we have defined which colours you may use for the fifth element.
Primary colours
As a starting point, we use the fifth element in our primary colours at 100%.
75% colour tints
If we want to create a tone-in-tone look, the fifth element can be used in a tinted version. Here, we always use 75% colour tints.
Fifth element on coloured backgrounds
Our brand identity includes many colours, and it can be a challenging task to combine them in good combinations – therefore, we have made it easy for you. Explore the approved colour combinations and select the colour pair you prefer.
Combinations with primary colours
Combinations with tints
The fifth element may be used in tints – but only at 75%. A tinted element must always be placed on top of the same primary colour at either 100% or 50% – we only use 50% if we want to write text on top of the fifth element.
Tints may also be used as background colour – always at 50%.
Fifth element with text on top
To ensure the best possible readability, it is only allowed to place text on top of the following colour combinations.
Dos and don’ts
It is important that the use of the fifth element is consistent. Below you can see examples of what you may do and what you may not do with our fifth element.
Fifth elements must always be used without space between them if they are grouped together.
Fifth elements must never be used with space between them if they are grouped together.
Fifth elements must always be used without space between them if they are grouped together.
Fifth elements must never be used with space between them if they are grouped together.
Fifth elements in a group or on a page must always have the same colour.
Fifth elements in a group or on a page must never have different colours.
Fifth elements in a group or on a page must never have different colours, not even tints of the same primary colour.
As a rule of thumb, use only 2 different variants of the fifth element in the same group/layout. In some cases, it may make sense to use more different variants.
Use fifth elements only on background colours in the approved colour combinations.
Never invent your own colour combinations. Instead, use the approved ones to ensure a consistent brand expression.
Never invent your own colour combinations – not even with tints. Instead, use the approved ones to ensure a consistent brand expression.