1. Parnter and sponsor logo
From tourism logo to location brand
The key element in the Tirol location brand is the well-known logo created by Arthur Zelger. From the initial design in the early 1970s, it has developed in the course of its 50-year history into an iconic tourism logo in the national andinternational context.
With the transition to a location brand and the related redesign of the Tirol logo in 2022, the logo underwent minor modifications and was freed from the red frame that had been obligatory between 1998 and 2021. In keeping with Zelger’s original intention, it is now a free-standing logo again, which lends better expression to its qualities in terms of form and content: It is more flexible and less distinct from the surrounding elements and thus communicates a closer link to them. This also makes it more inviting.
The preferred (standard) variant of the Tirol logo is the one without a frame, but partners and sponsors are also free to use the familiar variant in the red box.
Box variant (standard)
Free variant (subject to approval)
Location brand
It is important that only one of the two variants is used throughout in a partner’s communications or sponsoring application. The simultaneous use of both variants of the logo is not permitted.
In this online manual you will find the various logo templates for you to download as well as explanations of the main rules for use of the logos based on typical examples.
Please note: Use of the location brand is subject to licensing by Lebensraum Tirol Holding GmbH.
You can apply for your licence online here:
The standard variant of the Tirol location brand
The box variant is the standard variant of the Tirol location brand for partners and sponsors. In general, and especially when placed over an image, care should be taken to ensure a quiet overall effect.
Templates for importing
→ Logos are available from Lebensraum Tirol Holding
Digital templates in various colour versions and file formats (PDF, JPG, PNG and SVG) are available for all logo variants. No logos other than those shown here and no self-made replicas may be used! A specific file abbreviation is assigned to each version.
What are the uses of the various file formats?
PDF logos
For importing into professional layout programmes (e.g. Adobe® InDesign®) and for forwarding the logo to third parties (the PDF format replaces the previously used EPS format). The PDF logos are vector-based and can therefore be resized as required. They can also be easily opened with Adobe® Illustrator®. PDF logos should always be used with printed materials!
JPG and PNG logos
JPG and PNG files are primarily intended for importing into Office applications such as Microsoft® Word® and Powerpoint®. They can be used up to a maximum logo width of 10 cm. Unlike JPG, the PNG file format also supports transparent (“see-through”) backgrounds, which is why white negative logo versions are also available for PNG. JPG files are defined in CMYK colour mode and are primarily intended for printed applications, while PNG files are defined in RGB and are mainly for screen and web applications.
SVG logos
Scalable Vector Graphics (SVG) is the specification recommended by the World Wide Web Consortium (W3C) for describing two-dimensional vector graphics. This file format, which is based on XML, is used for web and app applications.
Clear space
With regard to logo positioning, it is essential to maintain adequate clear space. The logo should not be placed too close to the edge of the page, text block or box, or image. The sketch below shows the minimum clear space requirement, which corresponds to half the height of the logo box.
Minimum sizes
To ensure optimum legibility of the logo, the following minimum sizes apply:
Colour
The logo is used in the red box with white lettering as standard. For b/w environments (primarily in Office applications), the version with a black box is permitted as an alternative, and in sponsor bars the white n egative version is also permitted.
Background positioning
If the logo is placed on an image, always make sure that it is positioned with sufficient distance to the details of the image. The logo must not be positioned where the background is busy!
When placing the logo on the background of an image, it is important to achieve a quiet overall effect!
Examples for positioning the box variant in the image background
The logo must not be positioned on a busy background.
Correct positioning
Use of the free variant subject to approval
Subject to approval, the free variant can be used as an alternative to the box variant (standard). As already mentioned, it is important that only one of the two logo variants is used throughout in a partner’s communications or sponsoring application. The simultaneous use of both variants is not permitted!
Templates for importing
→ Logos are available from Lebensraum Tirol Holding
Digital templates in various colour versions and file formats (PDF, JPG, PNG and SVG) are available for all logo variants. No logos other than those shown here and no self-made replicas may be used! A specific file abbreviation is assigned to each version.
What are the uses of the various file formats?
PDF logos
For importing into professional layout programmes (e.g. Adobe® InDesign®) and for forwarding the logo to third parties (the PDF format replaces the previously used EPS format). The PDF logos are vector-based and can therefore be resized as required. They can also be easily opened with Adobe® Illustrator®. PDF logos should always be used with printed materials!
JPG and PNG logos
JPG and PNG files are primarily intended for importing into Office applications such as Microsoft® Word® and Powerpoint®. They can be used up to a maximum logo width of 10 cm. Unlike JPG, the PNG file format also supports transparent (“see-through”) backgrounds, which is why white negative logo versions are also available for PNG. JPG files are defined in CMYK colour mode and are primarily intended for printed applications, while PNG files are defined in RGB and are mainly for screen and web applications.
SVG logos
Scalable Vector Graphics (SVG) is the specification recommended by the World Wide Web Consortium (W3C) for describing two-dimensional vector graphics. This file format, which is based on XML, is used for web and app applications.
Clear space
With regard to logo positioning, it is essential to maintain adequate clear space. The logo should not be placed too close to the edge of the page, text block or box, or image. The sketch below shows the minimum clear space requirement, which corresponds to half the height of the logo box.
Minimum sizes
To ensure optimum legibility of the logo, the following minimum sizes apply:
Colour
As a rule, the logo is used in the red version on white or very light backgrounds. For image backgrounds and other coloured areas, the negative white version of the logo is normally used, with red reserved for areas of the image that are almost white. The black version is used exclusively for b/w applications in the Office environment.
Background positioning
If the logo is placed on an image, always make sure that it is positioned with sufficient distance to the details of the image. The logo must not be positioned where the background is busy!
When placing the logo on the background of an image, it is important to achieve a quiet overall effect!
For the background of an image, the white negative logo is normally used.
The logo must not be positioned on a busy background.
Correct positioning
The red variant may only be used where there is sufficient contrast to the image – i.e. as a rule only in almost white areas of the image such as on the snow in this example.
Brands of origin are used to incorporate the Tirol brand visually in the context of a partnership or cooperation agreement. For the desired restrained effect, the logo is always used in black, grey or white.
The following brands of origin are available from Lebensraum Tirol Holding:
Templates for importing
→ Logos are available from Lebensraum Tirol Holding
Clear space
With regard to logo positioning, it is essential to maintain adequate clear space. The logo should not be placed too close to the edge of the page, text block or box, or image. The sketch below shows the minimum clear space requirement, which corresponds to half the height of the logo box.
Minimum sizes
To ensure optimum legibility of the logo, the following minimum sizes apply:
Colour
Depending on the setting, the logo can be black, dark grey, medium grey, light grey or white.
Background positioning
If the logo is placed on an image, always make sure that it is positioned with sufficient distance to the details of the image. The logo must not be positioned where the background is busy
When placing the logo on the background of an image, it is important to achieve a quiet overall effect!
Examples for positioning marks of origin on the image background
The logo must not be positioned on a busy background.
There must be sufficient contrast between the logo and the background.
Unauthorised colours!
The partner and sponsor logo may only be reproduced in the colours shown in this manual.
The partner and sponsor logo may only be reproduced in the colours shown in this manual.
No changes may be made to the proportions of the partner and sponsor logo.
The logo must not be rotated.
The logo must not be used with a drop shadow.
The Tirol brand must not be integrated into another logo.
2. Positioning
Box variant (standard)
The visual relationship between the Tirol location brand and the partner brand is the key to the positioning of the Tirol brand in the context of partner communications: The partner brand must be visually dominant, e.g. on title pages or posters, and must be positioned at a perceptible distance from the location brand. The partner brand must be unmistakeable, while the location brand must be visually more restrained.
Examples of positioning with the box variant – DOS
typical logo positioning: letterhead
typical logo positioning: diagonal
typical logo positioning: image margin
Examples of positioning with the box variant – DON’TS
Too large and unsuitable position
Unsuitable position, inadequate contrast (red on orange)
Free variant (subject to approval)
The visual relationship between the Tirol location brand and the partner brand is the key to the positioning of the Tirol brand in the context of partner communications: The partner brand must be visually dominant, e.g. on title pages or posters, and must be positioned at a perceptible distance from the location brand. The partner brand must be clear, with the location brand subservient to it.
Examples of positioning with the free variant – DOS
typical logo positioning: letterhead
typical logo positioning: diagonal
Dark, quiet background – white negative logo
Light, quiet background – red logo
Dark, quiet background – white negative logo
Light, quiet background – red logo
Examples of positioning with the free variant – DON’TS
Unsuitable position (too large and too close to the partner brand), inadequate contrast (white on a light background)
Unsuitable position (too large and too close to the partner brand), inadequate contrast (red on orange)
The visual relationship between the Tirol brand of origin and the partner brand is the key to the positioning of the Tirol brand in the context of partner communications: The partner brand must be visually dominant, e.g. on title pages or posters, and must be positioned at a perceptible distance from the location brand. The partner brand must be unmistakeable, while the location brand must be visually more restrained.
Examples of positioning with brands of origin – DOS
typical logo positioning: letterhead
typical logo positioning: diagonal
typical logo positioning: image margin
Examples of positioning with brands of origin – DON’TS
Too large and unsuitable position
Unsuitable position, inadequate contrast
On sponsor bars, the Tirol logo is used in the box variant as standard or in the free variant subject to approval. The choice is between the red and white negative versions depending on the background.
In the case of sports sponsorships, the logo variant with the red box is used as standard.
Exception: On a red background, like the neck of the shirt in this example, the free version of the logo is used.
In the context of event sponsoring, it is also important to choose one of the two variants of the location brand: either the box variant (standard) or the free variant (subject to approval). Once the decision has been taken, the variant chosen must be used throughout. The simultaneous use of both variants of the logo is not permitted.
Please note: Where the location brand is used to indicate the main sponsor of a major event, the basic questions and all the details regarding the use of the Tirol brand must be clarified in advance with the licence holder, i.e. Lebensraum Tirol Holding.
The following examples illustrate the use of the logo on typical sponsor displays.
Examples of the use of the box variant (standard)
Examples of the use of the free variant (subject to approval)
