I am… a ministry or public administration I want… to produce an advertisement

THE LUXEMBOURG SIGNATURE

The Luxembourg Signature is the result of an extensive participatory process and represents the values of openness, dynamism and reliability of our country. It consists of the LuXembourg logo – composed of the word Luxembourg with the X symbol – and the Let’s make it happen invitation. In some specific cases, the Signature can be used without the Let’s make it happen invitation.

Different rules apply depending on whether you are a government ministry or a public administration:

As a ministry, you can use the Luxembourg Signature in isolation, i.e. without your own visual identity (see the graphic charter) or in co-branding with your own visual identity. It should be noted, however, that in the case of co-branding, the use of the Signature and the government’s visual identity (the government’s red lion) may not be used on the same visible side of a communication or promotional medium.

As a public administration you can also use the Luxembourg Signature in co-branding with your own visual identity. Please note, however, that if your visual identity includes the government’s red lion, co-branding with the Luxembourg Signature cannot be done on the same visible side of a communication or promotional medium.

You will find the rules for using the Signature in co-branding in the downloadable sheets below.

THE X SYMBOL

The X symbol is the most important element of the Luxembourg Signature.
It highlights Luxembourg’s values and priorities: the arrows represent the dynamism with which Luxembourg initiates projects, accelerates the creativity of sectors and favors innovation by constantly renewing itself. The outward and inward pointing arrows represent the openness with which it brings together and unites people from all walks of life, promotes diversity and is committed to a humanistic Europe. Finally, the resulting balance and shape create a position that guarantees stability and represents the reliability of the resulting relationships and alliances, the sustainability of its actions and its vision, beyond its national interests, for a better world.

THE MATRIX

The matrix is formed by duplicating the X symbol. You can use it as an accompanying graphic element, either in its entirety or by decomposing it upwards.

TYPEFACE

The preferred typeface is Verlag because it is the original font of the Signature (logo and invitation).
If, for some reason, you cannot obtain or use Verlag typeface, the other preferred typeface is Calibri, which you will find in all Office programs (Word, Excel, Power Point) or equivalent.

THE INVITATION

The invitation consists of the phrase Let’s make it happen. It sums up Luxembourg’s vision: that of a committed player on the international scene, a strong ally in the context of sustainable growth, a facilitator of innovative ideas that can contribute to a better world. The word “it” evokes everything that Luxembourg aspires to bring to the world: more creativity, more diversity and more sustainability.
You can use it without the word LuXembourg, as a graphic or illustrative element, in the colors red, blue, black or white (negative).

THE SYMBOLS

Designing an image composed of X symbols or integrating the X symbol into an image allows you to illustrate various information while remaining consistent in your visual communication.

THE CUTOUT

The arrow-shaped cutout of your photos, an integral part of the X symbol, allows you to develop a dynamic language and perfect your visual communication.

THE PHOTOS

You can choose between thematic photos that illustrate the different faces of Luxembourg, i.e. culture, history, economy, society, nature, activities etc., or photos that formally integrate the ” X ” symbol.

THE ARROW

The red and blue arrows are part of the X symbol and are designed to energize your visual communication.

THE PICTOGRAMS

Figurative drawings translating themes, pictograms allow you to convey messages in a symbolic way without using language and remaining consistent in your visual communication.

THE INFOGRAPHICS

Infographics allow you to illustrate your information in an accessible and entertaining way while remaining consistent in your visual communication.

THE COLORS

The Signature is tricolored. The red and blue of the X symbol represent the national colors and are complemented by black for the text elements.

THE EMOXIES

Called ” emoXies ” by allusion to the ” X ” of the Luxembourg Signature, these emojis let you give a ” Luxembourg ” touch to your communication and to represent the different facets of the country in a playful way.