Digital Guidelines – Banner ads

Below you will find guidelines for three different landscape banners ads.

1: Landscape banner ad with Jotun blue background and image
2: Landscape banner ad with full width image
3: Landscape banner ad without image

Logo width: 
The Jotun logo (including clear space) must not be wider than one-quarter of the full banner width, and not narrower than one-sixth of the full banner width. 

Image width: 
The image must not be wider than 40% of the full banner width, and not narrower than 20% of the full banner width. 
  
When to use this layout: 

• When the image to be used has multiple elements or has bright colours that could clash with Jotun’s corporate colour / elements
• When the image to be used affects the legibility of the message or CTA button 
  

NB!

• Use the specified clear space for banner ads
• Never place a CTA button under the Jotun logo in a landscape banner
• The CTA button must never be higher than the yellow field of the Jotun logo
  

Maximum logo width – 1/4 of the full width of the banner
Minimum image width – 20 % of the banner's full width

Minimum logo width – 1/6 of the full width of the banner
Maximum image width – 40 % of the banner's full width

Leaderboard 728 x 90 px

Billboard 970 x 250 px

Logo width:
The Jotun logo (including clear space) must not be wider than one-quarter of the full banner width, and not narrower than one-sixth of the full banner width.
 
When to use this layout:

• When the image has relatively few elements and has colours that complement Jotun’s corporate colour / elements
• When the image does not affect the legibility of the main message or CTA button

NB!

• Use the specified clear space for banner ads
• Never place a CTA button under the Jotun logo in a landscape banner
• The CTA button must never be higher than the yellow field of the Jotun logo

Maximum logo width – 1/4 of the full width of the banner

Minimum logo width – 1/6 of the full width of the banner

Leaderboard 728 x 90 px

Billboard 970 x 250 px

The Jotun logo (including clear space) must not be wider than one-quarter of the full banner width, and not narrower than one-sixth of the full banner width.

When to use this layout:

• When there is no relevant image to accompany the main message

 
NB!

• Use the specified clear space for banner ads
• Never place a CTA button under the Jotun logo in a wide banner
• The CTA button must never be higher than the yellow field of the Jotun logo
  
  
  

Maximum logo width – 1/4 of the banner's full width

Minimum logo width – 1/6 of the banner's full width

Leaderboard 728 x 90 px

Billboard 970 x 250 px

Below you will find guidelines for three different portrait banners ads. 

1: Portrait banner ad with Jotun blue background and image 
2: Portrait banner ad with full width image 
3: Portrait banner ad without image

Logo width:
Skyscraper banner ad: the width of the Jotun logo (including clear space) should be the same as the full banner width. The same applies to other portrait banners with a width of up to 200px.  
Half page banner ad: the width of the Jotun logo (including clear space) should never be less than 50% of the full banner width. The same applies to other portrait banners with a width of 300 px or more.
 
Centered logo:
When the logo + clear space doesn’t fill the entire format, the logo is positioned in the centre of the banner ad. The CTA button should be positioned to the right, following the reading direction and create a good balance in the setup.
 
Image height:
The image height should not be more than 40% of the banner's full height, and not less than 20% of the banner's full height.
 

Layouts (from left): 

Logo on top, image positioned directly under the logo’s clear space
1-1. Skyscraper 160 x 600 px. Defined logo width (including clear space): Full banner width
1-2. Half page 300 x 600 px. Minimum logo width (including clear space): 1/2 of the full banner width

Image on top, logo (including clear space) positioned directly below
2-1. Skyscraper 160 x 600 px. Minimum image height 20% of the full banner height
2-2. Half page 300 x 600 px. Maximum image height 40% of the full banner height
  
When to use these layouts:  

• When the image to be used has multiple elements or has bright colours that could clash with Jotun’s corporate colour / elements
  
• When the image to be used affects the legibility of the message or CTA button  

NB! 

• Use the specified clear space for banner ads
• The CTA button must always be placed at the bottom
• The CTA button must never be higher than the yellow area of the Jotun logo

Logo width:
Skyscraper banner ad: the width of the Jotun logo (including clear space) should be the same as the full banner width.
Half page banner ad: the width of the Jotun logo (including clear space) can be the same as the full banner width but should never be less than 50% of the banner width.
 
When to use this layout:

• When the image only has relatively few elements and has colours that complement Jotun’s corporate colour / elements
• When the image does not affect the legibility of the main message or CTA button

 
NB!

• Use the specified clear space for banner ads
• The CTA button must always be positioned as far down as possible
• The CTA button must never be higher than the yellow area of the Jotun logo

Layouts (from left):
Skyscraper 160 x 600 px: Logo width = full banner width
Half page 300 x 600 px: Maximum logo width = full banner width
Half page 300 x 600 px: Minimum logo width = 1/2 of the full banner width

Logo width:
Skyscraper banner ad: the width of the Jotun logo (including clear space) should be the same as the full banner width.
Half page banner ad: the width of the Jotun logo (including clear space) can be the same as the full banner width but should never be less than 50% of the banner width.
 
When to use this layout:

• When there is no relevant image to accompany the main message.

 
NB!

• Use the specified clear space for banner ads
• The CTA button must be always positioned as low down as possible
• The CTA button must never be higher than the yellow area of the Jotun logo

Skyscraper 160 x 600 px
Half page 300 x 600 px

Below you will find guidelines for three different portrait banners ads.  

1: Netboard / Medium rectangle banner ad with Jotun blue background and image  
2: Netboard / Medium rectangle banner ad with full width image  
3: Netboard / Medium rectangle banner ad without image

Logo width:
Medium rectangle banner: the width of the Jotun logo (including clear space) should be half the full banner width.
Netboard banner: the width of the Jotun logo (including clear space) should not be narrower than one-third of the full banner width, and should not be wider than the half of the full banner width.
 
Image width:
For both formats the image should be 45% of the full banner width.
 
When to use this layout:

• When the image to be used has multiple elements or has bright colours that could clash with Jotun’s corporate colour / elements
• When the image to be used affects the legibility of the message or CTA button
  

NB!

• Use the specified clear space for banner ads
• The CTA button must always be positioned at the bottom
• The CTA button must never be higher than the yellow area of the Jotun logo

Layouts (from left):
Medium rectangle 300 x 250 px: Logo width = 1/2 of the full width of the banner – Maximum image width 45% of the banner's full width
Netboard banner 580 x 400 px: Minimum logo width = 1/3 of the full width of the banner – Maximum image width 45% of the banner's full width 
Netboard banner 580 x 400 px: Maximum logo width = 1/2 of the full width of the banner – Maximum image width 45% of the banner's full width

Logo width:
Medium rectangle banner: the width of the Jotun logo (including clear space) should not be narrower than half the banner width, and should not be wider than two-thirds of the banner width.
Netboard banner: the width of the Jotun logo (including clear space) should not be narrower than one-third of the banner width and should not be wider than half the banner width.

When to use this layout:

• When the image has relatively few elements and has colours that complement Jotun’s corporate colour / elements
• When the image does not affect the legibility of the main message or CTA button

 NB!

• Use the specified clear space for banner ads
• The CTA button must always be placed at the bottom
• The CTA button must never be higher than the yellow area of the Jotun logo

Layouts (from left):
Medium rectangle 300 x 250 px: Minimum logo width 1/2 of the full width of the banner
Medium rectangle 300 x 250 px: Maximum logo width 2/3 of the full width of the banner
Netboard banner 580 x 400 px: Minimum logo width 1/3 of the full width of the banner
Netboard banner 580 x 400 px: Maximum logo width 1/2 of the full width of the banner

Logo width:
Medium rectangle banner: the width of the Jotun logo (including clearspace) should not be narrower than half the banner width, and should not be wider than two-thirds of the banner width.
Netboard banner: the width of the Jotun logo (including clearspace) should not be narrower than one-third of the banner width and should not be wider than half the banner width.
 
When to use this layout:

• When there is no relevant image to accompany the main message

NB!

• Use the specified clear space for banner ads
• The CTA button must always be placed at the bottom
• The CTA button must never be higher than the yellow area of the Jotun logo

Layouts (from left): 
Medium rectangle 300 x 250 px: Minimum logo width 1/2 of the full width of the banner 
Medium rectangle 300 x 250 px: Maximum logo width 2/3 of the full width of the banner 
Netboard banner 580 x 400 px: Minimum logo width 1/3 of the full width of the banner 
Netboard banner 580 x 400 px: Maximum logo width 1/2 of the full width of the banner

In order to measure the ad’s effect, we always require a clear CTA button that redirects the user to the next step or informs the user what to do next.

CTA buttons should always start with a verb and comprise between two and five words.
 
The CTA button must never be higher than the yellow field of the Jotun logo. This ensures an optimal size contrast between the Jotun logo and the buttons.

There cannot be two text lines on a CTA button. Short and concise text is more effective.
 
These CTA buttons have different functions for different purposes. See illustration below.
 
Design:
– Font: Frutiger Bold, All Caps
– White text placed on Jotun blue background
– Symbols: White colour on Jotun blue background
– White border stroke around the entire frame
 
Mouseover:
– White fill inside frame and Jotun blue on text / symbol