CONTACT. Cycling Without Age (Cykling uden alder) Trangravsvej Copenhagen Denmark.

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1 BRAND BOOK

2 CONTACT Cycling Without Age (Cykling uden alder) Trangravsvej Copenhagen Denmark 2 BRAND BOOK

3 WHO WE ARE What Cycling Without Age stands for and the thinking behind our identity. S. 4-5 HOW WE LOOK A guide to our identity assets and visual specifications. S HOW WE TALK A guide to our voice and tone. S BEST PRACTICE A reference gallery of creative applications for our identity. S SOCIAL MEDIA A guide to how we create social content & engagement. S BRAND BOOK 3

4 WHO WE ARE. our identity Who we are We - Cycling Without Age - aim to reach and improve the lives of elderly people making nursing homes a place of joy and continued mobility. We believe that life can and should be beautiful even if you re close to a hundred years. What drives us We take elderly people out for a bicycle ride - through the city, to the water and the countryside. We break them free from social isolation. Make them smile. Bring back their memories. And let them be part of society again and thereby renew their appetite for life itself. We give them the right to wind in their hair. But it s not only about the elderly people. It s also about the volunteers. The pilots. Cycling Without Age is probably less about volunteering in the traditional sense of the word - and more about active citizenship. Citizenship driven by a desire to get involved and to make a real difference for someone. It s about creating relationships between people. Our guiding principles Generosity: Generosity permeates every single activity in Cycling Without Age and works its magic at many different levels. Slowness: Slowness allows you to sense the environment, be present in the moment and it allows people you meet along the way to be curious about Cycling Without Age. Storytelling: We tell stories, we listen to stories of the elderly people on the bike and we also document these stories when we share them via word of mouth or on social media. Relationships: We create a multitude of new relationships across any border in our society. Without Age: We let people age in a positive context - fully aware of the opportunities that lie ahead when interacting with their local community. 4 BRAND BOOK

5 To the Cycling Without Age community A brand is a living entity, and it is enriched cumulatively over time, the product of a thousand small gestures. Michael Eisner, CEO Disney Corporation Our identity affects how people think and feel about Cycling Without Age and is largely formed by what we do - improving the lives of elderly people making nursing homes a place of joy and continued mobility. As ambassador you are the keeper of our brand. Your actions and stories make it flourish. We created this brand book as a guide and inspiration for you in your daily work. It helps us as a community to communicate a clear and strong message. Together we can make the world a more joyful place. Let s live our passion and let people from all over the world find that spark too. The idea of Cycling Without Age is simple. The effects are profound. Ole Kassow Founder BRAND BOOK 5

6 HOW WE LOOK. our logo Our logo is much more than just our name. It s a statement about who we are and what we stand for. When you use our logo, you show that you re part of the movement. Our primary logo Our primary logo consists of a graphic and text (Taca Pro, regular). We always use the logo horizontally, never vertically. We always use 2 units of blank space around our logo to give it room to unfold. The size of our primary logo is always at least 20 mm across 6 BRAND BOOK

7 C M Y CM MY CY CMY K Our logo for thumbnails We mainly use the thumbnail logo for our social media channels. In any other case we use it only when the space for our logo is smaller than 20mm across. We always use 0.5 unite of blank space around this thumbnail logo. Moreover, we use it as our main logo on black backgrounds (see page 26). CyklingUAPostkort /12/14 12:29 We always use 1 unite and 1.5 unites of blank space around this thumbnail logo Hvis du har frske ben, så står der nye el-rickshaws på mange plejecentre rundt om i laner - klar til at du kan snuppe en tur med er par skønne ældre mennesker. Find de deltagende byer på cyclingudenalder.dk og følg os på facebook.com/cycklingudenalder. Interplay of logo and slogan We use our logo together with our slogan only in this combination. In any other case, the slogan is either a headline or part of the body text. CYKLING UDEN ALDER Ret til vind i håret BRAND BOOK 7

8 HOW WE LOOK. our colors Colors have their own language. They evoke feelings and engage. Our red stands for energy, action and passion. Our mint green is all about caretaking. Black CMYK PMS Black RGB HEX # White CMYK PMS White RGB HEX #FFFFFF We let the photography tell our stories. Moreover, content is king. Coulors shouldn t steal the show. That s why we use only black and white as font colors. 8 BRAND BOOK

9 Mint Green CMYK PMS 565 C RGB HEX #92D2C6 Red CMYK PMS 485 C RGB HEX #ED1C24 This are the colors we use in our logo. They make it strong and stand out. Moreover, you can use this colors for transparent (80%) text boxes (see p. 26 & 27). BRAND BOOK 9

10 HOW WE LOOK. our typeface Our typeface is how the voice of Cycling Without Age looks. It creates a visual connection to our brand personality. And it reinforces and emphasizes the stories we tell. TacaPro bold print: headlines or highlightings online: headlines TacaPro regular print: main body text Aa Aa ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz ([ ;,:!?]) ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz ([ ;,:!?]) 10 BRAND BOOK

11 Arial bold online: highlghitings Arial regular online: main body text Aa Aa ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz ([ ;,:!?]) ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz ([ ;,:!?]) Headline (14pt, bold) Sub-headline (12pt, bold) Body text (10pt, regular) The font size difference between the headline, sub-headline and the body text is always the same (e.g. 2pt). In general we use the above mentioned font sizes. They can be ajusted for different applications according to the needs. The line spacing (leading) between the text is always body text font size x1.2 and between paragraphs always body text font size x1.6 The body text is never justifyed as a block. This makes our written communication light and pleasant to read. Mauris sed nulla Lorem ipsum dolor sit amet Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis nec posuere tellus, ut rhoncus neque. Nunc sagittis quam sed tristique finibus. Proin sit amet dui malesuada, tincidunt est id, laoreet urna. Donec porttitor, mauris blandit scelerisque mattis, lorem eros fringilla arc. BRAND BOOK 11

12 HOW WE LOOK. our photography Our photography captures a slice of everyday life. It s never fake or frivolous. It should make you feel like you are right there transported to that moment in time. It s about telling stories through personalities, interactions, and experiences. So it feels real, honest and straightforward. Mainly we use color photography, but you can also use them in black and white. 12 BRAND BOOK

13 BRAND BOOK 13

14 HOW WE TALK. our voice & tone As humans we know that it is not only about what we say, but also how we say it and what words we choose. Our voice and tone express our personality. A strong voice helps us make every word count, establishes consistency across our communication, and most importantly helps us grab our readers attention and build a relationship with them. Light-hearted We are cheerful, positive, happy, playful and we spread and share our joy of life. Fun We always have a good time and bring people to laugh. Do: Bubbles, cake, wind in our hair and lots of good pedal force on our maiden voyage. Don t: Everyone was happy for the first trip. Do: 300 kilometers of delightful bonding between generations. Don t: Many kilometers with elderly and younger. 14 BRAND BOOK

15 Engaging With charm we spark our fellow riders interest, connect with them in heart and mind and immerse them in what we have to say. Authentic We are genuine and real, down to earth and don t pose. Do: 101-year old Thyra got tears in her eyes more than one time on our tour around her hometown. Because she got to revisit her home through 70 years and had a heart warm hug from her local grosser. Don t: Thyra saw many beautiful things on the ride in her hometown. Do: Sofia was all ears, when 98-year old Thorkild told almost his entire life story, Sofia couldn t get a word in, but they were filled with laughter. Don t: The pilot and passenger exchanged stories. BRAND BOOK 15

16 BEST PRACTICE. our online media Cycling Without Age is a universe of stories through which we connect and interact with people from all over the world. Our goal is to take our audience on a journey and get them to find the spark too. Therefore, we connect all our online channels and create a consistent online appearance. Website Our website is the node of our online communication. It holds the threads together and it is the door to our Cycling Without Age universe. 16 BRAND BOOK

17 Social media We use the power of social media (videos, images, etc.) to tell our stories worth spreading. BRAND BOOK 17

18 BEST PRACTICE. our rickshaws We like to be colorful and eye-catching, but we don t turn our rickshaws into canaries. Every logo has its own specific spot. Bike identifier Our bike identifier contains the name of the city. All over the world it s the same. We don t make exceptions. The bike identifiers are placed on either side of the rickshaw. 18 BRAND BOOK

19 Co-branding & contact details There is plenty of space at the back of the rickshaw. Municipalities and companies who bought or sponsored the rickshaw can put their logo right here. We also use this space for our contact detail sticker and other information we want to put on our bike. BRAND BOOK 19

20 BEST PRACTICE. our correspondence First impressions count - in person and through correspondence. We always give our best while staying true to ourselves. Authenticity is our first priority. Business cards Believe it or not. We actually have our own business cards. We centre the Cycling Without Age headline CYKLING UDEN ALDER C M Y CM Ret til vind i håret MY CY CMY K Ole Kassow Cykling uden alder We align our contact details to the right 20 BRAND BOOK

21 Correspondence We all use the same signature - be it in Copenhagen, Zurich, New York or Sydney. Thumbnail logo Name, Cycling Without Age with hyperlink to the website Phone number, address BRAND BOOK 21

22 BEST PRACTICE. our posters & flyers We love space. It doesn t take away, it adds. Less is definitely more. One clear message makes more impact than many, all clamouring for attention. We use two different kinds of posters & flyers: one based on our logo and one with a photography as background. Poster (A0, A1, A2) & flyer (A5) This poster & flyer are based on our logo. CYKLING UDEN ALDER Information about event, website, social media Gi r du vind i håret? Nu kommer Cykling uden alder til Dragør. Være med til at sætte gang i hjulene og giv dig selv og de ældre nogle skønne oplevelser. cyklingudenalder.dk facebook.com/cyklingudenalder Partner logo The font size of our slogan is never bigger than the Cycling Without Age headline Ret til vind i håret 22 BRAND BOOK

23 Poster (A0, A1, A2) & flyer (A5) Our full picture poster & flyer have always 60% of uniform background space (e.g. sky). Information about event Date, location, time, social media, website CYKLING UDEN ALDER Gi r du vind i håret? Nu kommer Cykling uden alder til plejehjem xxxxxxxx. Være med til at sætte gang i hjulene og giv dig selv og beboerne nogle skønne oplevelser. Meld dig i dag eller kig forbi til Klar-P arat-kør: 2. september 2014 Rådhuset kl cyklingudenalder.dk facebook.com/cyklingudenalder The font size of our slogan is never bigger than the Cycling Without Age headline Ret til vind i håret Our logo and the one of our partner(s) BRAND BOOK 23

24 BEST PRACTICE. our leaflet Sometimes we have more information to communicate than it fits on our regular A5 flyer. For this occasion we designed a A6 multi-page leaflet. Leaflet (A6) This is our 4-page leaflet. You can easily add more pages if you need. p. 1 Cycling Without Age The city p. 2 INFORMATIONSMØDER OM CYKLING UDEN ALDER Title Nu får du mulighed for at blive en del af bevægelsen Cykling uden alder og være med til at sprede glæde blandt vores ældre borgere under mottoet ret til vind i håret. Cykling uden alder inviterer til et fællesskab, der bygger bro mellem generationer. Et par friske ben træder i pedalerne, mens en ældre, evt. sammen med en ven eller et barnebarn, nyder turen. Cykling uden alder åbner samtidig mulighed for et tæt samarbejde mellem de kommunale medarbejdere, de frivillige og erhvervslivet. Du kan støtte Cykling uden alder på mange måder - som privatperson, som forening eller som virksomhed. Sorø Kommune har købt fem rickshawcykler med elmotor, der fra midten af april er klar til at køre med de ældre borgere i Ruds Vedby, Stenlille, Dianalund og Sorø By. Til hver rickshaw skal der tilknyttes en gruppe frivillige cykelpiloter. Som cykelpilot bestemmer du selv, hvornår og hvor meget du vil cykle. Vil du være cykelpilot eller støtte Cykling uden alder på anden vis, så mød op til informationsmøderne. We use a two-column body text to make it more pleasant to read 24 BRAND BOOK

25 p. 3 You can adapt the number of bars (80% transparency) according to your program p. 4 Contact information Our and our partner s logo BRAND BOOK 25

26 CYKLING UDEN ALDER I Februar CYKLING UDEN ALDER I Februar CYKLING UDEN ALDER I Februar BEST PRACTICE. our presentation We love to speak about Cycling Without Age in public, inspire people through our stories and get them on board - be it new passangers, pilots, investors or nursing homes. Presentation & brochure (16:9) This are some slides out of our presentation resp. brochure template to give you an idea about its look and feel. Please contact us to get the template. HVORFOR REJSER UDEN ALDER? Fra tidligere ture har vi set nye venskaber opstå, og ældre der finder ressourcer, de havde glemt. Medarbejdere ser de ældre i nye rammer og får frisat ideer, som vil ændre deres arbejde i hverdagen - og give større arbejdsglæde. Samtidig er turen en fantastisk mulighed for at skabe positiv opmærksomhed i hele kommunen om jeres Cykling uden alder initiativ, som givetvis vil tiltrække endnu flere engagerede og ressourcestærke piloter. CYKLING UDEN ALDER Title slide Text slide ODENSE- HAMBORG 14 Indhold Hvorfor rejser uden alder?...4 Odense - Hamborg Turen om Isefjorden...6 Finansiering...12 Turarrangørerne...14 Content slide Moodboard slide Full picture slide Chapter divider slide 26 BRAND BOOK

27 naturstyrelsen.dk visitfrederikssund.dk naturstyrelsen.dk CYKLING UDEN ALDER I Februar CYKLING UDEN ALDER I Februar rovfnug.dk CYKLING UDEN ALDER I Februar PROGRAMFORSLAG TURARRANGØRERNE Dag 1: Roskilde - Jægerspris kilometer f.eks. via Vellerup og Kyndbyhuse på selve fjordstien Overnatning: Bautahøj Konferencecenter Dag 2: Jægerspris - Højby Via Hundested-Rørvig (ca. 50 kilometer) evt. også via Kulhuse-færgen. Eftermiddagskaffe i Rørvig havn. Overnatning: Højby Kro Dag 3: Højby - Roskilde Via Ulkerup. (ca. 70 kilometer). Der køres langs kysten f.eks. Kongsøre Skov, Sandskredet mv. Hjemkomst: Ved ca. 18-tiden. Søren Steffensen Turarrangør Dorthe Olander Turarrangør Program slide Team slide DET PRAKTISKE Turen planlægges i detaljer, når vi er blevet enige om de store linjer. Med på turen er også en bus, som kører bagage, forplejning mm. til pitstop. De ældre, der måtte have lyst til og brug for det, kan også tage et hvil i bussen. I budgettet er der indlagt udgifter til bus & trailer. Hvis Roskilde Kommune/plejecentrene selv har en bus, kan den måske bruges i stedet for. VI ER JO NØDT TIL AT KOMME UD OG SE VERDEN. Picture & text slide Aase Sørensen, Cykling uden alder passager Quote slide (also in red) RET TIL VIND I HÅRET Budget slide I Closing slide BRAND BOOK 27

28 BEST PRACTICE. our support kit Cycling Without Age is like a glue to our society. Everybody contributes with his/her own means and resources: The rickshaw pilot with his/her spare-time, the nursing homes with the purchase of the rickshaws and cafés, ice cream shops and restaurants in the city with a cup of coffee, tea or ice cream for the pilot and the passengers. For the latter we created a support kit containing a window sticker, a gift card and a flyer with information about Cycling Without Age. Support sticker (A7) & gift card This is our window sticker for cafés supporting Cycling Without Age with a free cup of coffee, tea, ice-cream etc. for the pilot and the passengers. We also have a design ready for gift cards. Headline (Engl. we support ) VI STØTTER CYKLING UDEN ALDER Sub-headline (Engl. Cycling Without Age ) Website domain aligned to the right cyklingudenalder.dk Ret til vind i håret The font size of our slogan is never bigger than the Cycling Without Age sub-headline Amount Logo is centered CYKLING UDEN ALDER 60 DKK CYKLING UDEN ALDER Logo is centered Headline, logo of café Contact details of café Gavekort... Cafe Sokkelund Smallegade 36E 2000 Frederiksberg cafe-sokkelund.dk Gavekort Dette gavekort giver adgang til en varm eller kold drik for piloter og passagerer, hver gang I kommer forbi Sokkelund. Drikkevarerne kan nydes enten ved bordene udendørs eller til at tage med. Cafe Sokkelund Smallegade 36E 2000 Frederiksberg cafe-sokkelund.dk Headline, logo of café Short body text Contact details of café 28 BRAND BOOK

29 Support flyer This is our support flyer for cafés, icecream shops, restaurants etc. It explains to shop staff what Cycling Without Age is all about. Headline (Engl. we support ) VI STØTTER Tusind tak fordi du og din butik har lyst til at støtte Cykling uden Alder. Cykling uden Alder er en hastigt voksende og glædespredende bevægelse, der snart dækker hele landet under mottoet ret til vind i håret. Cykling unde Alder åbner mulighed for, at alle der har friske cykelben kan kaste sig i sadlen på de nye lækre el-rickshaws - der står på plejecentre landet over - og snuppe en tur i byen eller ud i landskabet med et par skønne ældre mennesker. En del af en god tur kan vær en blomst fra blomsterhandleren eller et æble fra købmanden. Fælles for dem alle er, at de er med til at skabe dejlige oplevelser og gode relationer i småg og store byer. Alle deltagende buttiker, caféer, ishuse, restauranter vil blive vist på denne side, hvor der også er et Google-kort med alle placeringerne: Hvis I endu ikke er på kortet, så skriv til os på og fortæl os, hvad I tilbyder frivillige pioloter og deres passagerer, når de kommer forbi. Body text De glæedeligste hilsner Cykling uden Alder cyklingudenalder.dk facebook.com/cyklingudenalder Logo(s) BRAND BOOK 29

30 BEST PRACTICE. our merchandising We are proud of being part of Cycling Without Age. Our merchandising products create a strong sense of belonging. T-shirt We have a round neck t-shirt design for man and a v-neck t-shirt design for women. We also have a design for a weatherproof, multifunctional jacket. Please contact us for any further information. On the back side of the t-shirt you can put our and your partner s logo. Please centre them and don t make them too big. On the front side of the t-shirt you put a description such as ambassador, pilot, etc. and Cycling Without Age in the same style as in the main logo (aligned to the right) underneath it 30 BRAND BOOK

31 CyklingUAPostkort /12/14 12:29 Hvis du har frske ben, så står der nye el-rickshaws på mange plejecentre rundt om i laner - klar til at du kan snuppe en tur med er par skønne ældre mennesker. Find de deltagende Postcards byer på cyclingudenalder.dk og følg os på facebook.com/cycklingudenalder. With the postcard we share our Cycling Without Age stories with family and friends. They are ideal for carrying on the bike for handing out to people you meet while cycling. They re a great way to create awareness and encourage people to become voluntary pilots. C The headline is centered an aligned to the right mint green sharp edge (1) M Y CM MY CY CMY K CYKLING UDEN ALDER (1) Here we place our main logo CYKLING UDEN ALDER Ret til vind i håret The font size of our slogan is never bigger than the Cycling Without Age headline Space for our partner s logo C M Y CM MY CY CMY K This is the space for your body text BRAND BOOK 31

32 BEST PRACTICE. our merchandising We are proud of being a part of Cycling Without Age. Our merchandising products create a strong sense of belonging. Stickers (6x6) & badge The value of a sticker is not to be underestimated. People love to get stickers. That s a general fact. Moreover, we have also a design for a badge, great for events or for handing out to pilots once they have been certified. Stickers (6x6) I CPH Badge PILOT Any description (e.g. ambassador, pilot, captain etc.) or name of a person possible 32 BRAND BOOK

33 Bicycle seat rain cover Bicycle seat rain covers are truly useful and have at the same time a high visibility on the street. There is no better match of functionalities for a merchandising product. You can use the I ride CPH icon also on other merchandising products. But we never use the icon as a logo. I CPH Can be translated into local language, local city abbreviation CYKLINGUDENALDER.DK Website address BRAND BOOK 33

34 BEST PRACTICE. our beach flag Cycling Without Age is all about bringing people together. Events, long rides (e.g. Odense-Hamburg 14), launch events, ambassador reunions, volunteering days at companies etc. occur all over the place all the time. For these purposes we created the beach flag as a highly visible and easy to transport landmark of Cycling Without Age. Beach flag They beach flag is easy to transport since it can be disassebled in many small parts. Please stick to the design standards given in the Adobe InDesign template. 34 BRAND BOOK

35 Customized designes & questions about design implementation There are lots of design applications we can share with you and which you can offer to the nursing homes you re in contact with. If there are nursing homes with specific wishes and needs for a tailor-made application that doesn t exist already, we at the Cycling Without Age hub in Copenhagen offer customized design services, tailor-made for a specific city or nursing home. Don t hesitate to contact us at We are happy to help you. Make sure to arrange enough time for the design and the production of the tailor-made application. At this point I want to thank you for sharing our belief, for helping to bring Cycling Without Age to life, and for making the movement flourish and thereby contributing to a more joyful world. Ole Kassow Founder BRAND BOOK 35

36 SOCIAL MEDIA. our guidelines How we create social content From a tweet, to an Instagram picture to a blog post, great content is at the heart of Cycling Without Age. We think about content in three distinct categories: creation of new content curation of existing content and conversations. A compelling mix of these three content categories creates a valuable experience for our network on social media. #1 Create compelling social content Compelling content is the glue between the social platforms of Cycling Without Age. Different types of content inspire different audience responses and social actions. Snackable, short content and multimedia is often ideal for engagement and sharing, whereas longer, more in-depth content can strengthen the profile and build trust. #2 Curate valuable content from other channels and users One-sided relationships rarely prosper. We source and share content from our broader community - fans, experts, news sources, and partners. By shining a light on their perspectives we build strong relationships. And by introducing our fans and followers to other interesting, relevant voices we build a loyal community. #3 Converse and engage with your audience We at Cycling Without Age converse with users in the same way we would in a face-to-face dialogue. Thus, we don t only start conversations directly from our brand, but also through joining existing conversation taking place amongst our broader social community. Therefore, we assess conversations we as Cycling Without Age want to begin as well as which existing dialogues we can enter and add value to. #4 Define and balance the social content mix The framework for the Cycling Without Age s social content can vary. Thus, we define our objectives and our audiences needs, based on which we determine the mix between created, curated and conversation-based content to satisfy both priorities - ours and the ones of our audience. 36 BRAND BOOK

37 How we create social engagement Social media is rooted in the promise of connecting and engaging on a personal level. The opportunities for us as Cycling Without Age to connect with - not just broadcast to - our audiences are rich. This ability to interact on a one-to-one level with consumers and to inspire broader participation is opening new doors. #5 Understand the interests and needs of your social community Before we engage as Cycling Without Age, it is critical to understand our audience and their motivation for connecting with us on social channels. We shape our communication approach so that our message will resonate with our community. #6 Enable real-time engagement Responding, interacting and conversing in real-time are powerful opportunities to create awareness, enhance customer satisfaction, and build lasting relationships. #7 Inspire lightweight interactions Similar to in-person relationships, not every social communication needs to be overwrought. Blog posts, hearty content assets and big campaigns are compelling, but so are small interactions and experiences that build over time. Bite-size activity and posts (pictures, snackable multimedia and brief updates) are easier to share and more easily consumed - making it easier to stay top of mind. It also provides our network with ongoing, lightweight opportunities to connect and engage with Cycling Without Age. #8 Create share-worthy experiences A key benefit of social engagement is that it creates one-on-many interactions. Sharing content that appeals to the emotions of our audience (happy, serious, funny, thought-provoking, etc.) and evokes a response (such as a like, retweet, comment, or share) results in the proliferation of our message to that individual s own social network. Since people tend to connect with others like themselves, tapping into the social networks of our existing fans and followers is a great way to reach others that are likely to appreciate our content. #9 Respond to hand-raisers When people take time to mention Cycling Without Age, directly or indirectly, we take the time to reach out and respond. This provides proof that we are listening and are invested in their social experience. Offering small, unexpected moments of delight can go a long way towards building affinity and preference. BRAND BOOK 37

38 SOCIAL MEDIA. our guidelines How we appear visually on social media The appearance is as important as the content. Here are our core principles when creating a new Facebook group, page or event. Cover picture dimensions: 851 x 315 pixels The cover picture is the first thing people see, when they visit our Facebook page, group or event. We choose a unique photo and change it as often as we like. Profile picture dimensions: 180 x 180 pixels The profile picture represents our page on other parts of Facebook, like in the news feed. We always use the thumbnail logo as profile picture. Organize your view and apps We live in a world of sensory overload. Therefore, we highlight what s important and put the rest at the end or even delete it. Star, Hide, or Pin You can anchor a specific story/event information/etc. to the top of your timeline for up to 7 days. Pinning it to the top of your page will prevent it from getting buried by more recent updates. 38 BRAND BOOK

39 About This section gives us the opportunity to briefly explain Cycling Without Age and let new visitors quickly understand what the movement is about. We keep it brief so the description doesn t get cut off, and include a URL to the local Cycling Without Age website. Visual content Facebook s timeline page design places an emphasis on visual content like images and videos. Moreover, posts including a photo album or picture generate twice as much engagement than other post types. Thus, we always think photos, charts, infographics, and other content visualizations. Post timing Also related to the ingredients of our content is when and how we post it. We track what time of day our fans are most active. Focusing our engagements during these times helps us grow our community. BRAND BOOK 39

40 THE RIGHT TO WIND IN YOUR HAIR

CONTACT. Cycling Without Age (Cykling uden alder) Trangravsvej 8 1436 Copenhagen Denmark. partners@cyclingwithoutage.org www.cyclingwithoutage.

CONTACT. Cycling Without Age (Cykling uden alder) Trangravsvej 8 1436 Copenhagen Denmark. partners@cyclingwithoutage.org www.cyclingwithoutage. CONTACT Cycling Without Age (Cykling uden alder) Trangravsvej 8 1436 Copenhagen Denmark partners@cyclingwithoutage.org www.cyclingwithoutage.org 2 BRAND BOOK WHO WE ARE What Cycling Without Age stands

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