Invest Lithuania Brandbook

Brand guidelines2013

Version 2

If I would start a business one more time, I would definitely do it in Lithuania again.Ilja Laurs, CEO of GetJar

Contents 02

1.0 Our brand 03

2.0 Identity elements 06

2.1 Tone of voice 08

2.2 Logo 14

2.3 Colour 22

Why do we need brand guidelines? 04Our vision 04Our mission 04Who we are 05 What we are trying to achieve 05

Our toolkit 07

How we communicate 09Messaging hierachy 13

Master – English version 15Master – Lithuanian version 16Exclusion zone 17Reversed logo 18 Black and white logo 19Preferred sizes 20Do’s & don’ts 21

Values 23Colour palette 24

2.4 Typography 32

2.5 Facts & figures 40

2.6 Photography 47

3.0 Applications 56

Primary typeface – print 33Primary typeface – online and internal 36Styling for printed material 37

Charts – overview 41Charts – pie charts 42Charts – bar charts 43Infographics 44Do’s & don’ts 46

Portraits – styling 48Portraits – composition 50Portraits – do’s & don’ts 51Country – styling 52Country – do’s & don’ts 53Industry – styling 54Industry – do’s & don’ts 55

Grid 57Brochures 61Presentations 63Exhibition stands 65 Advertising 66

1.0 Our brandA strong brand is one of the most valuable assets an organisation owns. To make it truly powerful it needs to be applied consistently – these guidelines will help you to do so.

Our brand Identity elements Tone of voice Our logo Colour Typography Facts & figures Photography Applications

03

Vision

To become the leading public body for attracting investment in Europe.

Mission

To provide professional services to investors and the Lithuanian state in promoting economic competitiveness of Lithuanian investment attractiveness and awareness of the country in the world.

Why do we need brand guidelines? Our brand acts as the framework on which we can base our communications. Carefully nurturing and growing our brand also helps to distinguish us in recognition and consistency.

By physically representing ourselves in the same way, using the same messages and the same language, we will, over time, develop an instantly familiar image for Invest Lithuania.

Our brand


04

Who we are

We want Lithuania to feel nimble, alert and dynamic. Full of energy. Smarter. Brighter. Where things really do get done. In other words, all the attributes of being small without saying small. It’s all about making things happen.

What we are trying to achieve

We want to engender the feeling that Lithuania isn’t quite like other countries. We want to communicate that the people here are dedicated to creating futures and those that invest, grow fast.

In evolving our brand we’ve defined who we are and what we are trying to achieve. These two paragraphs sum up our personality that helps us to express our brand.

Our brand


05Positioning statement

2.0 Identity elements Our identity is more than just a logo. It’s a design scheme composed of a number of core elements which, when used consistently, create our distinctive look and feel. The following page gives an overview of these elements.


06


Our toolkit

This is our toolkit and the elements that construct our brand. These guidelines will ensure that you use them to the best effect at all times.

A country as ambitious as you are. Let’s talk Lithuania. We speak fluent business.

Logo Colour

Tone of voice Photography

Facts & figures

57%

44%

30%

07

2.1 Tone of voiceWords matter. What we say and how we say it has a major effect on how we are perceived as a brand. And like our visual identity, our tone of voice needs to be applied correctly and consistently.


08

Tone of voice How we communicate

3 keys to creating great copy

The way we communicate speaks volumes about us a business. From the way we answer the phone and write our emails, to the way we write our brochures. It’s important that we speak with a clear voice at all times.

Here are a few steps to help when writing copy for everyday use.


41 2Be clear• Make your point in the

shortest, simplest way.

• Make sentences active rather than passive.

• Keep to one idea per sentence; and one point per paragraph.

• Make sure headings and introductions get straight to the benefit, point, message… (questions often work well to pull in the reader).

• Show, don’t tell. Give concrete examples.

Be confident• Back up any claims and

show how we lead the way.

• Be as economical with your words as possible (it oozes confidence).

• Use strong, active verbs focussing on what can be achieved, not on the limitations or problems (avoid the passive tense).

• Relate our services and offerings to people’s businesses and lives.

• Inject some personality.

Sound human• When communicating

to a wider audience, use everyday words.

• Use ‘I’, ‘we’, ‘you’ and ‘us’.

• When writing for brochures, websites or other marketing material use contractions for a conversation style. For example, ‘we’re’, ‘you’re’, ‘don’t’ etc.

• Empathise with your audience.

09

3Be professional• When communicating

to highly respectable, diplomatic or private figures, always speak with a formal tone.

• In formal emails and business correspondence do not contract words. Always use we are, we will, you will etc.

• Avoid abbreviations

• Be considerate and polite.

Note: brand copy should not be used on any type of traditional products and marketing material that do not meet the identity of the brand. Slogans should only be used with products that trully reflect a smarter, brighter, ambitious and dynamic country.

A country as ambitious as you are Lithuania, where people champion new ideas, and run with them. Where the entrepreneurial spirit runs deep within our DNA. Where our unique combination of passion and can-do ability paves the way for growth and success. Looking for the next business opportunity?

Let’s talk Lithuania. We speak fluent business.


Our DNA

Brand copy We have a piece of copy that sums up who we are as a country and provokes our audiences to find out more. It’s our call to action. This should be used as an introduction in all marketing material in one of the forms on the next two pages.


Version 1

10

A country as ambitious as you are. Where people champion new ideas - and run with them.



Our DNA


Brand copy When there is limited space or when needing a more concise call to action these versions can be used.


Version 3

Version 2

Looking for the next business opportunity? Let’s talk Lithuania.

Version 4

11


Categories

We’re confident about what we do. For each of our sector areas, we have written introductions that we use to convey our main benefit to the reader. We have no need to brag or make hollow claims - we always back up what we say with quotes and information graphics.


Talent

We’re ready. Are you? Our highly-educated, over-achieving talent pool is waiting for employers who can match their dedication and will to succeed.

Living standards

Be amazed, day in day out Discover the most beautiful place to do business.

Cost competitiveness

More for your budget Our cost competitiveness is your fast-track to expansion.

ICT & infrastructure

How fast do you want to grow? Wherever you’re aiming to take your business, we’ll get you there faster with an infrastructure geared to operational ease.

Business friendly

Supercharge your business. We don’t just help you set up. We make sure you hit the ground running.

12

Tone of voiceMessaging hierarchy

Value propositions

We need to emphasise the consistency in our messaging and communications. The order stated here for each category should be adhered to when producing materials.


Services

Talent/ICT & Infrastructure/Cost competitiveness/Business friendly/Living standards

ICT

Talent/ICT & Infrastructure/ Start-up scene/Cost competitiveness/Living standards

Manufacturing

Talent/Logistics/Research & business synergy/Cost competitiveness/Business friendly/Living standards

Life Sciences

Talent/Cost competitiveness/Strategic location/Fast growing industry

13

2.2 Our logoOur logo is only a very small part of our overall identity, but the most recognisable and tangible expression of our company. It’s also one of our most valuable and should be used properly at all times. This section explains how.


14

The Invest Lithuania logo colour choice is inspired by the Lithuanian national flag colours – yellow, green and red. The colors are darker and lighter shades to symbolise innovation, challenges and change.

We use the English version of the logo when communicating to the world and have a Lithuanian version for the Lithuanian audience. You can see this on page 16.

The preferred way to use the logo is on a white/light background. Every attempt should be made to do this in order to retain the integrity of the brand.

25mm

Minimum size Our logo should never be used any smaller than 25mm.

Our logoMaster

English version


15

Our logoMaster

When talking to a Lithuanian audience we are known as Investuok Lietuvoje. It is important to use the correct logo for the correct audience.

Lithuanian version


16

The exclusion zone provides a minimum area of clear space around the Invest Lithuania logo in order to prevent other graphic elements from disturbing the integrity of the mark.

x

x

Our logoExclusion zone


17

If you are using a colour background on your communication, you may use the Invest Lithuania logo reversed out. It is only under these circumstances that you should use the logo in this way and where possible, the full colour should be used on a white background as a preference.

There are 2 colours that should never be used with a reversed out logo. These are yellow (as it becomes illegible) and dark green (as this is a colour we don’t allow to be used on a large scale).

Our logoReversed logo


18

When creating marketing communications that must be one colour, the logo can be reproduced in black or white. We have created a logo especially for this that introduces a keyline stroke around the squares graphic as a way to separate the shapes.

Our logoBlack and white logo


19

A4 width55mm

A3 width77mm

Our logoPreferred sizes

There are standard sizes that must be followed when printing the Invest Lithuania logo on common formats of stationery and literature. These sizes should also be used as a guide to proportion when using non-standard formats. As a guide, for any applications above A3 size, multiply by 40% to get the next size up. All logo sizes are determined by the width of the full logo.

A5 width39mm

A6 width 28mm


20

Correct usage Do not rearrange the logo

Do not recreate the logo

Do not change the logo colour

Our logoDo’s & don’ts

To retain the integrity of our brand, it’s important to always use the master set of logos. Under no circumstances should these be edited in any way.

Do not resize elements of the logo

Invest Lithuania

Examples


21

2.3 ColourColour is an integral part of our brand, it helps create our personality. We’re bright, bold, colourful and confident in the way we present ourselves. Our palette uses several colours taken from our main logo that work in combination with each other to create diverse and multifunctional communications.


22

1 Bright yellow 3 Orange

3 Orange 4 Moss green

1 Bright yellow 5 Warm orange 6 Grass green

7 Rose red 8 Dark green

2 Lime green

1 Bright yellow

ColourValues

1 Bright yellowPantone 108C0 M5 Y100 K0R254 G223 B0

2 Lime greenPantone 104C7 M0 Y100 K20R196 G191 B0

3 OrangePantone 137C0 M35 Y100 K0R239 G166 B27

4 Moss greenPantone 377C4 M0 Y80 K20R133 G167 B77

5 Warm orangePantone 179C0 M80 Y94 K0R220 G80 B49

6 Grass greenPantone 355C98 M0 Y99 K0R0 G150 B80

7 Rose redPantone 193C2 M100 Y82 K6R200 G20 B51

8 Dark greenPantone 3435C84 M41 Y83 K35R37 G81 B58

N.B. Use dark green for ‘Invest Lithuania’ wording only.

Our colour palette is made up of those used within the main brand logo.


23

Our colour palette can be used as backgrounds in brochures and collateral to give a sense of confidence and boldness (with the exception of dark green as this is not a vibrant colour). This page shows which tints can be used and the colours that are compatible to use alongside it.

Subject specifer Talent

Colour paletteRose red

Tints Colour compatibility


80% N.B. Not to be used on 100%

60%

40%


White

Bright yellow

Orange

Warm orange

Black

24

Colour paletteWarm orange

Colour compatibility


Subject specifer Lithuania

Tints



60%

40%


Bright yellow

Orange

Black

White

25

Colour paletteOrange

Colour compatibility


Subject specifer Miscellaneous

Tints



60%

40%


White

Bright yellow

Warm orange

Rose Red

Black

26

Colour paletteBright yellow



Subject specifer Cost competitiveness



60%

40%


White

Lime green

Moss green

Grass green

Dark green

Black

27

Colour paletteLime green



Subject specifer ICT & Infrastructure



60%

40%


White

Bright yellow

Moss green

Grass green

Dark green

Black

28

Colour paletteMoss green



Subject specifer Miscellaneous



60%

40%


White

Bright yellow

Dark green

Black

29

Colour paletteGrass green



Subject specifer Living standards



60%

40%


White

Bright yellow

Lime green

Dark green

Black

30

Tints Colour compatibilityPlus tints as specified on previous pages

Colour paletteWhite

White should always be used when there is large amounts of copy or numerous charts in order to keep the layout simple and easy to read. This page shows which tints of black can be used and the colours that are compatible to use alongside it.


Black

80%

60%

40%

20%

Rose red

Dark orange

Orange

Yellow

Lime green

Moss green

Grass green

31

2.4 TypographyOur typeface is our visual voice and when using it with design consistency it helps us create our brand personality. The way we use it differentiates us as a brand and brings our words to life while acting as a flexible tool for all of our communications.


32

Typography Primary typeface

Berthold Akzidenz Grotesk BoldABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz0123456789?!@£$%^&*(){}:;

Berthold Akzidenz Grotesk Bold ItalicABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz0123456789?!@£$%^&*(){}:;

Our typeface is Berthold Akzidenz Grotesk and it’s at the heart of the Invest Lithuania identity. Clean, distinctive and legible we use it in a variety of weights and styles dependent on the expression needed.

Print usage:Headings Pull out quotes NumericalsChartsPull out statistics

Print


33

Berthold Akzidenz Grotesk RegularABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz0123456789?!@£$%^&*(){}:;

Berthold Akzidenz Grotesk Regular ItalicABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz0123456789?!@£$%^&*(){}:;


Print



Print usage:Body copySub headingsSource references

34

Berthold Akzidenz Grotesk LightABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz0123456789?!@£$%^&*(){}:;

Berthold Akzidenz Grotesk Light ItalicABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz0123456789?!@£$%^&*(){}:;


Print



Print usage:Body copy

35

Arial BoldABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz0123456789?!@£$%^&*(){}:;

Arial Bold ItalicABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz0123456789?!@£$%^&*(){}:;

Arial RegularABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz0123456789?!@£$%^&*(){}:;

Arial ItalicABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz0123456789?!@£$%^&*(){}:;

When communicating online and across internal applications such as powerpoint and word, our default font is Arial. We have chosen this due to it’s similar styling to Berthold Akzidenz Grotesk. Clean, distinctive and legible we use it in a variety of weights and styles dependent on the expression needed.

Online and internal usage:EmailsPowerpoint presentations Website


Online and internal


36

Typography is an essential part of an identity and should be used in a strong and consistent way. In order to ensure that all our communications are clear and legible, it is important that justification is always kept left and a +2pt ratio between font size and leading. Kerning is set at -20pt.

Always left align body text and headingsEstia voluptia alitatus audae repe disquise molo dolluptatur asseque dolupta todolo iss itat ex eossi rep exrepe eossi repe ipic tem facesciis dolupta e repe pro ipic faces ciis dolupta et que repe dolestis exxetlabo.

Never use full justification*Estia voluptia alitatus audae repe disquise molo dolluptatur asseque dolupta todolo iss itat ex eossi rep exrepe eossi repe ipic tem facesciis dolupta e repe pro ipic faces ciis dolupta etque repe dolestis exxetlabo.

Do not centre body text or headingsEstia voluptia alitatus audae disquise

molo dolluptatur asseque dotod iss itat ex eossi rep ex eossi repe ipic

tem facesciis dolupta e pro ipic ciis dolupta et que dolestis exexetlbo.

9/11pt leading is correctEstia voluptia alitatus audae disquise molo dolluptatur asseque dolupta tod iss itat ex eossi rep ex eossi repe ipic tem facesciis dolupta e pro ipic faces ciis dolupta et que dolestis exexetlabo. Utpel earcimodi id ut alit entiamet quatur.

9/8pt leading is incorrectEstia voluptia alitatus audae disquise molo dolluptatur asseque dolupta tod iss itat ex eossi rep ex eossi repe ipic tem facesciis dolupta e pro ipic faces ciis dolupta et que dolestis exexetlabo. Utpel earcimodi id ut alit entiamet quatur.

9/14pt leading is incorrectEstia voluptia alitatus audae disquise molo dolluptatur asseque dolupta tod iss itat ex eossi rep ex eossi repe ipic tem facesciis dolupta e pro ipic faces ciis dolupta et que dolestis exexetlabo. Utpel earcimodi id ut alit entiamet quatur.

Typography Styling for printed material

Justification Leading

Our brand Identity elements Tone of voice Our logo Colour Typography Facts & figures Photography Applications * Exception for press releases only.

37

The way we style typography is bold and with confidence. This page gives some examples of how we use type along with colour in applications such as brochures.


Brochure headlines


We’re ready. Are you? Our work force is highly educated, high-achieving and looking for employers who can match their dedication and will to succeed.

Subject introduction line Berthold Akzidenz Grotesk Bold Lead sentence should always be in one of our colours when used on a white background.

Introduction paragraph Berthold Akzidenz Grotesk BoldAs a guide this is set at 16pt/17pt for an A5 brochure.

We speak fluent businessOver the past 20 years, we’ve invested heavily in our people. The result is a highly skilled, multilingual and motivated workforce ready to make your business flourish. Added to which, our cost competitiveness provides the ideal foundation for business growth.

Body copy header Berthold Akzidenz Grotesk Bold

Body copy Berthold Akzidenz Grotesk Regular or lightAs a guide this is set at 9pt/11pt for an A5 brochure.

38

We use quotes within our communications to back up our facts. When doing so, we have a certain style that we use. The quote marks are from our corporate typeface which we have made some adjustments to.


Quotes


Unedited We need to adjust the space between quote marks to make them a more solid unit to fit within our brand.

X 1/2X

Edited This shows the correct usage of the quote marks and the spacing that should be used.

Lithuania’s convenient infrastructure, sea port, road and rail connections, highly developed communications and IT literacy really count.Scott Coutts, Former Director Operations, Philip Morris, Lithuania

Quote marks should be the same size as the X height of the type within the quote.

The end quote mark should sit on the baseline of the final quote sentence.

The quote marks should sit above the start of the quote with the distance being 1 body of the quote mark away.

Citation should be set at whatever the type size is divided by 1.5.

39

2.5 Facts & figuresAs a business we thrive on data, it’s the way we talk about our people and our country and promote it to the outside world. This section describes how to present data and statistics in an engaging way.


40

Our infographics shouldn’t be dry and dull - they should bring clarity and insight to a subject. They should be bold, colourful, sophisticated and rich in information representing Invest Lithuania as a modern, progressive brand. Always make sure you’re simplifying the information, not complicating or confusing it.

We use various ways to represent information, these are just some of them and we’ll explain how to use them on the following pages.

Facts & figures Charts

Overview

67%

Services16%

Manufacturing

9%

Agriculture

8%

Construction

PIE CHARTS SECONDARY HEADER

BUBBLE CHARTS SECONDARY HEADER

8%

Construction9%

Agriculture16%

Manufacturing24%

Manufacturing

BAR CHARTS SECONDARY HEADER

48%

36%

25%

PICTORIAL STATISTICS SECONDARY HEADER

ARE SPOKEN BY OVER HALF THE POPULATION


41

Pie charts can take various forms and they don’t always have to look like ‘pies’ as these examples show.

Choose a style and a size that suits your layout and information and always make sure the chart fits within your grid. You should always allow enough clear space around it so it can be clearly read.

For guidance on colour families and tints, refer to section 2.2.


Pie charts

67%

Services16%

Manufacturing

9%

Agriculture

8%

Construction

PRIMARY HEADER SECONDARY HEADER

8%

Construction

9%

Agriculture

16%

Manufacturing

67%

Services


8%

Construction9%

Agriculture16%

Manufacturing24%

Services



Keyline: 0.35 / black or white

Header: Akzidenz Grotesk bold / upper case / black, white or compatible colour / 6pt minimum size

Subhead: Akzidenz Grotesk bold / upper case / black, white or compatible colour / 6pt minimum size

Statistics: Akzidenz Grotesk bold / sentence case / black or white

Chart keyline: 0.5pt/ dots / black or white

42

Bar charts are a popular form of data representation. They can come in various forms as this page shows.

Choose a style and a size that suits your layout and information and always make sure the chart fits within your grid. You should always allow enough clear space around it so it can be clearly read.

For guidance on colour families and tints, refer to section 2.2.


Bar charts



48%

36%

25%

64

44

48

22

60

48

58

2012

2011

2010

2009

2008

2007

2006

PRIMARY HEADER SECONDARY HEADER Lithuania Europe Asia

342

245

281

180

323

281

372

304

200

2008

2010

2012




Subhead: Akzidenz Grotesk bold / upper case / black, white or compatible colour / 6pt minimum size

Statistics: Akzidenz Grotesk bold / sentence case / black or white / to fit in graph

43

Lists of statistics should be written in Berthold Akzidenz Grotesk Bold - we often use a few all on the same page which means we need the keyline as a separating device that sits with the title. When creating a chart of any kind, the source must also be added to the corresponding page. This should appear at the bottom as seen here.

Facts & figures Infographics

Statistics

ACCESSIBLE CONSUMERS WITHIN BALTIC SEA REGION, EU AND CIS MARKETS

700+ million

POPULATION1

3 million

PERSONAL INCOME TAX2

15%

1. Source: Statistics Lithuania2. Source: State Tax Inspectorate Under the Ministry of Finance of the Republic of Lithuania

Source: Akzidenz Grotesk regular/ black or white / 5.5pt minimum size




Footnote indicator: Akzidenz Grotesk bold / type colour / superscript

Numericals: Akzidenz Grotesk bold / black, white or compatible colour / 24pt minimum size

44

4TH LOWEST CORPORATE TAX RATE IN THE EU IN 2012

TAX

TAX

TAX

TAX

TAX

Source: State Tax Inspectorate Under the Ministry of Finance of the Republic of Lithuania

LANGUAGES:


Source: Eurostat 2011. EU average: 54% of population speak 1 foreign language, 25% speak 2 foreign languages

FOR 14.5€ YOU CAN RENT THIS MUCH:

LITHUANIA:14.5€ = 1 sqm

ROMANIA:14.5€ = 0.75 sqm

POLAND:14.5€ = 0.5 sqm

When being more expressive with data it’s possible to be creative with the information using infographics to help represent the message.

The examples on this page show how to bring information alive using a pictorial representation. Experiment with the data and make it come alive.

Facts & figures Infographics

Creative charts and graphics


45

When creating charts, there are a few rules to adhere to so that the brand remains consistent.

1. Do not mix colours that are not listed as being compatible in the colour section of this guideline.

2. Do not use tints of colours that are too similar, we need to make a differentiation. Tints should be at least 20% different.

3. Do not use any colours that are not specified in our palette.

4. Do not just list statistics, always try to make a feature or highlight them in some way.

Facts & figures Do’s & don’ts



64

44

48

22

60

48

58

2012

2011

2010

2009

2008

2007

2006

8%

Construction

9%

Agriculture

16%

Manufacturing

67%

Services


8%

Construction9%

Agriculture16%

Manufacturing24%

Manufacturing


• One of the best educated talent pools in the European Union (more than 90% of population having secondary or higher education)

• Around 175,000 students in universities and colleges / over 43,000 graduates yearly

• 1.5 million labor pool (30% concentrated in Vilnius metropolitan area)

• 90% of people speak at least one foreign language (either English, German, French or Russian); 50% speak at least two foreign languages

• Surge in the number of speakers of Scandinavian languages (4 universities and one college teaching Danish, Swedish and Norwegian)

• Fastest Internet download and upload speed in the EU and 2nd fastest worldwide

• Europe’s greatest fiber broadband penetration

• Easily accessible from any European city in less than 3 hours by plane

• Excellent geographic location at the crossroads of Western, Northern and Eastern Europe

• Superior logistics and transportation infrastructure

• Among the Top 40 countries in the World for the quality of life (International Living’s 2012 Quality of Life index)

• Among Top 15 least expensive European countries in cost of living

• With eight green parks and Old Town (a Unesco World Heritage site), Vilnius is one of the most beautiful capitals in the EU

• Vilnius tops the category of the European cities breathing the cleanest air (by European Green City Index)

• Jazz, theater, modern dance and classical music festivals taking place all throughout the year

• Five national parks and 30 regional parks filled with virgin forests and unspoiled marshlands across Lithuania

• Six top quality golf courses and four ski resorts, including an indoor ski complex

Talented. Connecting. Welcoming.

Highly Qualified Talent PoolHighly Qualified Talent Pool Cost Competitiveness

InfrastructureInfrastructure

Business FriendlinessBusiness Friendliness

INVEST LITHUANIA is a Lithuanian government agency that provides free advice and introductions to on-the ground experts to global companies interested in doing business in Lithuania.

The agency serves as a point of contact for foreign companies and guides international businesses through the process of setting up operations in Lithuania.INVEST LITHUANIA also provides information on Lithuania's highly-skilled yet cost-competitive labour force, tax incentives, and financing options. The agency has worked with numerous well-known global companies that have taken advantage of Lithuania's many incentives to expand their businesses by placing some aspects of their operations in Lithuania.

About Invest LithuaniaAbout Invest Lithuania

Taxes

High Living Standards

• Labour costs are more than 4 times lower compared to other EU countries

• The average monthly gross salary is ~EUR 630

• Availability of modern office space at very competitive prices

• Among Top 15 best outsourcing destinations

• 27th out of 183 economies worldwide for ease of doing business

• It takes 7-20 days to establish a new business

• Stable political and macroeconomic environment ensured by EU, NATO, WTO, Shengen Area

• Government support and favorable investment incentives

INVEST LITHUANIAJogailos 4

LT-01116 Vilnius, Lithuania Tel. +370 5 262 7438 Fax +370 5 212 0160

E-mail: [email protected] www.investlithuania.com

LT Rate EU-Range

• Corporate profit tax 15% 10-36%

• VAT 21% 15-27%

• Withholding tax on dividends 15% 0-40%

Other Taxes

• Personal income tax 15%

• Employee’s social security tax 9%

• Social security tax paid by the employer Up to 31.18%

• Real estate tax Up to 3%

• To pay EUR 1000 net salary the total cost to employer would be: EUR 1725, compared with Latvia (EU 1940), and Estonia (EUR 1816) LITHUANIA

46

1 2

43

2.6 PhotographyImagery speaks volumes, and the imagery we choose says a lot about our brand. Our style of photography aims to convey confidence, trust, clarity and boldness. We have 3 categories of photography within our photobank:

Our peopleOur countryOur industries


47

People are the most important of our subject matter. As a country, they are our central selling point. As such we have a style that we must adhere to when taking shots of people. Here are some key words:

EntrepreneurialGo-gettingEnthusiasticExcitingHonestFriendlyAmbitious

Photography Portraits

Styling


48


Styling

Our photography style is directly linked to our values of being clear, confident and bold. We always use colour photography and the shots we produce should exude colour, contrast, dynamism and a strong sense of form and composition.

A collection of imagery is available as part of the Invest Lithuania photobank.


49


Composition

The composition of our shots is key to our brand. We aim to create plenty of negative space within our imagery in order to give the impression of space and freedom. It also creates a bold and graphic style which is in fitting with the rest of our brand.

As a guide, portraits should be shot within the subject’s environment but without too much clutter that can make the shot look busy or unorganised.

On average 1/2 of the shot should have a clear or graphic area which could be used for graphics or text.


Average of 1/2 shot with negative space

Subject should always look to camera to convey honesty and trustworthiness.

Subject should always look natural, friendly and relaxed.

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When using shots of people there are a few rules to adhere to in order to keep our brand style consistent.

1. Avoid clichés2. Don’t let the subject come

across as anything other than friendly and approachable

3. We’re a colourful brand, do not use black and white

4. Don’t use posed shots5. Don’t use tight crops6. Don’t use unusual angles


Rules


1 2 3

4 5 6

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Photography Country

Styling


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Our photography style is directly linked to our values of being clear, confident and bold. We always use colour photography and the shots we produce should exude colour, contrast, dynamism and a strong sense of form and composition. Country images should give the feeling of space and size, covering a large distance. Use images that have a clear area that can be used for graphics or text.


When using shots of our country there are a few rules to adhere to in order to keep our brand style consistent.

1. Don’t use imagery that portrays us as a traditional or ‘old’ country

2. Don’t use fisheye lenses that distort imagery

3. Don’t use images with unnatural angles

4. Don’t use cluttered imagery5. Don’t use clichéd, stock photo

library type imagery

Photography Country

Rules


1

2 3

4

5

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Photography Industry

Styling


54

Our photography style is directly linked to our values of being clear, confident and bold. We always use colour photography and the shots we produce should exude colour, contrast, dynamism and a strong sense of form and composition. Use images that have a clear area that can be used for graphics or text. And when featuring people, show the subject interacting with their work.


Photography Industry

Rules


When using shots of the industries we work in, there are a few rules to adhere to in order to keep our brand style consistent.

1. Don’t use imagery that is cluttered

2. Don’t use abstract imagery3. Don’t use low quality

‘snapshot’ type imagery4. Don’t use ambiguous imagery

1

1 2

3 4

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3.0 ApplicationsWe have various items that we apply our brand to using a structured grid. This section will give more information about how we do so.


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Applications Grid

General

As a reflection of our logo, we always apply a square grid to our materials. This gives us flexibility to create diverse and dynamic communications.


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Applications A5 Grid

A5 brochure

For our A5 brochures we use the square grid shown here. For each ‘A’ size application, this can be sized up or down proportionally.


12mm

12mm

10mm 12mm 10mm

12mm

8.4mm

7 columns with 3mm gutter

10 rows with 3.5mm gutter

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Applications A5 Grid in use

A5 brochure

Always ensure that all elements fit to the square grid.


12mm

12mm

10mm 12mm 10mm

12mm

8.4mm

7 columns with 3mm gutter

10 rows with 3.5mm gutter

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Applications A4 Grid

A4 brochure

For our A4 brochures we use the square grid shown here. For each ‘A’ size application, this can be sized up or down proportionally.


17mm

17mm

14mm 17mm 14mm

17mm7 columns with 4mm gutter

10 rows with 5mm gutter

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Applications Brochures

A5 brochure - General


We speak fluent business

www.investlithuania.com

If I would start a business one more time, I would definitely do it in Lithuania again.Ilja Laurs, CEO of GetJar

Invest Lithuania / 03

A country as ambitious as you are. Lithuania. Where people champion new ideas – and run with them. Where the entrepreneurial spirit runs deep within our DNA. Where our unique combination of passion and can-do ability paves the way for growth and success.

Looking for the next business opportunity?

Let’s talk Lithuania 04

5 key points 06

Lithuania at a glance 16

Our partners 17

Advisory package 19

Invest Lithuania / 0706 / Invest Lithuania

TalentLithuania’s recent history of forward-thinking governance places particular emphasis on intelligent investment in our people. Comparative research has highlighted that Lithuania has one of the best-educated talent pools in the European Union. Investors’ expectations have continually been exceeded as business growth rates have resulted in the employment of a person per day over the last three years.

Multinational companies that have seen their enterprises succeed in Lithuania consistently identify the key reasons for their success as our:

• superior quality of staff• high number of graduates• excellence of spoken English• multi-lingual skills• loyalty

If you’re looking for new markets in which to expand, Lithuania not only has one of Europe’s most educated, professional talent pools, but also provides the benefits of a workforce that is familiar with east, west and north European mindsets. The recent rise in our numbers of Scandinavian and Slavic language speakers has been particularly dramatic.

We’re ready. Are you? Our work force is highly educated, high-achieving and looking for employers who can match their dedication and will to succeed.

LANGUAGES:

1ST IN THE EU:

Lithuania has a broad range of talent, from raw engineering skills to self-starters, to experienced entrepreneurs. Lithuania has all the ingredients to be a crucial hub in Europe for technology talent.Mike Butcher, European editor for Techcrunch

POPULATION WITH SECONDARY OR HIGHER EDUCATION


Source: Eurostat 2011. Female labour force, as percentage of total labour force (50.29%).

Source: Eurostat 2011. EU average: 54% of population speak 1 foreign language, 25% speak 2 foreign languages.

WITHHOLDING TAx ON DIVIDENDS*2

0%

R&D ExPENSES FULLY DEDUCTABLE BY2

3 times

Invest Lithuania / 1716 / Invest Lithuania

Lithuania at a glance

GDP GROWTH RATE (2012)1

GDP PER CAPITA (EUR, 2012)1

CURRENCY – LITAS PEGGED TO EURO

LAND TAx2

CORPORATE PROFIT TAx (4TH LOWEST IN EU 2012)2

PERSONAL INCOmE TAx2ACCESSIBLE CONSUmERS WITHIN BALTIC SEA REGION, EU AND CIS mARKETS

700+ millionSOCIAL SECURITY TAx PAID BY EmPLOYER3

3.7%

10,978TAx INCENTIVES: CORPORATE INCOmE TAx WITHIN SPECIAL ECONOmIC zONES2:

3.45LTL/1EUR

0%

EASE OF DOING BUSINESS IN WORLD5

0.1–4%

27th15%

LABOUR POOL STRUCTURE

TALENT – STUDY AREAS AT UNIVERSITIES AND COLLEGES

12%

IT & Industry

9%

Pedagogics

35%

Business administration and social sciences

6%

Architecture & Construction

13%

Other

9%

Law

8%

Healthcare

8%

Humanities

67%

Services16%

manufacturing

9%

Agriculture

8%

Construction

COUNTRIES WHO HAVE TAxATION TREATIES WITH LITHUANIA WITHIN mAJOR mARKETS4

48

VAT STANDARD2

5–21%

POPULATION1

3 million

* for foreign residents owning at least 10% shares; 15% in other cases** if paid to the European Economic Area or country with which Lithuania

has an effective tax treaty; 10% – other cases.1. Source: Statistics Lithuania2. Source: State Tax Inspectorate Under the Ministry of Finance of the

Republic of Lithuania3. Source: State Social Insurance Fund Board of the Republic of

Lithuania under the Ministry of Social Security and Labour4. Source: Ministry of Economy of Republic of Lithuania5. The World Bank Group, 2012

REAL ESTATE TAx2

0.3–3%WITHHOLDING TAx ON INTERESTS**2

0%

15%

<30.98%

Our general brochure and sector brochures have been set up to A5 to make them easy to carry and accessible. Print specifications Paper stock: Scandia 2000 whiteWeight: Cover: 240gsm Text: 170gsm

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ContactIf you have any questions about these guidelines and how they should be applied, please contact:

Agne SelemonaiteMarketing and Communication Department

[email protected]

67

Invest Lithuania Brandbook

Documents

Transcript of Invest Lithuania Brandbook