brand identity (brand book)
Post on 20-Mar-2016
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DESCRIPTIONCrown Holdings, Inc. is a leading manufacturer of packaging products for consumer marketing companies around the world. They make a wide range of metal packaging for food, beverage, household and personal care and industrial products and metal vacuum closures and caps.
Crown Holdings, Inc.
Crown Holdings, Inc.
Shaping your brands future
Displaying the look
Table of Contents
SHApInG your BrAnDS fuTureWhen you face a new person, you would start to talk to him to know who he is. Before talking to him, however, you would first look at his appearance such as his clothing, his hair style and even his gesture while hes talking. This could be another way that you perceive his personality. Therefore, ones character can be determined by appearance. Crown is the company that builds other companies look and better appearance. We are a tailor making better and suitable clothes for other companies and their new brands.
Tone of voice
As a tailor, having a good and durable fabric is the most essential part for processing clothes. Then, what kind of fabric are we made of?
The idea behind this mark is derived from water drop
because what Crown does is very similar to the shape
of water. Water normally doesnt take any shape and
it easily changes its form based on its environment.
Crown also should be flexible and changeable depends
on their customers personality.
Flexibility of water
6 BuILDInG eLeMenTS
The mark may be placed on the white background.
The mark may be placed on the gray tone background which has lower value that doesnt distract the mark.
When added a color, it should be colored in gray with gradient at the end tail of letter C.
The mark may be placed on the blue background with gray the gradient symbol.
The mark can not be cropped.
The mark can not be streched in any direction.
When coloring, do not change the color on the mark.
Do not color them all solid color.
Do not change the background with light or neon color.
IDenTITy MArk 7
The color palette is comprised of variations of blues
and grays. Blue is basically represents the color of
water while gray is considered as the color of metal
and aluminum. Those are dominant and yet significant
colors for our strong industry and our highly
innovative technology and invention.
Harmony of nature and technology
8 BuILDInG eLeMenTS
Blues are more dominant than greys. Magenta can be vary on blues as long as others stay the same and black can be vary in numbers aon greys as far as oth-ers stay consistent.
Additional colors such as white, green, and purple can be used as highlight colors. They are less dominant then blues and grays.
Blues always dominant than grays. The amount of blues also takes larger part than grays.
Highlight colors can be added but should always take small amount than others.
CoLor uSAGe 9
Simplicity and uniqueness
Customers have their own different needs. In order to
fulfill their needs, Crown should stand neutral and
discover their uniqueness as well as their characters.
Therefore, we should start with our simplicity and
develop customers uniqueness.
10 BuILDInG eLeMenTS
Univers LT std
Univers LT std 55 Roman
Univers LT std 45 Light
univers LT std 65 Bold
Constantia Bold italic
Although there are lots of type families in Univers, we only use 55 Roman, 45 light, and 65 bold.
All four different styles of Constan-tia can be used but italic maybe used more than others.
Resonance of confidence
We are the company that builds other companies
brand and their images. This indicates that we are also
a part of customers brand and striving for the same
goal. We are responsible for their appearance.
Therefore, our voice should contain confident,
straighforward, and proud tones.
12 BuILDInG eLeMenTS
Projects a realistic, credible, attractive future for Crown Holdings
Shows a clear sense of purpose, direction and desired future.
Style of voice
CaringRespects people and the diverse perspectives they bring.
Fosters an inclusive culture.
Demonstrates our commitment to social responsibility.
Focuses on finding solutions and uncovering possibilities.
Talks about familiar topics in new, creative ways.
Keeps business jargon and acronyms to a minimum.
Creates enthusiasm about what we can achieve together.
Conveys excitement about ideas and possibilities.
This is how we greet and treat our customers. The way of speaking to customers should contain all those four categories.
VoICe uSAGe 13
Maintaing exiciting moments
A dynamic motion will give you a confident feeling and reliable
impression. when you wear clothes that you wanted to have,
you would feel exicting and somehow want to show off your
look to people around you. Pictures which express dynamic
working environment, consumers who enjoy the products, and
our people working at the place at work would appeal to our
14 BuILDInG eLeMenTS
Photos should appeal the idea of people with the dynamic motion on bright background. The angle and perspective of photo need to deliver interesting message.
When the fabric is ready, the tailor would add some details and decorations to give better impression and appearance.
This is one of the ways that distinctively expresses ourselves.
Process of ideation
When you are on the process of making something,
you would probably think of how you develop the
ideas. We are always thinking about better apperance
for your brand and identity. line work, and illustration
include our process of thinking, and sketching.
18 AppLyInG DeTAILS
Illustrations mostly are comprised of line works and our products are the ones that illustrated. The outermost line is thicker than inner lines which describe the details of the product we produce.
Our diagrams and charts are based on the style of
illustration. They should have contain the simple
appearence by having hierarchy in emphasizing
elements, such as numbers and words.
20 AppLyInG DeTAILS
By applying hierarchy on our llustration, chart can be explained more effectively.
Diagrams are comprised of illustration with line works. Hierarchy on scales and colors are included to show its effectiveness.
bottle can tab17.3%
Food and beverage
Treating with consistency
Well-organized layout and grid is required to show our
consistent and honest attitude toward our customers.
An effective and fucntional communication can be
delivered in consistent layout and grid system.
22 AppLyInG DeTAILS
Grids in single page consists of a pair of horizontal thresholds and several lines of vertical thresholds.
Two 9x 9 pages consist one spread and it follows similar format of single page. Most texts live in a right hand page on a spread.
Layouts are flexible, and easier for viewer to follow by saparating two proportional size of page.
Single page (9x 9) Single spread (18x 9)
Single spread (18x 9)
There are several ways to display our brand image and look. An effective
exhibition would appeal shoppers to be a part of our customers.
DISpLAyInG THe Look
Spreading the message
Business card, letterhead, and envelope are the way that express our business
concept. In stationery, we are showing our potential to grow with our custom-
ers and the reliable corporate partnership.
26 DISpLAyInG THe Look
U.S. lettersize (8.5 x 11)Strathmore Writing 25% Cotton Wove, Ultimate, 28 lb.
April 12, 2010
Mr. Joseph TaylorChief Executive OfficerHagin Investment Management645 Madison Avenue9th floorNew York, NY 10022