burma shave brand standards

CONTENTSCompany Origins

Logo Anatomy

Typefaces

Color_Photos

Audience Profiles

Extensions

Maintain

Explore

Entertain

Share

Identity

More

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Introduced in 1925 by the Burma-Vita company, Burma-Shave reigned as one of the top shaving brands in the US for over

thirty years.

Famous for its ad gimmick of posting witty poems on small, sequential

highway signs across the country, the company became a comforting

voice during a time of depression and war.

C O M PA N Y O R I G I N S

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1925

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COMPANY ORIGINS

A WITCH DOCTOR A SEA CAPTAIN AND A BUSINESSMANWALK INTO A BAR. . .


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Burma Shave’s original product was a liniment which came from essential oils Clinton Odell procured from a sea Captain who had bought them from a witch doctor on his recent travels to the country of Burma.

With sparse initial revenue, the company sought to expand sales by

introducing a product with wider appeal. The result was the first

successful brushless shaving cream—a perfect formula which the Odell

family arrived at after only 300 tries.

liniment: medicinal fluid rubbed into the skin to soothe pain or relieve stiffness

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While the shaving cream itself was high quality, Burma Shave’s fame was not

derived from their product, but instead from their quirky personality and playful puns.

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BY THE COMPANY’S END IN 1963, THEY HAD WRITTEN OVER 600 ROADSIDE JINGLES AND RHYMES. BURMA SHAVE IS STILL KNOWN TODAY AS ONE OF THE MOST SUCCESSFUL AD CAMPAIGNS OF ALL TIME.

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EVERY S H AV E R NOW CAN S N O R E SIX MORE MINUTES T H A N B E F O R E

DON'T STICK Y O U R E L B O W OUT SO FAR IT MIGHT GO HOME IN ANOTHER CAR

SHE KISSED T H E H A IR B R U S H BY MISTAKE SHE THOUGHT IT WAS H E R H U B B Y J A K E

I USE IT TOO THE BALD MAN SAID IT KEEPS MY FACE JUST LIKE MY HE AD

C O M PA N Y O R I G I N SC O M PA N Y O R I G I N S

PRICKLY PE ARS ARE PICKED FOR PICKLES NO PEACH PICKS A FACE THAT PRICKLES

I PROPOSED TO IDA IDA REFUSED I 'DA WON MY IDA IF I'DA USED BURMA-SHAVE

OUR FORTUNE IS YOUR SHAVEN FACE IT'S OUR BEST ADVER-TISING SPACE

WITHIN THIS VEIL OF TOIL AND SIN YOUR HEAD GROWS BALD BUT NOT YOUR CHIN


While almost one hundred years later, Burma Shave could do with a logo revamp,

the original logo is not something to be sneered at. With it’s beautiful lettering and friendly vibe, it was just what the company

needed when it first began.

BUT NOW...

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DON’T FREAK OUT AND GET READY.

WE’RE CHANGINGEVERYTHING

DON’T FREAK OUT AND GET READY.

WE’RE CHANGINGEVERYTHING


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FROM WELL TRAVELED

BEGINNINGSWE BRING YOU SIMPLE COMFORT

WITH MOXIEAND GRIT

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F IR S T T HING S F IR S T.

DISCUSS THE

IN THE ROOM

F IR S T T HING S F IR S T.WE NEED TODISCUSS THEELEPHANTIN THE ROOM

LOGO ANATOMY

F IR S T T HING S F IR S T.

DISCUSS THE

IN THE ROOM

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BURMA SHAVE

LOGO ANATOMY

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LOGO ANATOMYLOGO ANATOMY

Our logo is a symbol of our well traveled beginnings and our continued commitment

to travel and adventure.

For its inception, we travel back to the country of Burma where the

elephant is a symbol of healing and protection—enticing qualities to

have as both a country and company. It’s more important than you

could ever hope to be, so treat it with respect. It needs its space but

love it correctly and it will love you back.

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Our logo is a symbol of our well traveled beginnings and our continued commitment

to travel and adventure.

For its inception, we travel back to the country of Burma where the

elephant is a symbol of healing and protection—enticing qualities to

have as both a country and company. It’s more important than you

could ever hope to be, so treat it with respect. It needs its space but

love it correctly and it will love you back.

2X2X

X X

2X2X

2X2X BURMA SHAVE

2011While this will act as the primary logo, our Burmese Elephant can be

used in many different colors and variations of texture depending on

where it is placed and what medium is being used at any given time.

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THAT MEANS NO CROWDING, STRETCHING, PULLING OR COMPETING. WE WANT YOU TO LOVE IT, BUT DON’T GET CARRIED AWAY OR WE’LL HAVE TO SEPARATE YOU.

L O G O A N AT O M Y

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DO: Use a simple circle in a light color to display the logo over a photo or patterned background.

DO: Display the logo as big or small as you’d like on a white or light colored background.

DO: Change the color of the logo when it’s on a darker background.

DO NOT: Place the logo directly over a pattern or photo.

DO NOT: Change the placement of the text. The distance between text and elephant always remains the same.

DO NOT: Stretch or pull the logo. The ratio of height to width should always be the same.

A

B

C

D

E

F

A B

C ED

BURMA SHAVEBURMA SHAVE BURMA SHAVE

BURMA SHAVE

BURMA SHAVE

B

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BURMA SHAVE

HOW MANY TYPEFACESDOES IT TAKE TO SHAVEAN ELEPHANT

T Y P E FA C E S

HOW MANY TYPEFACESDOES IT TAKE

AN ELEPHANT

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THAT’S A RIDICULOUS QUESTION

WE HAVE NO IDEA

T Y P E FA C E S

But here’s our typefaces.

Burma Shave prides itself on its voice— how hilarious we are without even trying.

(Okay, maybe we make ourselves laugh more than anyone else, but we get a good

chuckle every once in a while.)

Since our brand depends largely on our writing and voice, typography

is a huge part of our overall design. With these typefaces, we believe

amazing things are possible—perhaps even the shaving of an elephant.

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ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789

A B C D E F G H I J K L M N O P Q R S T U V W X Y Za b c d e f g h i j k l m n o p q r s t u v w x y z0 1 2 3 4 5 6 7 8 9





BbUuRr

M aAaSs

CLARENDON LIGHT

CLARENDON ROMAN

CLARENDON BOLD

GARAGE GOTHIC REGULAR

GARAGE GOTHIC BOLD

GARAGE GOTHIC BLACK

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NONE OF THISBLACKAND WHITE

CRAP

NONE OF THISBLACK

C O L O R S _ P H O T O S

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Here are our colors.


We’re not here to be quiet and subdued. We’re here to be bright, bold and happy—to be heard.

While we don’t want to be overwhelming and come across as TOO colorful, we

do encourage the use of color in a big way. Normally, our star cast of colors work best when 3-4 are used at a time. With only two, it ’s too matchy-matchy. With

more than four, it can come across as a bit circus-like. Be tasteful, have fun and leave some white space—enough room to breath.

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PANTONE: 1797 CCMYK: 15/100/95/6

RGB: 245/50/50

PANTONE: 458 C CMYK: 10/10/80/0RGB: 235/220/90

PANTONE: Black 7 C CMYK: 70/70/55/40

RGB: 70/60/70


PANTONE: 5807 CCMYK: 1/0/20/0

RGB: 255/250/215


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As with every other facet of the Burma Shave brand, comfort is the primary feeling we wish to

convey—each and every photo used should give a sense of comfort and escape.

We also strive for a slightly less saturated color—your accent colors we just introduced you to should do most of the talking. Also, no direct eye

contact between photo subject and viewer—an overall laid back easthetic should be strived for.


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Here’s a little glimpse into the type of clients we feel might most enjoy the

Burma Shave experience.

IT ’S OUR PART YBUT YOUC A N C OME IF Y OUWANT TO

IT ’S OUR PART Y

C A N C OME IF Y OU

A U D I E N C E P R O F I L E S

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EMMA

MICHAELJust sent has last of three daughters off to college.

Okay with the suburbs but misses the good old days of carefree city life.

Just celebrated his 27th anniversary with the girl of his dreams.

Still prides himself being active, in shape, well-dressed and stylish.

Really enjoys nice things and treating his loved ones but 3 college tuitions aren’t cheap.

Travels a lot for work and enjoys staying at nice, comfortable places with personality.

Just started her second year of graduate school.

Very intelligent, thinks outside the box, always very in-the-know.

Loves school, loves her free time, excited for a career but dreading it all the same.

Only brought 3 suitcases with her to school from across the country—likes to have a minimal amount of nice, long-lasting things.

Likes to visit friends from all around the U.S. Gets bored if she’s not constantly on the move.

Likes to be different—doesn’t buy conventional ‘girly’ items.

Mother to two children—accused of being a bit overprotective but just wants the very best for them.

Won’t purchase a product with ingredients she can’t pronounce.

Loves gardening—herbs, fruits, vegetables and flowers.

Loves to laugh. Husband of 20 years won her over with his wit.

Sarcastic. Often argues with her teenage daughter over trying to make jokes to her friends or embarrassing her.

Frequents the library twice a week—constantly learning and reading.

••••••

•

••••

•

••••

••

MINDY

BILL

ANNIE

NED

Still sees the world with a sense of amazement even in his old age.

Looks back to the past with a sense of fondness and gratefulness.

Dedicated family man—father, grandfather, husband and brother.

Likes looking nice and still strives to look good for his wife of 50 years.

Great sense of humor and competent understanding of current culture.

Still very lucid and energetic—excitement for travel and appreciation for life.

Still visits his old barber down the street every month.

Very interested in fashion—up to date on the latest and greatest.

Enjoys good design and appreciates a well crafted product even if it’s a bit higer priced.

Gracious, generous and dedicated girlfriend and sister.

Great sense of humor—she and her brother have had an ongoing prank war since they were 7 and 5 years old.

Likes simplistic and organic products.

Takes a family road trip with mom, dad and brother every summer.

Loves buying gifts and surprising people with nice things.

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•••••••

••

••••

Started his own production company in LA three years ago.

Father to an adopted 5 year old son. Recently divorced from his partner of 8 years, looking to get in shape and get back out there.

Wealthy, generous and always the first to buy dinner for a group.

Travels frequently, likes to feel comfortable when not at home.

Creative producer for an ad agency—quick witty and outgoing.

Neat freak about himself and his living space.

HEY, NOW LOOK WHAT ELSE

WE CAN DO

In 1925, we could shave a man’s face.

While the Burma Shave of yesteryear was high quality, innovative for its time, clever

and highly successful, we believe it’s time to show our true colors—explore new places we

can go, new feats we can achieve.

No longer is Burma Shave just able to meet our every day

grooming needs. We have now delved into the worlds of self and

home maintenance, entertaining, travel and education.

While the Burma Shave of yesteryear was high quality, innovative for its time, clever

and highly successful, we believe it’s time to show our true colors—explore new places we

can go, new feats we can achieve.

No longer is Burma Shave just able to meet our every day

grooming needs. We have now delved into the worlds of self and

home maintenance, entertaining, travel and education.

E X T E N S I O N SE X T E N S I O N S

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MAINTAIN shaving kits

bath products

ties/bowties/hairbows

eyewear line

bathrobes/slippers

dishwashing/hand soap

candles/air fresheners/

cleaning products

artwork/prints

ENTERTAIN cocktail glass set

spiced snacks

spiced coffee/tea/creamer

party games:

word games

exquisite corpse

MAINTAIN

EXPLORE

SHAREENTERTAIN

EXPLORE burma shave inn

travel guides

travel kits:

snacks

lotion/hand sanitizer

toothbrush

family travel games

hotel stores

SHARE series of travel books

geography games

barber shop school

BURMA

SHAVE

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E X T E N S I O N S

MAINTAINTO HAVE, TO HOLD, TO WASH AND TO WEAR

E X T E N S I O N S

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Come smell how good we look.

From our original shaving cream and our spiced candles to our newest line of eyewear and bow ties, we want you to look, smell and feel your best.

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BURMA BOWS

E X T E N S I O N S

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Show them ‘bows.

The most recent additions to our Burma Shave clothing line are Burma Bows. With a choice of over 200 pattern designs, these bowties are a great gift for anyone who knows how to appreciate a good thing. They can also be personalized for any added touch.

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E X T E N S I O N S

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While we are constantly looking for new places to take the Burma Shave brand, it doesn’t hurt to give

a nod back to the original products every once in awhile with our vintage collections.


EXPLORELEAVE YOUR HOUSE. SEE YOUR WORLD.EXPLORELEAVE YOUR HOUSE. SEE YOUR WORLD.


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You don’t need planes, trains and automobiles to find adventure—let us show you the unexpectedly exotic lurking in your own backyard.

We know it seems odd, staying at a hotel with ‘shave’ in the title—but get over it and trust us—once you’re here

you’ll never want to stay anywhere else.

From our custom travel planners and guides to our Burma Shave

Inns in select locations across the U.S., we’re here to show you an

America you’ve never seen quite like this.

E X T E N S I O N S

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ENTERTAINENOUGH WITH THE SERIOUS. TIME TO PLAY.

E X T E N S I O N SE X T E N S I O N SE X T E N S I O N S

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Decorations, word games, a round of Exquisite Corpse with witch doctors and sea captains, Indian inspired spiced snacks, coffee and teas—We provide you with everything you need to make your next event a success.

Decorations, word games, a round of Exquisite Corpse with witch doctors and sea captains, Indian inspired spiced snacks, coffee and teas—We provide you with everything you need to make your next event a success.

E X T E N S I O N S

SHARETEACHABLE TRICKS FROM WARM TOWELS TO TRAIL BLAZINGSHARETEACHABLE TRICKS FROM WARM TOWELS TO TRAIL BLAZING

With almost 100 years under our belt, we’ve decided it’s time to share our knowledge with the world.

Burma Shave has recently opened two barber shop schools in both New York and San Francisco. We teach the the right way to shave—the old school way. We’ve also recently launched a line of educational travel guide books—handy for any road trip or family vacation across the U. S. of A.

ANY TRUE BURMA SHAVE BELIEVER KNOWS THERE IS ALWAYS SOMETHING NEW TO BE LEARNED AND APPRECIATED ABOUT THE WORLD.

E X T E N S I O N S

It is our job to keep people as in-awe of the world as we still find ourselves being every day. So come learn with us, laugh with (and at) us and find your

sense of wonder lurking in this big, amazing world.

It is our job to keep people as in-awe of the world as we still find ourselves being every day. So come learn with us, laugh with (and at) us and find your

sense of wonder lurking in this big, amazing world.

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I D E N T I T Y

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M O R E

For more information, please visit our website at:

H T T P : // T H E N E W B U R M A S H A V E . B U S I N E S S C A T A L Y S T . C O M / I N D E X . H T M L

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burma shave brand standards

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