Download - MASTER BRAND IDENTITY DESIGN GUIDELINES

Version 1.3 / December, 2013

MASTER BRAND IDENTITY DESIGN GUIDELINES

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Table of contents

Master Brand Identity design guidelines

Our design DNA .......................................................... 3

Brand design elements overview ........................... 4

Design elements usage rules ................................... 5

Writing rules .................................................................6

Primary assets – How to use them

Logo ...............................................................................10

Executions .....................................................................12

Principles .......................................................................13

Don’ts ............................................................................24

Brand colors ...............................................................25

Executions ....................................................................27

Principles ......................................................................28

Don’ts ............................................................................29

Brand fonts ................................................................ 30

Executions ....................................................................32

Principles ......................................................................33

Don’ts ........................................................................... 36

Secondary assets – How to use them

Backdrop images .....................................................38

Executions ................................................................... 40

Principles .......................................................................41

Don’ts ............................................................................44

Secondary color palette .......................................45

Executions ....................................................................47

Principles ......................................................................48

Don’ts ............................................................................50

Materials ......................................................................51

Executions ....................................................................53

Principles ......................................................................54

Don’ts ............................................................................56

Bottle outline ..............................................................57

Executions ....................................................................59

Principles ..................................................................... 60

Don’ts ............................................................................ 61

Branded pattern .......................................................62

Executions ................................................................... 64

Principles ......................................................................65

Don’ts ........................................................................... 67

Product design guidelines

Absolut Vodka ........................................................... 68

Flavors ......................................................................... 76

Contact .........................................................................85

Back to table of contents

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– Art is at the heart of our visual DNA. From Andy Warhol

and up until today, our commitment to the arts and artists,

and the creative energy of putting art in the party, is

visible in our designs.

– Swedish clear glass, to showcase the clarity and quality

of our vodka.

– The iconic bottle shape. Pure and geometric, the

proportion between neck and shoulders is what makes

the bottle unique. This is such an innovative shape, yet

simple and universal, that it is timeless. Even though at

the time of its launch, it was considered too different and

strange – as is everything truly new. This is the disruptive

gene in our design DNA, one we honor primarily with

our innovation designs.

– The pursuit of perfection, which as visual DNA is the circle

form, the round dot that represents the meaning of the word

Absolut. This means the perfect and complete – yet also the

infinite and always striving towards perfection.

Our design DNA

In 1979, when a small group of daring design spirits in Stockholm, Sweden,

designed the Absolut bottle they were inspired by an apothecary bottle from the 18th century,

a classic Swedish functional design, combined with influences from American car design

and pop art that was on the edge of contemporary culture at that time.

Absolut is “Swedish vodka, onödigt bra in product and design”, and the brand idea

is transformation. So, fundamentally, our design is Swedish, and “onödigt bra”. Our look is artistic,

bold and stylish – and transformative.

For urban creative millennials this is highly relevant even today, as they demand authenticity

and transparency, and as creatives expect a high level of design creativity from their brands.

Introduction

ABSOLUT HeadlinE

Absolut Bold

Absolut Medium

Absolut Regular

Secondary assets

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Logo

Backdrop images Secondary color palette

Brand colors

Materials Bottle outline Branded pattern

Brand fonts

Brand design elements overview

Primary assets

Executive summary


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Executive summary

1. Logo

Always size and place the logo correctly, for consistency.

Never alter the logo, or relationship within it’s parts. Use the

white logo on full-bleed images and colored backgrounds.

Use the blue logo on white backgrounds only. Only use the

black logo for product extensions, or if needed to make the

logo stand out from significant blue décor or graphics.

2. Brand colors

Always use the right color codes and ensure your end-

result has the right hue. The proportions between our brand

accent color, Absolut Blue, and white, black and greys is

approximately 25–30% Absolut Blue out of the total.

3. Brand fonts

Always use the right font for the right purpose and type of

communication. Never use fonts other than the Absolut fonts.

4. Backdrop image range

Always use the provided backdrop images as backdrop

to the white logo. Use the images with full bleed, and in

line with cropping guidelines. For legal reasons never use

backdrop images in bought media, and never modify or

alter the images. See stated dates in guidelines for legal

rights of usage and always remain within these.

5. Secondary color palette

Always use the right color codes for our secondary

colors and ensure your end-result has the right hue.

Never use secondary colors instead of brand colors,

but as a complement.

6. Brand materials

Always use the materials in our range, in their natural color

or in colors that follow guidelines – for long life items, in

the brand colors, and for short life items, in the brand or

secondary colors.

7. Bottle outline

Always use the iconic bottle outline as a three-dimensional

form and only in the versions provided, to ensure it is always

consistent and recognizable. It is always the shape of the

750 ml bottle, standing up, and without elements placed over

it. The bottle is a secondary branding element and can not

replace the logo.

8. Branded pattern

Always use the branded pattern with full bleed, in the right

scale in relation to the surface, and in the right color. Never

alter the relationship between elements in the pattern or

distort them in any way.

Design elements usage rules

Consistent and correct use of the Absolut Masterbrand Identity in all its design elements is crucial

when building a strong global brand that is legally protectable. Using the design elements incorrectly,

distorting them or creating new ones severely damages the legal protection of the Absolut brand.

On this page are the key rules that must be followed.

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3.Never end a sentence written in the font Absolut Headline

with Absolut or a product name such as (Absolut Elyx).

Never put a full stop in a sentence written in the font

Absolut Headline.

Do

ABSOLUT LOVES ART ONE SOURCE ÅHUSDon’t

WITH LOVE FROM ABSOLUT. ONE SOURCE ÅHUS.

2.Always name initiatives with Absolut as the branding/sender.

Never include the word Absolut in the name.

Do

SUMMIT +

Logo as sign-off

Don’t

ABSOLUT SUMMITExceptions:– Drink/cocktail names

ABSOLUT COSMOPOLITAN– Subcopy for ATL/BTL

ABSOLUT can be written in all caps if the whole sentence

is in all caps.

1.Always write Absolut with capital A and lower case bsolut.

Do

Absolut Vodka

Absolut Citron

Absolut ElyxDon’t

ABSOLUT VODKA

absolut vodka

Exception:– Subcopy for ATL/BTL

Absolut can be written in all caps if the whole sentence

is in all caps.

Writing rules

Executive summary

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5.Always write text /copy in white, black or grey. Never any

other colors not even blue.

Do

One source åhus One source åhus

One source åhus Don’t

One source åhus One source åhus

4.Never put Absolut in headline with a full stop/dot, instead

of using the logo.

Do (use logo file)

.

Don’t

ABSOLUT.

Writing rules

Executive summary

6.Always write text with American English, not British English.

Do

FlavorDon’t

Flavour

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7.Respect the integrity of the brand name. Never do word plays

or put an apostrophe on Absolut.

Do

The flavors by AbsolutDon’t

Absolutly fantastic vodka

Absolut’s flavors

Writing rules

Executive summary

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Logo/Primary colors/Brand fonts

These are the three primary assets in the Master Brand Identity, the following pages explain how to use them.

PRIMARY ASSETS

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Our logo is a carefully crafted wordmark, with the additional element of a dot. The dot comes from the core design

DNA of Absolut, and adds integrity that elevates the wordmark into a unique logo. Our logo is the global, primary branding

device for the Absolut brand, the anchor for the rest of the brand identity and for our engaging brand communication.

Our logo is not the existing Absolut one-line wordmark in our headline font with a full stop, but a unique and new logo

with a bespoke dot. For legal protection reasons, it should never be altered.

LOGO

ENJOY WITH ABSOLUT RESPONSIBILITY™

ABSOLUT COSMOPOLITAN

Absolut vodka

ABSOLUT CITRON with triple sec, fresh squeezed

lime juice and cranberry juice.

DRINK MENU

ENJOY WITH ABSOLUT RESPONSIBILITY™

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Transform Today – printGlassMenu

Primary assets/Logo

Executions – logo

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3. Secondary logo product extensionsBlack (on white)

The black logo is used for product extensions on white

background, or when an asset includes a significant amount

of blue color or blue graphic decor, to avoid that the logo

blends into the motif.

Black

Pantone Black C

CMYK 0/0/0/ 100

RGB 44/42/41

2. Secondary logoBlue (on white)

The secondary logo is blue. Use the blue logo on white

backgrounds.

Blue

Pantone 286C

CMYK 100/70/0/5

RGB 0/51/ 160

1. Primary logoWhite

The primary logo is white. Use the white logo on full bleed

images, colored backgrounds and all non-white materials.

Also used for product extensions when branding non-white

backgrounds.

White

CMYK 0 /0 /0 /0

RGB 255/255/255

Primary and secondary logo

Primary assets/Logo

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Clear space

Always keep the clear space free from disturbing elements.

The letter ”A” in Absolut is used for the Regular logo and the

diameter of the dot is used for the Small logo as clear space.

Regular/Clear space “A”

Small /Clear space “.” (the dot in the wordmark)

Minimum size

The minimum size is measured by the height of the wordmark,

Absolut. The letter ”A” in Absolut is to be used as point of

reference for all measurements of minimum logo size.

Regular/For sizes 6 mm in height and up

Small /For sizes 2.5 mm* to 6 mm in height

*For all reproductions of the Small logo, always contact

the supplier to ensure that the logo is visible depending on

technique.

Two versions

The logo exists in two sizes – optimized artworks, the small

only for use in executions smaller than the minimum size

allowed for the regular size logo.

Regular

Small

Logo versions, minimum size and clear space

Primary assets/Logo

2.5 mm

6.0 mm

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PlacementAlways centered, at a set heigt from the bottom

For portrait formats, 1.5 times the height of the ”A” from the

bottom. For landscape formats, minimum 1 times the height

of the ”A” from the bottom. For exceptionally large or small

formats, see next page.

Portrait Format

Landscape format

Logo size – landscape format1/5 width of the format

For landscape formats, scale the logo to 1 /5 the width of the

format. For unusually large or small formats, see next page.

Logo size – portrait format 1/4 width of the format

For portrait formats, scale the logo to 1 /4 the width of the

format. For unusually large or small formats, see next page.

Primary assets/Logo

Logo size and placement

1 A

1 A

1.5 A

1 A

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Logo size – exceptionally small formatsMinimum 1X width/height

For unusually small formats the logo should be centered

horizontally and vertically with a minimum of 1X (X= the dot )

clear space from the top, bottom and sides.

Logo size – unusually large formatsMinimum 1A width/height

For applications where the logo is the main/only message on

unusually large formats, it should be centered horizontally

and vertically with a minimum of 1A clear space from the top,

bottom and sides.

Centered logoCenter the logo on the “O” in Absolut

Logo size and placement – unusual formats

Primary assets/Logo

1 A

1 A 1 X 1 X The dot = X

1 A

1 X

1 A

1 X 1 A

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Exceptionally small formatsMinimum 1X width/height

Unusually large formatsMinimum 1A width/height

Examples

Logo size and placement – unusual formats

Primary assets/Logo

HeADLINE

Regular/MediumRegular

Regular

HEADLINE

Regular

Regular

HEADLINE

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For ATL grids see “Transform today campaign guidelines”. Back to table of contents

Master brand grid – landscape format Absolut Headline vs. logo and sub-headlines

Master brand grid – portrait format Absolut Headline vs. logo and sub-headlines

Primary assets/Logo

Master brand grid

Headline

Absolut Headline should

never be smaller than 1.25

times the logo. For a shorter

headline, the differences

can be larger. The logo and

headline should never be

the same size.

Sub-headline

The primary sub-headline,

centered above or below

Absolut Headline is Absolut

Regular. If needed, for better

visibility, the Absolut Medium

can also be used. The

sub-headline should never

exceed 1 /3 of the Absolut

Headline height.

Logo for portrait1 /4 of the width of the

format, applied 1.5A from

bottom.

Headline

Absolut Headline should

never be smaller than 1.25

times the logo. For a shorter

headline, the differences

can be larger. The logo and

headline should never be

the same size.

Sub-headline

The primary sub-headline,

centered above or below

Absolut Headline is Absolut

Regular. If needed, for better

visibility, the Absolut Medium

also can be used. The

sub-headline should never

exceed 1 /3 of the Absolut

Headline height.

Logo for landscape1 /5 of the width of the

format, applied minimum

1A from bottom.

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Poster – PortraitBook cover – PortraitInvitation – Landscape

Primary assets/Logo

Executions – Master brand grid

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Lock-up logo

The lock-up logo is only used when using the concept of transformation, otherwise

use logo (without tagline). Never use lock-up logo to brand POS materials.

Primary assets/Logo

3. Secondary lock-up logo product extensionsBlack (on white)

The black lock-up logo is used for product extensions on

white background, or when an asset includes a significant

amount of blue color or blue graphic decor, to avoid that

the logo blends into the motif.

2. Secondary lock-up logoBlue (on white)

The secondary lock-up logo is blue. Use the blue lock-up

logo on white backgrounds.

1. Primary lock-up logoWhite

The primary lock-up logo is white. Use the white lock-up logo

on full bleed images, colored backgrounds and all non-white

materials. Also used for product extensions when branding

non-white backgrounds.

Black

Pantone Black C

CMYK 0/0/0/ 100

RGB 44/42/41

Blue

Pantone 286C

CMYK 100/70/0/5

RGB 0/51/ 160

White

CMYK 0 /0 /0 /0

RGB 255/255/255

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Lock-up logo

Primary assets/Logo

Minimum size/Lock-up logoHeight of the logo

The minimum size is measured by the height of the wordmark,

Absolut. The letter ”A” in Absolut is to be used as point of

reference for all measurements of minimum logo size.

Clear spaceFor added visibility

Always keep the clear space free from disturbing elements.

The letter ”A” in Absolut is used.

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Primary assets/Logo

Executions – ATL


Transform Today – LandscapeTransform Today – Portrait

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For BTL grids see “Transform today campaign guidelines”. Back to table of contents

BTL – LandscapeBTL – Portrait

Primary assets/Logo

Executions – BTL

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Don’ts

No effects on logoNo black logo on white backgrounds

Never use a black logo on images or against a colored

background.

No blue logo on full bleed images

Primary assets/Logo

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We drive recognition through brand colors that are premium, bold and classically Swedish.

We use Absolut blue as the brand accent color together with white, black and greys to create the core

of the distinct Absolut color world.

BRAND COLORS

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ButikInvitationRetail

Primary assets/Primary colors

Executions – brand colors

Absolut Blue

White / Black / Grey

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* For further information see “Absolut vodka Nova Blue Guidelines”. Back to table of contents

How to print the Absolut Blue

To ensure that the Absolut Blue always has the best possible

print quality physical color samples and a guideline has been

developed, “Absolut vodka Nova Blue Guidelines”, request it

from your local brand development contact.

– Always use PMS when possible.

– Always review the sample from your supplier against

the color samples on the “Absolut vodka Nova Blue

Guidelines”. If it looks different – request a new sample.

– Never approve colors on computer screen.

White, Black and Greys

To make the Absolut Blue stand out we have a selection of

base colors consisting of white, black and greys.

Absolut BlueAccent color

Absolut Blue is vibrant and recognizable as Absolut. It is a

tangible and emotional link to our art heritage. As an accent

color it should be used sparingly, approximately 25–30%.

Usage and color codes


Absolut Blue

Pantone 286C

CMYK 100/70/0/5

RGB 0/51/ 160

White

CMYK 0/0/0

RGB 255/255/255

Black

Pantone BlackC

CMYK 0/0/0/ 100

RGB 0/0/0

Dark Grey

Pantone Cool grey 10C

CMYK 40/30/20/66

RGB 99/ 102/ 106

Mid Grey


CMYK 20/ 14/ 12/40

RGB 151/ 153/ 155

Light Grey


CMYK 8/5/7/ 16

RGB 200/201/ 199

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Don’ts

No other blue nuances than Absolut BlueNo blue typographyNo overuse of Absolut Blue


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Our custom-made family of brand fonts are ownable and unique. These fonts ensure clarity, readability and stand-out.

Used correctly, we get our messages across in an impactful and premium way.

Big, bold – and clear.

brand fonts

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BIG MESSAGES ON BACKDROP

IMAGES

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Consectetur adipiscing elit proin ultricies ut

augue in hendrerit. Fusce quis condimentum

eros. Nulla in cursus enim. Duis placerat tortor

nunc, euismod feugiat eros consequat. Donec

aliquam dolor quis dapibus.

Vitae sit et auctor phasellus volutpat lorem

ipsum laoreet ligula interdum. Phasellus blandi

erat non euismod. Nunc convallis purus igula

aliquam scelerisqu porttitor,

Praesent sed lorem eget fringilla vestibulum

volutpat sem sit erat molestie sagittis. Fusce

sit amet justo mattis.

Maecenas nec tellus euismod ipsum scelerisqu

porttitor. Sed orci tortor posue re at interdum in

eros, faucibus at neque. Etiam sit amet sagittis

risus curabitur vestibulum.

Phasellus fermentum non urna quis hendrerit

proin tortor sem semper eu leo et cursus.

Euismod massa. Suspendisse mauris eleifend

nec mollis quis, suscipit sed lorem.

Morbi id scelerisque magna class aptent taciti

sociosqu ad litora torquent per sit amit conubia

nostra, per inceptos himenaeos. Nulla purus elit,

accumsan et sodales sit tempor id felis.

HEADLINESub-headline

MBI PPT

NAME / MONTH DAY YEAR

Sub-headline/Sub-title

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PresentationTransform Today – PrintBook cover and insert

Primary assets/Brand fonts

Executions – brand fonts

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HeadlinesAbsolut Headline

Our signature Absolut Headline font was created specifically

for big headlines and displays. This includes ads, posters,

brochures and presentation covers.

Absolut Bold

Absolut Bold is a complementary upper/ lower case headline

font sufficient for inserts and following pages.

Sub-headlinesAbsolut Regular/Medium

When using a sub-headline, it should appear directly above

or below the headline in Absolut Regular. Medium can be

used as sub-headline for certain backgrounds and sizes if

needed for better visibility and legibility.

Body copyAbsolut Regular

Body copy is always put in Absolut Regular. The

recommended size for Absolut Regular is 9– 12 pt.

To ensure legibility the minimum size is 7.5 pt.

Brand fonts overview


ABCDEFG abcdefg

abcdefg

ABCDEFG abcdefg

ABCDEFG abcdefg

Absolut Headline

Absolut Bold

Absolut Medium

Absolut Regular

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Bold

MediumConsectetur adipiscing elit. Sed non tempor eros,

sed varius mi. Sed id eleifend tortor, eget rhoncus

orci. Integer hendrerit nibh ipsum, id varius sem

aliquam quis. Maecenas ut lectus pellentesque,

aliquet arcu non, pulvinar elit. Lorem ipsum dolor

amet consectetur adipiscing elit. Nulla ullamc

orper fermentum nisl, et euismod orci bibendum

sed. Nunc mattis nibh quis turpis euismod euis

mod. In pellentesque sapien eget felis ultricies,

vel vulputate urna dictum. Vestibulum adipiscing

laoreet nulla, eu pretium elit eleifend vitae. Sed

interdum adipiscing orci sit amet vestibulum.

Fusce scelerisque pulvinar arcu imperdiet feugiat

erat eget fringilla. Nunc feugiat tortor arcu varius

vel sodales nibh soda les. Pellentesque at cursus

pellentesque lacinia. Integer vel erat nulla. Nul-

lam hendrerit orci mi, at interdum nunc.

Aenean nec pulvinar velit, nec sagittis libero.

Phasellus vel blandit nisi. Nullam congue ipsum

justo egestas nisl sollicitudin. Donec condiment

um tristique leo et congue.

Phasellus laoreet nibh ac consequat venenatis.

Vivamus fermentum ut ante sed bibendum. Class

aptent taciti sociosqu ad litora torquent per

conubia nostra, per inceptos himenaeos. Nulla

enim non nunc mollis tempus. Aliquam dictum

lorem non auctor.

Proin sed feugiat urna vitae sodales at ligula.

Nullam ac tristique nisi. Aenean a erat tellus.

Nam quis risus suscipit viverra augue id venen

atis justo. Proin consectetur purus sollicitu din

vulputate. Fusce pretium ligu nec porttitor varius.

Aenean condimentum velit quis lacinia.

Regular/Medium

HeADLINE

Regular/Medium

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Following pages and insertsAbsolut Bold/Absolut Medium/Absolur Regular

Title page Absolut Headline/Absolut Regular/Absolut Medium


Brand fonts usage rules

Headline

Absolut Headline

Sub-headline

Primarily Absolut Regular.

Secondarily Absolut

Medium, for certain

backgrounds and sizes

where the legibility of

Absolut Regular is limited.

Headline

Absolut Bold

Sub-headline

Primarily supported by

Absolut Regular in sub-

headlines. Secondarily

Absolut Medium for

certain backgrounds

and sizes where the

Regular legibility is limited.

Absolut Medium can be

used as sub-headlines

when a third typography

level is required.

Body copy

Absolut Regular

HEADLINERegular

Regular

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Absolut MediumGeneral details

Text Upper and lower

Kerning 0/metric

Word space 85%

Leadings 1.60%

Abc Absolut RegularGeneral details


Kerning 0/metric

Word space 85%

Leadings 1.60%

AbcAbc

Absolut HeadlineGeneral details

Text Always upper case, centered

Kerning -10/optical

Word space 100%

Leadings 0.80%

ABC Absolut BoldGeneral details


Kerning 0/metric

Word space 85%

Leadings 1.40%

Abc

Absolut Headline vs. logo and sub-headlines

Absolut Headline should never be smaller than 1.25 times

the logo. For a shorter headline, the differences can be

larger. The logo and headline should never be the same

size. The primary sub-headline, centred above or below

the Absolut Headline is Absolut Regular. Secondarily

sub-headline is Absolut Medium for certain backgrounds

and sizes where the Regular legibility is limited. The

sub-headline should never exceed 1 /3 of the Absolut

Headline height.

Usage


1 A

1.25 A

36


Don’ts

No Absolut XXX

See writing guidelines on page 6–8.

No full stop after Absolut Headline

See writing guidelines on page 6–8.

No Absolut Script


37

Backdrop images/Branded pattern/Secondary color palette/Bottle outline/Materials

These amplify the primary design elements and create a complete brand look. They are the crucial complementary elements

that make the brand come to life in a vibrant and engaging way.

SECONDARY ASSETS

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We use a selection of images as backdrop images to our logo (and copy) in executions

outside of brand campaigns. These add dynamism and artistry and link the brand to art, vodka clarity,

the color blue and high-energy occasions with millennials.

BACKDROP IMAGES

37

BIG MESSAGES ON BACKDROP

IMAGES

MBI PPT

NAME / MONTH DAY YEAR

Sub-headline/Sub-title

40


Secondary assets/Backdrop images

Executions – backdrop images

InvitationPresentation Poster

41


Backdrop images

Use images from the backdrop image range, or create backgrounds that are relevant to the planned initiative.

Place typography and branding on image as per instruction in master brand grids on page 15. Legal guideline/usage

rights – see next page.

Backdrop imagesLogo + Backdrop images = Creative energy

Backdrop images


+

=


42

Legal guideline for backdrop images

Use these backdrop images in BTL or for internal purposes only.

The backdrop images provided by TAC are only to be used in BTL or for internal purposes,

between the 1st of September 2013 and the 1st of September 2015.

Never use these backdrop images in any bought media.

Never alter, modify or distort the backdrop images. Never use just a part of the backdrop images,

crop according to guidelines on page 43.


43


Branding and copy

Always use white branding and copy on backdrop images.

Scaling and cropping

The backdrop images are scalable, adjust to the width or

height of the format, centered and then cropped.

Usage

All backdrop images should always be full bleed. They

can be used both for landscape and portrait formats.

The backdrop images can not in any way be distorted or

changed in color, but must be used as provided in Toolbox.

Usage of backdrop images


44


Don’ts

No images on backdrop images

Do not place images on backdrop images.

No frames

Always use backdrop images as full bleed.

No backdrop images on 3D units

Never use backdrop images on three dimensional objects.


45

SECONDARYCOLOR PALETTE

For an artistic, urban and contemporary look, we always add colors from our secondary

color palette. The total brand colors make the brand stand out and be recognized, as well as emotionally

express the brand – artistic, bold, stylish, and relevant to our target audience. The secondary colors

add emotional warmth and a celebratory air.

47


Environment detailBar Brochure

Secondary assets/Secondary color palette

Executions – secondary color palette

48


Swedish heritage Pantone 9363C Pantone 182C Pantone 9220C Pantone 557C Pantone 628C

colors CMYK 10/20/0/0 CMYK 0/31/8/0 CMYK 0/ 10/ 10/0 CMYK 44/4/37/ 10 CMYK 20/0/7/0

RGB 209/ 199/217 RGB 250/ 187/203 RGB 245/224/207 RGB 133/ 176/ 154 RGB 184/221/225

Pop art colors Pantone 7656C Pantone 214C Pantone 1655C Pantone 334C Pantone 7467C

CMYK 45/90/0/4 CMYK 0/ 100/24/4 CMYK 0/73/98/0 CMYK 99/0/70/0 CMYK 97/0/30/0

RGB 142/58/ 128 RGB 206/ 15/ 105 RGB 252/76/2 RGB 0/ 151/ 117 RGB 0/ 163/ 173

Secondary color palette codes and overview


49


Examples of how to select and combine colors


Brand colors Secondary color palette

Pop art colors

Swedish heritage colors

+

Minimum number of secondary colors

Use a minimum of one Swedish heritage color and one Pop

art color together with the brand colors.

Maximum number of secondary colors

Use a maximum of three Swedish heritage colors and three

Pop art colors together with the brand colors.

50


Don’ts

No secondary colors on longlife itemsNo other colors than colors from the secondary color palette

Never use colors that are not listed in “brand colors” or

“secondary color palette”.

No secondary colors replacing the brand colors

The brand colors must always be present.


51

We use a small range of authentic, artistic and contemporary materials, to deliver a

Swedish/Cosmopolitan look and a feel of creative tension that is emotionally engaging. Our materials

are a combination of our Swedish design heritage with a contemporary twist of raw, pale woods,

concrete and natural leather and international modernism with steel, glass and marble. Our edgy,

contemporary materials set us apart from other spirits brands.

MATERIALS

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Glass, marble and pale woodsPaperConcrete and steel

Executions – materials

Secondary assets/Materials

54


Pale woods

Light-colored raw finish woods such as birch,

maple and plywood are closely associated

with Swedish design. Although they vary in

price, these different wood types capture a

crafted, natural feeling.

Textiles

Textiles provide tactile qualities that perfectly

complement the harder, more uniform surfaces

of other materials. Textiles from raw canvas to

fine linen can be used, as long as they appear

natural and of good quality.

Leather

Natural leather links back to our Swedish roots

and feels contemporary.

Acrylic

Modern and lightweight, acrylic is a highly

versatile material. It is available in different

colors and thicknesses and can be opaque

or transparent.

Concrete

Concrete is an urban and creative material.

Solid yet malleable, matte or polished, it

provides unlimited possibilities in terms of

texture and finish.

Silver

Exclusive, pure and shiny by nature, silver

provides an eye-catching dynamism to the

more muted natural tones of wood, leather

and concrete.

Marble

Marble is a classic, yet modern material that

clearly reflects the premium nature of Absolut.

Glass

Glass represents and shows vodka clarity.

Sweden has a long glassmaking crafts

tradition. A fundamental element of modernist

design and architecture, its fragility provides

creative tension to durable materials such as

steel, marble and concrete.

Mirror and reflective

Like silver and glass, mirrors and other

reflective surfaces add premium and clear

touch that is timelessly stylish. Unlike other

materials, they provide an added dimensional

depth that reaches beyond their polished

surface, adding creative energy to a space.

Steel

Strong, resistant and raw, steel is a material

that can be used to create tactile sensations.

It can be colored in our brand colors, and its

texture can be either raw and rugged, or soft

and smooth.


55


Etching

Etching is a technique for creating art on the surface of glass,

steel and other hard materials.

Embossing

Embossing is a technique used to create raised surfaces in

paper and other materials.

Debossing

Debossing is an effect that is generally achieved by applying

pressure to so-called “male and female” dies made of copper

or brass. The result is a beautiful tactile surface. Another

effective technique is blind embossing without ink.

Alternative logo treatments

For very exclusive applications when stand out of logo is not important the following branding

techniques can be used.


56


Don’ts

No overuse of blue materials

Use Absolut Blue as an accent color, never fill more than

25–30% of a material, surface or environment with Absolut

Blue.

No dark wood

Never use dark wood, always use light-colored woods such

as birch, maple or plywood. The same goes for leather, ours

is nude, never dark.

Not all artificial, synthetic materials No overuse of blue


57

Our iconic bottle outline is consistent, recognizable and treated as an icon. We only use

the bottle outline three-dimensionally in on- and off-trade environments. It always has a second layer

of meaning or content, is shown standing up and is based on the 750 ml shape.

BOTTLE OUTLINE

59


3D outline in environment

Execution – bottle outline

Secondary assets/Bottle outline

60


Bottle outline

Our most recognized and loved visual asset. In order for our bottle outline to remain iconic

and thereby retain its value, we use it only three-dimensionally in environments. The bottle should be seen

to be filled – with color, light or an attractive view through it. We use one bottle outline at a time,

not as a repeating pattern, as it then loses recognition and icon status. We think about our iconic bottle

outline as something we pay homage to. We play creatively within it, e.g. the bottle outline is fixed

and constant, but the consumer experience of walking or seeing through it should be unexpected and carry

creative meaning. Then the bottle outline can become the entry-point to a transformative experience.


61


Don’ts

No tilted or repeated bottle outlinesNo bottle outline in print, or part of a bottle outline

Always use bottle outline as a three dimensional installation.


62

We own surfaces and stand out in cluttered environments with our celebrity wall branded pattern.

BRANDED PATTERN

64


Celebrity wall

Execution – branded pattern

Secondary assets/Branded pattern

65


Cropping

The pattern is available in 100-percent size, measuring

3100x3100mm. When the pattern is centered, it can be

cropped for the current, smaller format. Always start from

center and make sure the cropping is proportional on

the left and right sides. Remember not to crop the pattern

too tightly: It should always be visually recognizable as

a pattern. Centered cropping and minimum size

1550x2000mm as shown in illustration below.

Size and placement

Always use the pattern in 100% size, never scale it. Center

the pattern horisontally and vertically to the surface on which

it is placed, center it to the “O” in the logo in the middle of

the pattern.

Usage

Use the branded pattern as a celebrity wall background,

for photo opportunities or where suitable as external

branding of a temporary brand environment. Use the white

pattern on black or blue.

Branded pattern


White

CMYK 0 /0 /0 /0

RGB 255/255/255

66


VerticallyHorizontally

The top and bottom of the logos and the dots should be

aligned both horizontally and vertically. See illustrations

below and to the right.

How to repeat the branded pattern

If needed, the pattern can be repeated, proportionally on

all sides.


Repeated branded pattern

67


Don’ts

No frame

Always use the pattern full bleed.

No usage of pattern as decorative element or creative content

No pattern at an angle and /or with different colored logos


68

This chapter describes how to activate Absolut Vodka within the Master Brand Identity Guidelines.

ABSOLUT VODKA

70


Shelf strip Gift packPallet wrap/Shipper caseSecondary floor display/Case

card

Executions – Off-trade

These executions show how to brand a number of key units below the line in off-trade. The Absolut Vodka

product three line logo is used only to brand the bottle, the shipper case and gift packs. The Absolut logo is

used to brand everything else, on this page; secondary floor display, pallet wrap and shelf strips.The case

card is branded with the lock-up logo, in line with guidelines for Transform Today.

Product design guidelines/Absolut Vodka

night DRINKS

Lorem ipsum dolor sit amet, consectetur adipiscing elit.

Proin elementum tellus enim ut condimentum vitae.

Nunc molestie lacus vel est condimentum sit amet aliquet turpis

molestie. Integer consequat tincidunt pellentesque.

Absolut Vodkainvites you to celebrate the night.

Absolut SeabreezeAbsolut Vodka, Cranberry Juice

Grapefruit Juice & Lime

Absolut espresso martiniAbsolut Vodka, Espresso Coffee

& Syrup

Absolut tonicAbsolut Vodka, Tonic Water

& Lime

71


Cocktail menu Event posterEvent invitationGlassware

Executions – On-trade

These executions show how to brand a number of key units below the line in on-trade/events.

The Absolut logo is used to brand glassware, invitations, cocktail menus and event posters. Drink names

are the only exception where including Absolut in the name is allowed, see page 6 for writing rules.


72


Executions – ATL

These executions show how to brand above the line communication for Absolut Vodka. The lock-up logo

with the Transform Today line is used to brand all Transform Today communication, except when Transform

Today is used as a headline.


73

Link: Always use original art-work from the toolbox and make sure you have the correct version and format. Back to table of contents


Writing rules – illustrated on an event invitation

Product name

Write the product name in

Absolut Regular or Medium

with a capital A in Absolut

and a capital V in Vodka.

See writing rules on page 6.

Name of event The name of the event is the

key message and is set in

Absolut Headline. See writing

rules on page 6.

Details

Write the details of the event

in Absolut Regular or if needed

for sufficient legibility, in

Absolut Medium.

Branding of invitation

Use the white logo on full bleed

images. Follow instructions on

size and placement on page 15.

Branding of envelope

Brand the envelope with the

logo. Ensure that there is

sufficient clear space around

the logo as per instructions

on page 14. Optimize the

placement of the logo for

the specific format of the

envelope.

absolut vodka

absolut vodka

74


Don’ts

Never use a one lined product logo or three line product logo

in other colors.

Product logo

Use the product logo to brand gift packs.

Logo

Use the logo to brand all material created for Absolut Vodka,

except for gift packs.

Overview logo usage


Pantone 286C

CMYK 100/70/0/5

RGB 0/51/ 160

Used on light backgrounds.

White Used on dark

backgrounds.

absolut vodka

75


Don’ts

No Absolut logo to brand gift packs.No branding with one line product logos. Also no usage of a cocktail name as a branding device.

No branding with product logo.


76

This chapter describes how to activate Absolut Flavors within the Master Brand Identity Guidelines.

FlavorS

78


Shelf strip Neck hanger Gift packPallet wrap/Shipper caseSecondary floor display/Case

card

Product design guidelines/Flavors

Executions – Off-trade

These executions show how to brand a number of key units below the line in off-trade. The Absolut Apeach product three line

logo is used only to brand the product, the shipper case and gift packs. The Absolut logo is used to brand everything else, on this

page, secondary floor display and shelf strips. The case card is branded with the lock-up logo, in line with guidelines for flavor

key visuals. See Absolut_BTL_TOOLKIT_FLAVORS.pdf for further guidelines.

SPRING DRINKS

Lorem ipsum dolor sit amet, consectetur adipiscing elit.

Proin elementum tellus enim ut condimentum vitae.

Nunc molestie lacus vel est condimentum sit amet aliquet turpis

molestie. Integer consequat tincidunt pellentesque.

Absolut Apeachinvites you to celebrate the spring.

Absolut apeach mangoAbsolut Apeach, Mango

& Sugar

Absolut apeach toniAbsolut Apeach, Grenadine

Tonic Water & Lime

Absolut apeach squeezeAbsolut Apeach, Lemonade

& Lemon

SPRING DRINKSLorem ipsum dolor sit amet, consectetur adipiscing elit. Proin elementum tellus enim ut condimentum vitae.

Absolut Apeachinvites you to celebrate the night.

79


Cocktail menu Event posterEvent invitationGlassware

Executions – On-trade

These executions show how to brand a number of key units below the line in on-trade/events.

The Absolut logo is used to brand glassware, invitations, cocktail menus and event posters. Drink names

are the only exception where including Absolut in the name is allowed, see page 6 for writing rules.


80



Executions – BTL

These executions show how to brand below the line communication for Flavors. The lock-up logo

with the Transform Today line is used to brand all flavor key visuals.

spring drinks

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Proin elementum tellus enim ut condimentum vitae.

Absolut Apeachinvites you to celebrate the spring.

81



Writing rules – illustrated on an event invitation

Product name

Write the product name in

Absolut Regular or Medium

with a capital A in Absolut

and a capital A in Apeach.

See writing rules on page 6.

Name of event The name of the event is the

key message and is set in

Absolut Headline. See writing

rules on page 6.

Details

Write the details of the event

in Absolut Regular or if needed

for sufficient legibility, in

Absolut Medium.

Branding of invitation

Use the white logo on full bleed

images. Follow instructions on

size and placement on page 15.

Branding of envelope

Brand the envelope with

the logo. Ensure that there

is sufficient clear space

around the logo as per

instructions on page 14.

Optimize the placement

of the logo for the specific

format of the envelope.

absolut APEACH

absolut CITRON

82


Don’ts

Never use one line product logos. Never change the color of

the product logos.

Product logo

Use the product logo to brand gift packs.

Logo

Use the logo to brand all material created for Absolut Flavors,

except for gift packs.

Overview logo usage


Pantone 107C

CMYK 0/0/92/0

RGB 251/225/34

Used on light backgrounds.

Pantone 1625C

CMYK 0/41/42/0

RGB 0/51/ 160

Can be used on both light

and dark backgrounds.

White Used on dark

backgrounds.

Classic flavors

Contemporary flavors

83


Classic flavors

Contemporary flavors

Overview flavor product logos and colors

Only use the product logos for gift packs. Always print from PMS (Pantone) when possible to ensure

the best possible color.


Pantone 186C

CMYK 2/ 100/85/6

RGB 200/ 16/46

Pantone 726C

CMYK 1/ 15/26/3

RGB 224/ 192/ 159

Pantone 178C

CMYK 0/70/58/0

RGB 255/88/93

Pantone 1788C

CMYK 0 /88 /82/0

RGB 238/39/55

Pantone 165C

CMYK 0/70/ 100/0

RGB 255/ 103/31

Pantone 583C

CMYK 26/ 1/ 100/ 10

RGB 183/ 191/ 16

Pantone 1625C

CMYK 0/41/42/0

RGB 0/51/ 160

Pantone 359C

CMYK 40/0/50/0

RGB 161/216/ 132

Pantone 7549C

CMYK 0/22/ 100/2

RGB 255/ 181/0

Pantone 2577C

CMYK 40/54/0/0

RGB 167/ 123/202

Pantone 5635C

CMYK 34/ 10/33/20

RGB 148/ 165/ 150

Pantone 676C

CMYK 9/ 100/ 14/33

RGB 150/0/81

Pantone 363C

CMYK 76/3/ 100/ 18

RGB 76/ 140/43

Pantone 526C

CMYK 73/ 100/0/0

RGB 112/47/ 138

Pantone 107C

CMYK 0/0/92/0

RGB 251/225/34

Pantone 1925C

CMYK 0/97/50/0

RGB 224/0/77

absolut APEACH

84


Don’ts

No branding of gift packs with logo, use the three line product logo to brand gift packs. Never use decor from bottle outside of the bottle.

No branding with one line product logos. Also no usage of a cocktail name as a branding device.

No branding with product logo.


Contact

For information, contact your local Brand Development representative

Source

Global Brand Director Absolut, Mathias Westphal

Global Director Design Strategy Absolut, Anna Kamjou

Download - MASTER BRAND IDENTITY DESIGN GUIDELINES

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