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Version 1.3 / December, 2013 MASTER BRAND IDENTITY DESIGN GUIDELINES

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  • Version 1.3 / December, 2013

    MASTER BRAND IDENTITY DESIGN GUIDELINES

  • 2

    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

    Donts ............................................................................24

    Brand colors ...............................................................25 Executions ....................................................................27

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

    Donts ............................................................................29

    Brand fonts ................................................................ 30 Executions ....................................................................32

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

    Donts ........................................................................... 36

    Secondary assets How to use them

    Backdrop images .....................................................38Executions ................................................................... 40

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

    Donts ............................................................................44

    Secondary color palette .......................................45 Executions ....................................................................47

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

    Donts ............................................................................50

    Materials ......................................................................51Executions ....................................................................53

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

    Donts ............................................................................56

    Bottle outline ..............................................................57Executions ....................................................................59

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

    Donts ............................................................................ 61

    Branded pattern .......................................................62Executions ................................................................... 64

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

    Donts ........................................................................... 67

    Product design guidelines

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

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

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

  • Back to table of contents

    3

    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, ondigt bra in product and design, and the brand idea

    is transformation. So, fundamentally, our design is Swedish, and ondigt 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

    4

    Back to table of contents

    Logo

    Backdrop images Secondary color palette

    Brand colors

    Materials Bottle outline Branded pattern

    Brand fonts

    Brand design elements overview

    Primary assets

    Executive summary

  • Back to table of contents

    5

    Executive summary

    1. Logo

    Always size and place the logo correctly, for consistency.

    Never alter the logo, or relationship within its 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 dcor 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 2530% 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.

  • 6

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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 HUSDont

    WITH LOVE FROM ABSOLUT. ONE SOURCE HUS.

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

    Never include the word Absolut in the name.

    Do

    SUMMIT +

    Logo as sign-off

    Dont

    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 ElyxDont

    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

  • 7

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

    other colors not even blue.

    Do

    One source hus One source hus

    One source hus Dont

    One source hus One source hus

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

    of using the logo.

    Do (use logo file)

    .

    Dont

    ABSOLUT.

    Writing rules

    Executive summary

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

    Do

    FlavorDont

    Flavour

  • 8

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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 AbsolutDont

    Absolutly fantastic vodka

    Absoluts flavors

    Writing rules

    Executive summary

  • 9

    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

  • 10

    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

  • 11

  • 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

    12

    Back to table of contents

    Transform Today printGlassMenu

    Primary assets/Logo

    Executions logo

  • 13

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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

  • 14

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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

  • 15

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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

  • 16

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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

  • 17

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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

    18

    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.

  • 19

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    Poster PortraitBook cover PortraitInvitation Landscape

    Primary assets/Logo

    Executions Master brand grid

  • 20

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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

  • 21

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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.

  • 22

    Primary assets/Logo

    Executions ATL

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

    Transform Today LandscapeTransform Today Portrait

  • 23

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

    BTL LandscapeBTL Portrait

    Primary assets/Logo

    Executions BTL

  • 24

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    Donts

    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

  • 25

    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

  • 26

  • 27

    Back to table of contents

    ButikInvitationRetail

    Primary assets/Primary colors

    Executions brand colors

  • Absolut Blue

    White / Black / Grey

    28

    * 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 2530%.

    Usage and color codes

    Primary assets/Primary colors

    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

    Pantone Cool grey 7C

    CMYK 20/ 14/ 12/40

    RGB 151/ 153/ 155

    Light Grey

    Pantone Cool grey 3C

    CMYK 8/5/7/ 16

    RGB 200/201/ 199

  • 29

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    Donts

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

    Primary assets/Primary colors

  • 30

    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

  • 31

  • 37

    BIG MESSAGES ON BACKDROP

    IMAGES

    13

    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

    32

    Back to table of contents

    PresentationTransform Today PrintBook cover and insert

    Primary assets/Brand fonts

    Executions brand fonts

  • 33

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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

    Primary assets/Brand fonts

    ABCDEFG abcdefg

    abcdefg

    ABCDEFG abcdefg

    ABCDEFG abcdefg

    Absolut Headline

    Absolut Bold

    Absolut Medium

    Absolut Regular

  • 5

    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

    34

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

    Following pages and insertsAbsolut Bold/Absolut Medium/Absolur Regular

    Title page Absolut Headline/Absolut Regular/Absolut Medium

    Primary assets/Brand fonts

    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

    35

    Back to table of contents

    Absolut MediumGeneral details

    Text Upper and lower

    Kerning 0/metric

    Word space 85%

    Leadings 1.60%

    Abc Absolut RegularGeneral details

    Text Upper and lower

    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

    Text Upper and lower

    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

    Primary assets/Brand fonts

    1 A

    1.25 A

  • 36

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    Donts

    No Absolut XXX

    See writing guidelines on page 68.

    No full stop after Absolut Headline

    See writing guidelines on page 68.

    No Absolut Script

    Primary assets/Brand fonts

  • 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

  • 38

    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

  • 39

  • 37

    BIG MESSAGES ON BACKDROP

    IMAGES

    MBI PPT

    NAME / MONTH DAY YEAR

    Sub-headline/Sub-title

    40

    Back to table of contents

    Secondary assets/Backdrop images

    Executions backdrop images

    InvitationPresentation Poster

  • 41

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    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

    Secondary assets/Backdrop images

    +

    =

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    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.

    Secondary assets/Backdrop images

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    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

    Secondary assets/Backdrop images

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    Donts

    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.

    Secondary assets/Backdrop images

  • 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.

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    Environment detailBar Brochure

    Secondary assets/Secondary color palette

    Executions secondary color palette

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    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

    Secondary assets/Secondary color palette

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    Examples of how to select and combine colors

    Secondary assets/Secondary color palette

    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.

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    Donts

    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.

    Secondary assets/Secondary color palette

  • 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

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    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.

    Secondary assets/Materials

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    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.

    Secondary assets/Materials

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    Donts

    No overuse of blue materials

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

    2530% 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

    Secondary assets/Materials

  • 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

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    3D outline in environment

    Execution bottle outline

    Secondary assets/Bottle outline

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    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.

    Secondary assets/Bottle outline

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    Donts

    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.

    Secondary assets/Bottle outline

  • 62

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

    BRANDED PATTERN

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    Celebrity wall

    Execution branded pattern

    Secondary assets/Branded pattern

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    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

    Secondary assets/Branded pattern

    White

    CMYK 0 /0 /0 /0

    RGB 255/255/255

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    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.

    Secondary assets/Branded pattern

    Repeated branded pattern

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    Donts

    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

    Secondary assets/Branded pattern

  • 68

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

    ABSOLUT VODKA

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    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

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    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.

    Product design guidelines/Absolut Vodka

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    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.

    Product design guidelines/Absolut Vodka

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

    Product design guidelines/Absolut Vodka

    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

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    Donts

    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

    Product design guidelines/Absolut Vodka

    Pantone 286C

    CMYK 100/70/0/5

    RGB 0/51/ 160

    Used on light backgrounds.

    White Used on dark

    backgrounds.

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    Donts

    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.

    Product design guidelines/Absolut Vodka

  • 76

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

    FlavorS

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    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.

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    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.

    Product design guidelines/Flavors

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    Product design guidelines/Flavors

    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.

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    Product design guidelines/Flavors

    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.

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    absolut CITRON

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    Donts

    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

    Product design guidelines/Flavors

    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

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    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.

    Product design guidelines/Flavors

    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

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    Donts

    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.

    Product design guidelines/Flavors

  • Contact

    For information, contact your local Brand Development representative

    Source

    Global Brand Director Absolut, Mathias Westphal

    Global Director Design Strategy Absolut, Anna Kamjou