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CHIVAS REGAL 18 BRAND IDENTITY GUIDELINES

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Page 1: CHIVAS REGAL 18bemwsmba.weebly.com/.../chivas18_brand_manual.pdf · CHIVAS REGAL 18 BRAND IDENTITY GUIDELINES UPDATED APRIL 2005 1 This document is your essential guide for all applications

CHIVAS REGAL 18BRAND IDENTITY GUIDELINES

Page 2: CHIVAS REGAL 18bemwsmba.weebly.com/.../chivas18_brand_manual.pdf · CHIVAS REGAL 18 BRAND IDENTITY GUIDELINES UPDATED APRIL 2005 1 This document is your essential guide for all applications

CHIVAS REGAL 18 BRAND IDENT ITY GUIDEL INES UPDATED APR I L 2005

1 This document is your essential guide for all

applications of the

Chivas Regal 18 Year Old brand identity.

Before you start . . . Are you working with the latest instructions?

Check on ScotchNet that the edition date (marked

at the top of each page) is the same as the one you

have here. If not, download a fresh copy.

Are you working with the latest artwork? The ScotchNet Asset Library holds the latest

versions of any artwork elements you may require.

Always download fresh copies to be sure that you

are working with current material.

Your first decision: brand flag or branding device?

The application you create will be based on one of

two key brand-identity elements:

Your choice depends on the nature of the

communication.

Either the Chivas 18 brand flag . . . . . . the Chivas 18 branding deviceOR

If your message is focused on the

product itself use the brand flag.

EG

POINT OF SALE DISPLAYS

SECONDARY PACK AGING

BAR ACCESSORIES

TASTING KITS

HERITAGE STORIES

If your message is focused on the market positioning of Chivas 18, around the theme of

‘SOPHISTICATED INDULGENCE’ use the branding device.

EGMATERIALS FOR SPONSORED EVENTS

AND OTHER PR INIT IATIVES

BRANDED ITEMS FOR SALE AND AS PREMIUM GIF TS

Never use the brand flag and branding device together on the same item.

Page 3: CHIVAS REGAL 18bemwsmba.weebly.com/.../chivas18_brand_manual.pdf · CHIVAS REGAL 18 BRAND IDENTITY GUIDELINES UPDATED APRIL 2005 1 This document is your essential guide for all applications

CHIVAS REGAL 18 BRAND IDENT ITY GUIDEL INES UPDATED APR I L 2005

2If you are using the brand flagChoosing your brand flag artwork You have a choice of three versions of the

artwork, depending on the materials you

are using, the method of reproduction

and the size at which you are using the

brand flag.

The full-colour version

This is the version you should always

use if you can. It is always printed in

full colour by the four-colour process.

You can use it at any size from 30mm

upwards.

Always allow a minimum amount of clear

space on all sides, as indicated here.

Always use it horizontally.

Artwork from ScotchNet Asset LibraryRef: CR18_Brand_flag_CMYK

The one-colour version

Use this version when four-colour process

printing is not available to you.

You can print it in a single colour, in

which case the colour must be one

particular brown on a limited choice of

background colours. You can also use it

for non-printing forms of reproduction,

eg etching in glass, engraving in metal,

embossing or debossing in leather or

paper, or foil blocking.

Sizes from 30mm wide upwards, if

you are using one of the finer forms of

reproduction. Otherwise use the version

below.

Artwork from ScotchNet Asset LibraryRef: CR18_Brand_flag_one-colour

Version for smaller sizes

This is a simplified version of the one-

colour brand flag intended for sizes

below 30mm wide and also for forms of

reproduction which cannot reproduce

fine detail, eg enamelling and stitching

in fabric. Artwork from ScotchNet Asset LibraryRef: CR18_Brand_flag_one-colour_simplified

Page 4: CHIVAS REGAL 18bemwsmba.weebly.com/.../chivas18_brand_manual.pdf · CHIVAS REGAL 18 BRAND IDENTITY GUIDELINES UPDATED APRIL 2005 1 This document is your essential guide for all applications

CHIVAS REGAL 18 BRAND IDENT ITY GUIDEL INES UPDATED APR I L 2005

3Colours for Chivas 18 The general approach

The style of the brand is built on a certain

balance of colours: on the one hand,

rich accents of blue and brown that echo

the style of the packaging; on the other

hand, pale tones of cream and ivory that

connect the brand with a cooler, more

modern idea of luxury.

It is important that your overall design

respects that balance. Too much of the

stronger colours will look old-fashioned,

so the lighter shades should generally

be the colours that take most of the

space in your design. This is particularly

important in the case of printed items.

Be generous with the space you use too.

Make your design light and airy.

For all applications, you have a standard

palette of five colours to work with:

Dark Brownuse Pantone 4975

Dark Blueuse Pantone 2768

Calicouse Pantone 728

Creamuse Pantone 9183

Ivoryuse Pantone 9061

For certain applications, you can

represent these colours with natural

materials of a quality that reflects the

super-premium status of the product.

Eg:

Dark leather or dark wood to represent

Dark Brown.

Dark blue fabric to represent Dark Blue.

Light suede, linen, tracing paper or etched

glass to represent the lighter shades.

You can use all of these colours in any

combination, but take care to avoid large,

unbroken areas of the Dark Brown and

Dark Blue. (Exceptions would be items

made entirely in naturally Dark Brown or

Dark Blue materials).

It is helpful to break up these darker

colours by superimposing the brand flag

and/or the Hallmark Icons or the

Colin Scott signature (details of these

on Page Six).

Page 5: CHIVAS REGAL 18bemwsmba.weebly.com/.../chivas18_brand_manual.pdf · CHIVAS REGAL 18 BRAND IDENTITY GUIDELINES UPDATED APRIL 2005 1 This document is your essential guide for all applications

CHIVAS REGAL 18 BRAND IDENT ITY GUIDEL INES UPDATED APR I L 2005

4Full-colour brand flag applications

Dark Brown background Dark Blue background

Calico background Cream background

Ivory background Uncluttered photographic background

The full-colour version is always printed

by the standard four-colour process.

For the background, choose any of

the five standard colours listed on the

previous page.

Note that if your design includes any

large area of darker colour, this is usually

the best place to locate the brand flag (see

general comments on previous page).

You can also print the full-colour brand

flag on a photographic background, but

take care to select an area of photograph

that does not interfere with the clarity of

the brand flag.

Page 6: CHIVAS REGAL 18bemwsmba.weebly.com/.../chivas18_brand_manual.pdf · CHIVAS REGAL 18 BRAND IDENTITY GUIDELINES UPDATED APRIL 2005 1 This document is your essential guide for all applications

CHIVAS REGAL 18 BRAND IDENT ITY GUIDEL INES UPDATED APR I L 2005

5One-colour brand flag applicationsIf the one-colour version of the brand flag

is printed in the conventional manner,

the colour has to be Dark Brown on a

background of Calico, Cream or Ivory.

If the brand flag is foil-blocked, you can

use either Foil Gold (Kurz Luxor 232)

or Satin Gold (Kurz Luxor 429) on a

background of Dark Brown, Dark Blue

or an equivalent natural material

(eg dark leather).

The one-colour brand flag can also be

reproduced in a range of colourless

forms, eg embossing, debossing, etching,

engraving and printing in colourless

varnish. The background in that case can

be any of the five listed Brand colours;

or an equivalently coloured natural

material; or uncoloured glass.

Satin foil-blocked on dark blue background Debossed in dark brown leather

Shiny foil-blocked on dark brown background Etched

Printed dark brown on calico background Engraved

Take care that your method of

reproduction is fine enough to reproduce

the finer details of the brand flag, at

the size you have in mind. If in doubt,

increase the size of the brand flag, or use

the artwork version for smaller sizes.

Page 7: CHIVAS REGAL 18bemwsmba.weebly.com/.../chivas18_brand_manual.pdf · CHIVAS REGAL 18 BRAND IDENTITY GUIDELINES UPDATED APRIL 2005 1 This document is your essential guide for all applications

CHIVAS REGAL 18 BRAND IDENT ITY GUIDEL INES UPDATED APR I L 2005

6Adding the Hallmark Icons

COLIN SCOT ENDORSEMENT

CS for Colin Scott, the

Chivas Brothers Master Blender

who created Chivas 18.

LION ENDORSEMENT

Lion for the regal

stature of the brand and our

pride in the blend.

AGE ENDORSEMENT

18 Year Old for the age of the

whiskies in the blend.

The Hallmark Icons provide a secondary,

optional branding device that you can use

if you wish as a purely decorative detail.

They may be useful to break up any large

areas of the Dark Brown or Dark Blue

– see general comments on Page Three.

For legal reasons, certain rules must be

observed to avoid any confusion with

genuine hallmark symbols:

• Never use the Hallmark Icons on a metallic

background.

• Never use any of the individual icon

symbols on their own. Always use the

artwork in its complete form as shown here,

with all three icons and the stars in the

spaces between them.

• Only use the Hallmark Icons on literature

and other printed items where they cannot

be taken for genuine hallmarks.

You can use the Hallmark Icon artwork

horizontally or vertically, at sizes from

60 mm wide upwards.

Artwork from ScotchNet Asset LibraryRef: Hallmark_icons

Adding the Colin Scott signature

Colin Scott is the Chivas Brothers Master

Blender who created Chivas 18. His

signature provides another secondary,

optional branding device that you can use

for decorative value and to break up

a large area of dark colour – useful when

a metallic background rules out the use of

the Hallmark Icons.

The signature must always be used

with the brand flag, but not within the

minimum clear space that must always be

allowed around the brand flag.

Artwork from ScotchNet Asset LibraryRef: Colin_Scott_signature

Page 8: CHIVAS REGAL 18bemwsmba.weebly.com/.../chivas18_brand_manual.pdf · CHIVAS REGAL 18 BRAND IDENTITY GUIDELINES UPDATED APRIL 2005 1 This document is your essential guide for all applications

CHIVAS REGAL 18 BRAND IDENT ITY GUIDEL INES UPDATED APR I L 2005

7Using the Chivas 18 icon pattern

MINIMUM REPRODUCTIO

N SIZE

5 mm

35º PATTERN ANGLE

The Chivas 18 Icon Pattern may be used

to create ‘signed’ wrapping papers,

transparent overlay pages, decorated end

papers and other tokens of classically

luxurious print production.

The pattern is always used on its own (no

other element can be printed within or

over it). The orientation of the pattern is

always as shown here (the angle of the

pattern is always 35 degrees) irrespective

of the shape that the pattern fills.

The pattern can be reproduced using

two brand colours in any of the three

combinations shown here.

Artwork for the Icon Pattern is supplied

as a panel sufficient to cover an area

of any size. Scale the complete panel

artwork up or down until its size is just

sufficient to cover the intended area

(without changing the angle of the

pattern).

For smaller areas, reduce the artwork

panel to the minimum size allowed and

use whatever portion of the artwork then

fits your space.

Artwork from ScotchNet Asset Library, Ref: CR18_Icon_pattern

Black on Blue Pantone 2768

Calico on Ivory

Gold on Cream

Page 9: CHIVAS REGAL 18bemwsmba.weebly.com/.../chivas18_brand_manual.pdf · CHIVAS REGAL 18 BRAND IDENTITY GUIDELINES UPDATED APRIL 2005 1 This document is your essential guide for all applications

CHIVAS REGAL 18 BRAND IDENT ITY GUIDEL INES UPDATED APR I L 2005

8Chivas brand typefaces

The move to a ‘brand family’ approach

for Chivas 12 and 18 makes it desirable to

harmonise the brand identities wherever

possible. One logical step is a shared

typestyle for both, and the same typestyle

for presentation of the brand as a whole.

With that in mind, two typefaces

- Giovanni and Franklin Gothic -

have been chosen for general use in

combination with the other basic

elements of the identity.

The primary face for the brand is

Giovanni. This should be used for general

text matter, and important headlines.

For emphasis within text, other weights

and italics can be used.

Franklin Gothic is a secondary sans

face best used for sub-headings within

text matter, and captioning only, as

demonstrated within these guidelines.

You can mix Giovanni and Franklin

Gothic if that suits your design.

Giovanni can be downloaded from

ScotchNet.

Franklin Gothic is commonly available

on most systems. If you do not have

Franklin Gothic, you can substitute one

of the following alternatives:

News Gothic, Helvetica, Frutiger.

Colours for type

The preferred colour for all type is

black, but you may use the following

combinations of the brand identity

colours if your design requires it:

Calico, Cream or Ivory on Dark Brown.

Calico, Cream or Ivory on Dark Blue.

Calico on Cream or Ivory.

Dark Brown on Calico, Cream or Ivory.

Dark Blue on Calico, Cream or Ivory.

White out of any of the colours above,

except Ivory.

Primary Font

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyzGiovanni Book

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyzGiovanni Book Italic

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyzGiovanni Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyzGiovanni Bold Italic

Secondary Font

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyzFranklin Gothic Book

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyzFranklin Gothic Book Italic

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyzFranklin Gothic Demi

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyzFranklin Gothic Demi Italic

Page 10: CHIVAS REGAL 18bemwsmba.weebly.com/.../chivas18_brand_manual.pdf · CHIVAS REGAL 18 BRAND IDENTITY GUIDELINES UPDATED APRIL 2005 1 This document is your essential guide for all applications

CHIVAS REGAL 18 BRAND IDENT ITY GUIDEL INES UPDATED APR I L 2005

9If you are using the branding device

The Chivas 18 branding device – how it works

The Chivas 18 branding device is derived from the

Chivas 12 branding device which made its first appearance

in the ‘This is the Chivas Life’ advertising campaign.

The main difference is in the style and content of the

imagery within the characters which for Chivas 18 are filled

with representations of luxurious materials (textured wood,

soft leather, etc) to reflect the super-premium nature of the

product.

Unlike Chivas 12, there is just one standard execution

for the imagery within the characters. So always use the

standard artwork and never attempt to alter its content.

Like Chivas 12, there are also two outline artwork versions

to be used only for non-printing forms of reproduction (eg

foil-blocking, stitching, embossing, etc). Note however that

the outline and spacing of the characters is not precisely

the same as Chivas 12. So take care that you never use the

Chivas 12 outline artwork in its place.

The other major difference is the addition of the numeral

18 – obligatory in all applications especially if you are

using the outline version of the branding device (to

distinguish Chivas 18 from Chivas 12).

Artworks are provided that include the numeral in a

standard style and position. Or you can use a CHIVAS-only

artwork and execute the 18 in any style you choose. One

such execution is illustrated here. Other styles are explored

on Page Fourteen.

Page 11: CHIVAS REGAL 18bemwsmba.weebly.com/.../chivas18_brand_manual.pdf · CHIVAS REGAL 18 BRAND IDENTITY GUIDELINES UPDATED APRIL 2005 1 This document is your essential guide for all applications

CHIVAS REGAL 18 BRAND IDENT ITY GUIDEL INES UPDATED APR I L 2005

10Choosing your branding device artworkOne general rule to remember: A full-colour branding device

is ALWAYS printed (by four-colour process)

An outline branding device is NEVER printed (it is always reproduced by some non-printing method)

Artwork from ScotchNet Asset LibraryRef: CR18_Branding_device_full_colour_with18

0.5x

Crop here when used across full width of space

0.5x

x

0.5x

0.5x

0.5x

x

0.5x

0.5x

0.5x

Full-colour version with numeral 18

Any printed execution of the Chivas 18

branding device must be printed in full

colour. For which you will require this

version of the artwork, or the one that

follows. The characters are always printed

by four-colour process. The numeral

is printed in Gold Pantone 874 or a

varnish (eg gloss varnish against matt

background, matt varnish against gloss

background).

Sizes from 50mm wide upwards.

Always allow a minimum amount of clear

space on all sides as indicated here.

Always position the artwork horizontally.

Full-colour version, CHIVAS only

This is your alternative choice of artwork

for any printed execution of the branding

device. You can use this version as it is

with the numeral 18 added in a style of

your choosing. The characters are always

printed by four-colour process.

Sizes from 50mm wide upwards.

For this version, you have the option

to use the artwork across the full width

of the space, in which case you must

crop off a small portion of the C and S

as indicated here. If the artwork does

not fill the full width, you must allow a

minimum amount of clear space on all

sides (as also indicated).

Always position the artwork horizontally.Artwork from ScotchNet Asset LibraryRef: CR18_Branding_device_full_colour

Exclusion zone

When using this device, the number 18 must appear somewhere in the same field of vision to differentiate it from Chivas 12.

Page 12: CHIVAS REGAL 18bemwsmba.weebly.com/.../chivas18_brand_manual.pdf · CHIVAS REGAL 18 BRAND IDENTITY GUIDELINES UPDATED APRIL 2005 1 This document is your essential guide for all applications

CHIVAS REGAL 18 BRAND IDENT ITY GUIDEL INES UPDATED APR I L 2005

11Choosing your branding device artworkStandard numeral 18

This is the preferred style for the numeral

18, to be used with any CHIVAS-only

version of the branding device artwork.

You are free to scale and position the

numeral as you wish. See some examples

of application on page 14.

Artwork from ScotchNet Asset LibraryRef: CR18_18

Artwork from ScotchNet Asset LibraryRef: CR18_Branding_device_outline_with18

0.5x

0.5x

x

0.5x

0.5x

0.5x

x

0.5x

0.5x

0.5x

Outline version with numeral 18

This and the following outline version

are strictly reserved for non-printed

applications, on PoSM items in particular.

See page 13 for examples of applications,

and the colours to use.

Sizes from 40mm wide upwards.

Always allow a minimum amount of clear

space on all sides as indicated here

Always position the artwork horizontally.

Outline version, CHIVAS only

Like the previous version, this version

is strictly reserved for non-printed

applications, especially PoSM items.

The numeral 18 must always be added in some form.

Sizes from 40mm wide upwards.

Always allow a minimum amount of clear

space on all sides as indicated here.

Always position the artwork horizontally.

Artwork from ScotchNet Asset LibraryRef: CR18_Branding_device_outline

Page 13: CHIVAS REGAL 18bemwsmba.weebly.com/.../chivas18_brand_manual.pdf · CHIVAS REGAL 18 BRAND IDENTITY GUIDELINES UPDATED APRIL 2005 1 This document is your essential guide for all applications

CHIVAS REGAL 18 BRAND IDENT ITY GUIDEL INES UPDATED APR I L 2005

12Full-colour branding device applicationsThe full-colour versions

The CHIVAS characters are always

printed by four-colour process. The

numeral (if it is part of the artwork) is

always printed in Gold Pantone 874 or

a varnish (matt varnish against gloss

background, or gloss varnish against matt

background). For extra effect, consider

gloss varnish on the characters too.

Background colours

You have a choice of three plain

background colours:

Black

Cream (Pantone 9183)

Ivory (Pantone 9061)Black background

Cream background, Pantone 9183

Ivory background, Pantone 9061

Page 14: CHIVAS REGAL 18bemwsmba.weebly.com/.../chivas18_brand_manual.pdf · CHIVAS REGAL 18 BRAND IDENTITY GUIDELINES UPDATED APRIL 2005 1 This document is your essential guide for all applications

CHIVAS REGAL 18 BRAND IDENT ITY GUIDEL INES UPDATED APR I L 2005

13Outline branding device applicationsAn outline branding device may be foil-

blocked in Shiny Gold (Kurz Luxor 232)

and/or Satin Gold (Kurz Luxor 429).

Eg characters in Shiny Gold, numeral in

Satin Gold. Background options are dark

blue, dark brown, cream or ivory.

An outline branding device can also be

reproduced by embossing, debossing,

etching, engraving, etc. Background

colour options are the same, including

natural equivalents, eg pale suede or pale

wood to represent the cream.

For clothing items, an outline branding

device may be stitched in a gold, calico or

black thread, with the 18 in a gold thread,

on a dark blue or dark brown background

- these colours to match the specified

brand colours as closely as possible. The

outline device may also be stitched in

a dark brown thread, with the 18 in a

gold or calico thread, on a cream/ivory

background.

Gold (foil or thread) on dark blue background

Gold (foil or thread) on cream or ivory background

Calico and Gold threads on dark blue background

Dark brown and Calico on ivory background

Calico and Gold threads on dark brown backgroundGold (foil or thread) on dark brown background

Page 15: CHIVAS REGAL 18bemwsmba.weebly.com/.../chivas18_brand_manual.pdf · CHIVAS REGAL 18 BRAND IDENTITY GUIDELINES UPDATED APRIL 2005 1 This document is your essential guide for all applications

CHIVAS REGAL 18 BRAND IDENT ITY GUIDEL INES UPDATED APR I L 2005

14Creating your own numeral 18Creating your own numeral 18

The numeral 18 is the mark that most

immediately distinguishes Chivas 18

from Chivas 12. An elegantly bold and

creative presentation of the numeral is

therefore always desirable.

Here we show some of the creative ideas

and production techniques that you

might consider, across a range of print

and display media, at the point of sale

and beyond.

‘Globo’ ‘light projection, launch event in Russia

The 18 as a cut-out, back-lit display Premium room decor

The 18 as an ice sculpture Product glorifier

Coasters with holders

Page 16: CHIVAS REGAL 18bemwsmba.weebly.com/.../chivas18_brand_manual.pdf · CHIVAS REGAL 18 BRAND IDENTITY GUIDELINES UPDATED APRIL 2005 1 This document is your essential guide for all applications

CHIVAS REGAL 18 BRAND IDENT ITY GUIDEL INES UPDATED APR I L 2005

15PowerPoint templatesTemplates for Powerpoint screens/slides

are available in a standard, ready-to-use

form which you can download from

ScotchNet.

Artwork from ScotchNet Asset Library, Ref: CR18_PowerPoint_template_1

Artwork from ScotchNet Asset Library, Ref: CR18_PowerPoint_template_2