chivas regal 18bemwsmba.weebly.com/.../chivas18_brand_manual.pdf · chivas regal 18 brand identity...
TRANSCRIPT
CHIVAS REGAL 18BRAND IDENTITY GUIDELINES
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.
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
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).
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.
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.
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
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
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
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.
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.
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
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
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
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
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