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
Don’ts ............................................................................24
Brand colors ...............................................................25
Executions ....................................................................27
Principles ......................................................................28
Don’ts ............................................................................29
Brand fonts ................................................................ 30
Executions ....................................................................32
Principles ......................................................................33
Don’ts ........................................................................... 36
Secondary assets – How to use them
Backdrop images .....................................................38
Executions ................................................................... 40
Principles .......................................................................41
Don’ts ............................................................................44
Secondary color palette .......................................45
Executions ....................................................................47
Principles ......................................................................48
Don’ts ............................................................................50
Materials ......................................................................51
Executions ....................................................................53
Principles ......................................................................54
Don’ts ............................................................................56
Bottle outline ..............................................................57
Executions ....................................................................59
Principles ..................................................................... 60
Don’ts ............................................................................ 61
Branded pattern .......................................................62
Executions ................................................................... 64
Principles ......................................................................65
Don’ts ........................................................................... 67
Product design guidelines
Absolut Vodka ........................................................... 68
Flavors ......................................................................... 76
Contact .........................................................................85
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– Art is at the heart of our visual DNA. From Andy Warhol
and up until today, our commitment to the arts and artists,
and the creative energy of putting art in the party, is
visible in our designs.
– Swedish clear glass, to showcase the clarity and quality
of our vodka.
– The iconic bottle shape. Pure and geometric, the
proportion between neck and shoulders is what makes
the bottle unique. This is such an innovative shape, yet
simple and universal, that it is timeless. Even though at
the time of its launch, it was considered too different and
strange – as is everything truly new. This is the disruptive
gene in our design DNA, one we honor primarily with
our innovation designs.
– The pursuit of perfection, which as visual DNA is the circle
form, the round dot that represents the meaning of the word
Absolut. This means the perfect and complete – yet also the
infinite and always striving towards perfection.
Our design DNA
In 1979, when a small group of daring design spirits in Stockholm, Sweden,
designed the Absolut bottle they were inspired by an apothecary bottle from the 18th century,
a classic Swedish functional design, combined with influences from American car design
and pop art that was on the edge of contemporary culture at that time.
Absolut is “Swedish vodka, onödigt bra in product and design”, and the brand idea
is transformation. So, fundamentally, our design is Swedish, and “onödigt bra”. Our look is artistic,
bold and stylish – and transformative.
For urban creative millennials this is highly relevant even today, as they demand authenticity
and transparency, and as creatives expect a high level of design creativity from their brands.
Introduction
ABSOLUT HeadlinE
Absolut Bold
Absolut Medium
Absolut Regular
Secondary assets
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Logo
Backdrop images Secondary color palette
Brand colors
Materials Bottle outline Branded pattern
Brand fonts
Brand design elements overview
Primary assets
Executive summary
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Executive summary
1. Logo
Always size and place the logo correctly, for consistency.
Never alter the logo, or relationship within it’s parts. Use the
white logo on full-bleed images and colored backgrounds.
Use the blue logo on white backgrounds only. Only use the
black logo for product extensions, or if needed to make the
logo stand out from significant blue décor or graphics.
2. Brand colors
Always use the right color codes and ensure your end-
result has the right hue. The proportions between our brand
accent color, Absolut Blue, and white, black and greys is
approximately 25–30% Absolut Blue out of the total.
3. Brand fonts
Always use the right font for the right purpose and type of
communication. Never use fonts other than the Absolut fonts.
4. Backdrop image range
Always use the provided backdrop images as backdrop
to the white logo. Use the images with full bleed, and in
line with cropping guidelines. For legal reasons never use
backdrop images in bought media, and never modify or
alter the images. See stated dates in guidelines for legal
rights of usage and always remain within these.
5. Secondary color palette
Always use the right color codes for our secondary
colors and ensure your end-result has the right hue.
Never use secondary colors instead of brand colors,
but as a complement.
6. Brand materials
Always use the materials in our range, in their natural color
or in colors that follow guidelines – for long life items, in
the brand colors, and for short life items, in the brand or
secondary colors.
7. Bottle outline
Always use the iconic bottle outline as a three-dimensional
form and only in the versions provided, to ensure it is always
consistent and recognizable. It is always the shape of the
750 ml bottle, standing up, and without elements placed over
it. The bottle is a secondary branding element and can not
replace the logo.
8. Branded pattern
Always use the branded pattern with full bleed, in the right
scale in relation to the surface, and in the right color. Never
alter the relationship between elements in the pattern or
distort them in any way.
Design elements usage rules
Consistent and correct use of the Absolut Masterbrand Identity in all its design elements is crucial
when building a strong global brand that is legally protectable. Using the design elements incorrectly,
distorting them or creating new ones severely damages the legal protection of the Absolut brand.
On this page are the key rules that must be followed.
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3.Never end a sentence written in the font Absolut Headline
with Absolut or a product name such as (Absolut Elyx).
Never put a full stop in a sentence written in the font
Absolut Headline.
Do
ABSOLUT LOVES ART ONE SOURCE ÅHUSDon’t
WITH LOVE FROM ABSOLUT. ONE SOURCE ÅHUS.
2.Always name initiatives with Absolut as the branding/sender.
Never include the word Absolut in the name.
Do
SUMMIT +
Logo as sign-off
Don’t
ABSOLUT SUMMITExceptions:– Drink/cocktail names
ABSOLUT COSMOPOLITAN– Subcopy for ATL/BTL
ABSOLUT can be written in all caps if the whole sentence
is in all caps.
1.Always write Absolut with capital A and lower case bsolut.
Do
Absolut Vodka
Absolut Citron
Absolut ElyxDon’t
ABSOLUT VODKA
absolut vodka
Exception:– Subcopy for ATL/BTL
Absolut can be written in all caps if the whole sentence
is in all caps.
Writing rules
Executive summary
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5.Always write text /copy in white, black or grey. Never any
other colors not even blue.
Do
One source åhus One source åhus
One source åhus Don’t
One source åhus One source åhus
4.Never put Absolut in headline with a full stop/dot, instead
of using the logo.
Do (use logo file)
.
Don’t
ABSOLUT.
Writing rules
Executive summary
6.Always write text with American English, not British English.
Do
FlavorDon’t
Flavour
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7.Respect the integrity of the brand name. Never do word plays
or put an apostrophe on Absolut.
Do
The flavors by AbsolutDon’t
Absolutly fantastic vodka
Absolut’s flavors
Writing rules
Executive summary
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
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Our logo is a carefully crafted wordmark, with the additional element of a dot. The dot comes from the core design
DNA of Absolut, and adds integrity that elevates the wordmark into a unique logo. Our logo is the global, primary branding
device for the Absolut brand, the anchor for the rest of the brand identity and for our engaging brand communication.
Our logo is not the existing Absolut one-line wordmark in our headline font with a full stop, but a unique and new logo
with a bespoke dot. For legal protection reasons, it should never be altered.
LOGO
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ENJOY WITH ABSOLUT RESPONSIBILITY™
ABSOLUT COSMOPOLITAN
Absolut vodka
ABSOLUT CITRON with triple sec, fresh squeezed
lime juice and cranberry juice.
DRINK MENU
ENJOY WITH ABSOLUT RESPONSIBILITY™
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Transform Today – printGlassMenu
Primary assets/Logo
Executions – logo
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3. Secondary logo product extensionsBlack (on white)
The black logo is used for product extensions on white
background, or when an asset includes a significant amount
of blue color or blue graphic decor, to avoid that the logo
blends into the motif.
Black
Pantone Black C
CMYK 0/0/0/ 100
RGB 44/42/41
2. Secondary logoBlue (on white)
The secondary logo is blue. Use the blue logo on white
backgrounds.
Blue
Pantone 286C
CMYK 100/70/0/5
RGB 0/51/ 160
1. Primary logoWhite
The primary logo is white. Use the white logo on full bleed
images, colored backgrounds and all non-white materials.
Also used for product extensions when branding non-white
backgrounds.
White
CMYK 0 /0 /0 /0
RGB 255/255/255
Primary and secondary logo
Primary assets/Logo
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Clear space
Always keep the clear space free from disturbing elements.
The letter ”A” in Absolut is used for the Regular logo and the
diameter of the dot is used for the Small logo as clear space.
Regular/Clear space “A”
Small /Clear space “.” (the dot in the wordmark)
Minimum size
The minimum size is measured by the height of the wordmark,
Absolut. The letter ”A” in Absolut is to be used as point of
reference for all measurements of minimum logo size.
Regular/For sizes 6 mm in height and up
Small /For sizes 2.5 mm* to 6 mm in height
*For all reproductions of the Small logo, always contact
the supplier to ensure that the logo is visible depending on
technique.
Two versions
The logo exists in two sizes – optimized artworks, the small
only for use in executions smaller than the minimum size
allowed for the regular size logo.
Regular
Small
Logo versions, minimum size and clear space
Primary assets/Logo
2.5 mm
6.0 mm
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PlacementAlways centered, at a set heigt from the bottom
For portrait formats, 1.5 times the height of the ”A” from the
bottom. For landscape formats, minimum 1 times the height
of the ”A” from the bottom. For exceptionally large or small
formats, see next page.
Portrait Format
Landscape format
Logo size – landscape format1/5 width of the format
For landscape formats, scale the logo to 1 /5 the width of the
format. For unusually large or small formats, see next page.
Logo size – portrait format 1/4 width of the format
For portrait formats, scale the logo to 1 /4 the width of the
format. For unusually large or small formats, see next page.
Primary assets/Logo
Logo size and placement
1 A
1 A
1.5 A
1 A
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Logo size – exceptionally small formatsMinimum 1X width/height
For unusually small formats the logo should be centered
horizontally and vertically with a minimum of 1X (X= the dot )
clear space from the top, bottom and sides.
Logo size – unusually large formatsMinimum 1A width/height
For applications where the logo is the main/only message on
unusually large formats, it should be centered horizontally
and vertically with a minimum of 1A clear space from the top,
bottom and sides.
Centered logoCenter the logo on the “O” in Absolut
Logo size and placement – unusual formats
Primary assets/Logo
1 A
1 A 1 X 1 X The dot = X
1 A
1 X
1 A
1 X 1 A
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Exceptionally small formatsMinimum 1X width/height
Unusually large formatsMinimum 1A width/height
Examples
Logo size and placement – unusual formats
Primary assets/Logo
HeADLINE
Regular/MediumRegular
Regular
HEADLINE
Regular
Regular
HEADLINE
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For ATL grids see “Transform today campaign guidelines”. Back to table of contents
Master brand grid – landscape format Absolut Headline vs. logo and sub-headlines
Master brand grid – portrait format Absolut Headline vs. logo and sub-headlines
Primary assets/Logo
Master brand grid
Headline
Absolut Headline should
never be smaller than 1.25
times the logo. For a shorter
headline, the differences
can be larger. The logo and
headline should never be
the same size.
Sub-headline
The primary sub-headline,
centered above or below
Absolut Headline is Absolut
Regular. If needed, for better
visibility, the Absolut Medium
can also be used. The
sub-headline should never
exceed 1 /3 of the Absolut
Headline height.
Logo for portrait1 /4 of the width of the
format, applied 1.5A from
bottom.
Headline
Absolut Headline should
never be smaller than 1.25
times the logo. For a shorter
headline, the differences
can be larger. The logo and
headline should never be
the same size.
Sub-headline
The primary sub-headline,
centered above or below
Absolut Headline is Absolut
Regular. If needed, for better
visibility, the Absolut Medium
also can be used. The
sub-headline should never
exceed 1 /3 of the Absolut
Headline height.
Logo for landscape1 /5 of the width of the
format, applied minimum
1A from bottom.
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Poster – PortraitBook cover – PortraitInvitation – Landscape
Primary assets/Logo
Executions – Master brand grid
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Lock-up logo
The lock-up logo is only used when using the concept of transformation, otherwise
use logo (without tagline). Never use lock-up logo to brand POS materials.
Primary assets/Logo
3. Secondary lock-up logo product extensionsBlack (on white)
The black lock-up logo is used for product extensions on
white background, or when an asset includes a significant
amount of blue color or blue graphic decor, to avoid that
the logo blends into the motif.
2. Secondary lock-up logoBlue (on white)
The secondary lock-up logo is blue. Use the blue lock-up
logo on white backgrounds.
1. Primary lock-up logoWhite
The primary lock-up logo is white. Use the white lock-up logo
on full bleed images, colored backgrounds and all non-white
materials. Also used for product extensions when branding
non-white backgrounds.
Black
Pantone Black C
CMYK 0/0/0/ 100
RGB 44/42/41
Blue
Pantone 286C
CMYK 100/70/0/5
RGB 0/51/ 160
White
CMYK 0 /0 /0 /0
RGB 255/255/255
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Lock-up logo
Primary assets/Logo
Minimum size/Lock-up logoHeight of the logo
The minimum size is measured by the height of the wordmark,
Absolut. The letter ”A” in Absolut is to be used as point of
reference for all measurements of minimum logo size.
Clear spaceFor added visibility
Always keep the clear space free from disturbing elements.
The letter ”A” in Absolut is used.
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Primary assets/Logo
Executions – ATL
For ATL grids see “Transform today campaign guidelines”. Back to table of contents
Transform Today – LandscapeTransform Today – Portrait
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For BTL grids see “Transform today campaign guidelines”. Back to table of contents
BTL – LandscapeBTL – Portrait
Primary assets/Logo
Executions – BTL
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Don’ts
No effects on logoNo black logo on white backgrounds
Never use a black logo on images or against a colored
background.
No blue logo on full bleed images
Primary assets/Logo
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We drive recognition through brand colors that are premium, bold and classically Swedish.
We use Absolut blue as the brand accent color together with white, black and greys to create the core
of the distinct Absolut color world.
BRAND COLORS
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ButikInvitationRetail
Primary assets/Primary colors
Executions – brand colors
Absolut Blue
White / Black / Grey
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* For further information see “Absolut vodka Nova Blue Guidelines”. Back to table of contents
How to print the Absolut Blue
To ensure that the Absolut Blue always has the best possible
print quality physical color samples and a guideline has been
developed, “Absolut vodka Nova Blue Guidelines”, request it
from your local brand development contact.
– Always use PMS when possible.
– Always review the sample from your supplier against
the color samples on the “Absolut vodka Nova Blue
Guidelines”. If it looks different – request a new sample.
– Never approve colors on computer screen.
White, Black and Greys
To make the Absolut Blue stand out we have a selection of
base colors consisting of white, black and greys.
Absolut BlueAccent color
Absolut Blue is vibrant and recognizable as Absolut. It is a
tangible and emotional link to our art heritage. As an accent
color it should be used sparingly, approximately 25–30%.
Usage and color codes
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
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Don’ts
No other blue nuances than Absolut BlueNo blue typographyNo overuse of Absolut Blue
Primary assets/Primary colors
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Our custom-made family of brand fonts are ownable and unique. These fonts ensure clarity, readability and stand-out.
Used correctly, we get our messages across in an impactful and premium way.
Big, bold – and clear.
brand fonts
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BIG MESSAGES ON BACKDROP
IMAGES
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Consectetur adipiscing elit proin ultricies ut
augue in hendrerit. Fusce quis condimentum
eros. Nulla in cursus enim. Duis placerat tortor
nunc, euismod feugiat eros consequat. Donec
aliquam dolor quis dapibus.
Vitae sit et auctor phasellus volutpat lorem
ipsum laoreet ligula interdum. Phasellus blandi
erat non euismod. Nunc convallis purus igula
aliquam scelerisqu porttitor,
Praesent sed lorem eget fringilla vestibulum
volutpat sem sit erat molestie sagittis. Fusce
sit amet justo mattis.
Maecenas nec tellus euismod ipsum scelerisqu
porttitor. Sed orci tortor posue re at interdum in
eros, faucibus at neque. Etiam sit amet sagittis
risus curabitur vestibulum.
Phasellus fermentum non urna quis hendrerit
proin tortor sem semper eu leo et cursus.
Euismod massa. Suspendisse mauris eleifend
nec mollis quis, suscipit sed lorem.
Morbi id scelerisque magna class aptent taciti
sociosqu ad litora torquent per sit amit conubia
nostra, per inceptos himenaeos. Nulla purus elit,
accumsan et sodales sit tempor id felis.
HEADLINESub-headline
MBI PPT
NAME / MONTH DAY YEAR
Sub-headline/Sub-title
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PresentationTransform Today – PrintBook cover and insert
Primary assets/Brand fonts
Executions – brand fonts
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HeadlinesAbsolut Headline
Our signature Absolut Headline font was created specifically
for big headlines and displays. This includes ads, posters,
brochures and presentation covers.
Absolut Bold
Absolut Bold is a complementary upper/ lower case headline
font sufficient for inserts and following pages.
Sub-headlinesAbsolut Regular/Medium
When using a sub-headline, it should appear directly above
or below the headline in Absolut Regular. Medium can be
used as sub-headline for certain backgrounds and sizes if
needed for better visibility and legibility.
Body copyAbsolut Regular
Body copy is always put in Absolut Regular. The
recommended size for Absolut Regular is 9– 12 pt.
To ensure legibility the minimum size is 7.5 pt.
Brand fonts overview
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
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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
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Don’ts
No Absolut XXX
See writing guidelines on page 6–8.
No full stop after Absolut Headline
See writing guidelines on page 6–8.
No Absolut Script
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
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37
BIG MESSAGES ON BACKDROP
IMAGES
MBI PPT
NAME / MONTH DAY YEAR
Sub-headline/Sub-title
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Secondary assets/Backdrop images
Executions – backdrop images
InvitationPresentation Poster
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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
43
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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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Don’ts
No images on backdrop images
Do not place images on backdrop images.
No frames
Always use backdrop images as full bleed.
No backdrop images on 3D units
Never use backdrop images on three dimensional objects.
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.
46
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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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Don’ts
No secondary colors on longlife itemsNo other colors than colors from the secondary color palette
Never use colors that are not listed in “brand colors” or
“secondary color palette”.
No secondary colors replacing the brand colors
The brand colors must always be present.
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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Don’ts
No overuse of blue materials
Use Absolut Blue as an accent color, never fill more than
25–30% of a material, surface or environment with Absolut
Blue.
No dark wood
Never use dark wood, always use light-colored woods such
as birch, maple or plywood. The same goes for leather, ours
is nude, never dark.
Not all artificial, synthetic materials No overuse of blue
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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Don’ts
No tilted or repeated bottle outlinesNo bottle outline in print, or part of a bottle outline
Always use bottle outline as a three dimensional installation.
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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Don’ts
No frame
Always use the pattern full bleed.
No usage of pattern as decorative element or creative content
No pattern at an angle and /or with different colored logos
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
73
Link: Always use original art-work from the toolbox and make sure you have the correct version and format. Back to table of contents
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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Don’ts
Never use a one lined product logo or three line product logo
in other colors.
Product logo
Use the product logo to brand gift packs.
Logo
Use the logo to brand all material created for Absolut Vodka,
except for gift packs.
Overview logo usage
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.
absolut vodka
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Don’ts
No Absolut logo to brand gift packs.No branding with one line product logos. Also no usage of a cocktail name as a branding device.
No branding with product logo.
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.
absolut APEACH
absolut CITRON
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Don’ts
Never use one line product logos. Never change the color of
the product logos.
Product logo
Use the product logo to brand gift packs.
Logo
Use the logo to brand all material created for Absolut Flavors,
except for gift packs.
Overview logo usage
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
absolut APEACH
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Don’ts
No branding of gift packs with logo, use the three line product logo to brand gift packs. Never use decor from bottle outside of the bottle.
No branding with one line product logos. Also no usage of a cocktail name as a branding device.
No branding with product logo.
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
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