Branding principles Version 1 July 2016

Transcription

1 Branding principles Version 1 July 2016

2 Introduction The spirit of all Silent Pool Gin graphic executions should stem from the idea of Romantic Botany. This is the guiding principle behind everything that we do, inspired by the soft Edwardian character of the bottle and filtering down into all our communications, to ensure that the care and craft which goes into every single drop of Silent Pool Gin is carried through to all our touchpoints. The following pages are intended as a set of guiding principles to guide you on the journey to best-in-class brand execution that will ensure consistency of application and, ultimately, recognition. It will provide you with an easy to understand framework and enable the creation of consistent visual solutions.

3 Brand assets

4 Brandmarque This is our primary identifier and should be used on all branded communications. Note: The Logo exists as a master artwork and must never be altered or recreated in any way. EXCLUSION ZONE The exclusion zone represents the area around the logo which must remain clear at all times. No text or other graphic elements should appear within this area. = EXCLUSION ZONE

5 Identity suite A suite of marques exists to ensure maximum legibility and visibility of our identity at all times and in all circumstances. Each of these marques should be used in specific situations, as explained here. BRANDMARQUE This is our primary marque and should be used wherever possible. It is made up of: the decorative Crest at top which is inspired by the pattern which surrounds the bottle; the full Typemarque which consists of the Silent Pool logotype, the Intricately Realised strapline and the Gin descriptor. Crest Typemarque MINIMUM SIZE 40mm Note: These marques exist as master artworks and must never be altered or recreated in any way. MINIMUM SIZE The minimum size determines the smallest the marques can be used without compromising their legibility or correct reproduction. ABBREVIATED BRANDMARQUE This is our secondary marque and should be used wherever the Intricately Realised strapline appears elsewhere in a layout and in close proximity to the marque (i.e. promotional material which utilises the strapline as a headline or sign off). MINIMUM SIZE 40mm TYPEMARQUE This is our tertiary marque and should be used wherever budget or technical constraints do not allow the crest device to be reproduced as a metallic. MINIMUM SIZE The typemarque can also be used in instances where the marque appears in close proximity to the copper version of the pattern (see Colour Principles section for details). 20mm

6 Identity suite When the marque is ever on a white background the colour of the type should change to the Silent Pool teal colour. Note: See the colour principles page for the colour breakdown. Crest Typemarque MINIMUM SIZE 40mm MINIMUM SIZE 40mm MINIMUM SIZE 20mm

7 Pattern The pattern is a secondary brand asset and is inspired by the intricately decorative nature of our bottle. It is to be used alongside our identity suite to add depth and visual texture to all branded communications. The pattern should never be shown in its entirety and can be cropped to suit the application. Note: The pattern exists as a master artwork and must never be recreated. Bespoke versions of the pattern can be created in exceptional circumstances, for example in situations where the pattern needs to fit an odd shaped canvas (i.e. van livery, glassware).

8 General principles In order to ensure a strong visual identity, it is important that our marques and other core assets are applied correctly and consistently at all times. These examples show best practice for how to use the logo and pattern and, more importantly, how not to use them. NEVER change the relation of the elements in the brand marques NEVER change the inclination of the elements in the brand marques NEVER change the proportions of the elements in the brand marques NEVER use the Signature type lock-up without the crest device AIM to use the brand marques against a clear Silent Pool Teal background NEVER use any of the brand marques against other colour backgrounds than Silent Pool Teal NEVER change the colour of any of the elements in the logo NEVER change the nature of the copper gradient in the CMYK and RGB marques AIM to use the brand marques against a clear Silent Pool Teal background NEVER use any of the brand marques against the full Teal pattern NEVER use any of the brand marques against the Moss pattern NEVER use any of the brand marques against the Copper pattern

9 Colour principles Colour plays a central role in defining our brand and ensuring consistency across all touchpoints. Our colour palette is bright, fresh and suggestive of the Silent Pool itself. Primary palette Secondary accent palette Primary pattern The primary colour palette defines the brand in its most basic form. The secondary accent palette should be used to complement or contrast the primary brand colours. Typically, it will be used in text for secondary titles and sub-headings, or to give emphasis to words or sentences in body copy; Silent Pool Moss is also used for one of our secondary patterns. SILENT POOL TEAL Match to PMS 2227C C55 Y30 R89 G190 B201 COPPER Colour proportions Ink: PMS Metallic 8943C Foil: Kurz 396 CMYK/RGB versions reproduce as a gradient WHITE SILENT POOL MOSS Match to PMS 2236C C80 M10 Y45 K10 R44 G145 B153 SILENT POOL AQUA Match to PMS 7464C C30 Y30 R160 G209 B202 Secondary tonal patterns PATTERN In order to provide the required flexibility, three versions of the pattern have been created. Our primary pattern is inspired by our bottle and is used to signal the brand clearly from a distance. This version of the pattern should not be used behind the bottle itself or in close proximity to the full brandmarque. The tonal patterns should be used as backdrops to the bottle and any written communications. 60% 20% 10% 7% 3% Gradient Angle gradient at 13.8 Degree The same gradient should be applied across all deliverables. 0% 18.25% 34.88% 49.05% c:17.55, m:65.06, y:94.74, k:6.06 c:11, m:68.52, y:100, k:1.95 c:0, m:356.04, y:96.4, k:0 c:0, m:31.6, y:65.98, k: % 79.85% 100% c:0, m:56.04, y:96.40, k:0 c:11.1, m:68.52, y:100, k:1.95 c:17.55, m:65.06, y:94.74, k:6.06 SILENT POOL TEAL Pattern: 100% Background: 90% SILENT POOL MOSS Pattern: 100% Background: 90%

10 Typography Type and the way in which it is used plays a key role in conveying our written and visual tone-of-voice. We have a suite of three typefaces, to ensure that all our written communications have pace and character. ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz ,;:?!& ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz ,;:?!& ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz ,;:?!& This typeface is ITC New Baskerville. It should be used for feature text like main titles, headlines and pull quotes. This is Trade Gothic Bold No.2. It is used mainly for introductory paragraphs in body copy. This is Trade Gothic Medium. It is our primary typeface and is used for body copy. ABCDEFGHIJKLMNOPQRSTUVWXYZ ,;:?!& THIS IS FUTURA BOLD. IT IS USED PRIMARILY FOR SUB-HEADINGS IN BODY COPY AND IS ALWAYS USED IN ALL CAPITAL LETTERS.

11 Exemplars

12 Comp slip Comp slips allow us to engage with our consumers in a personal way even at a distance. As such they should encapsulate the beauty of our bottle and visual equities of our brand, subtly yet unequivocably. With compliments COPPER CREST Foil: Kurz 396 WHITE Reverses out of background colour COPPER EDGE BLOCKING Foil: Kurz 396 FRONT REVERSE

13 Web banners Shown here are a few examples of how our identity might work in the digital environment. Note: The nature of digital enables the brand to become more dynamic, whether more simply through movement (i.e. scaling or moving the bottle within the canvas frame) or more directly interactive elements (direct call to action devices and messages which link to specific promotional offers etc.). The same metallic gradient should be applied here and throughout other exemplars, see the colour principles section for how this can be achieved. Lorem ipsum sic dolor amet, florissime adit. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. LOREM IPSUMSIC Lorem ipsum sic dolor amet. Lorem ipsum sic dolor amet, florissime adit. LOREM IPSUMSIC

14 Expo banners Shown here is an example of how our identity might apply to its broader environment, and across multiple canvasses. This example shows how the different versions of the pattern might sit alongside each other while performing different tasks. The tonal patterns are used to underpin the product and any written communication, while the primary copper pattern is used to deliver greater brand colour impact at a distance. Note: The copper pattern should never be juxtaposed to the full brandmarque or bottle as this would detract from their visibility and impact. Lorem ipsum sic dolor amet. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. A bespoke version of the pattern is used on the branded banner in order to provide clear space around the branding and message. A bespoke version of the pattern is used behind the Brandmarque. The copper pattern should never be used in close proximity to the full brandmarque or bottle. (see colour principles section for gradient values)

15 Gazebo Shown here is another application of the brand identity in an environmental context. Here too a bespoke version of the pattern has been created to adapt to the form of the gazebo. Note: The Typemarque is used here to ensure maximum stand-out and legibility in such close proximity to the copper pattern.

16 Apparel Shown here are further applications of the brand identity to clothing. Note: The T-shirt is an exceptional application of the Brandmarque, and is the only instance in which the Crest is used divorced from the Typemarque. Preffered Colour Note: Should there not be a polo shirt in the silent pool teal, create the version in white. Alternative colourway if brand teal connot be matched

17 Vehicle livery Vehicles are another instance where a bespoke application of the pattern will be required. Note: The copper must always be reproduced as a metallic.

18 Glassware Glassware is subtly branded and elegantly complements the bottle. Note: The copper must always be reproduced as a metallic foil.

19 Shipper Shown here is an example of the shipper and how the design is intended to be applied. 6X1L BOTTLES 6X1L BOTTLES

20 For further infomation please contact: Ian McCulloch Silent Pool Distillery Shere Road Albury Surrey GU5 9BW Tel: