FINE WINE RETAIL B2B
DIGITAL STYLE GUIDE
INTRODUCTION FINE WINE RETAIL B2B DIGITAL STYLE GUIDE
INTRODUCTION CUSTOMER TIERS INFLUENCER PERSONA BRAND VOICE & TONE
Wine Dialogues goal is to start a dialogue that helps select Fine Wine Retail Customers connect with key clients (Consumers) in new ways. Our channels link them to the most current research, trends and commentary in the premium and luxury wine space. Our conversation-starters focus on the business and social aspects of Fine Wine retailing across three pillars:
CHANNEL PERSONALITY VOICE
EDITORIAL GUIDELINES LOOK & FEEL LOGO COLORS
INSIGHTS
INNOVATIONS
FEATURES
Actionable information about the consumer or a category Customers can put to work in their stores.
Sorting through the heat for the light in today’s world of fast-changing process and technology in retail.
A useful overview of a brand or program by our internal team or by an outside expert.
FONTS PHOTOGRAPHY INFOGRAPHICS FORMAT
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INTRODUCTION
TONE
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CUSTOMER TIERS FINE WINE RETAIL B2B DIGITAL STYLE GUIDE
CUSTOMER TIERS INFLUENCER PERSONA BRAND VOICE & TONE CHANNEL PERSONALITY VOICE TONE EDITORIAL GUIDELINES LOOK & FEEL LOGO COLORS FONTS PHOTOGRAPHY
INFLUENCERS AND ICONS FORM THE FOUNDATION OF LIFETIME BRAND EQUITY Influencers and their elite counterparts – the Icons – are the gatekeepers who make or break our success in Fine Wine Retail. This two-tiered, B2B target audience exhibits the following characteristics:
INFLUENCER
ICON
• Account does at least 50% of its revenue
• Represents the top 1% of all Wine Retail in
• Account has a consumer-engaging wine
• Participates in the futures market.
at $11+ on 750ml format.
program (including but not limited to: email, personal recommendations, guided trips to wine regions, sponsored tastings).
terms of luxury wine.
• Participates in the auction market. • Carries rare and back vintage wine. • Stores wine in a temperature controlled environment.
• Has an email list exceeding 10,000 consumers.
• Hosts consumers on travel to wine destinations.
• Consults on personal cellars for consumers.
INFOGRAPHICS FORMAT
The audience for Wine Dialogues includes both Influencers and Icons. Since Icons represent an elite subset representing a very small percentage, our Influencer Persona characterizes the broader audience. FINE WINE RETAIL B2B | DIGITAL STYLE GUIDE
CUSTOMER TIERS
INTRODUCTION
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INFLUENCER PERSONA FINE WINE RETAIL B2B
INTRODUCTION CUSTOMER TIERS INFLUENCER PERSONA BRAND VOICE & TONE CHANNEL PERSONALITY VOICE TONE EDITORIAL GUIDELINES LOOK & FEEL LOGO COLORS FONTS PHOTOGRAPHY INFOGRAPHICS FORMAT
Meet Jay, The Gatekeeper Jay, 52, owns a leading Fine Wine Retail operation. He’s built a strong personal brand as a trusted advisor to key Clients and relies on his staff to cultivate these relationships. As an entrepreneur, Jay values personal drive in others. He’s motivated by quality, image, wealth and status. He’s also a “guy’s guy” who takes pride in his heritage and refined tastes. In part, his affinity for the finer things in life fuels his passion for wine. He’s frequently offered the “best-of-the-best” in unique wine trips and experiences. He values exclusive access, such as small audiences with wine Icons, as well as unique industry knowledge. His preferred trade partners are those who make him smarter about his business.
• Male GenX/Boomer (45-65). • Strongly identifies with a sub-culture, which may be racial, immigrant, religious, or ethnic.
• Lives in an affluent suburb. • Drives a luxury car brand (Maserati, Audi A8, Bentley). • Doesn’t drive far for work and isn’t accustomed to being required to drive for business. The wine trade comes to him.
• Doesn’t need suppliers to book dinner reservations or exclusive tee
times, but the invitations validate his status. And he will sometimes accept them. FINE WINE RETAIL B2B | DIGITAL STYLE GUIDE
INFLUENCER PERSONA
DIGITAL STYLE GUIDE
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INFLUENCER PERSONA FINE WINE RETAIL B2B DIGITAL STYLE GUIDE
CUSTOMER TIERS INFLUENCER PERSONA BRAND VOICE & TONE CHANNEL PERSONALITY VOICE TONE EDITORIAL GUIDELINES LOOK & FEEL
What Jay Values Most 1. ACCESS to exclusive experiences. Rare vertical tastings in the cellars of Champagne or Burgundy. VIP access to the Masters in Augusta. Small audiences with iconic winemakers.
2. GIFTING some of these dinner invitations or more frequent exclusive experiences to
his most prized wine consultant. He knows his profitability DEPENDS on the personal client relationships cultivated by his staff. He does not want his ace to be poached by a rival store.
3. INDEPENDENCE. Jay believes he is a unique brand, and his brand promise is
trusted advice to his key clients. He cannot permit anything to give the appearance to his customers nor his staff that he is beholden to any supplier.
4. KNOWLEDGE. Any trade partner who makes Jay smarter about his business –
whether it is local market or overall wine or retail knowledge – is a preferred partner.
LOGO COLORS FONTS PHOTOGRAPHY INFOGRAPHICS FORMAT
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INFLUENCER PERSONA
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BRAND VOICE & TONE FINE WINE RETAIL B2B DIGITAL STYLE GUIDE
INTRODUCTION CUSTOMER TIERS INFLUENCER PERSONA
Informative. Actionable. Conversational.
BRAND VOICE & TONE CHANNEL PERSONALITY
VOICE. We choose our words as carefully as Jay chooses the wines he recommends to clients.
VOICE
EDITORIAL GUIDELINES
TONE. Our commitment to Jay comes through our tonality, demonstrating the same level of respect and partnership he shares with his most valued Clients.
BRAND VOICE & TONE
TONE
LOOK & FEEL LOGO COLORS FONTS PHOTOGRAPHY INFOGRAPHICS FORMAT
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CHANNEL PERSONALITY FINE WINE RETAIL B2B DIGITAL STYLE GUIDE
INTRODUCTION CUSTOMER TIERS INFLUENCER PERSONA BRAND VOICE & TONE CHANNEL PERSONALITY VOICE
HUMBLE – We value wine’s past and strive to be worthy of its present
and future.
INSATIABLY CURIOUS – Never can know all there is to know, and that’s part of the fun.
INDEPENDENT – Our channel and brands have a POV on wine and the
wine trade anchored in our founders’ value on innovation. We’re not afraid to stand on/for our principles.
TONE
PROGRESSIVE – Fine wine doesn’t have to be stuffy or become moribund in adherence to tradition.
BRAND VOICE & TONE
EDITORIAL GUIDELINES LOOK & FEEL LOGO
SERVICE FIRST – We must serve our Customers’ businesses to earn
their business.
COLORS FONTS PHOTOGRAPHY INFOGRAPHICS FORMAT
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VOICE FINE WINE RETAIL B2B DIGITAL STYLE GUIDE
CUSTOMER TIERS INFLUENCER PERSONA BRAND VOICE & TONE
Our voice is built on three pillars essential to becoming a trusted partner to Jay.
Attribute INFORMATIVE
CHANNEL PERSONALITY VOICE TONE
ACTIONABLE
Description
Guidelines
We offer an independent viewpoint on relevant, progressive topics that help Jay stay ahead of the curve and better serve Clients.
• Use strong verbs. • Use data & examples to bring information to life. • Build on Jay’s extensive knowledge – while giving
We make it easy for Jay to use the insights we provide.
• Use active voice. • Use energetic, clear, engaging language. • Include a clear call to action. • Don’t use overly excited language.
EDITORIAL GUIDELINES LOOK & FEEL LOGO COLORS FONTS PHOTOGRAPHY INFOGRAPHICS FORMAT
CONVERSATIONAL By consistently talking with (not at)
Jay, we convey our commitment as a valued partner and serve as an extension to his sales conversations.
him tools he can share with Clients.
• Keep sentence structure straightforward for an easy read.
• Vary sentence length to vary the tempo of the
conversation. • Don’t be afraid to use long words from time to time. • Temper use of jargon – especially for anything Jay may want to share with Clients. • Use contractions. • Use third person (“we” “our” “us”) when talking about Gallo or our relationship with Jay. • Use first person (e.g. “you” “your”) to include Jay in the conversation.
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BRAND VOICE & TONE
INTRODUCTION
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TONE FINE WINE RETAIL B2B DIGITAL STYLE GUIDE
INTRODUCTION CUSTOMER TIERS
The tonality of our copy defines our attitude toward—and therefore a big aspect of—our relationship with Jay. Our tone conveys our commitment to creating a lasting partnership with him, and it acknowledges his expertise.
INFLUENCER PERSONA BRAND VOICE & TONE CHANNEL PERSONALITY VOICE TONE
IS
IS NOT
• Informative • Sophisticated • Collaborative • Credible • Conversational
• Condescending • Elementary • Authoritarian • Preachy • Sensational
BRAND VOICE & TONE
EDITORIAL GUIDELINES LOOK & FEEL LOGO COLORS FONTS PHOTOGRAPHY INFOGRAPHICS FORMAT
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EDITORIAL GUIDELINES FINE WINE RETAIL B2B DIGITAL STYLE GUIDE
CUSTOMER TIERS INFLUENCER PERSONA BRAND VOICE & TONE CHANNEL PERSONALITY
General Guidelines • Wine Dialogues is a dialogue with our most sophisticated Fine Wine Retailers. Our language should therefore be conversational and professional.
• Copy and references should take into account our digital channels. Use links when
referencing past articles or sources. Do not expect readers to remember prior topics.
• When articles cite examples:
VOICE
−− It’s best to have three or more varied examples as proof points in an article versus
TONE
−− Sources must be included for third-party data or references. Approval from the
EDITORIAL GUIDELINES
−− Examples must NOT portray the example as a partnership or promotion.
multiple examples of the same company or product. source and/or Compliance may be required.
LOOK & FEEL LOGO
Punctuation
COLORS
• Proper use of punctuation is critical to credibility with this sophisticated, educated audience. • Question marks may be used sparingly when they serve to prompt conversation with Jay—or
FONTS PHOTOGRAPHY
to emphasize a key topic.
• Exclamation marks should be used rarely, if ever. Once a quarter may be too often.
INFOGRAPHICS FORMAT
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BRAND VOICE & TONE
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EDITORIAL GUIDELINES FINE WINE RETAIL B2B DIGITAL STYLE GUIDE
INTRODUCTION CUSTOMER TIERS INFLUENCER PERSONA BRAND VOICE & TONE CHANNEL PERSONALITY VOICE TONE
Watch Outs • Never use profanity. • Avoid negative or sensational language – especially about individuals, companies or categories.
• Do not discuss competitors. • Avoid colloquialisms or slang as they sound too informal or may not be relevant depending on region of the country.
• Avoid overtly promoting Gallo products or “selling” – with the exception of features,
which should be crafted in a way that helps Jay share his expertise with his Clients or build a category overall.
LOOK & FEEL
Channel Variations
LOGO COLORS FONTS PHOTOGRAPHY INFOGRAPHICS FORMAT
WEBSITE
CONTRIBUTED ARTICLES
Attention-grabbing headlines, concise descriptions, clear calls to action.
Home Page—Tight headlines and subheads that make the reader want to read more.
Generally, adapts to the contributor’s style. Contributer guidelines to be provided.
Article Pages—Comprehensive, insightful, easy to digest. See pages 22-29 for examples of these variations in action
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EDITORIAL GUIDELINES
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LOOK & FEEL FINE WINE RETAIL B2B DIGITAL STYLE GUIDE
INTRODUCTION CUSTOMER TIERS INFLUENCER PERSONA
A Unique Appearance The Wine Dialogues look and feel helps convey the brand’s sophistication, professionalism, energy and confidence. Through the use of colors, fonts, photography and infographics, the brand communicates these traits to its customers.
BRAND VOICE & TONE CHANNEL PERSONALITY VOICE
To maintain authenticity and capture the brand’s essence, it’s important to adhere to the specified guidelines. The following section breaks down the elements of the brand’s distinct visual approach within the digital space.
TONE EDITORIAL GUIDELINES LOOK & FEEL LOGO
LOOK & FEEL
COLORS FONTS PHOTOGRAPHY INFOGRAPHICS FORMAT
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LOGO FINE WINE RETAIL B2B DIGITAL STYLE GUIDE
INTRODUCTION CUSTOMER TIERS INFLUENCER PERSONA BRAND VOICE & TONE
In an effort to reflect the nature of the brand, the Wine Dialogues logo utilizes a clean and modern font with the sleek WD watermark in the background. The primary logo has a horizontal layout . The elements of the logo are fixed and should never be re-aligned or scaled independent of the other.
CHANNEL PERSONALITY VOICE
WD watermark
TONE EDITORIAL GUIDELINES
Wine Dialogues text
LOOK & FEEL LOGO
LOOK & FEEL
COLORS FONTS PHOTOGRAPHY INFOGRAPHICS FORMAT
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LOGO FINE WINE RETAIL B2B DIGITAL STYLE GUIDE
INTRODUCTION
LOGO CLEARSPACE & MINIMUM SIZE
CUSTOMER TIERS INFLUENCER PERSONA
In order to gain maximum visibility, the Wine Dialogues logo should always appear with a minimum area of clearspace around the logo. This area should be free of any type or graphic elements. The logo should never appear smaller than the minimum sizes shown here for digital applications in order to ensure legibility and visual presence.
BRAND VOICE & TONE CHANNEL PERSONALITY
LOGO CLEARSPACE
VOICE
MINIMUM SIZE
TONE EDITORIAL GUIDELINES
Using the cap-height of the logotype as “x”, the clearspace is .5x area around the logo which should be clear of any type or graphic element. The minimum size at which the logo may appear in digital applications is 200px wide, measured from the W to the S in the text of Wine Dialogues.
LOOK & FEEL
.5x
LOGO
X
COLORS .5x
LOOK & FEEL
FONTS PHOTOGRAPHY INFOGRAPHICS
200px
FORMAT
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LOGO FINE WINE RETAIL B2B DIGITAL STYLE GUIDE
INTRODUCTION CUSTOMER TIERS
LOGO GUIDANCE: DOS
Always use the Wine Dialogues logo on background colors that provide sufficient contrast and present the logo in a color combination that does not clash or degrade the integrity of the brand.
INFLUENCER PERSONA BRAND VOICE & TONE
PRIMARY USAGE: White background
CHANNEL PERSONALITY VOICE TONE EDITORIAL GUIDELINES
SECONDARY USAGE: Black or dark background WD watermark uses 80% tint of black
LOOK & FEEL
COLORS FONTS
TERTIARY USAGE: Gray or muted wine background. Logo will remain unaltered from original version on white background. WD watermark uses 30% tint of black.
PHOTOGRAPHY INFOGRAPHICS FORMAT
FINE WINE RETAIL B2B | DIGITAL STYLE GUIDE
LOOK & FEEL
LOGO
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LOGO FINE WINE RETAIL B2B DIGITAL STYLE GUIDE
INTRODUCTION
LOGO GUIDANCE: DON’TS
CUSTOMER TIERS INFLUENCER PERSONA
The elements that make up the Wine Dialogues logo have been designed in specific colors, proportion, sizes and placement. In order to maintain the integrity and consistency of the brand, these elements must not be altered or manipulated in any way.
BRAND VOICE & TONE CHANNEL PERSONALITY VOICE
Do not use alter colors of both elements
Do not alter colors of single element
Do not add drop shadow or effect
Do not apply gradient to elements
Do not rotate or distort
Do not use on bright contrasting backgrounds
TONE EDITORIAL GUIDELINES LOOK & FEEL LOGO
FONTS PHOTOGRAPHY INFOGRAPHICS FORMAT
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LOOK & FEEL
COLORS
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LOGO FINE WINE RETAIL B2B DIGITAL STYLE GUIDE
INTRODUCTION CUSTOMER TIERS INFLUENCER PERSONA
This vertically stacked version is considered the secondary logo and is for limited usage. It is to be used only when space and legibility of the Wine Dialogues text is jeopardized. Examples of spaces where this secondary logo should be used would be social platform profile images or areas where the logo would only work in a square space.
BRAND VOICE & TONE CHANNEL PERSONALITY VOICE TONE EDITORIAL GUIDELINES LOOK & FEEL LOGO
FONTS PHOTOGRAPHY
On an opaque and dark background, the watermark and text will be 100% white to increase contrast and legibility.
LOOK & FEEL
COLORS
INFOGRAPHICS FORMAT
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COLORS FINE WINE RETAIL B2B DIGITAL STYLE GUIDE
INTRODUCTION CUSTOMER TIERS INFLUENCER PERSONA BRAND VOICE & TONE CHANNEL PERSONALITY VOICE TONE EDITORIAL GUIDELINES LOOK & FEEL LOGO
Official brand colors are provided for reference, at right.
Primary Color Palette To be used for headlines, body copy, captions, bylines, and hyperlinks
Adjusted for online use
#736367 R: 115 G: 99 B: 103
C: 47 M: 54 Y: 43 K: 25
#000000 R: 0 G: 0 B: 0
#343333
C: 75 M: 68 Y: 67 K: 90
R: 51 G: 51 B: 51
C: 69 M: 64 Y: 62 K: 58
#818282 R: 129 G: 130 B: 130
C: 0 M: 0 Y: 0 K: 60
Secondary Color Palette To be used to complement the primary palette. This palette should be used sparingly and only when primary colors result in copy that is not readable or legible.
FONTS
#A795A0
#651416
#8A7133
#A3B294
#B7C6D4
R: 163 C: 42 G: 178 M: 18 B: 148 Y: 46 K: 2
R: 183 C: 33 G: 198 M: 14 B: 212 Y: 11 K: 0
PHOTOGRAPHY INFOGRAPHICS FORMAT
R: 164 C: 37 G: 150 M: 40 B: 159 Y: 28 K: 1
R: 101 C: 29 R: 138 G: 20 M: 100 G: 113 B: 51 B: 22 Y: 98 K: 43
C: 41 M: 47 Y: 94 K: 19
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LOOK & FEEL
COLORS
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FONTS FINE WINE RETAIL B2B DIGITAL STYLE GUIDE
CUSTOMER TIERS INFLUENCER PERSONA BRAND VOICE & TONE CHANNEL PERSONALITY VOICE TONE EDITORIAL GUIDELINES LOOK & FEEL LOGO COLORS FONTS PHOTOGRAPHY INFOGRAPHICS FORMAT
TITLE
CORMORANT Semibold All Caps
SUB TITLE
CORMORANT Semibold Italic Title Case
BODY SECTION HEADLINE ASSISTANT Semibold All Caps
BODY
ASSISTANT Light Sentence Case
SUB HEADLINE
CORMORANT Regular Title Case
CAPTION
ASSISTANT Light All Caps
CITATION
ASSISTANT Light Sentence Case
THE RISE OF ONLINE REVIEWS Earning Adventurous Consumers Above $35 A SPARKLING TRADITION
Your gut instinct serves you well when it comes to knowing what your customers want.
Pinot Noir: It’s All About Location
J VINEYARDS & WINERY FOGGY BEND VINEYARD
Latest 52 weeks and YTD ending 9-3-17, Calendar year 2015 & 2016
LICENSING INFORMATION The open source fonts in the Google Fonts catalog are published under licenses that allow use on any website, whether it’s commercial or personal. This includes the fonts Assistant and Cormorant used on the Fine Wine Dialogues website.
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LOOK & FEEL
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PHOTOGRAPHY FINE WINE RETAIL B2B DIGITAL STYLE GUIDE
INTRODUCTION
Imagery choice is important to maintain the premiumness of Wine Dialogues. Adhere to the following specifications for hero and supporting imagery.
CUSTOMER TIERS
Header/Hero Imagery
BRAND VOICE & TONE CHANNEL PERSONALITY VOICE TONE EDITORIAL GUIDELINES LOOK & FEEL LOGO COLORS FONTS PHOTOGRAPHY INFOGRAPHICS
Supporting Imagery
In order to catch and hold the users attention, the header/hero imagery should look premium, and be bold and striking in nature. The imagery should be pulled from the article, and is preferred to have wine or wineries in it to promote the newsletter. The hero imagery is desaturated, and has a cool filter applied to it to connect the imagery to the brand. These images should continue to tell the story of the brand. Images should consist of product and environmental shots as well as unposed candid shots of people interacting with product and technology to give a sense of authenticity. Colors should appear slightly muted to adhere and pair well with the approved color palette as well as the hero image.
FORMAT
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LOOK & FEEL
INFLUENCER PERSONA
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INFOGRAPHICS FINE WINE RETAIL B2B DIGITAL STYLE GUIDE
INTRODUCTION
Wine Dialogues infographics are executed in an illustrative way. It’s important for them to distill information clearly and adhere to the look and feel outlined in the previous sections (Colors and Fonts). Refer to the below for creating additional infographics.
CUSTOMER TIERS INFLUENCER PERSONA BRAND VOICE & TONE CHANNEL PERSONALITY VOICE TONE EDITORIAL GUIDELINES LOOK & FEEL LOGO
LOOK & FEEL
COLORS FONTS PHOTOGRAPHY INFOGRAPHICS FORMAT
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FORMAT FINE WINE RETAIL B2B DIGITAL STYLE GUIDE
WEB: DESKTOP CUSTOMER TIERS INFLUENCER PERSONA BRAND VOICE & TONE CHANNEL PERSONALITY VOICE TONE EDITORIAL GUIDELINES LOOK & FEEL LOGO COLORS FONTS PHOTOGRAPHY
Home Page
PAGE LAYOUT: Design utilizes a 12-column grid structure. IMAGERY: Hero image should be full bleed and start behind the page navigation. This image is pulled from the articles in the current month. TYPOGRAPHY: Headline/header copy should be in all caps within the rectangular overlay. CONTENT: Introduction copy will fall on top of the hero image and under the headline copy, inside the rectangular overlay.
LOOK & FEEL
INTRODUCTION
Articles and supporting imagery will be refreshed as new articles are developed and will displayed on the page.
INFOGRAPHICS FORMAT
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FORMAT FINE WINE RETAIL B2B DIGITAL STYLE GUIDE
WEB: DESKTOP INTRODUCTION
Home Page
CUSTOMER TIERS
SPECIFICATIONS: Hero image:
INFLUENCER PERSONA
Native: 1280 pixels x 695 pixels
BRAND VOICE & TONE
Deployed: 1313 pixels x 452 pixels*
CHANNEL PERSONALITY VOICE TONE EDITORIAL GUIDELINES
LOGO COLORS FONTS PHOTOGRAPHY INFOGRAPHICS
Must Reads Native: 1280 pixels x 555 pixels Deployed: 360 pixels x 240 pixels* * Specs are derived from developer code which resized and cropped image accordingly to better fit the space. The actual image should be approximately 3x the given size for optimal responsiveness on all devices, especially those with retina display.
FORMAT
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LOOK & FEEL
LOOK & FEEL
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FORMAT FINE WINE RETAIL B2B DIGITAL STYLE GUIDE
WEB: DESKTOP CUSTOMER TIERS INFLUENCER PERSONA BRAND VOICE & TONE CHANNEL PERSONALITY VOICE TONE EDITORIAL GUIDELINES LOOK & FEEL LOGO COLORS FONTS
Article Page
PAGE LAYOUT: Design utilizes a 12-column grid structure. IMAGERY: Hero image should be full bleed and start below the page navigation. TYPOGRAPHY: Headline/header copy should be in all caps. Article title should be in title case. CONTENT: Articles imagery will be refreshed as new articles are developed and will be displayed on the page. Previous articles can be found in the Articles Archives.
LOOK & FEEL
INTRODUCTION
PHOTOGRAPHY INFOGRAPHICS FORMAT
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FORMAT FINE WINE RETAIL B2B DIGITAL STYLE GUIDE
WEB: DESKTOP CUSTOMER TIERS INFLUENCER PERSONA BRAND VOICE & TONE
Interior Page
PAGE LAYOUT: Design utilizes a 12-column grid structure. IMAGERY:
VOICE
Hero image spans the full browser width. Supporting images are left and adjacent to copy.
TONE
TYPOGRAPHY:
EDITORIAL GUIDELINES
Headlines should be in all caps and subheads and body text should be in sentence case.
CHANNEL PERSONALITY
LOOK & FEEL
CONTENT:
LOGO
Body copy will be left aligned.
COLORS
The main content will occupy 8 columns, and secondary content will occupy the remaining 4.
FONTS
LOOK & FEEL
INTRODUCTION
PHOTOGRAPHY INFOGRAPHICS FORMAT
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FORMAT FINE WINE RETAIL B2B DIGITAL STYLE GUIDE
WEB: DESKTOP CUSTOMER TIERS INFLUENCER PERSONA BRAND VOICE & TONE CHANNEL PERSONALITY VOICE TONE EDITORIAL GUIDELINES LOOK & FEEL LOGO
Article
PAGE LAYOUT: Design utilizes a 12-column grid structure. IMAGERY: Hero image spans the 12-column grid. Supporting images are embedded in the body copy and occupy 6 columns, text falls above and below the images. TYPOGRAPHY: Headlines should be in all caps and subheads and body text should be in sentence case. Quotes and taglines will be italicized. CONTENT:
COLORS
Body copy will be left aligned.
FONTS
The main content will occupy 8 columns, and secondary content will occupy the remaining 4.
PHOTOGRAPHY
LOOK & FEEL
INTRODUCTION
INFOGRAPHICS FORMAT
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FORMAT FINE WINE RETAIL B2B DIGITAL STYLE GUIDE
WEB: MOBILE CUSTOMER TIERS INFLUENCER PERSONA BRAND VOICE & TONE CHANNEL PERSONALITY VOICE TONE EDITORIAL GUIDELINES LOOK & FEEL
Home Page
PAGE LAYOUT: Design utilizes a 4-column grid structure where imagery will stack below the copy that it supports. IMAGERY: Hero image will span the whole page width. Supporting imagery will span the full width of the page column. TYPOGRAPHY:
LOGO
Headline should be in all caps.
COLORS
CONTENT:
FONTS
Body copy will be left aligned.
LOOK & FEEL
INTRODUCTION
PHOTOGRAPHY INFOGRAPHICS FORMAT
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FORMAT FINE WINE RETAIL B2B DIGITAL STYLE GUIDE
CUSTOMER TIERS INFLUENCER PERSONA BRAND VOICE & TONE CHANNEL PERSONALITY VOICE TONE EDITORIAL GUIDELINES LOOK & FEEL LOGO COLORS FONTS PHOTOGRAPHY INFOGRAPHICS FORMAT
Email Newsletter PAGE LAYOUT: Design utilizes a 12-column grid structure. IMAGERY: Hero image should be full bleed and fall behind the page navigation. The issue month will be displayed on the rectangular overlay. TYPOGRAPHY: Headline/header copy should be in all caps and centered. CONTENT: 10 columns of the page structure will be utilized. The supporting imagery, article headline/ header, article intros and “Read More” button will be centered under the hero.
LOOK & FEEL
INTRODUCTION
“Featured Accolades” will utilize all 12 columns of the page grid structure and updated with each new issue. The feature score will be bottom right aligned with the beauty shot image. Muted beauty shot image will be cropped to feature the label. FINE WINE RETAIL B2B | DIGITAL STYLE GUIDE
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FORMAT FINE WINE RETAIL B2B DIGITAL STYLE GUIDE
INTRODUCTION CUSTOMER TIERS
Email Newsletter SPECIFICATIONS: ** It is best practice to focus on the width of the image for viewing across various email clients. The height will be flexible and adjust accordingly for larger screens on mobile. It is based on the scaling proportionally of image width, so they look best when all aligned vertically.
INFLUENCER PERSONA BRAND VOICE & TONE CHANNEL PERSONALITY VOICE
HERO IMAGERY: Native & Deployed: 600 pixels wide**
TONE
*** Natural image is 2x the size of the image that is deployed for optimal clarity on all devices.
EDITORIAL GUIDELINES LOOK & FEEL LOGO SUPPORTING IMAGERY: Native & Deployed: 385 pixels wide**
LOOK & FEEL
COLORS FONTS PHOTOGRAPHY INFOGRAPHICS FORMAT
ACCOLADES IMAGERY: Native & Deployed: 170 pixels x 170 pixels*** FINE WINE RETAIL B2B | DIGITAL STYLE GUIDE
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THANK YOU