BRAND GUIDELINES March 2010
CONTENTS What is a Brand?................................................................... 4 Brand Principles
Vision.............................................................................. 6
Mission........................................................................... 7
Values............................................................................. 8
Brand Elements
Logo................................................................................ 10
Tagline............................................................................ 13
Graphics......................................................................... 14
Logo Usage Guidelines.................................................. 17
Typography..................................................................... 20
Materials........................................................................ 21
Tone of Voice.................................................................. 22
Photography................................................................... 23
Brand Applications
Business Cards.............................................................. 25
Stationery....................................................................... 26
Faxes & Memos............................................................. 27
CONTENTS Brand Applications (cont.)
E-Mail.............................................................................. 28
Packaging....................................................................... 29
Advertising...................................................................... 31
Brand Contacts
Contact Information....................................................... 33
WHAT IS A BRAND? “A brand is a living entity — it is enriched or undermined cumulatively over time, the product of a thousand small gestures.” —Michael Eisner, Former CEO Disney The brand is not a logo. It is not this (or any) document. The brand lives, breathes, and evolves in the hearts and minds of you, the ones who will help to share this brand with the world. Building a brand takes time. It takes vision. It takes commitment. Every day, in everything we do, each of us is building the brand. Let the information in this book be your guide along the way.
What is a Brand? | 4
Ideas that guide the RED brand
WE HAVE A VISION To become a staple of the liquor cabinet. It’s a big dream, we know. RED wants to be the wine that lives comfortably alongside classics like bourbon and scotch. We want to compete for your glass every time you reach for a drink.
Vision | 6
WE’RE ON A MISSION To change the way you think about wine. RED is wine for the everyman—wine that breaks through the trappings and clutter of wine culture. RED is approachable. Accessible. It’s just plain good.
Mission | 7
WE KNOW WHAT WE STAND FOR These values are the core of the RED brand. They are at the heart of every decision we make, from production to packaging, advertising to answering the phone. Authenticity RED is true to its nature. It’s unapologetic. With RED, you always know exactly what you’ll get. Simplicity RED only uses what’s necessary to get the point across. It’s simple, direct, and straightforward. Honesty RED never lies. It’s forthcoming. Unpretentious. RED doesn’t hide behind tradition.
Values | 8
Bringing the RED brand to life
THIS IS OUR LOGO It’s simple. Classic. To the point. Every line, curve, and space was created on purpose. It is the single most important visual marker of the RED brand. Use it wisely.
THE RED LOGO The RED logo has two main elements: the frame and the logotype. The logotype should never appear without the frame. Use of the frame as an independent graphic element is described on page 16.
Logo | 10
ONE-COLOR PRINTING PMS Black 6C 2X is preferred. 100% black (CMYK 0,0,0,100) may be used only when spot color or rich black (described below) is not available.
WE LIKE OUR LOGO LIKE OUR COFFEE: BLACK The RED logo is one color: black. Any element within the logo that does not appear as black is negative space, and should always be left clear.
FOUR-COLOR PRINTING Rich black (CMYK 50,50,50,100) should be used. This formula provides a richer look than 100% black. VIDEO RGB 0,0,0 WEB Hexadecimal #000000
When it is necessary for the logo to appear on a black or very dark background, a reversed version may be used.
REVERSED (Light on Dark) The logo should appear reversed only when it is absolutely necessary. If the logo is reversed, the preferred color is white (CMYK 0,0,0,0 — RGB 255,255,255 — Hexadecimal #FFFFFF).
Logo | 11
.7166" min.
.50" min.
MINIMUM SIZE The logo should never appear at a total height less than 1/2 inch.
GIVE US SOME SPACE .5x min.
We’re proud of our logo. We want people to see it. We want them to read it. Guidelines for minimum size and clearspace make that happen. .5x min.
.5x min.
x
.5x min.
CLEARSPACE The clearspace minimum is equal to half the total height of the R, regardless of the size at which the logo is reproduced.
Logo | 12
TO LIFE WELL-LIVED TAGLINE The tagline should always be set in all uppercase Franklin Gothic Demi Condensed. It may only appear in black (see page 11) or reversed out of a solid background.
.5x min.
TAG, YOU’RE IT Our tagline, “To Life Well-Lived,” may be used in conjunction with the logo or independently. The tagline may be used in packaging, marketing materials, advertising, and promotional items
.5x min.
The logo with tagline follows the same color (p. 11) and usage guidelines (“Respect the Logo,” pp. 17‑18) as the standard logo.
x
.5x min.
.5x min.
.5x min.
.5x min.
.5x min.
x
.5x min.
LOGO WITH TAGLINE These are the only acceptable placements for the tagline combined with the logo. Artwork should be uniformly scaled, with the RED frame at a minimum height of 0.5”. Clearspace is extended to encompass the tagline.
Tagline | 13
.5x min.
DON’T DOUBT THE SHADOW Our bottle silhouette logo may be used for marketing and advertising purposes in place of the standard logo. It may not be used on packaging, stationery, or for any purpose except as described above.
.5x min.
.5x min.
The bottle silhouette logo follows the same color (p. 11) and usage guidelines (“Respect the Logo,” pp. 17‑18) as the standard logo. x
.5x min.
BOTTLE SILHOUETTE LOGO Artwork should be uniformly scaled, with the RED frame at a minimum height of 0.5". Clearspace is extended to encompass the graphic.
Graphics | 14
SMOKE WOOD SPICE EARTH
THAT’S OUR ICON, DON’T WEAR IT OUT Our flavor icons are cool, we know. It’s tempting to plaster them on every available surface. Please don’t. Flavor icons must be included on packaging to identify the product flavor. Additionally, they may be used as a footnote in advertising (see p. 31 for example). The icons may not be used in any other application.
RED FLAVOR ICONS In most circumstances, all four icons should appear as a group with their accompanying text. Flavor icons may only appear independently and/or without accompanying text on packaging as a reinforcing graphic .
The flavor icons follow the same color (p. 11) and usage guidelines (“Respect the Logo,” pp. 17‑18) as the standard logo.
.5x min.
.5x min.
x (.2" min.)
SPICE
.5x min.
.5x min.
MINIMUM SIZE & CLEARSPACE All icons and accompanying type should be scaled together uniformly. Minimum size is measured by the “Spice” icon, which should never appear at a height less than 0.2". The clearspace minimum is equal to half the total height of the “Spice” icon.
Graphics | 15
TYPE WITHIN THE FRAME Type within the frame must be horizontally and vertically centered and set in all uppercase
FRAME IT
by minimum clearspace equal to the width of the frame’s exterior black border.
In some situations, the frame of the RED logo can be used as an independent graphic element. of the brand has already been established by the logo. It can also be used as a decorative element when it is not the The frame follows the same color (p. 11) and usage guidelines (“Respect the Logo,” pp. 17-18) as the standard logo, with the exception of acceptable cropping described here.
CROPPING THE FRAME The frame may not be cropped under any other circumstances. The examples above show acceptable (left) and unacceptable cropping (right).
Graphics | 16
RESPECT THE LOGO You can uniformly scale the logo. You can reverse it to white if necessary. That’s pretty much it. To clarify, here is a general set of guidelines for logo usage: 1. The logo is art. No elements of the logo artwork may be recreated, deleted, cropped, or reconfigured. 2. The logo has four versions: without tagline, horizontal with tagline, vertical with tagline, and bottle silhouette. Guidelines for color, minimum size, clearspace, and approved applications for each version must be applied. 3. All logo artwork is in Adobe Illustrator EPS format, and can be obtained from the marketing department. EPS files are vector artwork and are infinitely scalable, which ensures proper resolution. 4. Logo artwork may be reproduced only from a digital file. It should never be reproduced from previously printed materials. 5. Logo artwork must be uniformly scaled. 6. Logo artwork should appear against a solid background to ensure proper contrast. 7. The logo may not be animated in any way.
Logo Usage | 17
SERIOUSLY, RESPECT THE LOGO Here are a few examples of what you can’t do with the logo: 1. Don’t attempt to recreate the logo. 2. Don’t change the logo’s orientation. 3. Don’t stretch or squeeze the logo. 4. Don’t apply effects (bevel, drop shadow, etc.) to the logo.
RECREATE
ORIENTATION
STRETCH/SQUEEZE
EFFECTS
OUTLINE ONLY
OUTLINE
FILL
COLOR
CROP
SURROUND
RECONFIGURE
BACKGROUND COLOR
5. Don’t present the logo as “outline only.” 6. Don’t outline the logo in any color. 7. Don’t fill the negative space in the logo with any color. 8. Don’t change the logo color. 9. Don’t crop the logo in any way. 10. Don’t surround the logo with any shape. 11. Don’t reconfigure or change the size or placement of any logo elements. 12. Don’t place the logo on a similarly colored background.
Logo Usage | 18
Advertising (print & multimedia) • Logo only • Logo with tagline • Tagline • Bottle silhouette logo • Flavor icons • Frame
Marketing Materials (print & multimedia) • Logo only • Logo with tagline • Tagline • Bottle silhouette logo • Frame
WHICH ARTWORK WHERE?
Promotional Items • Logo only • Logo with tagline • Tagline • Frame
Packaging • Logo only • Logo with tagline • Tagline • Flavor icons
This list provides a quick reference of approved applications for RED’s logos and graphics. The individual artwork pages give further detail on how the artwork may be used in each application.
Tradeshow/Event Signage • Logo only • Logo with tagline
Building Signage • Logo only
Business Stationery • Logo only
Business Cards • Logo only
Uniforms/Apparel • Logo only • Logo with tagline
Vehicles • Logo only • Logo with tagline
Business Forms & Communications • Logo only
Logo Usage 19
Franklin Gothic Book
YOU’RE JUST OUR TYPE The typeface of RED is Franklin Gothic. Headers should be set in all uppercase Franklin Gothic Demi Condensed. Body copy should be set in Franklin Gothic Book. Franklin Gothic Medium and Franklin Gothic Book Italic may be used for emphasis. In instances where Franklin Gothic cannot be used due to technical constraints, Arial or Helvetica is an acceptable substitute. These circumstances may include e-mail, intranet, internet, and office communications.
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890% !@#$%^&*()_+{}”:?
Franklin Gothic Book Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890% !@#$%^&*()_+{}”:?
Franklin Gothic Medium
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890% !@#$%^&*()_+{}”:?
FRANKLIN GOTHIC DEMI CONDENSED ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890% !@#$%^&*()_+{}”:?
Typography | 20
Appropriate Materials are:
• Textural
TOUCH IS GOOD TASTE
• Matte • Natural
We believe that the cocktail experience is not just about taste, it’s about touch. It’s the weight of the glass in your hand. The spring of the cork.
Examples of appropriate materials include uncoated cork, unfinished wood, and brown kraft paper.
Materials that reflect the RED brand should be used for any application that allows selection of a material, including packaging, stationery, marketing materials, advertising, and promotional items.
Inappropriate Materials are:
• Slick • Shiny • Synthetic Examples of inappropriate materials include tin, glossy paper, and plastic.
Materials | 21
WE WATCH OUR TONE We are straightforward. Honest. Down to earth. We always tell it like it is. We don’t need to impress you with our mastery of the thesaurus, and we never use a ten dollar word when a ten cent word will do. We always speak with you, not at you.
Tone of Voice | 22
WE DON’T NEED A PICTURE, OR 1000 WORDS It’s simple. We don’t use photographs or additional imagery in print communications. Acceptable graphics for print are limited to:
• The RED logo (with or without tagline) • The bottle silhouette logo • The RED frame • RED flavor icons Images may be used in video and multimedia applications, but please, keep it simple.
Photography | 23
Examples of the RED brand in action
2"
0.25"
BUSINESS CARDS All text is flush left with 9 point leading. The main content block (from the top of the logo to the bottom of the e-mail address) should be vertically centered on the card.
0.7167"
Logo Logo is uniformly scaled to a height of 0.5"
Text Type is Franklin Gothic Book; 6 point.
3.5"
JOHN D. SMITH
Operations Manager 967 Northwest Brooks Street Bend, Oregon 97701-0058 phone 541 382-5581 fax 541 261-6626 mobile 541 503-4133 email jsmith@drinkred.com
block is vertically aligned center
Name and Title Name is Franklin Gothic Demi Condensed, set in all uppercase; 8 point. Title is Franklin Gothic Book; 6.25 point.
0.5" 0.125"
0.125"
Web Address Type is Franklin Gothic Medium, set in all lowercase; 6 point. www.drinkred.com 0.25"
Business Cards | 25
8.5"
0.75"
0.75" 0.1875"
1.075"
967 Northwest Brooks Street Bend, Oregon 97701-0058 541 382-5581 www.drinkred.com
11"
0.75"
LETTERHEAD Placement shown on standard letter paper (8.5" x 11")
STATIONERY All text is flush left; 7 point with 8 point leading. The baseline of the bottom line of text is aligned with the bottom of the logo. Letterhead Logo is uniformly scaled to a height of 0.75". Street address and phone number are Franklin Gothic Book. Web address is Franklin Gothic Medium. Envelope Logo is uniformly scaled to a height of 0.5". Street address is Franklin Gothic Book.
0.5"
0.1875"
9.5" 0.7166"
0.375"
967 Northwest Brooks Street Bend, Oregon 97701-0058
4.125"
0.375"
ENVELOPES Placement shown on standard #10 envelope (9.5" x 4.125"). For other sizes, measure the shown distances from envelope’s top left corner.
Stationery | 26
8.5"
0.75" 0.1875"
1.075"
FAX
967 Northwest Brooks Street Bend, Oregon 97701-0058 phone 541 382-5581 fax 541 261-6626 www.drinkred.com
0.75"
0.25"
0.75"
11"
1"
FAXES & MEMOS Logo Logo is uniformly scaled to a height of 0.75�.
0.75" Date:
0.75"
4.125"
To:
From:
Fax:
Fax:
Phone:
Phone:
Re:
Pages:
Address Block All text is flush left; 7 point with 8 point leading. Street address and phone numbers are Franklin Gothic Book. Web address is Franklin Gothic Medium. The baseline of the bottom line of text is aligned with the bottom of the logo.
8.5"
1.075"
967 Northwest Brooks Street Bend, Oregon 97701-0058 phone 541 382-5581 fax 541 261-6626 www.drinkred.com
0.75"
Body Text Type is Franklin Gothic Book; 10 point with 40 point leading.
0.75"
11"
1"
0.75" 0.1875"
Header Type is Franklin Gothic Demi Condensed; 42 point.
MEMO 0.25"
0.75"
0.75"
Date:
To:
From
CC:
Re:
Faxes & Memos | 27
E-MAIL SIGNATURE Please follow the example shown to create your e-mail signature. Name Type is Franklin Gothic Medium; point size is 10. Job Title Type is Franklin Gothic Book; point size is 10.
Firstname Lastname | Job Title RED Office: 000 000-0000 | Fax: 000 000-0000 Mobile: 000 000-0000 | email@drinkred.com www.drinkred.com FORM
Company Type is Franklin Gothic Medium, set in all uppercase; point size is 10. Contact Information Type is Franklin Gothic Book; point size is 10. E-mail / Web Address Type is Franklin Gothic Book, lowercase; point size is 10. Do not add any additional graphics, logos, slogans, or messages to your e-mail signature. Do not use backgrounds (colors or images) in e-mail communications.
John Smith | Operations Manager RED Office: 541 382-5581 | Fax: 541 261-6626 Mobile: 541 503-4133 | jsmith@drinkred.com www.drinkred.com EXAMPLE
Email | 28
PACKAGING ARCHITECTURE: THE BOTTLE RED is packaged in a bottle inside of a cardboard tube. Each of these pieces contains multiple distinct elements. Cork Label The cork label visually differentiates RED on the shelf and emphasizes the RED logo. The horizontal logo with tagline is used. Tag The manila packing tag clearly identifies the product flavor. The tag is tied around the neck of the bottle and tucked slightly behind the cork label. A red “x” is used to mark the flavor. Neck Wrap The neck wrap provides a safety seal while further reinforcing the RED logo and tagline. The front and the back of the wrap are identical, and are separated by a circle on top of the bottle which also displays the RED logo. On the Back The back of the cork label is printed with the product size, sulfite warning, and bottling company information. A sticker on the back of the bottle contains the UPC code and surgeon general’s warning.
Packaging 29
PACKAGING ARCHITECTURE: THE TUBE Cork Label Provides a preview of the cork label on the bottle. The horizontal logo with tagline is used. Flavor Icons Printed directly on the tube, the flavor icons clearly identify the product flavor. A red “x” is used to mark the flavor. Tagline The tagline is repeated four times around the circumference of the lid. Additional Flavor Icon An additional standalone flavor icon on the lid further reinforces the product flavor and makes it easier to identify on the shelf. On the Back The back of the cork label is printed with the product size, sulfite warning, and bottling company information. The UPC code and surgeon general’s warning are printed on the tube slightly about the cork label.
Packaging 30
9.75�
ADVERTISING Our advertising is simple and direct. We highlight the product and key message by eliminating anything that is not essential.
11.75�
Advertising should take a minimal approach and focus on using materials that stand out in the medium (e.g. kraft paper in a glossy magazine).
SAMPLE MAGAZINE ADVERTISEMENT
Advertising 31
Who to call about the RED brand
GIVE US A CALL To obtain artwork, contact our Marketing Department at 541 382-5585. If you have any questions regarding the use of the RED brand, contact our Communications Department at 541 382-5588.
Contacts 33
© RED 2010