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42BELOW COCKTAIL WORLD CUP 2010 BRAND GUIDELINES V2 This document is a guide to the basic elements of the 42BELOW Cocktail World Cup 2010 devices, typography, and other materials when creating or editing collateral. The consistent application of the brand identity allows the 42BELOW Cocktail World Cup 2010 to send a clear and controlled message that creates a strong unifying image. It is the responsibility of the local 42BELOW/Bacardi marketing person to ensure that all materials are fully approved from a brand / legal / corporate social responsibility perspective before use. If you are not sure what sign-offs are required, please ask someone who is. Important note: All materials that are going to be used in the USA and Canada will require USA legal sign-off, and have other explicit requirements. This document was last modified October the 14th, 2009.

ENJOY RESPONSIBLY Š 2009 42BELOW. 42BELOW and the 42BELOW devices are trademarks and/or registered trademarks. 42BELOW IMPORTING COMPANY, MIAMI, FLORIDA. VODKA 42% ALC. BY VOL. 100% GRAIN SPIRITS.


42BELOW COCKTAIL WORLD CUP 2010 PRIMARY LOGO The 42BELOW Cocktail World Cup 2010 brandmark consists of 2 compositions. These are the Primary logo for general communications, and the Secondary logo for use on lanyards, letterheads, etc. Both logos are available on boxed or transparent backgrounds, with either black text or white text (total of eight versions). It is vital to include the logo on all materials to ensure that any form of communication is genuine.

CWC10 PRIMARY LOGO

CWC10 PRIMARY LOGO REVERSED

This logo should be used when the background is a consistent solid light colour.

This logo should be used when the background is a consistent solid dark colour.

CWC10 PRIMARY LOGO BOXED

CWC10 PRIMARY LOGO REVERSED BOXED

All logos must be used as shown, with no variation of colour, configuration, elements or proportion. Where possible, the logo should be printed using the Pantone colour references with black and white only. The logo is ALWAYS horizontal and level and is NEVER to be altered in any way other than scale.

This logo should be used when the background consists of more than one colour and is predominantly dark.

This logo should be used when the background consists of more than one colour and is predominantly light.


42BELOW COCKTAIL WORLD CUP 2010 PRIMARY LOGO SIZE The minimum size of the Primary Logo is 25mm wide, from furtherest left edge to furtherest right.

25mm

25mm

The minimum size of the Primary Logo Boxed is 28.2mm, from the furtherest left edge to the furtherest right edge. This means the logo itself is the same size if boxed or without box.

28.2mm


CWC10 PRIMARY LOGO ISOLATION UNIT

42BELOW COCKTAIL WORLD CUP 2010 PRIMARY LOGO ISOLATION The minimum spacing border is half the width of the entire logo above and to the sides of the logo. When using boxed logos this is half the width of the logo actual, not the box, but is measured from the edges of the box.

0.5W 0.5W

CWC10 PRIMARY LOGO CLEARANCE 0.5W 0.5W

0.5W

0.5W

0.5W

0.5W

0.5W 0.5W


42BELOW COCKTAIL WORLD CUP 2010 SECONDARY LOGO The 42BELOW Cocktail World Cup 2010 brandmark consists of 2 compositions. These are the Primary logo for general communications, and the Secondary logo for use on lanyards, letterheads, etc. Both logos are available on boxed or transparent backgrounds, with either black text or white text (total of eight versions). It is vital to include the logo on all materials to ensure that any form of communication is genuine.

CWC10 SECONDARY LOGO This logo should be used when the background is a consistent solid light colour.

CWC10 SECONDARY LOGO REVERSED This logo should be used when the background is a consistent solid dark colour.

All logos must be used as shown, with no variation of colour, configuration, elements or proportion. Where possible, the logo should be printed using the Pantone colour references with black and white only. The logo is ALWAYS horizontal and level and is never and is NEVER to be altered in any way other than scale.

CWC10 SECONDARY LOGO BOXED This logo should be used when the background consists of more than one colour and is predominantly dark.

CWC10 SECONDARY LOGO REVERSED BOXED This logo should be used when the background consists of more than one colour and is predominantly light.


42BELOW COCKTAIL WORLD CUP 2010 SECONDARY LOGO SIZE The minimum size of the Secondary Logo is 5mm high. The minimum size of the Secondary Logo Boxed is 8.6mm high. This means the logo itself is the same size if boxed or without box.

5mm

5mm

8.6mm


42BELOW COCKTAIL WORLD CUP 2010 SECONDARY LOGO ISOLATION

CWC10 SECONDARY LOGO ISOLATION UNIT 2H

2H

The minimum spacing border is double the height of the entire logo above and to the sides of the logo. When using boxed logos this is half the width of the logo actual, not the box, but is measured from the edges of the box.

CWC10 SECONDARY LOGO CLEARANCE

For example, if the Secondary logo was 10mm tall, it has a 20mm isolation area around each edge.

2H 2H

2H 2H

2H 2H

2H 2H


42BELOW COCKTAIL WORLD CUP 2010 COLOUR The 42BELOW Cocktail World Cup 2010 brandmark colours are based on the 42BELOW bottle colours. These colours were chosen before the colours of the bottle redesign (released late 2009) were decided, and so they differ from the BVI. Balancing the ammount of black used is critical to the overall look and feel and it should be the dominant colour. The other five colours should be used to compliment the design.

Logo Colours: PURE PMS 280 C = 100, M = 72, Y = 0, K = 18 R = 0, G = 73, B = 144

Logo Colours: KIWIFRUIT PMS 370 C = 56, M = 0, Y = 100, K = 27 R = 94, G = 151, B = 50

Logo Colours: FEIJOA PMS 365 C = 12, M = 0, Y = 29, K = 0 R = 226, G = 237, B = 195

Logo Colours: BLACK C = 40, M = 30, Y = 30, K = 100 R = 0, G = 0, B = 0

Logo Colours: MANUKA PMS 139 C = 0, M = 37, Y = 100, K = 23 R = 200, G = 138, B = 18

Logo Colours: WHITE C = 0, M = 0, Y = 0, K = 0 R = 255, G = 255, B = 255

Logo Colours: PASSIONFRUIT PMS 201 C = 0, M = 100, Y = 63, K = 29 R = 179, G = 8, B= 56


42BELOW COCKTAIL WORLD CUP 2010 TYPOGRAPHY Cocktail World Cup uses one font for the logo, one font for the heading, and another font for subheadings and body text. Please do not get them mixed up. The logo font is Avant Garde Gothic Pro Bold. This font is not available for any artwork except the logo. The heading font is Helvetica Neue 75. If you need to use the font online (I.e. e-mail, web page) and Flash is not appropriate, then you may use Helvetica Bold. All other font styles use Futura Medium.

THE HEADING FONT IS HELVETICA NEUE 75 BOLD AND IS ALWAYS IN CAPITALS.


42BELOW COCKTAIL WORLD CUP 2010 TYPOGRAPHY Futura Medium is used for sub headings and body copy, basically everything that is not a heading or the logo. Appropriate leading, range kerning, and font sizing should be used to differentiate the headings, sub-headings, and body copy. If you have a good reason, you can use this font in italics as well. Examples of this would be for quotes or citations. If you need to use the font online (I.e. e-mail, web page) and Flash is not appropriate, then you may use Verdana.

THE SUB-HEADING FONT IS FUTURA MEDIUM AND IS ALWAYS IN CAPITALS. Body text is also Futura Medium, but is not in capitals.


42BELOW COCKTAIL WORLD CUP 2010 COPY GUIDELINES CORRECT TYPOGRAPHICAL FORMAT FOR THE PLATFORM Use “42BELOW Cocktail World Cup 2010” in this exact way when you are referring to the platform or using it in branding ways. So for example, “42BELOW Cocktail World Cup 2010 Regional Finals”. The only exception we will allow to this rule is for headings, where it must be in all caps. The guidelines for 42BELOW materials continue to apply to the 42BELOW Cocktail World Cup 2010. These include the use of language, official product names, product descriptions, the brand & company and legal guidelines. You can find references to all of these in the 42BELOW BVI.

42BELOW Cocktail World Cup 2010 INCORRECT TYPOGRAPHICAL FORMAT FOR THE PLATFORM

42BELOW CocktailWorldCup2010 42BELOW Cocktail World Cup 42BELOW Cocktail World-Cup 2010


42BELOW COCKTAIL WORLD CUP 2010 COPYRIGHT, TRADEMARK, AND SOCIAL RESPONSIBILITY Every brand communication relating to 42BELOW Cocktail World Cup 2010 that contains 42BELOW logos or Cocktail World Cup 2010 logos must be accompanied by the following wording that protects the intellectual property associated with the brand and ensures that we are fulfilling our social responsibility obligations. When you are using the 42BELOW Cocktail World Cup 2010 logo with 42BELOW logos please use the following legal line:

ENJOY RESPONSIBLY. ©[Year] 42BELOW. 42BELOW and the 42BELOW devices are trademarks and/or registered trademarks. [US Legal Line] The text in brackets needs to be inserted by you if it is needed. This is the information to provide:

[Year] = Year that the work is produced [US Legal Line] = Only to be included on items that will be used in the US: “42BELOW Importing Company, Miami, Florida. Vodka 42% alc. by vol. 100% grain spirits.” E.G. For a CWC poster produced in 2009 and intended only for use in the New Zealand market the wording would be:

ENJOY RESPONSIBLY. ©2009 42BELOW. 42BELOW and the 42BELOW devices are trademarks and/or registered trademarks. E.G. For a CWC poster produced in 2009 and intended only for use in the USA or globally (such as a website) the wording would be:

ENJOY RESPONSIBLY. ©2009 42BELOW. 42BELOW and the 42BELOW devices are trademarks and/or registered trademarks. 42BELOW Importing Company, Miami, Florida. Vodka 42% alc. by vol. 100% grain spirits. This legal line covers useage of the 42BELOW and Cocktail World Cup 2010 logos / bottle designs / devices, so separate trademark statements are not required. Additionally, in a multiple page document, this legal line needs appear only once. Copyright and trademark symbols need only appear after the first use of the trademarked or copyrighted item.

USAGE GUIDELINES The wording must be included on all types of brand communication, even if it is not a written document. A degree of creativity can be exercised in approaching this requirement e.g. on a t-shirt, the wording could be included on the label inside the t-shirt. The wording must be clearly legible, easy to find and distinct from other elements of the communication. The copyright and trademark symbols must also be clearly legible and easy to find.

NOT A TRADEMARK? Yes, the 42BELOW Cocktail World Cup 2010 logo is not trademarked. It is covered by copyright however by placing the little

© after the logo. If you mention 42BELOW by itself, you do need to follow the legal requirements in the BVI. Fortunately, this is the

same legal line as detailed to the left, except you must have a ™ after the first mention of 42BELOW on the document.


Cwc10 brand guidelines v2