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bulmers brand guidelines

2009

C O N T EN T S

INTRODUCTION

3

1.0

DYNAMIC MASTER BRAND (FULL COLOUR)

4

2.0

BASIC MASTER BRAND (2 COLOUR)

5

3.0

MONO MASTER BRAND (1 COLOUR)

6

4.0

BRAND POSITIONING (GRAPHIC ELEMENTS PALETTE)

7

5.0

COLOUR PALETTE

8

6.0

MINIMUM CLEAR SPACE

9

7.0

MINIMUM SIZE

10

8.0

POS AND MERCHANDISING

11

8.1

500ML POS AND MERCHANDISING

11

8.2

330ML POS AND MERCHANDISING

12

8.3

DRAUGHT POS AND MERCHANDISING

13

9.0

PHOTOGRAPHY

14

10.0

ILLUSTRATION

15

10.1

SMASHING WITH ICE!

15

10.2

TALLY HO! FOR ON THE GO!

16

10.3

PAPER TEXTURE AND BORDER

17

11.0

EDITABLE TEMPLATES

18

12.0

TYPEFACES

19

13.0

MISUSES – MASTER BRAND

20

CONTACT

21

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bulmers brand guidelines

2009

IN T R O DU C T I O N

The Bulmers Cider MASTER BRAND consists of a number of primary brand applications: 1. DYNAMIC (FULL COLOUR) 2. BASIC (2 COLOUR) 3. MONO (1 COLOUR) Dynamic (FULL COLOUR) is the preferred colourway for all of the Bulmers external communication.

The Bulmers MASTER BRAND is a handcrafted typeface contained in a traditional roundel holding device. The combination of elements is distinctive, confident and implies traditional English cider values. The brandmark must not be traced, re-spaced, re-drawn or modified in any way. The Bulmers MASTER BRAND has been designed to work across a range of applications including packaging, POS, signage, clothing and other promotional material.

Importantly, the integrity and representation of the Bulmers MASTER BRAND is reliant upon correct usage and application. The visual make-up should never be distorted or altered in any way. Correct usage and applications of the Bulmers MASTER BRAND are outlined in the following pages. Please direct any enquiries on the content outlined in these guidelines to the Bulmers Brand Manager. See contact details on page 21.

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bulmers brand guidelines

2009

1 . 0 d y n a m i c MAS T ER BRAND ( F ULL C O L O UR ) The Bulmers MASTER BRAND works best when represented in DYNAMIC (FULL COLOUR). It is best practice to use the DYNAMIC (FULL COLOUR) version wherever possible. However when production requirements dictate that a limited colour palette MUST be used, simplified BASIC (2 COLOUR) and MONO (1 COLOUR) alternatives are available. • The Bulmers PARENT MASTER BRAND and SIGNATURE can only be used with proper authority. Please consult the Brand Manager before use. Contact details can be found on page 21.

1.1 DYNAMIC MASTER BRAND FULL COLOUR

C M Y K PANTONE SPOT COLOURS

Pantone 871 Pantone 1797 Pantone 553 Pantone 1235 Black

1.2 PARENT MASTER BRAND871 Pantone FULL COLOUR

Pantone 1797

C M Y K

871 Pantone 553 1797 Pantone 1235 Pantone 553 Black

This isPantone also used as 1235 the embroidery logo.

Black

trademark restrictions apply to use.

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bulmers brand guidelines

2009

2 . 0 BASI C MAS T ER BRAND ( 2 C O L O UR ) In situations where the (FULL COLOUR) MASTER BRAND is not appropriate for print production, basic versions of the MASTER BRAND are available. Colour breakdowns of this logo variation are outlined on page 8. • The use of the BASIC (2 COLOUR) MASTER BRAND is limited. Please consult the Brand Manager before use. Contact details are available on page 21.

Pantone 871 2.1 BASIC Pantone 1797 (2 COLOUR GRAPHIC) MASTER BRAND553 Pantone

Pantone 1235 Black

Pantone 871 2.2 BASIC Pantone 1797 (2 COLOUR DISTRESSED) MASTER BRAND

Pantone 553

Pantone 1235 Black

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bulmers brand guidelines

2009

3 . 0 M O N O MAS T ER BRAND ( 1 C O L O UR ) In situations where (FULL COLOUR) or (2 COLOUR) are not available, a MON0 (1 COLOUR) version of the MASTER BRAND is available. • The use of the MON0 (1 COLOUR) MASTER BRAND is limited. Please consult the Brand Manager before use. Contact details are available on page 21.

Pantone 871 Pantone 1797 3.1 MONO (1 COLOUR) Pantone 553 GRAPHIC MASTER BRAND1235 Pantone

D D

C

R

AFTE EMIU

M

PR

C

R

EMIU

M

PR

Black

AFTE

Pantone 871 Pantone 1797 3.2 MONO (1 COLOUR) Pantone 553 DISTRESSED Pantone MASTER BRAND1235

Black

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bulmers brand guidelines

2009

4 . 0 BR a n d P O SI T I O NING ( GRA P H I C ELEMEN T S P ALE T T E ) The brand positioning GRAPHIC ELEMENTS (PALETTE) makes up part of the Bulmers brand toolkit and should be used to support the MASTER BRAND on Bulmers branded marketing collateral.

4.1 POSITION STATEMENT

C M Y K

Pantone 871 Pantone 1797 Pantone 553 Pantone 1235 Black

Pantone 871 Pantone 1797 4.2 CORE PROPOSITION Pantone 553

C M Y K

Pantone 1235

500mL only

Black

330mL only

Pantone 871

4.3 PARENT BRANDMARK

Pantone 1797

C M Y K

Pantone 871 553 1797 Pantone 1235 Pantone 553 Black Pantone 1235

trademark restrictions applyBlack to use

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bulmers brand guidelines

2009

5 . 0 C O L O UR p a l e tt e The Bulmers MASTER BRAND COLOUR PALETTE ensures a consistent look and feel for all applications. The prescribed colourways are available in both CMYK and PANTONE spot colour. These colour requirements ensure that the MASTER BRAND is reproduced consistently across various applications. • RGB versions of the brandmarks are available and should only be used for online applications. • All logos in all colourways and formats are provided on the enclosed disc.

Spot colours – Coated stock

Process Black C

PMS 553C

PMS 1235C

PMS 1797C

PMS 871C

PMS 1235U

PMS 1797U

PMS 871U

C:0 M:30 Y:95 K:0

C:2 M:98 Y:85 K:7

C:20 M:25 Y:60 K:25

C:81 M:30 Y:63 K:75

C:0 M:30 Y:95 K:0

C:2 M:98 Y:85 K:7

C:20 M:25 Y:60 K:25

R:33 G:67 B:50

R:255 G:182 B:18

R:204 G:51 B:51

R:162 G:144 B:97

#FFCC33

CC3333

A29061

Spot colours – Uncoated stock

Process Black U

PMS 553U

Process colours – Coated stock

K 100%

C:81 M:30 Y:63 K:75

Process colours – Uncoated stock

K 100%

On-screen colours – RGB

R:74 G:60 B:49

On-screen colours – Websafe

#333333

#003333

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bulmers brand guidelines

2009

6 . 0 MINIMUM C LEAR S P A C E The distance between the MASTER BRAND and other elements is known as CLEAR SPACE. There MUST always be CLEAR SPACE surrounding the master brand to avoid crowding to allow it to communicate effectively. The defined CLEAR SPACE area should be no less than 25% of the MASTER BRAND size. This rule enables the MASTER BRAND to be visually centred within the area created by the CLEAR SPACE. • The CLEAR SPACE around the MASTER BRAND MUST be kept free of typography, illustrations and all other graphic devices.

MINIMUM CLEAR SPACE CLEAR SPACE can be determined by applying the Bulmers “B” as a guide (see above).

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bulmers brand guidelines

2009

7 . 0 MINIMUM SI Z E To ensure accurate reproduction, the different MASTER BRAND variations should be used at sizes equal to or greater than those detailed below. Logos have been provided at sizes that accommodate various scales of reproduction. • There is no maximum size for the Bulmers brand providing CLEAR SPACE guidelines are adhered to.

DYNAMIC (FULL COLOUR) MASTER BRAND 30mm Width

30mm

BASIC (2 COLOUR) MASTER BRAND 30mm Width

30mm

MONO (1 COLOUR) MASTER BRAND

EMIU

D

C

R

M

PR

30mm Width

AFTE

30mm PARENT BRAND MARK (2 COLOUR) 30mm Width trademark restrictions apply to use

30mm

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bulmers brand guidelines

2009

8 . 0 P O S a n d MER C H ANDISE 8.1 500mL A range of on and off-premise POS and promotional items, including tent cards, wobblers, posters and price boards, are available for Bulmers. For printing enquiries contact a member of the Ergo Print Management Centre (PMC) (Foster’s Group Ltd print representative) to ensure correct colour and print management is undertaken for all POS material (particularly the red). See contact details on page 21.

35486F09

35486F02

35486F01

BULMERS ENCOURAGES THE RESPONSIBLE CONSUMPTION OF ALCOHOL

A2 POSTER TITANIC ILLUSTRATION (35486F02)

BULMERS ENCOURAGES THE RESPONSIBLE CONSUMPTION OF ALCOHOL

A2 POSTER BOTTLE/GLASS HERO (35486F01)

BULMERS ENCOURAGES THE RESPONSIBLE CONSUMPTION OF ALCOHOL

A2 EMPTY BELLY POSTER (35486F09)

4.7%

BARMAT (35486F03)

COASTER (35486F04)

FRIDGE DECAL (35486F05)

TENT CARD (35486F06)

WOBBLER (35486F07)

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bulmers brand guidelines

2009

8.2 330mL A range of off-premise POS and promotional items, including posters, fridge decals and price boards, are available for Bulmers. For printing enquiries contact a member of the Ergo Print Management Centre (PMC) (Foster’s Group Ltd print representative) to ensure correct colour and print management is undertaken for all POS material (particularly the red). See contact details on page 21.

35643F03

35643F01

A2 POSTER (35643F03)

PRICE BOARD (35643F01)

FRIDGE DECAL (35643F02)

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bulmers brand guidelines

2009

8 . 3 DRAUG H T P O S a n d MER C H ANDISE A range of on-premise POS and promotional items, including posters and tent cards, are available for Bulmers. For printing enquiries contact a member of the Ergo Print Management Centre (PMC) (Foster’s Group Ltd print representative) to ensure correct colour and print management is undertaken for all POS material (particularly the red). See contact details on page 21.

A2 POSTER (35486F10)

TENT CARD (35486F06)

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bulmers brand guidelines

2009

9 . 0 P H O T O GRA P H Y To help promote Bulmers, there is a range of product photographic images for use in promotional material. These images should never be retouched or edited and remain the property of Foster’s Group Ltd. • These images are available on Foster’s DAM (https://tools.ergoprint.com/logins/ergo/) and have been provided as CMYK AND RGB formats on the enclosed disc.

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bulmers brand guidelines

2009

1 0 . 0 ILLUS T RA T I O N 1 0 . 1 SMAS H ING W I T H I C E ( ILLUS T RA T I O N ) To help promote Bulmers, the SMASHING WITH ICE (ILLUSTRATION) can be used for promotional material. This illustration should never be retouched or edited and remains the property of Foster’s Group Ltd. • The illustration is available on Foster’s DAM (https://tools.ergoprint.com/logins/ergo/) and has been provided in CMYK and RGB formats on the enclosed disc.

35486F02

BULMERS ENCOURAGES THE RESPONSIBLE CONSUMPTION OF ALCOHOL

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bulmers brand guidelines

2009

1 0 . 2 T a l ly ho ! fo r o n th e g o ! To help promote Bulmers, the Tally Ho! For on the go! (ILLUSTRATION) can be used for promotional material. This illustration should never be retouched or edited and remains the property of Foster’s Group Ltd. • The illustration is available on the Foster’s DAM (https://tools.ergoprint.com/logins/ergo/) and has been provided in CMYK and RGB formats on the enclosed disc.

35643F03

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bulmers brand guidelines

2009

1 0 . 3 P A P ER T E X T URE a n d B O RDER To help promote Bulmers, the PAPER TEXTURE and BORDER (ILLUSTRATION) can be used for promotional material. This illustration should never be retouched or edited and remains the property of Foster’s Group Ltd. • The illustration is available on fostersimages.com and has been provided in CMYK and RGB formats on the enclosed disc.

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bulmers brand guidelines

2009

1 1 . 0 EDI T ABLE T EM P LA T ES Three EDITABLE A2 POSTER TEMPLATES have been created for Bulmers brand promotion or for Bulmers product promotion. The A2 TEMPLATES (below) are available in a generic, 500mL and 330mL template for use on the enclosed disc. • Please ensure that all designs are created in a consistent manner that is representative of the Bulmers visual language.

35486F01

35486F01

INSERT PROMOTIONAL IMAGE HERE

INSERT PROMOTIONAL IMAGE HERE

INSERT HEADLINE HERE

HEADLINE HERE

insert sub copy hereia sa vil hostiam in dit vica; nonsul vissa recerem nostrunc renat dere, Cupios firicae consultodit; Casticae nones aute. insert body copy here intratiem senihil iciachu ciissi prat am locupio caudam. Di ceperis, qua nocchuctore public inam. Mari condessent. Dectus, qua Scipiorus caest? quideperum nos bondam, quem eo et; nos ad a dius

insert body copy here intratiem senihil iciachu ciissi prat am locupio caudam. Di ceperis, qua nocchuctore public inam. Mari condessent. Dectus, qua Scipiorus caest? quideperum nos bondam, quem eo et; nos ad a diusAd dolorperiure minci ex et, veratue faccumsan velenim el ullaorp erostrud min ullandre magnisi. Ibh euguer si. Ullam, quat. Rud modion ent laoreet veniamcore digna cortie feu faccum voluptat autat wis nis nonullut lam, vercilis ea feugait dignim adit aciliquat iriliquissi.

EDITABLE A2 POSTER TEMPLATE (PDF) 35700F04

500ML EDITABLE A2 POSTER TEMPLATE (PDF) 35700F03 35486F01

INSERT PROMOTIONAL IMAGE HERE

HEADLINE HERE insert body copy here intratiem senihil iciachu ciissi prat am locupio caudam. Di ceperis, qua nocchuctore public inam. Mari condessent. Dectus, qua Scipiorus caest? quideperum nos bondam, quem eo et; nos ad a diusAd dolorperiure minci ex et, veratue faccumsan velenim el ullaorp erostrud min ullandre magnisi. Ibh euguer si. Ullam, quat. Rud modion ent laoreet veniamcore digna cortie feu faccum voluptat autat wis nis nonullut lam, vercilis ea feugait dignim adit aciliquat iriliquissi.

330ML EDITABLE A2 POSTER TEMPLATE (PDF) 35700F02

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bulmers brand guidelines

2009

1 2 . 0 T Y P E F A C ES Fago is the primary brand TYPEFACE for Bulmers. Fago is to be used when communicating key brand messages on promotional material such as trade presenters, signage, advertising etc. Helvetica is the secondary brand TYPEFACE for Bulmers. Helvetica is to be used for internal communication within Foster’s Group Ltd, e.g. for memos or Powerpoint presentations. Please note that the fonts are NOT included on the enclosed disc. Fago Normal Regular (Roman and CAPS) Recommended Use/ Body Copy (EXTERNAL COMMUNICATION)

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijlkmnopqrstuwxyz 1234567890 Fago Normal Bold (Roman and CAPS) Recommended Use/ Headings and Sub Headings (EXTERNAL COMMUNICATION)

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijlkmnopqrstuwxyz 1234567890 Helvetica Regular (Roman and CAPS) Recommended Use/ Body Copy (INTERNAL COMMUNICATION)

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijlkmnopqrstuwxyz 1234567890 Helvetica Bold (Roman and CAPS) Recommended Use/ Headings and Sub Headings (INTERNAL COMMUNICATION)

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijlkmnopqrstuwxyz 1234567890

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bulmers brand guidelines

2009

1 3 . 0 MISUSES – MAS T ER BRAND The success of the MASTER BRAND is dependent on consistent application and implementation. Inconsiderate application or misuse of the MASTER BRAND will reduce the brand’s value. It is imperative that the relationship between the brand elements remains constant. They should never be produced in isolation to each other (see example 2). Below are some examples of how the master brand MUST NOT be used.

X

X

X

13.1 D  O NOT alter the MASTER BRAND colours in anyway.

13.2 D  O NOT alter the scale of individual MASTER BRAND elements.

13.3 D  O NOT remove the MASTER BRAND background holding device.

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bulmers brand guidelines

2009

CO N TAC T

Sharon Dyson

Foster’s Group Ltd

Brian Burggraaf

Ergo Asia Pty Ltd

Bulmers Original Cider Brand Manager

Foster’s Group 77 Southbank Boulevard Southbank Victoria 3006 GPO Box 753F Melbourne Victoria 3001 T + 613 8626 3635 E sharon.dyson@ fostersgroup.com

Account Director

Level 1, 450 St Kilda Road Melbourne Victoria 3004 T 03 9926 0906 E brian.burggraaf@ ergoasia.com

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35700F01

Bulmers Brand guideline 2009  
Bulmers Brand guideline 2009