BRANDING STYLE GUIDE
Introduction
T R U E
Introduction To build our Wine-R brand it’s important that all our communications make the right impression with our audiences. Over time this will help us position ourselves clearly in the minds of our clients, those we work with and the greater community by representing who we are, supporting what we do and influencing how we do it. Wine-R sells a width range of wines, it is in its very essence a service, and the experience of that service (both real and perceived) is paramount to the brand experience. At every touchpoint with our audience we have the unique opportunity to build our reputation. This Branding Style Guide outlines the visual framework for Wine-R marketing and communications material. These guidelines will aid in the understanding of what makes our brand identity unique; outlining our distinctive brand assets and providing the guiding principles in how to apply these brand assets.
R A T E D
W I N E
Logo
T R U E
The Wine-R brand identity (logo) consists of a brandmark and a wordmark in a set relationship: the brandmark being the R and wine bottle icon that is incorporated in the R and the wordmark being the ‘Wine` lettering. Together, they form our brand identity. The brandmark can appear without the wordmark. The icon is designed to work on a variety of levels.
T R U E
И С Т И Н А
R A T E D
W I N E
Р Е Й Т И Н Г О В Ы Х
TRUE
T R U E
R A T E D
W I N E
В И Н
RATED
WINES
R A T E D
W I N E
Logo
T R U E
Logo alternates The logo should be produced in full black whenever possible however a mono logo can be used where printing is restricted to a single colour, for example a black and white advertisement in press classifieds, or a fax header. A white reverse logo can be used on solid coloured backgrounds and images. Where a logo appears reversed, there must be sufficient colour contrast to make the logo and positioning statement clearly legible. In situations where the logo is reversed out of a photo, it must be placed in a dark area with adequate contrast. Avoid placing the reversed logo on a heavily patterned background.
R A T E D
W I N E
Logo
T R U E
Clear space There should always be a clear space around the logo so that the brand is visually prominent. Do not allow any elements such as type, graphic devices or other logos to come within the isolation zone(black zone). The clear space around the perimeter of the logo is determined by the double height of the element betwen E and R from the logo typeface. Clearance to the left and right of the logo should be at least 100% of the character double height put in orizontal. Minimum size To ensure legibility, the minimum size of the width of ‘reliance’ should not be smaller than 25mm.
R A T E D
W I N E
Colour
T R U E
Primary colour palette One of the key recognition factors for our brand is the colour palette. If the colour is incorporated outside of this palette the brand is watered down and weakens the visual identifier of Reliance. Our signature colour is black. The colour of the logo are bold and contemporary and incorporate vibrancy though the black To ensure consistency, the logos must only appear in the colour specified in these guidelines. Colour matching When matching Wine-R colour for print, manufacturing and signage, samples must be obtained first for colour control, as colours reproduce differently and are dependent on materials and surfaces.
T R U E
R A T E D
W I N E
R A T E D
Typography
T R U E
When used consistently typefaces do more than just communicate words, they become images or symbols for the Wine-R brand. Typography is an important part of the overall identity and presents a distinctive and coherent image across all Wine-R communications. Our two typefaces are AzoSans Black and Aldo Semibold. Primary font Azo is the main display font family and is a very clear and functional typeface. This sans serif typeface is purely geometric but has nuances that aid in legibility and give AzoSans a harmonious and sensible appearance for both body copy and headlines. Secondary font Aldo SemiBold is the secondary font and is an all-purpose type design that can deliver practically any message clearly and efficiently.
A ZO SA NS B LAC K - A ZO SA NS – C HA R AC T ER SE T A B C D E F G H I J K L M N O P Q R S T U V W X Y Z À Á Â Ã Ä Ā Ă Å Ą Æ Ǽ Ć Ĉ Č Ċ Ç Ď Đ È É Ê Ě Ë Ē Ĕ Ė Ę Ĝ Ğ Ġ Ģ Ĥ Ħ Ì Í Î Ĩ Ï Ī Ĭ İ Į Ĵ IJ Ķ Ĺ Ľ Ļ Ł Ŀ Ń Ň Ñ Ņ Ŋ Ò Ó Ô Õ Ö Ō Ŏ Ő Ø Ǿ OE Ŕ Ř Ŗ Ś Ŝ Š Ş Ș Ť Ţ Ŧ Ù Ú Û Ũ Ü Ū Ŭ Ů Ű Ų Ẁ Ẃ Ŵ Ẅ Ỳ Ý Ŷ ÿ Ź Ž Ż Ð Þ A A B C D E F G H I J K L M N O P Q R S T U V W X Y Z À Á Â Ã Ä Ā Ă Å Ą Æ Ǽ À Á Â Ã Ä Ā Ă Å Ą Æ Ǽ Ć Ĉ Č Ċ Ç Ď Đ È É Ê Ě Ë Ē Ĕ Ė Ę Ĝ Ğ Ġ Ģ Ĥ Ħ Ì Í Î Ĩ Ï Ī Ĭ Į I Ĵ IJ Ķ Ĺ Ľ Ļ Ł Ŀ Ń Ň Ñ Ņ Ŋ Ò Ó Ô Õ Ö Ō Ŏ Ő Ø Ǿ OE Ŕ Ř Ŗ Ś Ŝ Š Ş Ș ß ſ Ť Ţ Ŧ Ù Ú Û Ũ Ü Ū Ŭ Ů Ű Ų ẁ ẃ Ŵ ẅ Ỳ Ý Ŷ ÿ Ź Ž Ż ð Þ ĸ 0 1 2 3 4 5 6 7 8 9 0 2 3 1 4 ¼ ½ ¾ & € $ ¢ £ ² ¥ @ @ ¤ % ‰ # < ≤ ≥ > + − ± × ÷ = ≠ ≈ √ ¬ ° ∞ ∂ Σ Π Δ Ω ² ² ∫ ¶ § © ® ™ ª ª º ï ℮ FF FI FL ~ ^ ‹ › « » ( ) [ ] { } ◊ • · - – — _ / \ | ¦ . , : ; … ! ¡ ? ¿ ‘ ‘ “ “ ‚ „ " ' * † ‡ ˙¸˙´À´`Á`ˆÃˆˇÅˇ¨Ç¨˜É˜¯Ë¯˘Í˘˚Ï˚˝Ñ˝Ò¸˛
Aldo SemiBold - character set A B C D E F G H I J K L M N O P Q R S T U V W X Y Z À Á Â Ã Ä Ā Ă Å Ą Æ Ǽ Ć Ĉ Č Ċ Ç Ď Đ È É Ê Ě Ë Ē Ĕ Ė Ę Ĝ Ğ Ġ Ģ Ĥ Ħ Ì Í Î Ĩ Ï Ī Ĭ İ Į Ĵ IJ Ķ Ĺ Ľ Ļ Ł Ŀ Ń Ň Ñ Ņ Ŋ Ò Ó Ô Õ Ö Ō Ŏ Ő Ø Ǿ OE Ŕ Ř Ŗ Ś Ŝ Š Ş Ș Ť Ţ Ŧ Ù Ú Û Ũ Ü Ū Ŭ Ů Ű Ų Ẁ Ẃ Ŵ Ẅ Ỳ Ý Ŷ Ÿ Ź Ž Ż Ð Þ a a b c d e f g h i j k l m n o p q r s t u v w x y z à á â ã ä ā ă å ą æ ǽ à á â ã ä ā ă å ą æ ǽ ć ĉ č ċ ç ď đ è é ê ě ë ē ĕ ė ę ĝ ğ ġ ģ ĥ ħ ì í î ĩ ï ī ĭ į ı ĵ ij ķ ĺ ľ ļ ł ŀ ń ň ñ ņ ŋ ò ó ô õ ö ō ŏ ő ø ǿ oe ŕ ř ŗ ś ŝ š ş ș ß ſ ť ţ ŧ ù ú û ũ ü ū ŭ ů ű ų ẁ ẃ ŵ ẅ ỳ ý ŷ ÿ ź ž ż ð þ ĸ 0 1 2 3 4 5 6 7 8 9 0 ² ³ ¹ 4 ¼ ½ ¾ & € $ ¢ £ ƒ ¥ @ @ ¤ % ‰ # < ≤ ≥ > + − ± × ÷ = ≠ ≈ √ ¬ ° ∞ ∂ Σ Π ∆ Ω μ π ∫ ¶ § © ® ™ ª ª º ℓ ℮ ff fi fl ~ ^ ‹ › « » ( ) [ ] { } ◊ • · - – — _ / \ | ¦ . , : ; … ! ¡ ? ¿ ‘ ‘ “ “ ‚ „ " ' * † ‡ ˙ ¸ ˙ ´ À ´ ` Á ` ˆ Ã ˆ ˇ Å ˇ ¨ Ç ¨ ˜ É ˜ ¯ Ë ¯ ˘ Í ˘ ˚ Ï ˚ ˝ Ñ ˝ Ò ̦ ¸ ˛
R A T E D
W I N E
Typography
T R U E
R A T E D
W I N E
Logo
T R U E
Service icons The Wine-R has an individual identity and a unique icon designed. The black circle is reversed out of the Wine-R colour. The logo must only be used on a white background or a good contrast image.
W I N E
S
The icon must always be used with the parent Wine-R or just the R to ensure the strength and familiarity of Wine-R. E
T
R
U
E
R A T E D
W
I
N
R A T E D
W I N E
ADMINISTRATIVE MATERIALS
Business cards The business card is printed on two sides with the Wine-R logo and on one side and the personnel details displayed on the other side in a mix of reverse and black type. A stylised element of the logo appears in the top midle The colour is the corporate black specified in the primary colour palette section.
T R U E
R A T E D
W I N E
ADMINISTRATIVE MATERIALS
Letterheads There are two areas on the letterhead where standard information must appear. The top band: this area is exclusively for placing of the logo. Wine-R, logo is placed in this top band centerd, The isolation area around the graphic must not be encroached upon. The bottom band: this area is used for address information and placement
T R U E
R A T E D
W I N E
ADMINISTRATIVE MATERIALS
Envelopes Reliance envelopes are printed on one side in with the logo and address block in the top right hand corner and in center the big R in cicrle The black band on the other side of the envelope. Standard size DL envelopes
T R U E
R A T E D
W I N E