The Seagram Company Rebranding

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THE SEAGRAM COMPANY BRAND STANDARD



DISTILLATION HAS BEEN AROUND SINCE THE 3RD CENTURY AD, BUT THE FIRST WRITTEN RECORD OF WHISKEY COMES FROM THE IRISH ANNALS OF CLONMACNOISE IN 1405.



SEAGRAMS WAS FOUNDED AS A GRAIN MILL AND DISTILLERY IN 1857.



BY 1883 WE WERE PRODUCING OVER 3000 BARRELS OF WHISKEY A YEAR…



AND IN 1989 WE BECAME THE WORLDS LARGEST DISTILLER.



FOR 145 YEARS WE HAVE BEEN DEDICATED TO HELPING YOU UNWIND, RELAX AND ENJOY LIFE.


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SIP INTO SOMETHING COMFORTABLE. ENJOY A SEAGRAMS.


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01 AN OVERVIEW 19 20 22 24 26

WHO WE WERE WHAT WE DID WHO WE ARE WHO WE WANT MISSION STATEMENT

02 THE IDENTITY 32 36 38 40 44 46 48 50

THE NEW MARK ALTERNATE VERSIONS WHITE SPACE INCORRECT USE COLOR SYSTEM TYPOGRAPHY PHOTOGRAPHY GRAPHIC ELEMENTS

03 MOVING FORWARD 54 55 56 58 60

WHERE DO WE GO FROM HERE? BRAND SPACE PRICE POINT BRAND EXTENSIONS DIAGRAM BRAND EXTENSIONS


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01

AN OVERVIEW

WHO WE WERE WHAT WE DID WHO WE ARE NOW

WHO WE WANT MISSION STATEMENT


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Who We Were

Funded in 1857, The Seagram Company rose to become the largest distiller of whiskey in the world by 1989. Cash rich in the 1980s and 1990s the company wanted to diversity and shifted gradually into an investment company. Going far off-brand and started engineering hostile takeovers with some success in the beginning. After a while, deciding to invest heavily into the entertainment industry and wanted to create a media empire. Managed to acquire several high profile entertainment companies, but it all went south. The whiskey aspect of the company had been neglected and now the fluctuating income from the entertainment sector

sent the company in a downwards spiral. Entering the entertainment sector didn’t go unnoticed and the company managed to provoke french holding company Vivendi. Vivendi bought the company and ripped it to shreds, selling off the pieces they didn’t want. Born as a whiskey distiller and died as an investment company. The Seagram Company went off-brand and lost focus on the original products with devastating consequences. That is about to change. They are coming back with a new sharpened and clear focus to guide the business.


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What We Did THE GRANITE MILLS AND WATERLOO DISTILLERY FOUNDED IN 1857 IN WATERLOO, ONTARIO, CANADA.

PRIMARY A GRAIN MILL PRODUCING FLOUR. DISTILLERY WAS FOUNDED TO USE EXCESS GRAIN.

JOSEPH E. SEAGRAM & SONS MERGED WITH SAMUEL BRONFMAN’S DISTILLERS CORPORATION LIMITED IN 1924 AS “DISTILLERS CORPORATION-SEAGRAMS LTD”. SEAGRAM CHANGED THE NAME TO JOSEPH E. SEAGRAM & SONS.

DISTILLERY HAD SURPASSED GRAIN MILL IN INCOME, AND THE GRAIN MILL WAS CLOSED.

JOSEPH E. SEAGRAM BECAME A PARTNER IN 1869 AND SOLE OWNER IN 1883.

REACHED AN ANNUAL PRODUCTION OF 3000 BARRELS IN 1883.

COMPANY RENAMED TO “THE SEAGRAM COMPANY LTD”

JOSEPH E. SEAGRAM DIED IN 1919.


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SAMUEL BRONFMAN DIED IN 1971, HIS SON EDGAR M. BRONFMAN TOOK OVER THE COMPANY.

SAMUEL BRONFMAN IN BED WITH THE MAFIA TO SELL WHISKEY TO THE US DURING THE PROHIBITION.

EDGAR M. BRONFMAN’S SON EDGAR BRONFMAN, JR. TOOK OVER THE COMPANY IN 1994.

THE SEAGRAM COMPANY LTD BECAME THE WORLDS LARGEST DISTILLER OF ALCOHOLIC BEVERAGES IN 1989.

VARIOUS HOLDING COMPANIES BOUGHT THE COMPANY IN 2000, RESULTING IN THE COMPANY BEING BROKEN APART AND SOLD FOR PIECES.

DESPISE SELLING PRODUCT TO THE MAFIA THE DISTILLERY STOCKPILED LOADS DURING THE PROHIBITION.

FRENCH FIRM PERNOD RICARD PRODUCES THE SEAGRAMS WHISKEY TODAY.

GAINED A MASSIVE MARKET SHARE IN THE US WHEN THE PROHIBITION WAS LIFTED.

THE COCA-COLA COMPANY PRODUCES THE LINE OF SEAGRAMS MIXERS.


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Who We Are Now


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Who We Want 1

2

JAMES

BILL

James is a 28 year old recent university graduate. He is currently working a full time job and living the good life with his friends. He lives in a typical bachelor apartment downtown.

Bill is a esquire subscriber and he follows the blog, the art of manliness. He enjoys the occasional cigar with his whiskey. He is single, but likes it that way. He works in upper management in his firm.


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3

4

CHRIS

KELLY

Chris is the type of guy that runs triathlons for fun. It is important for him to eat right and is willing to pay more to get the best he can get.

Kelly is a vegan and deliberate in her food choices. She prefers local food that hasn’t been treated with chemicals. The food also needs to be produced under good conditions, ala fair trade.


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CONTRARY TO POPULAR BELIEF, SEAGRAM ISN’T SELLING WHISKEY, BUT A STATE OF RELAXATION. SEAGRAMS HELPS YOU UNWIND.


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02 THE IDENTITY

THE NEW MARK ALTERNATE VERSIONS WHITE SPACE INCORRECT USE

COLOR SYSTEM TYPOGRAPHY PHOTOGRAPHY GRAPHIC ELEMENTS


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26.6˚

X X

26.6˚

Z


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X X Z

Y Y

Y

Y

Y Z

45˚

X

X

Z 2X

Z 2X-Z

X

X

X = 2Y = 5Z


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Introducing the New Mark

The new logo consists of two letter shapes. One formal and one casual. The shift from the one to next inducades a change of state, referencing the goal of helping people to unwind.


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Here the mark is shown in white on the Seagram signature red background.


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Alternate Versions of the Mark

RED ON WHITE

Here is two variations of the mark. The options are with logotype and without. Do not combine the mark with anything else than the appropriate logotype.


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WHITE ON RED

Giving the logo and logotype a white color on the Seagram signature color is also allowed.


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White Space 4A

7A

4A

4A

4A

4A

4A

4A

Always leave the logo some space to breathe. No elements should come within the bounding box indicated. Use a white or red background.

7A

4A


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4A

7A

4A

4A

4A

3A

3A

THE SEAGRAM COMPANY

A

A

4A

4A

4A

7A

4A


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Incorrect Use of the Logo 2

3

4

5

6

7

8

9

S M * EA A

SEAGRAMS

AGRAS SE

SEAGRAMS

AM S *

*S

GR

EAGR

1


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LEGEND 1. DO NOT USE OTHER COLORS THAN SPECIFIED IN THIS MANUAL 2. DO NOT USE THE SHIELD ON ITS OWN 3. DO NOT DISASSEMBLE THE LOGOMARK. MUST BE USED AS A WHOLE 4. DO NOT FLIP THE SYMBOL 5. DO NOT CHANGE THE ORIENTATION OF THE SYMBOL 6. DO NOT DISTORT, STRETCH OR VARY THE PROPORTIONS OF THE SYMBOL 7. DO NOT SUBSTITUTE OTHER TYPEFACES OR LETTERFORMS IN THE SIGNATURE 8. DO NOT SHORTEN THE COMPANY NAME 9. DO NOT WRAP TYPE CLOSELY AROUND THE SYMBOL


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Color System

PRIMARY COLOR

SECONDARY COLORS

TERTIARY COLOR

PMS MATTE RED 032 M

PMS MATTE 7445 M

PMS MATTE BLACK 7 M

PMS MATTE COOL GRAY 1 M

PMS COATED RED 032 C

PMS COATED 7445 C

PMS COATED BLACK 7 C

PMS COATED COOL GRAY 1 C

PMS UNCOATED RED 032 C

PMS UNCOATED 7445 U

PMS UNCOATED BLACK 7 U

PMS UNCOATED COOL GRAY 1 U

C/M/Y/K 0/90/90/0

C/M/Y/K 30/20/00/0

C/M/Y/K 0/0/0/90

C/M/Y/K 0/0/0/5

R/G/B 240/65/50

R/G/B 175/190/225

R/G/B 65/65/65

R/G/B 240/240/240

HEX #EF4130

HEX #AFBDE1

HEX #414141

HEX #F0F0F0


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OUR COLORS ARE WHAT GIVE US OUR PERSONALITY.

Color is a critical element in creating a memorable and lasting identity. It can be used to link certain information, and to offer the viewer visual cues for continuity and/or differentiation. Using this color palette will lend consistency to The Seagram Company communications. There are two three color palettes: a primary palette, a secondary palette and a tertiary palette. They are based on the PANTONE MATCHING SYSTEM®. If PANTONE® colors are unavailable, CMYK simulations may be substituted. It’s important to note that the colors represented electronically are only an

approximation. The most recent version of the PANTONE® color formula guide should be used for matching PANTONE® and CMYK color values. RGB and HEX color values have been provided for on-screen use such as PowerPoint® presentations and the web. Please note that colors may appear different depending on specific monitor settings.


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Typography

TITLES, SUBTITLES

DIAGRAM TITLES, BODY, PAGINATION, QUOTES

Tungsten Medium TUNGSTEN MEDIUM

Gotham Rounded Light GOTHAM ROUNDED LIGHT

Tungsten Semibold TUNGSTEN SEMIBOLD

Gotham Rounded Medium GOTHAM ROUNDED MEDIUM


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Typography plays an important in the Seagrams visual identity. It must be used consistently along with the other identity elements such as the logomark, color and graphic elements. It is only when all of there pieces come together that the Seagrams look and feel is accomplished. The two typefaces used to create the typographic landscape for the brand is Tungsten and Gotham Rounded. Both of these typefaces are drawn by the Hoefler & Frere-Jones typefoundry. Two two typefaces are a preferred pairing, meaning that they complement eachother and bring out the desired statement, when used together as a whole.

Tungsten is a condensed sans serif typeface that has a heavy presence, while taking up little space. Tungsten is used for all titles and subtitles through the Seagrams system. The weights used are medium and semibold. Gotham Rounded is a geometric constructed typeface in the sans serif family. It is a wider typeface that has a friendly presence. In this identity system the typeface is used for diagram titles, body copy, pagination and quotes. The two weights used are light and medium.


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Photography

The photography style used for the visual system is images indexical of the mission statement and brand extensions with a red glare.


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Graphic Elements

2

The outline of the shield can be used as a graphic element. Both in combination with numbers, and as a stand alone item. The separation diagonal is also available as a graphic element.

The shield can only be used as an outline, and not the way it is drawn in the logomark. This is to avoid diminishing the power of the logomark itself.


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INVERTED GRAPHIC ELEMENTS

2

The graphic element can also be inverted on the Seagram signature red background.


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03

MOVING FORWARD

WHERE DO WE GO FROM HERE? BRAND SPACE PRICE POINT

BRAND EXTENSIONS DIAGRAM BRAND EXTENSIONS


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Where Do We Go from Here?

So where do we go from here? If we go back to the mission statement we see that the company goal is to help people unwind. That gives us a vast amount of possible brand extensions. In an attempt to limit it down some the diagram on the right side of this spread indicates where in the brand space the new Seagram Company lives. Over the next couple of pages more diagrams will indicate everything from what type of price point the company aims to have, to what type of brand extensions are possible.

When it comes to the price point diagrams, the company aims to deliver high quality goods, but at a fair price. This means that we will only go up in price if the quality gain is worth it. After a while the price just isn’t worth the product. The book ends of with some visual stimuli, exploring some of the brand extensions shown in the brand extension diagram.


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Brand Space

SERVICES

BASIC MATERIALS

NORMAL

CONGLOMERATES PRODUCTS CONSUMER GOODS RELAXED ENVIRONMENTS

SERVICES

HEALTHCARE EXPERIENCES

INDUSTRIAL GOODS COMATOSE FINANCIAL

EDUCATION TECHNOLOGY

EVENTS

UTILITIES

DEAD


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PRICE

Price Point

SEAGRAMS (NEW)

QUALITY


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EXPENSIVE

FORMAL

INFORMAL

SEAGRAMS (NEW)

SEAGRAMS (OLD)

BUDGET


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BRAND EXTENSION DIAGRAM

1

1

2

2

3

3

PHYSICAL

1

PSYCHOLOGICAL

2 ENVIRONMENTS

BOTH

3 EXPERIENCES/SERVICES

PRODUCTS


PHYSICAL

PSYCHOLOGICAL

BOTH

PRODUCTS

AIR FRESHENER HUMIDIFIER PAINT FURNITURE

CALENDAR JOURNAL NOTEBOOK

LIGHTS WHISKEY “BRANCH” FLOUR “BRANCH” BREAD

ENVIRONMENTS

GYM SAUNA BATH HOUSE RESTAURANT

WHITE NOISE RAIN MACHINE MUSIC

WHISKEY LOUNGE INCENSE SCENTED CANDLES

EXPERIENCES/SERVICES

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SPA MASSAGE

COGNITIVE REFRAMING WORKSHOPS SELF-TALK MUSIC LABEL TV CHANNEL

WHISKEY EDUCATION


WHISKEY Seagrams will of course continue to produce their smooth Canadian blend whiskey that made them famous in the first place.



WHISKEY LOUNGE A calm and soothing place where one can come relax in good company after a hard day at work.







WHISKEY EDUCATION An educational program where people can come learn about whiskey in a positive environment.





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“I FIGURE THIS IS MY TIME—TO RELAX, BE WITH MY FAMILY AND HAVE A NORMAL LIFE.”

—CANDACE CAMERON


RESTAURANT An own restaurant focused on giving the customer the best possible experience. Everything done in a smooth and low key environment.



FOOD PAIRING Focus on the idea of food pairing. What type of food goes hand in hand with whiskey and so on.



“BRANCH” BREAD The idea of branch water isn’t new. It’s the water the whiskey was made with. Seagrams now offer branch bread. Bread made from the same grain the whiskey is made from.



SANDWICHES A line of sandwiches that goes well with whiskey, made with our very own branch bread.



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“THERE IS MORE TO LIFE THAN INCREASING ITS SPEED.”

—GHANDI


FURNITURE A line of furniture, so you can have the experience of the Seagrams lounges in your own home.



SCENDED CANDLES A line of soothing candles that are designed to go hand in hand with the whiskey aroma.





MUSIC LABEL A music label dedicated to promoting artists of a relaxing nature.





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SIP INTO SOMETHING COMFORTABLE. ENJOY A SEAGRAMS.