BRAND IDENTITY GUIDELINES OCTOBER 2017
PAGE 1
BRAND IDENTITY GUIDELINES CONTENTS
Introduction
3
5. HOUSE MARK
Lexicon
6
5.1
House mark construction
Overview
8
5.2
House mark enlarging and reducing
1. LOGOTYPE MASTER VERSION
1.1
Logotype construction
1.2
Logotype enlarging and reducing
10
minimum sizes & colour
11
Logotype protected space
12
1.5 1.6
Logotype application & background colours 13
9.6.2 Communications formats 2
48
25
9,7
49
26
10. BRAND MATERIALS PALETTE
minimum sizes & colour
5.3
House mark protected space
27
5.4
House mark background colours
28
5.5
House mark aplication
29
11. DISPLAY GUIDELINES
6. THE CHEVRON CUT
6.1
Chevron cut construction and use
6.2
Chevron cut application
2.1 2.2
Logotype construction
14
Logotype enlarging and reducing
52
Large gondola - Technical Specifications
53
31
11.3
Endcap
54
11.3
Endcap - Technical Specifications
55
11.4
Wallbay Large with glorifier
56
11.4
Wallbay Large with glorifier - Technical
Specifications
57
33
11.5
Tasting table - small
58
Chevron decoration colours
34
11.5
Tasting table - small -
Chevron decoration background colours
35
Technical Specifications
59
11.6
Tasting table - with tablet
60
11.6
Tasting table - with tablet - Technical
Logotype protected space
16
minimum sizes & cropping
2.4
Logotype application & background colours 17
7.3
7.4
7.5
Chevron decoration application
3.2
Logotype enlarging and reducing
minimum sizes & colour
19
3.6
Logotype protected space
20
3.7
Logotype application & background colours 21
4. HOW TO APPLY THE MACALLAN BRAND
32
Chevron decoration enlarging and reducing,
2.3
51
Large gondola
7.2
18
General applications & Tech Specs
11.2
Chevron decoration construction
Logotype construction
11.1 11.2
7.1
15
3.1
50
minimum sizes & colour
Materials primary palette
7. CHEVRON BACKGROUND DECORATION
3. LOGOTYPE TERTIARY VERSION (HORIZONTAL)
10.1
30
2. LOGOTYPE SECONDARY VERSION (NO BOX)
Corporate & Communications don’ts
& background colours
36
Chevron decoration don’ts
37
Specifications
61
11.7
Totem 1
62
11.7
Totam 1 - Technical Specifications
63
38
11.8
Totem 2
64
7.6
8. BRAND COLOUR PALETTE
8.1
Colour palette
8.2
Colour palette application
39
11.8 Totem 2 - Technical Specifications
65
8.3
Colour palette dont’s
40
11.9
67
Display dont´s
4.1
How to choose the correct Logotype
22
4.2
The Macallan Logotypes - DON’TS
23
9. CORPORATE & COMMUNICATIONS
4.2
Logotypes checklist
24
9.1
The MACALLAN Typefaces
41
9.2
The MACALLAN Typefaces colours
42
9.3
Corporate logotype application
43
9.4
Corporate page aplication
44
13. APPENDIX
9.5.1 Communications page construction 1
45
9.5.2 Communications page construction 2
46
9.6.1 Communications formats 1
47
12. EXCEPTIONAL USE LOGOTYPES 12.1
13.1
Logotypes for application on complex substrates
Complete Appendix
68
69
PAGE 2
INTRODUCTION TO THE BRAND
PAGE 3
BRAND IDENTITY GUIDELINES INTRODUCTION - WHY WE ARE MAKING A CHANGE
WHY WE ARE MAKING A CHANGE?
3 KEY DRIVERS
WE HAVE AMBITIOUS GROWTH OBJECTIVES
WE WANT TO UNDERLINE
WE WANT THE BRAND VISUAL WORLD
TO DRIVE SALIENCE AMONGST A CLEAR
OUR CREDENTIALS AS
TO REFLECT THE NEW
TARGET CONSUMER
THE ULTIMATE LUXURY SPIRIT
MONACO BOTTLE AND DESIGN
Our Target Consumers approach to luxury cues
Whilst we have learnt from research we also
We have invested £8.5m in moving to the
is different from our core customers.
need to use some of the timeless design cues
Monaco design for the range.
(focus on craft and skill rather than bling).
of luxury. It now becomes the starting point for all off
We have learnt from project Monaco research
Black and white, simplicity of icons and
pack brand visual identity, replacing the
what are the key elements of the brand visual
wordmarks, attention to detail and
distillery as our creative inspiration for look and
identity connect with them.
craftsmanship expertise are the recognisable
feel.
visual clues. We are entering a new phase of brand activity
The consumer research we have conducted
that requires us to be confident consistent and
has helped us understand the key visual
clear about our brand visual identity.
equities that we need to take from on the pack to the off pack world.
PAGE 4
BRAND IDENTITY GUIDELINES INTRODUCTION - WHY WE ARE MAKING A CHANGE
WHY WE ARE MAKING A CHANGE?
Building saliency amongst our target consumer takes consistency of message and consistency of visual presentation.
When consumers See, Scan, Spot and Select they are more receptive to recognisable visual equities, our new Brand World is an extension and amplification of our new distinctive pack.
These guidelines detail The Macallan’s visual equities and their application when building displays and event spaces. Adhering to the guidelines will allow us to present The Macallan in a globally consistent way whilst strengthening our key equities and building saliency amongst our target consumer.
PAGE 5
LEXICON
PAGE 6
BRAND IDENTITY GUIDELINES LEXICON
In this LEXICON we include an overview of The MACALLAN Brand assets which make up our brand values.
THE MACALLAN MASTER LOGO
THE MACALLAN SECONDARY LOGO
THE MACALLAN TERTIARY LOGO
THE MACALLAN CHEVRON CUT
THE MACALLAN HOUSE MARK
THE MACALLAN CHEVRON DECORATION
PAGE 7
BRAND OVERVIEW
PAGE 8
BRAND IDENTITY GUIDELINES BRAND OVERVIEW
ACHIEVING COHERENCE. THE MACALLAN IS A BRAND OF GLOBAL STATURE, APPEARING AROUND THE GLOBE AND CONNECTING WITH WHISKY DRINKERS ACROSS THOUSANDS OF TOUCHPOINTS.
THE FOLLOWING PAGES OUTLINE SOME SIMPLE RULES TO ACHIEVE A CONSISTENT APPLICATION.
THE RULES ARE DESIGNED TO GIVE SPACE FOR DESIGN TO ENRICHEN THE BRAND APPLICATION WHILST MINIMIZING INCONSISTENCY.
PAGE 9
BRAND IDENTITY GUIDELINES 1 LOGOTYPE MASTER VERSION - 1.1 MASTER LOGOTYPE CONSTRUCTION
The MACALLAN MASTER LOGO off-pack version is composed of 4 elements - The Chevron box, The Easter Elchies House illustration, The Macallan Brand Mark and the Brand Descriptor. CHEVRON BOX HOLDING SHAPE
EASTER ELCHIES HOUSE ILLUSTRATION
THE MACALLAN WORDMARK
THE MACALLAN BRAND DESCRIPTOR
PAGE 10
BRAND IDENTITY GUIDELINES 1 LOGOTYPE MASTER VERSION - 1.2 LOGOTYPE ENLARGING,REDUCING, MINIMUM SIZES & COLOUR
The MACALLAN MASTER LOGO must be enlarged or reduced as one block, with all elements enlarged or reduced in proportion. The MACALLAN MASTER LOGO has a minimum size that it can be reduced to, which is 40mm. The MACALLAN MASTER LOGO consists of 2 colours PANTONE BLACK and WHITE.
PANTONE BLACK
WHITE
THE MACALLAN MASTER LOGO MINIMUM SIZE NOT BELOW 40MM
PAGE 11
BRAND IDENTITY GUIDELINES 1 LOGOTYPE MASTER VERSION - 1.3 LOGOTYPE PROTECTED SPACE
The MACALLAN MASTER LOGO has a protected space around the logo where no graphics must encroach into this space.
THE MACALLAN MASTER LOGO PROTECTED SPACE IS THE WIDTH OF THE ‘THE’.
PAGE 12
BRAND IDENTITY GUIDELINES 1 LOGOTYPE MASTER VERSION - 1.4 LOGOTYPE APPLICATION & BACKGROUND COLOURS
The MACALLAN MASTER LOGO always has a complete white fill. The MACALLAN MASTER LOGO always appears in its complete form, on whichever background it is applied to.
THE MACALLAN MASTER LOGO ON BLACK BACKGROUND
THE MACALLAN MASTER LOGO ON WHITE BACKGROUND
THE MACALLAN MASTER LOGO ON IMAGE BACKGROUND
PAGE 13
BRAND IDENTITY GUIDELINES 2 LOGOTYPE SECONDARY VERSION - 2.1 LOGOTYPE CONSTRUCTION
The MACALLAN MASTER LOGO SECONDARY LOGOTYPE is an alternative to the MASTER LOGO when it cannot be used (e.g. for corporate use and in case of printing restrictions) and is composed of 3 elements - The Easter Elchies House illustration, The Macallan Brand Mark and the Brand Descriptor. The MACALLAN SECONDARY LOGO is also to be used when the brand is used below 40mm. EASTER ELCHIES HOUSE ILLUSTATION
THE MACALLAN WORDMARK
THE MACALLAN BRAND DESCRIPTOR
PAGE 14
BRAND IDENTITY GUIDELINES 2 LOGOTYPE SECONDARY VERSION - 2.2 LOGOTYPE ENLARGING, REDUCING & MINIMUM SIZES
The MACALLAN SECONDARY LOGO must be enlarged or reduced as one block, with all elements enlarged or reduced in proportion. The version below is of the MACALLAN SECONDARY LOGO is to be applied when it needs to below 40mm. It has a simplified version of The Easter Elchies House illustration. The MACALLAN SECONDARY LOGO consists of 1 colour, PANTONE BLACK to achieve a simplicity and premiumness.
PANTONE BLACK
SIMPLIFIED VERSION OF EASTER ELCHIES HOUSE ILLUSTRATION
THE MACALLAN SECONDARY LOGO TO BE USED WHEN BELOW 40MM
PAGE 15
BRAND IDENTITY GUIDELINES 2 LOGOTYPE SECONDARY VERSION - 2.3 LOGOTYPE PROTECTED SPACE
The MACALLAN SECONDARY LOGO has a protected space around the logo where no graphics must encroach into this space.
THE MACALLAN SECONDARY LOGO PROTECTED SPACE IS THE WIDTH OF THE ‘THE’.
PAGE 16
BRAND IDENTITY GUIDELINES 2 LOGOTYPE SECONDARY VERSION - 2.4 LOGOTYPE APPLICATION & BACKGROUND COLOURS
The MACALLAN SECONDARY LOGO always appears in it’s complete form on whichever background it is applied to, but will appear in white or black depending on which background it needs to sit on.
THE MACALLAN SECONDARY LOGO ON BLACK BACKGROUND
THE MACALLAN SECONDARY LOGO ON WHITE BACKGROUND
THE MACALLAN SECONDARY LOGO ON IMAGE BACKGROUND
THE MACALLAN SECONDARY LOGO ON LIGHT IMAGE BACKGROUND
PAGE 17
BRAND IDENTITY GUIDELINES 3 LOGOTYPE TERTIARY VERSION - 3.1 LOGOTYPE CONSTRUCTION
The MACALLAN TERTIARY LOGO is composed of 2 elements - Easter Elchies House illustration and The Macallan Wordmark.
THE EASTER ELCHIES HOUSE ILLUSTRATION
THE MACALLAN WORDMARK
PAGE 18
BRAND IDENTITY GUIDELINES 3 LOGOTYPE TERTIARY VERSION - 3.2 LOGOTYPE REDUCING, ENLARGING, MINIMUM SIZES & COLOUR
The MACALLAN TERTIARY LOGO must be enlarged or reduced as one block, with all elements enlarged or reduced in proportion. The version below is of The MACALLAN TERTIARY LOGO is to be applied when it needs to below 15mm. It has a simplified version of Easter Elchies House illustration. The MACALLAN TERTIARY LOGO consists of 1 colour, PANTONE BLACK to achieve a simplicity and premiumness.
PANTONE BLACK
THE MACALLAN TERTIARY LOGO TO BE USED WHEN BELOW 15MM
SIMPLIFIED VERSION OF EASTER ELCHIES HOUSE ILLUSTRATION
PAGE 19
BRAND IDENTITY GUIDELINES 3 LOGOTYPE TERTIARY VERSION - 3.3 LOGOTYPE PROTECTED SPACE
The MACALLAN TERTIARY LOGO has a protected space around the logo where no graphics must encroach into this space.
THE MACALLAN TERTIARY LOGO PROTECTED SPACE IS THE WIDTH OF THE ‘THE’.
PAGE 20
BRAND IDENTITY GUIDELINES 3 LOGOTYPE TERTIARY VERSION - 3.4 LOGOTYPE APPLICATION & BACKGROUND COLOURS
The MACALLAN TERTIARY LOGO always appears in it’s complete form on whichever background it is applied to, but will appear in white or black depending on which background it needs to sit on. The MACALLAN TERTIARY LOGO can appear on black or white backgrounds, and sometimes on a photographic background.
THE MACALLAN TERTIARY LOGO ON BLACK BACKGROUND
THE MACALLAN TERTIARY LOGO ON IMAGE BACKGROUND
THE MACALLAN TERTIARY LOGO ON WHITE BACKGROUND
THE MACALLAN TERTIARY LOGO ON LIGHT IMAGE BACKGROUND
PAGE 21
BRAND IDENTITY GUIDELINES 4 HOW TO APPLY THE MACALLAN BRAND - 4.1 HOW TO CHOOSE THE CORRECT LOGOTYPE
BEGIN HERE
Here is a guide to achieve the exact Logo version for your required output:
Does my canvas allow sufficient space to use the MASTER LOGO correctly and with sufficient visibility? Is the logo being used for communication?
NO SECONDARY LOGO POSITIVE Does my canvas allow sufficient SPACE and COLOUR to use the SECONDARY LOGO correctly and with sufficient visibility? Do printing restrictions prohibit use?
YES
YES
SECONDARY LOGO REVERSED
NO
Does my canvas allow sufficient SPACE and COLOUR to use the SECONDARY LOGO REVERSED correctly and with sufficient visibility? Do printing restrictions prohibit use?
YES
NO TERTIARY LOGO Does my canvas allow sufficient SPACE to use the TERCIARY logotype correctly and with sufficient visibility? Do printing restrictions prohibit use?
THE MEDIUM Choose the correct logo version, depending on the medium PRINT
ON-SCREEN/DIGITAL
PRINT VERSION LOGO
DIGITAL VERSION LOGO (small size logotype)
PAGE 22
BRAND IDENTITY GUIDELINES 4 HOW TO APPLY THE MACALLAN BRAND - 4.2 LOGOTYPE DONT’S
The MACALLAN MASTER LOGO has an identity that encapsulates the brand essence, indicated here, are the DON’TS of our brand that are not permitted to apply to our Master Logo.
DO NOT CONDENSE THE LOGO
DO NOT PROPORTIONS OF ELEMENTS
DO NOT STRETCH THE LOGO
DO NOT OVERLAP ELEMENTS DO NOT CONDENSE THE LOGO
DO NOT CHANGE THE COLOUR OF THE LOGO
PAGE 23
BRAND IDENTITY GUIDELINES 4 HOW TO APPLY THE MACALLAN BRAND - 4.3 LOGOTYPE CHECKLIST
Please ensure you have considered these points when using The MACALLAN LOGO VERSIONS.
Have you used the correct MACALLAN LOGO? If you have enlarged the MACALLAN LOGO have I enlarged the entire block? Have you checked the minimum size for the MACALLAN LOGO? Have you allowed the minimum protected space with you usage? Have I placed the MACALLAN LOGO on sufficient background to ensure premiumness?
PAGE 24
BRAND IDENTITY GUIDELINES 5 HOUSE MARK - 5.1 HOUSE MARK CONSTRUCTION
The MACALLAN HOUSE MARK has been developed to represent origin and to enrich The Macallan identity. It´s usage is limited to when the MASTER BRAND/SECONDARY/TERTIARY LOGO’S ARE already present and can be used to embelish The Macallan identity. This Icon can be used down to 20mm in height, depending in print restrictions.
EASTER ELCHIES HOUSE ILLUSTRATION
CHEVRON CUT
ESTABLISHED DATE
PAGE 25
BRAND IDENTITY GUIDELINES 5 HOUSE MARK - 5.2 ICON REDUCING & ENLARGING & MINIMUM SIZES
The MACALLAN HOUSE MARK must be enlarged or reduced as one block, with all elements enlarged or reduced in proportion. The MACALLAN HOUSE MARK has been developed to represent origin and to enrich The Macallan identity. Below is an alternative simplified version of the illustration to be used below 20mm.
SIMPLIFIED VERSION OF THE HOUSE MARK TO BE USED BELOW 20MM
PAGE 26
BRAND IDENTITY GUIDELINES 5 HOUSE MARK - 5.3 HOUSE MARK PROTECTED SPACE
The MACALLAN HOUSE MARK has a protected space around the logo where no graphics must encroach into this space.
THE MACALLAN HOUSE MARK PROTECTED SPACE IS THE WIDTH OF THE ‘THE’.
PAGE 27
BRAND IDENTITY GUIDELINES 5 HOUSE MARK - 5.4 HOUSE MARK BACKGROUND COLOURS
The MACALLAN HOUSE MARK can appear in various colours to enhance the design and premiumness of the Macallan Brand.
THE HOUSE MARK PANTONE BLACK
THE HOUSE MARK WHITE ON BLACK
THE HOUSE MARK ON LIGHT PHOTOGRAPHIC BACKGROUND
THE HOUSE MARK ON DEEP PHOTOGRAPHIC BACKGROUND
PAGE 28
BRAND IDENTITY GUIDELINES 5 HOUSE MARK - 5.5 HOUSE MARK APPLICATION
The MACALLAN HOUSE MARK can be applied to material that is related to the origin of The MACALLAN BRAND. It´s usage is limited to when the MASTER BRAND/SECONDARY/TERTIARY LOGO is already present and can be used to embelish The Macallan identity.
PAGE 29
BRAND IDENTITY GUIDELINES 6 THE CHEVRON CUT - 6.1 CHEVRON CUT CONSTRUCTION & USE
The Macallan CHEVRON CUT, as part of the brand essence, is an element that can be utilised to enhance the Macallan Brand premiumness. It has uses for 2D and 3D.
CHEVRON CUT
83,5
O
107,8
O
143,5
O
157,8
O
CHEVRON CUT MINIMUM SIZE CAN USED AS SMALL AS 3MM
139
O
CHEVRON CUT 3 FORMS OF THE CUT FOR USAGE IN 3D MATERIAL
CHEVRON CUT USAGE WITH SECONDARY LOGO
PAGE 30
BRAND IDENTITY GUIDELINES 6 THE CHEVRON CUT - 6.2 CHEVRON CUT APPLICATION
The Macallan CHEVRON CUT, as part of the brand essence, is an element that can be utilised to enhance the Macallan Brand premiumness. Examples shown here:
MONACO BOTTLE IMAGE TO GO HERE
PAGE 31
BRAND IDENTITY GUIDELINES 7 CHEVRON BACKGROUND DECORATION - 7.1 CHEVRON DECORATION CONSTRUCTION
The MACALLAN CHEVRON DECORATION has been created to decorate or inhance the premiumness of The MACALLAN BRAND. It is made up of a triangle pattern repeated perfectly. The decorations purpose is to be used as a sublte decorative background pattern.
100% BLACK TRIANGLES
85% BLACK TRIANGLES
PAGE 32
BRAND IDENTITY GUIDELINES 7 CHEVRON BACKGROUND DECORATION - 7.2 CHEVRON DECORATION ENLARGING, REDUCING, MINIMUM SIZES & CROPPING
The MACALLAN CHEVRON DECORATION needs to be reduced so the triangle sizes remain the same size. The MACALLAN CHEVRON DECORATION minimum size for reduction is the triangles cannot go below 3mm height.
CHEVRON DECORATION SMALL SIZE FOR USES AT SMALL SIZE THE TRIANGLES MUST NOT BE OVER 5MM IN HEIGHT ENLARGING THE AREA AND NOT THE SIZE OF TRIANGLES IS BEST
The MACALLAN CHEVRON DECORATION must be cropped with all the triangle shape visible virtically the triangle can be cropped in half, it must NOT be cropped through the middle of the triangle on the horizontal.
THE MACALLAN CHEVRON DECORATION
TRIANGLES MUST NOT BE REDUCE BELOW 0.5MM IN HEIGHT
THE TRIANGLES MUST NOT BE CROPPED UN-EVENLY
CHEVRON DECORATION LARGE SIZE FOR USES AT LARGE SIZE THE TRIANGLES MUST NOT BE OVER 50MM IN HEIGHT ENLARGING THE AREA AND NOT THE SIZE OF TRIANGLES IS BEST
PAGE 33
BRAND IDENTITY GUIDELINES 7 CHEVRON BACKGROUND DECORATION - 7.4 CHEVRON DECORATION COLOURS & BACKGROUND COLOURS
The MACALLAN CHEVRON DECORATION may be used in 2 forms: As a background texture and as a visual background with a few colour combinations within our color palette to enhance the premiumness of The Macallan Brand. Background colours must be either White, Pantone Black or a colour that compliments The Macallan Brand.
CHEVRON DECORATION TEXTURE PANTONE BLACK WITH 85% BLACK TEXTURE
CHEVRON DECORATION TEXTURE PANTONE 167U WITH 18% BLACK TEXTURE
CHEVRON DECORATION TEXTURE 5% TINT OF WHITE ON COLOURED BACKGROUND
CHEVRON DECORATION TEXTURE 5% TINT PANTONE BLACK ON WHITE
CHEVRON DECORATION TEXTURE 60% TINT BLACK WITH 30% BLACK TEXTURE
CHEVRON DECORATION BACKGROUND 5% WHITE ON PHOTOGRAPHIC BACKGROUND
PAGE 34
BRAND IDENTITY GUIDELINES 7 CHEVRON BACKGROUND DECORATION - 7.3 CHEVRON DECORATION BOX
The MACALLAN CHEVRON DECORATION BOX may be used & adapted to various forms without deforming the triangle decoration. This must be used in its original form of Black & White.
CHEVRON DECORATION BOX USED IN DISPLAY FORM
PAGE 35
BRAND IDENTITY GUIDELINES 7 CHEVRON BACKGROUND DECORATION - 7.5 CHEVRON DECORATION APPLICATION
Please savour responsibly
The MACALLAN CHEVRON DECORATION may be applied in various forms with various colour combinations to enhance the premiumness of The Macallan Brand. Here are some examples of application:
TWO WORLDS, ONE MACALLAN The perfect balance of American and European Sherry seasoned oak casks.
DOUBLE CASK
THE MACALLAN CHEVRON DEORATION USED AS BACKGROUND TEXTURE
PAGE 36
BRAND IDENTITY GUIDELINES 7 CHEVRON BACKGROUND DECORATION - 7.6 CHEVRON DECORATION DONT’S
The MACALLAN CHEVRON DECORATION may be applied in various forms with various colour combinations to enhance the premiumness of The Macallan Brand. Here are some examples of the DON’TS for applying this decoration:
DO NOT CONDENSE THE DECORATION OR USE THE DECORATION TRIANGLES TO LARGE
DO NOT DISTORT THE DECORATION OR COMBINE COLOURS THAT ARE NOT IN THE MACALLAN COLOUR PALETTE
DO NOT CROP THE TRIANGLES OF THE DECORATION UNEVENLY OR USE COLOURS THAT ARE NOT IN THE MACALLAN COLOUR PALETTE
PAGE 37
BRAND IDENTITY GUIDELINES 8 BRAND COLOUR PALETTE - 8.1 COLOUR PALETTE
The Macallan Brand identity colours palette consists of PRIMARY, SECONDARY ACCENT and TERTIARY to maintain ultimate premiumness for our brand.
50% BLACK
40% WHITE
5% SECONDARY
TERTIARY
PHOTOGRAPHY TONES
PANTONE 8994 METALLIC
PANTONE 167U
SECONDARY ACCENT
WHITE
PANTONE BLACK
PRIMARY
5% TERTIARY
PAGE 38
BRAND IDENTITY GUIDELINES 8 BRAND COLOUR PALETTE - 8.3 COLOUR PALETTE APPLICATION
The MACALLAN identity colours palette consists of PRIMARY, SECONDARY ACCENT and TERTIARY to maintain ultimate premiumness for our brand. Here are some examples of application:
PAGE 39
BRAND IDENTITY GUIDELINES 8 BRAND COLOUR PALETTE - 8.4 COLOUR PALETTE DONT’S
The MACALLAN COLOUR PALETTE has specific usages for specific colours, here are examples of how not to use our colour palette.
NEVER USE MORE OF OUR ACCENT COLOUR THAN OUR PRIMARY COLOURS
DO NOT USE COLOURS THAT ARE NOT IN THE MACALLAN COLOUR PALETTE
PAGE 40
BRAND IDENTITY GUIDELINES 9 CORPORATE & COMMUNICATIONS - 9.1 THE MACALLAN TYPEFACES
The Macallan Brand identity has accompanying type style for off pack communication and embellishment. The Macallan main typeface is Gotham with 4 weights defined; thin, light, book & medium. This is used for main headings, sub-heads and short paragraphs in CAPS. Adobe Garamond Regular Pro typeface is used for all body text.
ABCDEFGHIJKLMNOPQRSTUVWXYZ 0987654321=)(/&%$·”! abcdefghijklmnopqrstuvwxyz GOTHAM THIN
ABCDEFGHIJKLMNOPQRSTUVWXYZ 0987654321=)(/&%$·”! abcdefghijklmnopqrstuvwxyz GOTHAM LIGHT
ABCDEFGHIJKLMNOPQRSTUVWXYZ 0987654321=)(/&%$·”! abcdefghijklmnopqrstuvwxyz GOTHAM BOOK
ABCDEFGHIJKLMNOPQRSTUVWXYZ 0987654321=)(/&%$·”! abcdefghijklmnopqrstuvwxyz GOTHAM MEDIUM
ABCDEFGHIJKLMNOPQRSTUVWXYZ 0987654321=)(/&%$·”! abcdefghijklmnopqrstuvwxyz ADOBE GARAMOND REGULAR PRO
PAGE 41
BRAND IDENTITY GUIDELINES 9 CORPORATE & COMMUNICATIONS - 9.2 TYPEFACE COLOURS
The Macallan Brand identity has accompanying typestyle for off pack communication and embellishment. The Macallan typefaces should appear in Pantone Black or white with a touch of Pantone 167U.
TWO WORLDS, ONE MACALLAN The perfect balance of American and European Sherry seasoned oak casks.
DOUBLE CASK
TWO WORLDS, ONE MACALLAN The perfect balance of American and European Sherry seasoned oak casks.
DOUBLE CASK
PAGE 42
BRAND IDENTITY GUIDELINES 9 CORPORATE & COMMUNICATIONS - 9.3 CORPORATE LOGOTYPE APPLICATION
The Macallan Brand CORPORATE identity has more of a classic structure using The MACALLAN SECONDARY LOGO, although there are occasions when the MACALLAN MASTER LOGO would be used for corporate communications.
JOHN MACLEOD RETAIL EXECUTIVE
DIRECT: +44(0)123 456 7890 MOBILE: +44(0)1234 567 890 EMAIL: john.macleod@themacallan.com
100 QUEEN STREET, EDRINGTON, GLASGOW G1 3DN
PAGE 43
BRAND IDENTITY GUIDELINES 9 CORPORATE & COMMUNICATIONS - 9.4 CORPORATE PAGE APPLICATION
The Macallan Brand identity has accompanying type style for off pack communication and embellishment. This page domstrates the application of the corporate style.
IMAGES OF NEW SIGNAGE AT NEW BREWERY TO GO HERE
IMAGES OF NEW SIGNAGE AT NEW BREWERY TO GO HERE
IMAGE OF NEW CORPORATE BRANDING TO GO HERE
IMAGE OF NEW CORPORATE BRANDING TO GO HERE
PAGE 44
BRAND IDENTITY GUIDELINES 9 CORPORATE & COMMUNICATIONS - 9.5 COMMUNICATIONS PAGE CONSTRUCTION 1
The MACALLAN COMMUNICATIONS are essencial touchpoints in maintaining ultra premiumness within our brand, to ensure coherency throughout.
THE MACALLAN CHEVRON DEORATION Please savour responsibly
CAN BE USED AS A BACKGROUND TEXTURE TO ENHANCE THE MACALLAN BRAND 100% COLOUR 85% TEXTURE
RESPONSIBLY TEXT GARAMOND PRO UPPER AND LOWER CASE
THE MACALLAN MASTER LOGO
DEPENDING ON THE IMAGERY USED, THE MASTER LOGO SHOULD APPEAR WITH A SUFFICIENTLY LARGE CLEAR SPACE SURROUNDING IT AND IDEALLY THE SAME HEIGHT AS THE LABEL OF THE BOTTLE FEATURED
MAIN DESCRIPTOR
GOTHAM MEDUIM PANTONE 167U LETTERSPACING 150
MAIN TEXT
GOTHAM BOOK LETTERSPACING 150
THE MACALLAN MASTER LOGO SHOULD BE THE SAME HEIGHT AS THE LABEL OF THE BOTTLE FEATURED
TWO WORLDS, ONE MACALLAN The perfect balance of American and European Sherry seasoned oak casks.
DOUBLE CASK
BODY TEXT
GARAMOND PRO UPPER AND LOWER CASE
MASTER BRAND LOCK UP PROPORTION
AS A GENERAL RULE DEPENDING ON FORMAT 40%
KEY VISUAL PROPORTION
AS A GENERAL RULE DEPENDING ON FORMAT 60%
PAGE 45
BRAND IDENTITY GUIDELINES 9 CORPORATE & COMMUNICATIONS - 9.6.2 COMMUNICATIONS PAGE CONSTRUCTION 2
The MACALLAN COMMUNICATIONS are essencial touchpoints in maintaining ultra premiumness within our brand, to ensure coherency throughout.
Please savour responsibly
RESPONSIBLY TEXT GARAMOND PRO UPPER AND LOWER CASE
THE MACALLAN MASTER LOGO
DEPENDING ON THE IMAGERY USED, THE MASTER LOGO SHOULD APPEAR WITH A SUFFICIENTLY LARGE CLEAR SPACE SURROUNDING IT AND IDEALLY THE SAME HEIGHT AS THE LABEL OF THE BOTTLE FEATURED
MAIN DESCRIPTOR
GOTHAM MEDUIM PANTONE 167U LETTERSPACING 150
MAIN TEXT
THE MACALLAN MASTER LOGO SHOULD BE THE SAME HEIGHT AS THE LABEL OF THE BOTTLE FEATURED
R A R E C AS K B L AC K
T H E E XC E P T I O N A L O A K C A S K S The Macallan oak casks are the single greatest contirbutor to the outstanding quality, natural colours and distinctive aromas and flavors of the The Macallan.
GOTHAM BOOK LETTERSPACING 150
BODY TEXT
GARAMOND PRO UPPER AND LOWER CASE
MASTER BRAND LOCK UP PROPORTION
AS A GENERAL RULE DEPENDING ON FORMAT 40%
KEY VISUAL PROPORTION
AS A GENERAL RULE DEPENDING ON FORMAT 60%
PAGE 46
BRAND IDENTITY GUIDELINES 9 CORPORATE & COMMUNICATIONS - 9.6.1 COMMUNICATIONS FORMATS 1
Please savour responsibly
Please savour responsibly
The MACALLAN COMMUNICATIONS are essencial touchpoints in maintaining ultra premiumness within our brand, to ensure coherency throughout.
TWO WORLDS, ONE MACALLAN The perfect balance of American and European Sherry seasoned oak casks.
DOUBLE CASK
TWO WORLDS, ONE MACALLAN The perfect balance of American and European Sherry seasoned oak casks.
THE MACALLAN COMMUNICATIONS 1 LANDSCAPE FORMAT Please savour responsibly
TWO WORLDS, ONE MACALLAN
DOUBLE CASK
The perfect balance of American and European Sherry seasoned oak casks.
DOUBLE CASK
THE MACALLAN COMMUNICATIONS 1 BANNER FORMAT Please savour responsibly
THE MACALLAN COMMUNICATIONS 1 PORTRAIT FORMAT
TWO WORLDS, ONE MACALLAN The perfect balance of American and European Sherry seasoned oak casks.
DOUBLE CASK
THE MACALLAN COMMUNICATIONS 1 SQUARE FORMAT
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BRAND IDENTITY GUIDELINES 9 CORPORATE & COMMUNICATIONS - 9.6.2 COMMUNICATIONS FORMATS 2
The MACALLAN COMMUNICATIONS are essencial touchpoints in maintaining ultra premiumness within our brand, to ensure coherency throughout.
R A R E C AS K B L AC K
T H E E XC E P T I O N A L OA K C A S K S The Macallan oak casks are the single greatest contirbutor to the outstanding quality, natural colours and distinctive aromas and flavors of the The Macallan.
THE MACALLAN COMMUNICATIONS 2 LANDSCAPE FORMAT
R A R E C AS K B L AC K R A R E C AS K B L AC K
T H E E XC E P T I O N A L OA K C A S K S T H E E XC E P T I O N A L OA K C A S K S The Macallan oak casks are the single greatest contirbutor to the outstanding quality, natural colours and distinctive aromas and flavors of the The Macallan.
The Macallan oak casks are the single greatest contirbutor to the outstanding quality, natural colours and distinctive aromas and flavors of the The Macallan.
THE MACALLAN COMMUNICATIONS 2 BANNER FORMAT THE MACALLAN COMMUNICATIONS 2 PORTRAIT FORMAT
R A R E C AS K B L AC K
T H E E XC E P T I O N A L O A K C A S K S The Macallan oak casks are the single greatest contirbutor to the outstanding quality, natural colours and distinctive aromas and flavors of the The Macallan.
THE MACALLAN COMMUNICATIONS 2 SQUARE FORMAT
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BRAND IDENTITY GUIDELINES 9 CORPORATE & COMMUNICATIONS - 9.7 COMMUNICATIONS DONT’S
The MACALLAN COMMUNICATIONS are essencial touchpoints in maintaining ultra premiumness within our brand, to ensure coherency throughout. Here are a few instructions to NOT do with our forms of communication.
R A R E C AS K B L AC K
T H E E XC E P T I O N A L OA K C A S K S The Macallan oak casks are the single greatest contirbutor to the outstanding quality, natural colours and distinctive aromas and flavors of the The Macallan.
THE MACALLAN COMMUNICATIONS Do NOT use The Macallan Master logo large on the communication so it is the dominant element, it needs to be at equal with the image. Also try NOT to crop the image of the product so to not see the form.
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BRAND IDENTITY GUIDELINES 10 BRAND MATERIALS PALETTE - 10.1 MATERIALS PALETTE
The MACALLAN MATERIALS PALETTE consists of the following: 1. EUROPEAN OAK
Oak shelving with quarter cuts to be used for shelving or bar tops. The barrel quarter cuts can also be iluminated by warm light.
2. EUROPEAN OAK Natural oak to be used on shelves under the top quarter cut shelf.
1.
2.
3.
4.
5.
11.
3. DARK OAK To be used on the shelving edges. 4. BRUSHED METALLIC BURNT SIENNA To be used when there is a large pressence of matt materials. 5. METALLIC BURNT SIENNA To be used as a warm accent. Always on small surfaces, or somehow hidden. 6. BRUSHED METALLIC BLACK To be used in balance with the Matt materials. 7. SHINNY LAQUERED WOOD To be used to contrast the Matt Wood use. 8. MATT LAQUERED WOOD Venecian laquered Matt Wood to be used in 90% of the black usage. 9. MATT BLACK TRANSLUCENT GLASS To be used as deviders and decoration panels.
6.
7.
8.
9.
10.
10. TRANPARENT GLASS To be used as display material. 11. WHISKEY LIQUID To be aware that the MACALLAN quality liquid will represent a colour and texture.
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BRAND IDENTITY GUIDELINES 10 BRAND MATERIALS PALETTE - 10.2 MATERIALS ELEMENTS
The MACALLAN MATERIALS PALETTE draws inspiratation on many different materials from The Macallan Brand and what it represents.
SHELVING INSPIRATION TAKEN FROM THE CURVES OF THE MACALLAN CASKS
CHEVRON APPLICATION
CHEVRON DECORATION APPLICATION
UNDERLIGHTING
BOTTLE DISPLAY
TRANSLUCENT SCREEN
RETROILLUMINATED LINES
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BRAND IDENTITY GUIDELINES 11 DISPLAY GUIDELINES - 11.1 GENERAL APPLICATIONS
The MACALLAN DISPLAY GUIDELINES, in this section we show examples of general applications for usage for displays. Beginnning with technical design drawings of specifics.
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BRAND IDENTITY GUIDELINES 11 DISPLAY GUIDELINES - 11.2 LARGE GONDOLA
The MACALLAN LARGE GONDOLA Dimensions: 1670mmH x 1800mmW x 1000mmD 1. Large gondola shelving with stock holding including glorifiers for Macallan Trilogy 2. Light between shelves and iluminated logos Larger shelf space to accommodate more stock hold. 3. Optional storage area.
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BRAND IDENTITY GUIDELINES 11 DISPLAY GUIDELINES - 11.2 LARGE GONDOLA - TECHNICAL SPECIFICATIONS
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BRAND IDENTITY GUIDELINES 11 DISPLAY GUIDELINES - 11.3 ENDCAP
The MACALLAN ENDCAP Dimensions: 2700mm H x 1500mm W x 500mm D 1. Stand alone endcap unit with stock holding including Macallan Trilogy. 2. Key product information delivered through engaging interactive screen. 3. Light between shelves and iluminated logos. 4. Retroiluminated cut pattern.
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BRAND IDENTITY GUIDELINES 11 DISPLAY GUIDELINES - 11.3 ENDCAP
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BRAND IDENTITY GUIDELINES 11 DISPLAY GUIDELINES - 11.4 WALLBAY - LARGE WITH GLORIFIER
The MACALLAN WALLBAY Dimension : 2370mmH x 2500mmW x 600mmD 1. Wallbay with stock. 2. Central focused space to feature seasonal highlight product. 3. Light between shelves and iluminated logos
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BRAND IDENTITY GUIDELINES 11 DISPLAY GUIDELINES - 11.4 WALLBAY - LARGE WITH GLORIFIER - TECHNICAL SPECIFICATIONS
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BRAND IDENTITY GUIDELINES 11 DISPLAY GUIDELINES - 11.5 TASTING TABLE - SMALL
The MACALLAN TASTING TABLE - SMALL Dimension : 1000mmH x 1000mmW x 600mmD 1. Small tasting table with stock. 2. Prominent lightbox visual for brand communication at the back of unit. 3. Light between shelves and iluminated logos.
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BRAND IDENTITY GUIDELINES 11 DISPLAY GUIDELINES - 11.5 TASTING TABLE - SMALL - TECHNICAL SPECIFICATIONS
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BRAND IDENTITY GUIDELINES 11 DISPLAY GUIDELINES - 11.6 TASTING TABLE - LARGE
The MACALLAN TASTING TABLE - LARGE Dimensions: 1020mmH (+interactive screen 1447mm) x 1800mmW x 600mmD 1. Large tasting table with stock. 2. Tablet display. 3. Prominent lightbox visual for brand communication at the back of unit. 4. Light between shelves and iluminated logos.
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BRAND IDENTITY GUIDELINES 11 DISPLAY GUIDELINES - 11.6 TASTING TABLE - LARGE - TECHNICAL SPECIFICATIONS
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BRAND IDENTITY GUIDELINES 11 DISPLAY GUIDELINES - 11.7 TOTEM 1
The MACALLAN TOTAM 1 Dimensions: 1699mmH x 502mmW x 359mmD 1. Floor glorifier with retroiluminated logos. 2. Iluminated bottle. 3. Flavour bottle base.
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BRAND IDENTITY GUIDELINES 11 DISPLAY GUIDELINES - 11.7 TOTEM 1 - TECHNICAL SPECIFICATIONS
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BRAND IDENTITY GUIDELINES 11 DISPLAY GUIDELINES - 11.8 TOTEM 2
The MACALLAN TOTEM 2 Dimension : 1750mmH x 710mmW x 335mmD 1. Floor glorifier with retroiluminated logos. 2. Iluminated bottle in acrylic box.
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BRAND IDENTITY GUIDELINES 11 DISPLAY GUIDELINES - 11.8 TOTEM 2 - TECHNICAL SPECIFICATIONS
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BRAND IDENTITY GUIDELINES 11 BRAND DISPLAY - 11.9 DISPLAY DONT´S
The MACALLAN MATERIALS PALETTE draws inspiratation on many different materials from The Macallan Brand and what it represents.
DO NOT USE THE BURNT SIENNA ON THE PANELS.
THE CUT PATTERN IS ONLY USED ON THE WOODEN BASE, NOWHERE ELSE.
ONLY PRODUCE THE DISPLAY SHELVES FROM OAK WOOD.
DO NOT USE THE OAK WOOD IN ANYTHING OTHER THAN DISPLAY SHELVING.
THE MACALLAN CHEVRON DECORATION IN BLACK & WHITE MUST NOT BE USED AS A PANEL DECORATION.
THE MAIN BODY OF DISPLAY IS IN BLACK AND SHOULD NOT BE ANY OTHER COLOUR
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BRAND IDENTITY GUIDELINES 12 EXCEPTIONAL USE LOGOTYPES - 12.1 LOGOTYPES FOR APPLICATION ON COMPLEX SUBSTRATES
The MACALLAN BRAND will have exception to the normal applications illustrated in this guideline, such as embossed onto leather, burnt into wood. Here are some references to guide you.
THE MACALLAN MASTER LOGO EMBOSSED AND FOIL BLOCKED
THE MACALLAN EASTER ELCHIES HOUSE EMBOSSED ON LEATHER
THE MACALLAN MASTER LOGO BURNT ON WOOD
THE MACALLAN MASTER LOGO CAST IN IRON
THE MACALLAN EASTER ELCHIES HOUSE EMBOSSED ON CARD FOR PACKAGING
THE MACALLAN MASTER LOGO ENGRAVED ONTO GLASS
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BRAND IDENTITY GUIDELINES 13 APPENDIX
The MACALLAN BRAND - APPENDIX In this section we try to show a mixture of applcations of our brand across various touchpoint of our brand.
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CONTACT: marketing@themacallan.com
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