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BALLANTINE'S MASTERBRAND VISUAL IDENTITY 2015 GUIDELINES


INTRODUCTION In October 2013, we launched our revamped Ballantine’s brand compass alongside a new tagline “Stay True, Leave an Impression”. We introduced “Stay True” as an invitation to consumers to express themselves in a genuine and authentic way, applauding conviction and self-belief. After 18 months of successful activation, we have made the decision to simplify the tagline to “Stay True”, for the following reasons: “Stay True” has proven a powerful idea to activate in market and that •resonates with our crusaders, with whom we partnered, to create innovative content and initiatives such as the Stay True stories, digital films, or the Stay True Journeys with Boiler Room.

research carried out across all continents demonstrated •thatQuantitative the “Stay true” tag line was well received by consumers and there was no significant differences vs. “Stay True, Leave An Impression” on all key communication prompted statements. You will find in the following toolkit the updated set of brand guidelines, providing you with all the tools to use the new logo in your markets. The Masterbrand guidelines are relevant for the core range, but please note that for the development of local marketing initiatives specific to the Prestige range - Ballantine's 17 Year Old, Ballantine's 21 Year Old and Ballantine's 30 Year Old - you should refer to the Prestige Guidelines on http://prestigeguidelines.ballantines.com/ (password: prestige1234).

and single minded tagline will further increase the impact •of ourA simple message across all touch points.

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CONTENTS 1. Stay True Lock up and logos 2. Ballantine’s Signifier 3. Brand colours and font 4. Chevron Design

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1. STAY TRUE LOCK UP AND LOGOS


PRIMARY LOCK UP As far as possible, the lock up should be used consistently across all consumer touchpoints.

New lock up - what has changed

Smaller gap to make Ballantine’s and STAY TRUE feel more ‘as one’ Decreased in size to establish a better balance

Leave an impression has been removed

Old lock up Greater spacing between each The Ballantine’s and the STAY TRUE letter to ensure legibility at typeface remains the same small sizes

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PRIMARY LOCK UP COLOURS AND SIZE Cream on blue

Blue on cream

White gold on blue

White on blue

White on transparent

Blue on transparent

MASTERBRAND COLOURS The preferred Masterbrand logo should be printed as cream on a flat navy blue background. For a more premium print finish, the options of a blue logo on cream or a white gold logo on blue are also available.

ALTERNATIVE COLOURS These are alternative colour options which can be used when there are visibility challenges or when the background can’t be blue or cream, e.g a photograph.

SIZE The minimum clear space around our logo is based on the height of STAY TRUE type. This will give the logo more presence and clarity on printed media.

Lock up + Ballantine’s logo safe area

Minimum size

X X

35mm

X

The minimum size for the lock up is 35 mm in width. Where the size is smaller than this, the Ballantine’s logo can be used on its own without STAY TRUE, e.g on a pen.

0.3X

16.8mm

0.7X X

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SECONDARY LOGOS We understand that sometimes you will not be able to use our new lock up due to space constraints, to legibility and stand-out challenges, or because a further layer of historic or Prestige stature is needed. In that case please use Ballantine's on its own or together with the EST’D 1827 sign off.

Mast er He ri tage Logo

Mast er Date Logo

7 Mast er LA I Logo


SECONDARY LOGOS COLOURS AND SIZES Where space is limited and when clear stand-out and legibility is needed, it is recommended to use Ballantine's logo on its own. Cream on blue

Blue on cream

White gold on blue

White on cream

White on transparent

Blue on transparent

MASTERBRAND COLOURS The preferred Masterbrand logo should be printed as cream on a flat navy blue background. For a more premium print finish, the options of a blue logo on cream or a white gold logo on blue are also available.

ALTERNATIVE COLOURS These are alternative colour options which can be used when there are visibility challenges, or when the background can’t be blue or cream, e.g a photograph.

SIZES Please take note of the safe areas and minimum sizes recommended.

Lock up + Ballantine’s logo safe area

X X

Minimum size

35mm X

X

10mm

X

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SECONDARY LOGOS COLOURS AND SIZES Where required to add a further layer of historic or Prestige stature to the logo, the option is to use Ballantine's logo with Est'd 1827. Cream on blue

Blue on cream

White gold on blue

White on cream

White on transparent

Blue on transparent

MASTERBRAND COLOURS The preferred Masterbrand logo should be printed as cream on a flat navy blue background. For a more premium print finish, the options of a blue logo on cream or a white gold logo on blue are also available.

ALTERNATIVE COLOURS These are alternative colour options which can be used when there are visibility challenges, or when the background can’t be blue or cream, e.g a photograph.

SIZES Please take note of the safe areas and minimum sizes recommended.

Lock up + Ballantine’s logo safe area

Minimum size

X X

35mm X

X

12.4mm

X

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2. BALLANTINE’S SIGNIFIER


THE ROLE OF BRAND SIGNIFIERS A brand signifier is a visual identifier, often used to connect a brand across multiple touch points, and sometimes used in the absence of a logo. Signifiers can be particularly valuable in dark markets, where the advertising and logo usage is heavily restricted, but simple use of a brand signifier may be permissible. Many of the world’s leading brands invest heavily behind their signifiers, and apply them to powerful use in every consumer touch-point available.

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SELECTING OUR BRAND SIGNIFIER

Ballantine’s Crest

GBS Seal

Ballantine’s ‘B’

George Ballantine’s

We used to have many visual icons in our armoury that were used in various combinations and styles. As we moved towards a global brand footprint and to leverage the power of ‘STAY TRUE’, we needed to create greater recognition and immediate impact across all of our communication. We could have chosen from many of our icons, but the one that makes most sense, and the one that really has stood the test of time was scribed by George himself - his Ballantine’s B!

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OUR BALLANTINE’S SIGNIFIER The ‘B’ signifier has been created to look more complete - similar to a ‘hallmark’ as used in expensive jewellery and precious goods. The carefully crafted ‘B’ has been achieved by extending the top tail of the ‘B’ and creating a virtual circle to simulate a seal. The result is a stylish and elegant icon that we shall leverage to become what the world will recognise as indisputably Ballantine’s. NB: For local marketing initiatives on the Prestige range, please refer to the signifier in the Prestige Guidelines.

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CORE SIGNIFIER COLOURS AND SIZES MASTERBRAND COLOURS The preferred Masterbrand 'B' logo should be printed as cream on a flat navy blue background. For a more premium print finish, the options of a blue logo on cream or a white gold logo on blue are also available.

Cream on blue

Blue on cream

White gold on blue

White gold on cream

White on cream

White on transparent

Blue on transparent

White gold on transparent

The versions at the bottom use gold to add more sophistication.

ALTERNATIVE COLOURS These are alternative colour options which can be used when there are visibility challenges or when the background can’t be blue or cream, e.g a photograph.

SIZE Please take note of the safe areas and minimum sizes recommended.

Ballantine’s ‘B’ logo safe area

ARTWORKS for these logos are available on MyBrands and BrandCloud under the Masterbrand section.

Minimum size

X

10mm

9.8mm 2X

X

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SIGNIFIER AND STAY TRUE COMBINATION When the brand name can’t be used, or to reinforce branding while focusing on the Stay True message, the B signifier can be used in association with Stay True. Cream on blue

Blue on cream

White gold on blue

White on cream

White on transparent

Blue on transparent

MASTERBRAND COLOURS The preferred combination should be printed as cream on a flat navy blue background. For a more premium print finish, the options of a blue logo on cream or a white gold logo on blue are also available.

ALTERNATIVE COLOURS These are alternative colour options which can be used when there are visibility challenges or when the background can’t be blue or cream, e.g a photograph.

SIZE Please take note of the safe areas and minimum sizes recommended.

Lock up + Signifier logo safe area X X

2.1X

ARTWORKS for these logos are available on MyBrands and BrandCloud under the Masterbrand section.

0.3X X X

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3. BRAND COLOURS AND FONTS


COLOUR PALETTE MASTERBRAND COLOURS

Colour is a key part of our Masterbrand. There are two blues that make up the Ballantine’s core colour palette. Together they add mood and substance to the many backgrounds that you will see throughout these guidelines.

Pantone colour Pantone 289C C100 M60 Y0 K80 CMYK R0 G34 B68 RGB

Match to CMYK RGB

Usage: Positive logo on all PANTONE 289C

The other colours on the palette are selected to contribute to the premium feel. The recommended background colours are the navy blue - Pantone 289C and cream - Pantone 482C. They should be used as solid colour.

copy when printed on a light background. Single colour flat backgrounds should always print in this colour.

Match to PANTONE 295C

Pantone colour Pantone 482C C0 M12 Y20 K10 CMYK R218 G201 B181 RGB

PANTONE 482C

Match to 40% of pantone 482C Pantone colour Pantone 8382C

PANTONE 8382C

Usage: Reversed out Ballantine’s lock up and Gold ‘B’ Signifier. Colour to be used only on printed supports and when ever possible to print a special pale gold.

Usage: In combination with Pantone 289C when a variation in the tone of blue is required or in situations when Pantone 289C is considered too dark.

Match to CMYK RGB

Usage: Reversed out Ballantine’s lock up

Pantone 295C C100 M60 Y0 K60 R0 G47 B95

Pantone 482 (40%) C0 M6 Y10 K4 R240 G233 B225

Usage: Colour of the background used for the positive Masterbrand STAY TRUE logo and for printed applications: brochures, invitations, general paper brochures, invitations, general paper stock colour.

ALTERNATIVE COLOURS Usage: White can be used for a logo when there are visibility challenges or when the background can’t be blue or cream, e.g a photograph. WHITE

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TYPOGRAPHY The text in our Masterbrand lock up has adopted a condensed and modern typeface, which is Interstate. Here we show this typeface in several weights. For those countries that need to translate ‘STAY TRUE’ please use the Interstate typeface which can be purchased at www.linotype.com.

PRIMARY TYPEFACE Interstate Regular Compressed CAPS To be used for headings

ABCDEFGHIJKLMNOPQRSTUVWXYZ

Interstate Regular Compressed To be used for sub headings and captions

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Interstate Light Compressed To be used for sub headings and captions

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Interstate Light To be used for copy and captions

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Interstate Regular To be used for copy and captions

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Interstate Bold To be used for copy and captions

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 18


4. CHEVRON DESIGN


THE NEED FOR A CHEVRON DEVICE Our main masterbrand asset remains the B signifier and our Ballantine’s Stay True logo. However, inspired by the chevron label shape of Ballantine's Finest and Ballantine's 12 Year Old bottles, we aim to further leverage this chevron device as an additional asset. The chevron device should be used in the following situations: • in ATL for dark markets, when the bottle can't be featured on communications • for better stand-out in on and off trade • as a differentiating and recognisable activation name Applied as shown in the following pages, this should achieve better consistency across markets.

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MASTERBRAND CHEVRON The Masterbrand chevron integrates the Stay True Lock up and the B signifier together in a recognisable and differentiating way.

On blue – main usage

Reversed – for usage in light

Lock up + Ballantine’s logo safe area

Minimum size

Keyline – for usage in lighting in a dark environment

Markets have the possibility to use the Masterbrand chevron on communication assets – when the usage of the bottle is not permitted – and to make the lock up stand out more in on & off trade.

X

30mm

30mm

X

X

X

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FINEST CHEVRON The Ballantine's Finest chevron reflects the label design of the Finest bottle.

On blue – main usage

Reversed – for usage in light

Keyline – for usage in lighting in a dark environment

Markets focusing on Ballantine's Finest have the possibility to use a Finest chevron on communication assets – when the usage of the bottle is not permitted – and to make the lock up stand out more in on & off trade. This device could be used with other Ballantine’s chevron skus, e.g. Ballantine’s 12 or Ballantine’s Brasil, using the sku’s respective logo and colour code.

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FINEST CHEVRON - SIGNIFIER COLOUR The usage of the B signifier in red helps to drive recognition of the Ballantine's Finest bottle, and to drive further stand out of the chevron.

PRINT Original - Pantone 485C Pantone colour CMYK

Since Pantone 485C looks a little too bright for screen, we recommend using a slightly darkened red version for screen.

Pantone 485C C0 M96 Y100 K0

PANTONE 485C

SCREEN R188 G41 B28 RGB screen colour

R188 G41 B28

R188 G41 B28

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ACTIVATION NAME CHEVRON We are conscious that for new activations, having the logo within a chevron shape can drive better stand out and recognition. It is also important for the activation name to be associated with Stay True, as we still need to support the message of our communication platform.

On blue – main usage

Reversed – for usage in light background

Keyline – for usage in lighting in a dark environment

For this type of logo, we recommend the following design composition, and encourage wording to be kept short - two words maximum - and slightly bigger than Stay True for legibility. We have taken the example of an existing activation - Music Rooms - to show how the logo would look.

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VISIBILITY CHALLENGE When a cream on blue logo doesn't stand out enough, there is the option to use an alternative colour option for the chevron device, with a white logo on blue background.

White on blue - Masterbrand chevron

White on blue - Finest chevron

White on blue - Activation chevron

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ON TRADE EXAMPLE Shown here, the new chevron lock up combines harmoniously with the B and adds more depth to the communication of Ballantines.

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If you have any other questions, please contact: Mathilde Robelin Mathilde.Robelin@pernod-ricard.com

Ballantine's masterbrand guidelines  
Ballantine's masterbrand guidelines  
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