Licensing Style Guide
The Peel Story
Small car, Big a’Peel In 1962, the World’s Smallest Car was manufactured on the Isle of Man by the Peel Engineering Company. At only 54in (1372 mm) long and 41in (1041mm) wide, the Peel P50 is officially the “World’s Smallest Production Car,” a title it has held for nearly 50 years. A fresh new breath of life was injected into Peel when it was acquired by car enthusiasts Gary Hillman and Faizal Khan. They re-invigorated the brand originally established by Peel founder Cyril Cannell. The two businessmen have worked together to manufacture the Peel P50 and Peel Trident. They put the cars and the brand back into the public eye, highlighting its unique British quirkiness and size. Once again in production, they now have an environmentally friendly electric motor, reverse gear and are trendy for today’s retro aficionados who like practical gadgets and have a sense of humour.
Seats one adult +ag shopping b
The History
Small beginnings, BIG story Handbuilt in Great Britain, the Peel brand epitomises British pioneering creativity of the 1960s. The 1960s was a decade of brilliance, innovation, style and revolution: - First communications satellite was launched 1962 - First Concorde prototypes built in 1965 - The first widely sold computer was introduced 1965 - Man first landed on the Moon in 1969 - It was also the decade that Thunderbirds was aired‌ The Peel brand celebrates British originality and humour with a strong retro style. Feel good and fun – small and perfectly formed.
The Publicity
Little package, big noise
X-Factor
The little Peel cars have been splashed all over the media.
Simon Cowell arrives in a helicopter and takes the stretch limo back to the studio, while Holly Willoughby takes the
From TV to tabloids, broadsheets to marketing campaigns, always prominent and causing a stir wherever it goes, the Peel brand has been watched by millions of people all over Britain, Europe and the World. Here’s just a taster of where we’ve been...
Peel P50 in the rain.
The Publicity
The little & large show The Peel P50 was featured on the BBC’s ever popular Top Gear. Jeremy Clarkson crams his huge body, all 6’5” of it, into the tiny little car and drives it to work, around the BBC TV centre, up in the lift and right into the office… The footage and Jeremy Clarkson’s commentary is hilarious. The Peel P50 episode has been voted one of the funniest episodes on Top Gear and is now featured in the opening
“ Funniest Top Gear ever!”
credits of the latest shows. “. . . ultimate in personal mobility”
Jeremy Clarkson 6 ft 5 (196 cm) tall
Over 2 million views on You Tube!
The Publicity
Smallest pitch, biggest impact
“Highest rated and most watched of the BBC Dragons’ Den episodes”
Gary and Faizal appeared on Dragons’ Den to pitch for investment. They secured £80,000 from James Caan who now also has one of each of the Peel models. Raising further awareness of the brand and the cars, the Peel pitch attracted well over a million viewers and remains one of the highest rated and most watched of the BBC Dragons’ Den episodes.
“As a British made product, Peel encompasses traditional values and manufacturing. Not only will there be plenty of people who want to own a piece of history by having a Peel but the brand is ideally placed to expand into a larger product range.”
- James Caan
The Publicity
Worldwide showcase The mighty Peel cars from Great Britain are also seen by over 15 million visitors every year across the world including London and New York. A franchise deal is in place with one of the world’s leading family attractions, Ripley’s Believe It or Not, which has thousands of astonishing and unusual artefacts collected from the far-corners of the world.
Guinness Book of Records The Peel P50 is officially the “World’s Smallest Production Car”, a title it has held for nearly 50 years.
World’s tallest man 2.72 m/ 8.9 ft Peel P-50 Height 1.2m/3.9 ft
The Brand Overview
The brand overview British humour and style with a retro vibe. Funky, quirky and different, the Peel brand is loaded with an original spin.
British Heritage
quirky
Small
60s
Colourful
Fun
unique
The Peel brand is brimming with retro style and the groove of the 60s. A British brand with a cheeky side – be part of it.
The Licensing Opportunity Photograph
The USP - Wheel-a-Peel Peel is an engagingly original brand that’s iconic and fun. Core demographic are guys 18+, with a secondary market of kids. The Peel licensing programme was inspired by the strong colour, distinctive graphics and imagery of the Peel cars and logos. Peel – idiosyncratic and cool. Conjuring the retro beat of the 1960s. The Peel brand shouts individuality. Little car – BIG market
I hope she doesn’t want a lift home
Core imagery visual concepts
Photography
Introducing the WORLD’S SMALLEST CAR™
p50 blue front 01.psd
Length:
54in/ 1372mm
Height:
47in/ 1200mm
Width:
41in/ 1041mm
Weight:
130 lb/ 59kg
Seats:
1
Speed:
28mph
Specification:
Fully road legal in the UK
p50 red front 07.psd
Photography
p50 blue angle 02.psd
p50 blue back 03.psd
p50 blue side 05.psd
p50 blue side 08.psd
p50 blue back angle 04.psd
p50 red angle 06.psd
Photography
Introducing the
THE P50’S BIG SISTER... Length:
72in/1829mm
Width:
42in/ 1067mm
Weight:
198lb/ 90kg
Seats:
2
Speed:
45mph
Specification:
Fully road legal in the UK
Trident front 01.psd
“It’s like something out of the Jetsons!” James May - Top Gear
Photography
Trident side 02.psd
Trident back 03.psd
Trident front close crop 04.eps
“A terrestrial flying saucer” When first produced the Trident retailed for £190 in 1965 and was advertised as “almost cheaper than walking.”
Trident front 05.psd
Trident side 06.psd
The inspiration - 60s art
pop car Andy Warhol inspired art
wheel-a-Peel 60’s advertising inspired Buy one, get one seat
paint splatter Jackson Pollock inspired art
geometric Bridget Riley inspired art
Comic book British comic inspired art
the trident caught BETTY’S eye . . .
hmmm . . . More compact than my mirror!
Supporting imagery graphics & icons
The Logo
Please don’t! Primary Logo Luckily, the Peel car comes with this great retro logo, designed in the 1960’s. The simplicity of it means it can be placed on light and dark backgrounds and still stand out. Use with care on dark or Please don’t hide on busy backgrounds.
clashing backgrounds like blue or green. If it doesn’t work, try the white one. This logo is perfect for embroidering on apparel and labels.
White version to be used only when the red isn’t working.
Please don’t change the colour.
Both models have their own ID. See page 8-9 to make sure you have the right car with the right logo
Please don’t stretch, warp, distort, blur, add bevels, perspective or drop shadows!
graphics & icons
The Licensing Logo Photograph
Licensing
Made in GB logo
This logo is to be used on packaging,
This British seal should be used as a
labels and swing tags for licensed
stamp of authentication.
product. While the simple Peel logo will look great on the product itself.
graphics & icons
Phrases & Slogans
POWER TO THE PEEL
Keep it Peel
Feel the Peel
I drove the world’s smallest car
My other car’s in the boot...Peel P50
Drive the legend
The Original Pop-Car
BLIMEY!
buy one, get one seat
A-Peeling I suffer from small car syndrome
i
graphics & icons
Small car syndrome
Small car BIG appeal
Buy one, at get one se
World’s Smallest Car
Three wheeling
peeled!
Driving legend
Small is cool
CRIkeY!
Wheel-a-Peel Hand built in Great Britain
being small
wheel-a-peel
Small car syndrome
Icons
graphics & icons
Typography
Primary font
Chalet Comprime (Los Angeles) abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz 1234567890!@£$%^&*()_+?<>
Chalet Comprime (Cologne Sixty) abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz 1234567890!@£$%^&*()_+?<>
Chalet Comprime (Milan Sixty) abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz 1234567890!@£$%^&*()_+?<>
Font used in speech bubbles
Bodycopy font for small copy
komika hand
Futura (book)
abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz 1234567890!@£$%^&*()_+?<>
abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz 1234567890!@£$%^&*()_+?<>
All fonts can be obtained from fonts.com
graphics & icons
Colours
Jet Engine Black
Trident Red
P50 Blue
Retro Blue
C-0 M-0 Y-0 K-100 RGB: 0-0-0 Pantone: Black
C-0 M-98 Y-98 K-6 RGB: 223-35-35 Pantone: 485 C
C-85 M-24 Y-0 K-0 RGB:0-15-215 Pantone: 299 C
C-90 M-60 Y-22 K-7 RGB: 34-97-143 Pantone: 2945 C
British Racing Green
C-80 M-50 Y-90 K-60 RGB: 30-57-31 Pantone: 567 C
Airfix Yellow
C-0 M-10 Y-100 K-0 RGB: 255-221-0 Pantone: 109 C
60s Tan
C-12 M-55 Y-85 K-10 RGB: 200-122-58 Pantone: 723 C
Peel Retro Cream
Ice White
C-2 M-2 Y-10 K-0 RGB: 248-244-228 Pantone: 7499 C
C-0 M-0 Y-0 K-0 RGB: 255-255-255
graphics & icons
Graphics
P50 outline.ai
P50 exploded.ai
Trident outline.ai
graphics & icons
Graphics
P50 inside average car.ai
Airfix car components.psd
Jeremy CLarkson silhouette.ai
graphics & icons
Graphics
Graphics 1.psd
graphics & icons
Graphics 2.psd
Graphics
Graphics 3.psd
Graphics 4.psd
graphics & icons
Later that day. . . but darling, where are you? iâ&#x20AC;&#x2122;ve been waiting for ages!
Merchandise product inspiration
Pop Car
Pop Car
pop1.psd
pop2.psd
pop3.psd
pop4.psd
pop5.psd
pop6.psd
pop7.psd
pop8.psd
product inspiration
Pop Car
product inspiration
Pop Car
product inspiration
Pop Car
product inspiration
Wheel-a-Peel
Wheel-a-Peel
Wheel-a-Peel1.ai
product inspiration
Wheel-a-Peel2.ai
Wheel-a-Peel3.ai
Wheel-a-Peel4.ai
Wheel-a-Peel
product inspiration
Wheel-a-Peel
product inspiration
Wheel-a-Peel
product inspiration
Paint Splatter
Paint Splatter Paint 1.psd
Paint 3.psd
product inspiration
Paint 2.psd
Paint 4.psd
Paint 5.psd
Paint 6.psd
Paint Splatter
product inspiration
Paint Splatter
product inspiration
Paint Splatter
product inspiration
Paint Splatter
product inspiration
Paint Splatter
product inspiration
Geometric
Geometric
Geo1.ai
Geo 2.psd
Geo 3.ai
Geo 4.psd
Geo 5.ai
Geo 6.ai
Geo 7.psd
Geo 8.ai
product inspiration
Geometric
product inspiration
Geometric
product inspiration
Geometric
product inspiration
Geometric
product inspiration
Geometric
product inspiration
Comic
Comic Comic 1.ai
Comic 3.psd
product inspiration
Comic 2.ai
Comic 4.psd
Comic 5.psd
Comic 6.psd
Comic
product inspiration
Comic
product inspiration
Comic
product inspiration
Comic
product inspiration
Comic
product inspiration
Actual size
Special Edition Designs
1:1 Actual Size! Why not try this range?
product inspiration
Actual size
product inspiration
meanwhile in the p50 . . .
come on old chap, letâ&#x20AC;&#x2122;s try and make it for supper
Merchandise product packaging
Product packaging
Product packaging
Copyright, approvals & contact Licensees must submit all products and packaging featuring the licensed imagery and/or logos to JELC Ltd for review and written approval during the development stages prior to production. All support material for each product must also be submitted for approval at each stage of production including, but not limited to, brochures, POS and sales materials, advertisements and promotional items.
Approvals to be sent to:
Licensing agent:
Copyright:
Catherine Hewes
JELC Ltd
Š Peel Engineering Ltd 2011
E: approvals@jelc.co.uk
Jane Evans - Director
T: +44 (0)1225 819030
M: +44 (0)7802 218798
Licensed by JELC
F: +44 (0)1225 819022
T: +44 (0)1225 819030
Rudloe Court Rudloe Corsham Wiltshire SN13 0PG
E: jane@jelc.co.uk www.jelc.co.uk
All rights reserved. To find out more about Peel Engineering go to: www.peelengineering.co.uk
Style guide designed by Lavish Rights www.lavishrights.com
Information
alas the time came to say goodbye . . .
I love my new squeeze!
Cheerio!