GRAPHICAL GUIDELINES
DESPERADOS ORIGINAL LOGO
LOGO’S INVARIABLE AND UNCHANGEABLE COMPONENTS • The medals • Desperados Font • The baseline Tequila flavoured Beer
DESPERADOS LOGO THE MEDALS
DESPERADOS FONT
BASELINE
COLOURS • The colours of the logo are as follows: Desperados font and brand block’s shadow are in PMS BLACK C screened at 20% (or 30%)
OPTIMAL 3 PMS VERSION To be used in priority on all supports, posters, publications, press ads, POS, etc... SIMPLIFIED 3 PMS VERSION To be used when printing and/or production constraints do not allow gradients. (POS branding,screen printing, t-shirts, etc...)
REDUCED SIMPLIFIED 3 PMS VERSION To be used with simplified medals on very limited surfaces (less than 30 mm wide). This version of the logo must be used. Textile branding (bags, hats, belts, etc).
DESPERADOS ORIGINAL LOGO Brand block rouille
DON’T
Modifiable colours
Separable components
Deformable components
Use on a highly patterned background
Modifiable fonts
Use without baseline
Reclining components
use the old logo
All components are not separable
Logo typeface cannot be modified
DESPERADOS ELEMENTS - THE WALL
YELLOW WALL DETAILS
YELLOW WALL
BLACK WALL DETAILS
SIMPLE WALLS (YELLOW & BLACK) YELLOW WALL : Use the yellow wall as the base. YELLOW WALL DETAILS : Add the detail of the second yellow wall on one of the extremities of the base wall. Place the wall in function of the message. BLACK WALL DETAILS : Add the black wall on the surface. Note: the black wall cannot take more than 15 to 20% of the total surface of the support.
DESPERADOS ELEMENTS - MACARON
70%
40%
PSD: Color burn or Screen
100%
Pochoirs
- Can be used on all designs of the Desperados brand. - The macaron must stay visible as much as possible at all time. - When used as a principal element, the macaron must stay whole (no cuts in the macaron). - When used as a graphic element, the macaron can be altered in transparence or with the Photoshop effects “Colour burn” or “Screen”. - The Macaron Stencil: can be used during all events to highlight the street art aspect of the brand (e.g. customization of the POS, Pimp my tent). - Note: when the macaron is cut, the beginning of the macaron must always be visible.
PHOTO BARIL
PHOTO DESPE ROOM
DESPERADOS ELEMENTS - BOTTLES
Corporate Bottle
Graffiti Bottle
Stencil Bottle
Corporate Bottle: to use on all supports destined to promote the brand, above the line. Above the line means all supports that reach the mass, meaning TV, radio, print and internet. The bottle has to be recognizable without any added element. It is prohibited to intervene with the visibility of the bottle. Graffiti Bottle: is used for below the line communication; this is communication that targets a specific, limited group of people. For example: during short term projects, special events or party nights. The graffiti has a more urban look&feel and is used on supports and during projects where creativity and urban is central. a rotation of 15° max. is allowed with this bottle. Stencil Bottle: only use to support a graphic design or the background, never to be used as the principal bottle.
Une bière brassée avec savoir se déguste avec sagesse
DESPERADOS - BACKGROUND & FACEBOOK LIKE
Graffiti Splashes
Graffiti Line
INVARIABLE AND UNCHANGEABLE COMPONENTS Graffiti Splashes: to use on the background with the function to personalize and add a shifted aspect to the design. Note: this is a graphic element. It cannot under any circumstances interfere with the visibility and the clarity of the main message. Graffiti Line: to use to reinforce a simple message (e.g. date on a flyer). This element also helps to reinforce or contrasts the shoulder of the bottle in a more complex composition.
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DESPERADOS ELEMENTS - FONTS
ROCKWELL IS USED FOR TEXTS : - written in full sentences, - where the message is complex, - where the readability of the message is essential.
VERY DAMAGED IS USED FOR: - titles, - dates, - short messages (max. 8 words), - parts of the message that have to stand out (the eye-catcher).
DESPERADOS - CREATE THE BACKGROUND STEP 01: COMPOSE YOUR WALL
STEP 02: ADD THE BLACK WALL
STEP 03: ADD THE BACKGROUND ELEMENTS
DESPERADOS - CREATE THE BACKGROUND STEP 04: ADD THE LOGO
STEP 05: ADD THE BOTTLE
STEP 06: ADD ARNOLDUS CODE AND START TO WRITE YOUR MESSAGE
ARNOLDUS CODE
Advertisements in newspapers, magazines and weeklies, have to include the following educational slogan: “Bier met liefde gebrouwen, drink je met verstand.” ; and in French: “Une bière brassée avec savoir, se déguste avec sagesse”. Placement: At the bottom of the advertisement space, horizontally and as a part of the visual.
Font: Arial - italic Color: Positive or negative - clearly distinctive of the background color. Minimal font size: A4 2/1: 4mm A4 1/1: 3mm. Other formats: proportionally with a minimum of 5mm Advertisements on billboards, abribus, have to include the following educational slogan: “Bier met liefde gebrouwen, drink je met verstand.” and in French: “Une bière brassée avec savoir, se déguste avec sagesse”. Placement: At the bottom of the poster, horizontally and as a part of the visual.
Font: Arial - italic Color: Positive or negative - clearly distinctive of the background color. Minimal font size: Abribus: 25mm 10m2: 45mm. 20m2: 60mm Advertisements on television, in cinema and on the internet have to include the following educational slogan: “Bier met liefde gebrouwen, drink je met verstand.” and in French: “Une bière brassée avec savoir, se déguste avec sagesse”. Placement: At the bottom of the screen, horizontally and as a part of the visual.
Font: Arial - italic Color: Positive or negative - clearly distinctive of the background color. Minimal font size: In proportion to the height of the visual - 5% Duration of the slogan: For spots with a duration of more than 10 seconds: a minimum of 5 seconds. Advertisements on radio have to include the following educational slogan: “Bier drink je met verstand.” and in French: “Une bière se déguste avec sagesse”. Placement: The educational slogan: “Bier drink je met verstand.” and in French: “Une bière se déguste avec sagesse”, will be pronounced at the end of the spot. This regulation does not count for radio spots that last less than 10 seconds.
DESPERADOS - THE TEAM MAKE UP & HAIR
Rock and alternative attitude
Smoky Eyes
Iroquoi and Punk hair
DESPERADOS - THE TEAM STYLE
DESPERADOS - CONTACT
LIES EECKMAN BU Manager Fun & Cool M. +32 (0)499 59 92 58 lies.eeckman@alken-maes.com NV Brouwerijen Alken-Maes Brasserie SA Blarenberglaan 3C, bus 2 - B-2800 Mechelen F. +32(0) 15 30 94 00 www.alken-maes.be ANNE CLAIRE OUTTERS Fun & Cool Marketing M. +32 (0)477 99 11 64 lies.eeckman@alken-maes.com NV Brouwerijen Alken-Maes Brasserie SA Blarenberglaan 3C, bus 2 - B-2800 Mechelen F. +32(0) 15 30 95 18 www.alken-maes.be
MEMBER OF THE HEINEKEN GROUP