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03 Intro 05 Our Logo 07 Not our Logo 09 Colors 11 Icons 13 Typography 17 Product
04 Intro
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Picnic is a subsidary of Cline Cellars. A family owned and operated winery located in the Carneros wine appellation of Sonoma County, California that specializes in Zinfandels and French Rhône-style wines. Picnic will be sold in supermarkets across the country. It’s the perfect value-priced table wine.
“Picnic is a blend of red flavors harvested in California. It is a young, full-flavored and spicy spirit, though at the same time mature and rich with nostalgia.” — Fred Cline, Propietor
Our Roots Run Deep In the latter part of the 1800s, Oakley, Contra Costa County was a booming farming community with thousands of acres of orchards and healthy vineyards. Fred Cline’s maternal grandfather, Valeriano Jacuzzi of pump and spa fame, called this place home. On summer visits to his grandparents, Fred learned both the love of agricultural life and the mysteries of vinifying grapes into wine. These lessons led Fred to obtain a degree in Agriculture Management from U.C. Davis. In 1982, with an inheritance from his grandfather, Fred founded Cline Cellars near Oakley, California. Here, he preserved and restored many ancient vine sites to their rightful reign as premier California wine lands. In 1991, Fred and his wife Nancy relocated the winery from Oakley to the Carneros region of Sonoma County on a graceful and historic 350-acre estate with new vineyards and facilities.
While much of the cool Carneros region is planted to Chardonnay, Pinot Noir and Merlot, Fred pioneered the planting of Rhône varietals including Syrah, Viognier, Marsanne and Roussanne. Over the years, Fred’s innovation has consistently resulted in some of northern California’s most distinctive Rhône-style wines and intense, flavorful Zinfandels, many of them with 90+ point ratings from Wine Spectator. Wine & Spirits called our Ancient Vines Mourvèdre “one of the top 100 values,” and in 2011 Robert Parker Jr. wrote in the Wine Advocate, “this is the finest portfolio of value-priced wines from Cline Cellars that I have tasted to date.”
06 Our Logo
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fig. 01
Our logo reflects both our history and passion for tradition. Keep it simple.
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fig. 01 Picnic is fixed on a26째 angle. Please observe the clear space around the logo to maximize visual effectivenes. While Picnic is x, the space should be 1/5 or .2 times x.
fig. 02
fig. 02 When used on a white background, our logo can be used only on Picnic reds. When it comes to using black and white, our logo is never on complete black, please follow Picnic grays.
fig. 03 If our logo has to be placed on a dark background, the options for the background are also limited by following our reds. A slight drop shadow can be used when Picnic is white.
fig. 03
26째
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08 Not our Logo
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fig. 01
X fig. 02
Remember: Our logo reflects both our history and passion for tradition.
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fig. 01 You may not try to angle it to a straight arrow. That’s an incorrect position.
fig. 03
fig. 02 Remember our logo is fixed on a perfect 26° angle? Not more or less.
X fig. 03
fig. 04
Just because we use red it doesn’t mean we use any red. Make sure you folllow our color palette.
fig. 04 Avoid resizing it and shrinking our logo either horizontally or vertically, it’s just bad taste.
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10 Colors
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fig. 01
We use three different hues of red, but not just any red, Picnic reds. CMYK= 12/92/92/3 RGB= 208/57/46 HEX= D0392E
CMYK= 0/87/100/0 RGB= 239/72/34 HEX= EF4822
CMYK= 28/99/100/33 RGB= 2135/25/25 HEX= 871919
CMYK= 69/62/61/52 RGB= 57/58/58 HEX= 393A3A
CMYK= 59/51/50/19 RGB= 104/104/104 HEX= 686868
CMYK= 21/16/17/0 RGB= 200/200/200 HEX= C8C8C8
fig. 01 These are our primary colors, used mostly on our logo. A bright red, a red orange and a darker red.
fig. 02
fig. 02 These are our secondary colors, mostly used for copywritting. A fine selecation of grays.
12 Icons
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fig. 01
Our Icons reflect our look as a young wine brand. They are handpainted with beautiful watercolors.
fig. 01 Although these icons are not part of the main label, they’re still usable for other media like our website, ads, business cards, etc.
14 Typography
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fig. 01
Judson Medium ABCDEFGHIJKLMNOPQRSTUV WXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Our primary font is Judson. A serif typeface that expresses our traditional side.
Judson Bold ABCDEFGHIJKLMNOPQRSTUV WXYZ abcdefghijklmnopqrstuvwxyz 1234567890
fig. 01 Judson Medium is our font for copy, our back label also uses this font. These are the variations of our font: Medium, Bold, Italic.
Judson Italic ABCDEFGHIJKLMNOPQRSTUV WXYZ abcdefghijklmnopqrstuvwxyz 1234567890
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16 Typography
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fig. 01
Univers 55 Roman ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Our secondary font is Univers. This typeface shows our modern side, mostly used to contrast our traditional side.
Univers 65 Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
fig. 01 Univers is used for sub-headlines or for descriptors. Use it simply to contrast our primary typeface.
Univers 55 Oblique ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
Aa
18 Product
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fig. 01
This is Picnic, an affordable yet tasteful wine brand. Picnic is traditional and modern, it is playful yet refined.
fig. 01 Our front label reveals our logo, California Red Wine and the year it was bottled. Our back label has some information about the wine as well as the general use of Government Warning.