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identity guidelines
William crawford and william beamish started brewing stout in 1792. That makes beamish stout over 220 years old. much has changed in these two centuries but, In keeping with this amazing heritage and brewing tradition, the new beamish brand's mission is still to brew premium quality, original irish stout out of only 100% natural ingredients sourced from irish suppliers. Our vision is to become ireland's leading craft stout brewery.
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introduction the beamish brand manual is designed as an easy-to-follow guide that communicates the brand identity and helps you use the critical components of this manual effectively and correctly. The various elements of the identity system are illustrated, and their specific usage is described to be relevant to a wide range of communication applications. The effectiveness and success of the corporate identity, however, depends entirely on its consistent implementation. It is imperative to adhere to these guidelines to ensure that the brand continues to convey its message of being a premium craft stout brand, to all its audiences. At the same time, there is scope for flexibility in certain applications. Ceo william hayes marketing director thomas o riley design enigma studio
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contents 1.0 SIGNATURE
2.0 brand elements
3.0 Applications
1.1 Signature Architecture
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2.1 Color Palette
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3.1 Stationery
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1.2 Clear Space & Minimum Size
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2.2 Typography
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3.2 Packaging
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1.3 Signature Variations
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2.3 Photography
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3.3 Ephemera
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1.4 Logo Colour Palette
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2.4 Tone of Voice
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3.4 Vehicle Livery
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1.5 Unacceptable Uses
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1.0 SIGNATURE
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1.1 SIGNATURE architecture A signature is an entity composed of a symbol and a logotype arranged in a specific and balanced configuration. The Beamish signature is the product of proportional and specifically aligned elements. It is imperative that the signature is used as specified in this manual. Altering of any of the elements in the signature artwork is prohibited.
SYMBOL
LOGOTYPE
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1.2 Clear space & minimum size To ensure that the Signature is clearly visible and easily distinguishable, an area of clear space is required all around the Signature to keep it free from any other visual distraction or interference. In both the vertical and horizontal presentations, the clear space should be equal to the height of the smaller lozenge element in the symbol. In order to maintain full legibility of the Signature it must not be reproduced below a certain size. The minimum size of the Signature for printed materials is 34 mm x 25 mm. For online applications, the logo should never appear smaller than 106 x 74 pixels at 72 dpi.
CLEAR SPACE
34 mm / 106 px
MINIMUM PRINT SIZE
25 mm / 74 px
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1.3 SIGNATURE variations When space or size is an issue the full signature can be substituted by the symbol on its own (A). We have also prepared a simplified version of the signature (B) that is based around the logotype and a stamp version of the symbol (C) that can be useful for promotional materials. Clear space restrictions apply.
B
C
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1.4 Logo Colour palette The colors of the Beamish signature are simple: Rich Black like the deep color of our stout (to be used on light backgrounds) and Soft White like the delicate head of a fresh pint (to be used on dark backgrounds). The logo must always have good contrast with the background to ensure maximum impact and legibility.
PANTONE BLACK C C75 M68 Y67 K90 R0G0B0
C0 M1 Y1 K0 R 254 G 254 B 250
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1.5 unAcceptable uses
DO NOT STRETCH OR NARROW THE LOGO DISPROPORTIONATLY
Incorrect use of the Beamish logo compromises its integrity and effectiveness. The examples of logo misuse presented here are not comprehensive; they are only a small sample of possible misuses of the Beamish logo. To ensure accurate, consistent reproduction of the Beamish logo, never alter, add to, or attempt to recreate it. Always use the approved digital artwork.
NEVER USE THE SIGNATURE ON IMAGES/PATTERNS THAT DO NOT HAVE SUFFICIENT CONTRAST TO ENSURE READABILITY
DO NOT CHANGE THE COLOR OF THE SIGNATURE OR USE PATTERN FILLS
DO NOT CHANGE THE PROPORTIONS OF THE SIGNATURE ELEMENTS
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2.0 brand elements
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PANTONE BLACK C C75 M68 Y67 K90 R0G0B0
2.1 color palette The primary color palette associated with the Beamish brand is BLACK and WHITE and all the shades in between. This palette was inspired by the decadent colors of the stout itself. To allow for variety and flexibility in promotional materials and packaging, we have put together a supporting colour palette. These colors can be used in any combination as long as the integrity of the brand is not diminished. It is suggested that the colors be used as an addition to the black and white color palette, to create emphasis or set a tone rather than take center stage. Please note: The colors shown throughout this manual are not necessarily accurate representations due to limitations of the printer. Always refer to actual color swatches when matching colors.
PANTONE BLACK C 80% C60 M54 Y54 K72 R 51 G 51 B 51
PANTONE BLACK C 60% C45 M41 Y40 K54 R 102 G 102 B 102
PANTONE DS 126 1C C22 M100 Y73 K12 R 176 G 31 B 62
PANTONE DS 5 1C C1 M42 Y99 K0 R 248 G 161 B 30
PANTONE DS 315 1C C59 M42 Y100 K38 R 85 G 92 B 38
C0 M1 Y1 K0 R 254 G 254 B 250
PANTONE BLACK C 20% C15 M14 Y13 K18 R 204 G 204 B 204
PANTONE BLACK C 40% C30 M27 Y27 K36 R 153 G 153 B 153
PANTONE DS 241 1C C71 M41 Y46 K11 R 83 G 120 B 123
PANTONE DS 137 1C C51 M86 Y52 K49 R 85 G 36 B 57
PANTONE DS 32 1C C13 M73 Y95 K2 R 201 G 95 B 45
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2.2 TYpography
CUBANO
Typography can be a powerful brand tool when used consistently. We have chosen a set of three custom typefaces, that best represent our brand and express our values, to be used for promotional purposes. CUBANO is a good typeface to be used for headings and bold statements. CALGARY SCRIPT is good for subheadings and secondary messages.
CALGARY SCRIPT OT
BLANCH CAPS is meant for body copy on promotional material. All typefaces are available for download on www. beamish.ie/corporate/typefaces. BLANCH CAPS
the quick brown fox jumped over the lazy dog! 1234567890
The Quick Brown Fox Jumped Over The Lazy Dog! 1234567890
the quick brown fox jumped over the lazy dog! 1234567890
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2.2 Typography ctnd. To ensure consistency throughout our corporate communications we have chosen FUTURA LT to be our representative typeface. FUTURA LT is a contemporary, simple and readable typeface, suitable for many types of communications. It offers a variety of weights and styles and gives room for expression and creativity.
Futura LT Bold
Futura LT Heavy
All corporate (both internal and extarnal) correspondence should be set in this typeface. All typefaces are available for download on www. beamish.ie/corporate/typefaces.
Futura LT Regular
Futura LT Light
The Quick Brown Fox Jumped Over the Lazy Dog! 1 2 3 4 5 6 7 8 9 0 The Quick Brown Fox Jumped Over the Lazy Dog! 1 2 3 4 5 6 7 8 9 0 The Quick Brown Fox Jumped Over the Lazy Dog! 1 2 3 4 5 6 7 8 9 0 The Quick Brown Fox Jumped Over the Lazy Dog! 1234567890
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2.3 photography Photography is a powerful and dynamic tool. The imagery we use should communicate our core brand message and help portray Beamish as a premium craft stout brand with over two centuries of brewing experience. Photography Guidelines: • • •
Only use high contrast black & white imagery Only use images that are relavant and add value Only use high quality images and reproduce at print quality of min. 300 dpi
We have put together an extensive library of images that are ready to use and are are available for download on www.beamish.ie/corporate/photography.
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2.4 tone of voice The tone of voice is simply the ‘personality’ of our brand as expressed through the written word. The tone of voice governs what you say in writing, and how you say it. Establishing a proper ‘voice’ gives an impression of solidity, trustworthiness and honesty and makes communication congruent. The Beamish Brand Tone of Voice: • • • •
Honest Passionate Friendly Crafty
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3.0 applications
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3.1 stationery Stationery is a primary means of communication and it is essential that every application be a consistent reflection of our identity. All corporate stationery has been designed to promote the brand. Please ensure you use the appropriate templates when reprinting any stationery items. All stationery is produced with black ink only. No other colors are used in any stationery application for the Beamish brand. The typeface for any written communication is Futura LT set at 10 pt. Microsoft Word letterhead and compliment slip templates are available for download from www.beamish.ie/corporate/templates.
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3.1 stationery cntd. Our envelopes also represent and promote our brand. Please ensure you use the appropriate templates when reprinting any stationery items. Templates are available for download from www. beamish.ie/corporate/templates.
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80 mm
3.1 stationery cntd. The business card is an important expression of the brand and is a frequently used communication item.
50 mm
Our businesscards have been carefully designed to represent our brand. Please refer to the template provided in our downloads section when reprinting, reproducing or creating new cards. Templates are available for download from www. beamish.ie/corporate/templates.
T: M: E:
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3.2 Packaging
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3.3 Ephemera
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3.2 ephemera Ctnd.
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3.4 vehicle livery
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For questions and queries regarding the Beamish Brand please contact the Marketing Department:
T: +353.21.9267845 F: +353.21.9260840 E: marketing@beamish.ie To download corporate guidelines, typefaces, document templates and other materials go to: www.beamish.ie/corporate