TABLE OF CONTENTS
BUCKWILDE BRAND STANDARDS GUIDE
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TABLE OF CONTENTS
I. INTRO 3
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“We love making whiskey almost as much as we love drinking it.�
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TABLE OF CONTENTS
I. Intro
III. Products
05 Table of Contents
22 Bottles & Packaging
07 Who We Are
24 Paraphernalia 26 Clothing
II. Brand Standards
IV. Documents
10 Logo
30 Stationery Overview
12 Logo Variations
32 Business Cards
13 Logo Limitations
33 Letterhed
14 Spacing
34 Envelope
16 Colors 18 Typography 5
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WHO WE ARE
Slainte! At Buckwilde, we love making whiskey almost as much as we love drinking it. We’re a distillery based in Dundalk, Ireland, and quality is our top priority for our customers. We know working folk are busy, so our whiskey is a product designed and distilled to bring the classic feel of the pub to the people. Buckwilde is a cost-saving alternative to the expensive and age-old habit of going downtown without sacrificing the taste of a delicious Irish drink. We pride ourselves on our ability to create a drink that competes with the flavors of other famous brands without competeting with people’s time or paychecks. Stay in, grab a drink, and go buckwild.
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TABLE OF CONTENTS
II. BRAND STANDARDS 9
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W BUCKWILDE IRISH WHISKEY
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Inspiration
LOGO
Our company name and logo were inspired by the late great Irish Elk. The Irish Elk is extinct now, but once was the largest deer to ever roam the planet. It populated many parts of Europe, but was especially populous on our tiny Irish isle. The Irish Elk’s astounding antlers are what distinguish it from many other deer still around today. Its unique curvatures and jagged points make it instantly recognizeable. They are a symbol of great strength that inspires Buckwilde’s taste and brand. Our logo takes the unique shape of the elk’s antlers and simplifies them a bit by reducing the number of points, and incorporating them into a modified ‘W’ from our wordmark.
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Original stacked logo Used for official packaging, products, stationery, and promotional materials
BUCKWILDE IRISH WHISKEY
Horizontal logo with wordmark or text Used when available vertical space is limited
Stand-alone logo without wordmark or text Used for aesthetics as decorative extractable or on products for sale.
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BUCKWILDE IRISH WHISKEY
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LOGO VARIATIONS & LIMITATIONS
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BUCKWILDE W
Do not stretch, squash, scale or manipulate the logo in any way that does not keep its original dimensions.
Do not place any text, whether it be the official wordmark or other copy, over the logo.
Do not place the logo over dark or cluttered images; do not place the logo on an image so that it occupies the majority of the space.
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W Stacked Logo “Buckwilde” always spans the full width of the logo. “Irish Whiskey” always spans the width between the U an D in “Buckwilde”. The space between the bottom of the logo and the top of “Buckwilde” is the x-height of the “Buckwilde” type. The space between “Buckwilde” and “Irish Whiskey” is half the x-height.
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x BUCKWILDE IRISHxWHISKEY
Minimum Size Because of the finer details of the logo, it should never be sized smaller than 1” at its widest, with or without type.
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SPACING
Horizontal Logo
The same spacing rules apply for the wordmarks here, but they are now left-aligned. The wordmarks are separated from the logo by the width of the x of the “Buckwilde” type, and are aligned to the logo’s horizontal center.
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xBUCKWILDE IRISH WHISKEY x
Clear Space
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Leave one x-height of space around the logo.
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W Pantone: P 14-2 U HEX: #ffe5be CMYK: 0-10-27-0 Pantone: P 24-16 U HEX: #d7771a CMYK: 13-62-100-2 Pantone: P 32-15 U HEX: #874410 CMYK: 32-75-100-31 Pantone: P 171-15 U HEX: #4b4145 CMYK: 63-65-56-43
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COLORS Appropriate color pairings for the logo The primary logo pairing is gray on cream as is on the bottle label, but the colors can be changed and varied as displayed here for other merchandise.
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W Display Type: Old Standard TT Used as dominant type in wordmark, as display type in print materials, products, merchandise
Body Type: Assistant
Used as secondary type in wordmark, as body copy
Old Standard TT ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Old Standard TT Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Old Standard TT Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 18
TYPOGRAPHY Assistant Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Assistant Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Assistant SemiBold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Assistant Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 19
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TABLE OF CONTENTS
III. PRODUCTS 21
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Drink up The visual design of our whiskey bottle deviates from the classic Irish whiskey bottle shape and opts for a more rustic feel. We are trying to bring the pub into people’s homes, and need to bring out the warm tones from the wooden tables and floors. The unique metal top adds some artisinal flair and further incorporates many iron elements commonly found in pubs. The bottle is 750 mL and made of a tinted reddish brown glass.
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BOTTLE & PACKAGING
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Fill up Because Buckwilde is taking the pub home, we have a variety of alcoholic paraphernalia for sale. Our drinking glasses are clear with the cream logo and wordmark etched into the front. The logo can be adapted to fit any size glass, from a shot glass, to a whiskey glass, to a beer stein.
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PARAPHERNALIA
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Dress up The clothing merchandise available is unisex and minimalist in nature. Our brand is straightforward, and so are the shirts. The shirts are standard cotton Hanes tees and are available in the three colors pictured to the right. The logo is always on the left breast and is sized no larger than a typical shirt breast pocket. There are no graphics on the back.
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CLOTHING
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IV. DOCUMENTS
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STATIONERY
Write up One of the most important aspects of our branding is our company stationery. Our stationery pieces are physical presentations of our name that are sent out into the world when we do business, so the standards set up in this manual must absolutely be followed for a cohesive image and voice.
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Business Card Front 2”
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1.5”
0.25” 0.25” 3.5”
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2”
STATIONERY
Business Card Back 2” Name Assistant Bold, 12 pt. 1” Position Assistant Regular, 11 pt. Contact Assistant Light, 11 pt.
W BUCKWILDE IRISH WHISKEY
BRIDGET SLOMIAN CREATIVE DIRECTOR
bgs@buckwilde.ie (708).144.1996
0.25” 0.25” 1.25”
3.5”
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Letterhead
1” 1”
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Contact Assistant Light, 13 pt. Body Copy Assistant Light, 11 pt.
BUCKWILDE IRISH WHISKEY
BRIDGET SLOMIAN, CREATIVE DIRECTOR 44 Carrickmacross Rd, Demesne Dundalk, Co. Louth, Ireland August 2, 2017 Dearbhail McDonald Business Editor Irish Independent Dear Ms. McDonald, I would like to inquire about the possibility of a design-based internship at the Irish Indepen- dent for the summer of 2018. I am interested in a career where I can use my design skills to educate and improve the lives of others. Designing for a newspaper means creating visually pleasing and accessible content. Here in the United States, the need for reliable news has nev- er been more imporant. However, I would like to immerse myself in a news room with a more global outlook. An internship in Dublin would also mean reconnecting with my extended family in Dundalk, and immersing myself in Irish culture. I’m currently pursuing a Bachelor of Science degree in graphic design at Syra- cuse University. I do print design work for the award-winning student newspaper, The Daily Orange, and for thearts and literary magazine, Perception. I am also well-versed in several social media plat- forms, including creating specially-designed content for sites such as Facebook and Twitter. My resume, which is attached, contains additional information on my experience and skills. I would very much appreciate the opportunity to discuss the possiblity of working for the Irish Independent. Internationally, I can be reached most easily by email at bgslomian@gmail.com. Thank you for your time and consideration. I look forward to speaking more with you about this potential opportunity. Sincerely, Bridget Slomian
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8.5”
STATIONERY
Envelope Contact Assistant Light, 13 pt.
0.5”
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BUCKWILDE IRISH WHISKEY
BRIDGET SLOMIAN, CREATIVE DIRECTOR 44 Carrickmacross Rd, Demesne Dundalk, Co. Louth, Ireland
4” 9.5”
4” 9.5”
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Any Questions? Please contact Buckwilde’s Creative Director, Bridget Slomian, at bgs@buckwilde.ie for any questions regarding the materials covered in this brand manual
Where to acquire the artwork The logos, official product photographs, and color palette are all located on our website at buckwilde.ie/brand-standards
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Š Buckwilde, 2017
The materials in this manual are the intellectual property of the Buckwilde brand and may not be reproduced without expilcit written permission from the corporate office in Dundalk, Ireland.
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