Amstel Graphics Standards Manual
Amstel Graphics Standards Manual
Page 2
Introduction Amstel’s heritage has undoubtedly brought our brand to international recognition.
Our ingredients and quality have always been exceptional, but the current beer market
is very demanding and we realized it was time for innovation. Our exciting transformation embraces modernity, while preserving our rich heritage that has been perfected since 1870. We welcome here a new identity, that expresses the timelessness of our brand
and the legacy of the friendship between Charles de Pesters and Johannes van Kooy. Moments with friends are simple and special. We strongly believe the new Amstel should reflect that in a timeless new brand identity.
Brewed by friends. Enjoyed by friends.
Amstel Graphics Standards Manual
Page 4
Contents The following pages of the Amstel Graphics Standards Manual are introduced January 1, 2018.
Amstel Brand Overview
Amstel Colors
01
Amstel Heritage
38
Old Logo
Amstel Typography
02 Timeline 08 13
The Brand
Brand Identity System 15 16
The Rebrand
The Evolution
18 Logo
20 Grayscale 21 22 26 28 30 31 32
Logo Colorways Logo Misuse Logotype
Logotype Colorways Circular Emblem Secondary Seal
Logo for Packaging
Colors
Design Applications 69 Using the Identity System 70 Letterhead & Envelope 72 Business Cards
45
The Importance of Type
74 Folder
48
Secondary Typography
77 Notepad
Typography Use
88 Packaging
46 52 53
Primary Typography
76 Mailing Label
Terciary Typography
80 Web
Amstel Voice & Tone 55
How We Communicate
56 Voice 57 Tone
Amstel Imagery 62 64
Brand Photography
Photography Misuse
98 Merchandise 102 Sports
106 Advertisement 110 Social Media 112 Vehicles
114 Facilities 120 Staff
Current Section
Page 5
Amstel Graphics Standards Manual
Page 6
Amstel Brand Overview
Amstel Brand Overview
Page 01
Amstel Heritage An incredible story of friendship has been linked to the Amstel Brewery since its
initiation in 1870, in Amsterdam. The story began when Charles de Pesters got married to Petronella, Johannes van Kooy’s sister. Charles and Johannes became close
friends that enjoyed drinking beer and playing billiards. They were 23 years old when they founded Amstel, assuring the exceptional quality of Amstel’s beer just the way
they liked their own beer to taste. Since then, Amstel has grown, always honoring its beginnings and the loyalty between two best friends.
Great moments and great stories should be shared.
Amstel Graphics Standards Manual
Page 02
Timeline 1870
1881
1883
First purchase of an ice machine. The ice machine helped brewing during the summer, Amstel beer
is originally a low-fat beer that can
only be brewed at a temperature of around 8oC degrees. Charles de Pesters and Johannes
The export of Amstel slowly
enjoyed drinking beer and playing
Dutch colonies, then larger
van Kooy became close friends who billiards. In 1870, they decided to
open Amstel Brewery in Amsterdam.
began. It started with the various cities in Europe such as London, Brussels and Lille.
Amstel Brand Overview
1888
Page 03
1937
1964
Amstel won various honorary
Amstel patented the first flip topper,
international competitions and
beer to be easily opened. Amstel
a device in the lid that allows the
diplomas and gold medals at
began to be more well-known
heavily invested in ads in Europe to
around the world.
show advantage of the flip topper.
In most households, Amstel
became popular to celebrate birthday and parties. Amstel
employees developed the ‘stoop’,
a large bottle in which it is possible to pour 5 liters of beer at home.
Amstel Graphics Standards Manual
Page 04
Timeline 1966
2013
2017
Amstel introduced Amstel Radler, a
Amstel introduced ‘Amstel
Its light aspect made Radler popular
from the storage tank. Amstel
beer with singular refreshing taste. after sports, brunch and social outdoor gatherings.
First Amstel Gold Race was
held. Up to this day, Amstel Gold Race is an annual road bicycle
race in the province of Limburg, the Netherlands.
Unfiltered’, the pilsener straight Unfiltered is naturally turbid and has a full, soft taste.
Amstel Brand Overview
2018 Amstel welcomes a new identity
that expresses the timelessness of the brand and the legacy of friendship. Amstel embraces
modernity, while preserving the rich heritage built since 1870.
Page 05
Amstel Graphics Standards Manual
Page 06
Amstel Brand Overview
Page 07
Amstel’s traditional recipe is brewed from barley, extra
fragrant hop, and water. A history of fellowship and beer quality. Brewed by friends since 1870.
Enjoyed by friends everywhere.
Amstel Graphics Standards Manual
Page 08
Old Logo The Amstel logo has not changed
much since the brand’s start. The gold
ring and busy shades in the logo dated its look and prevented setting Amstel apart from its competitors.
THE RED AND WHITE CIRCLE The red and white circle of the logo represents Charles and Johannes avid bonding through playing billiard. The shape and color have provided a brand equity since its beginning.
THE LIONS The Dutch Republic Lion was the badge of the Union of Utrecht, the Republic of the Seven United Netherlands and it is still an important symbol for the Netherlands.
TYPOGRAPHY The capitals in the Amstel original logotype bare a strong resemblance to Roman inscriptions. The old typography helped with brand recognition, but seemed too confined inside the circular shape.
Old Amstel logo
Amstel Brand Overview
The lions extracted from the old logo
Page 09
The old logotype with a shade treatment
Amstel Graphics Standards Manual
Page 10
Amstel Brand Overview
Page 11
Amstel Graphics Standards Manual
Page 12
Amstel Brand Overview
Page 13
The Brand Amstel is positioned in the mass market; it distinguishes itself from craft beer, but still brings the importance of legacy in brewing and the tradition of the brand. The brand’s intent is to highlight the importance of its origin and to position itself as a special
product in the mass market. The brand identity aims for a balance between traditional and modern expression, while highlighting the aspect of friendship as a strong brand value. Amstel’s primary audience is both male and female, with ages between 22–44. Brand attributes: loyal, clean, memorable, timeless, strong, and relevant.
The mission is to create a loyal customer base as a premium brand. Our relationship with clients is based on loyalty and friendship.
Amstel Graphics Standards Manual
Page 14
Brand Identity System
Brand Identity System
Page 15
The Rebrand To create the new symbol, the designers isolated the brand’s most memorable
elements to their purest form. From the very beginning, in 1870, Amstel’s brand mark
relied on extraordinarily simple elements to be recognized all over the world: a red half circle enclosed by a golden circle. The simple forms effortlessly express the idea of
container and support, while the circular shape suggests continuity, key to Amstel’s
brand message of timeless quality. The new logo preserves and builds on this iconic
foundation, providing a crisper look that improves the brand’s power and memorability.
The entire identity is built using the core elements found in the original logo: geometry and color.
Amstel Graphics Standards Manual
Page 16
The Evolution
The past
Brand Identity System
Page 17
ÂŽ The present
Amstel Graphics Standards Manual
Page 18
Logo The primary logo is the central
Circular emblem
element in Amstel’s visual
communication system. Through
the consistent use as a signature
design element, the logo identifies the brand and embodies Amstel’s core characteristics. MINIMALISM
®
The new Amstel logo uses the elements of geometry and color found in the original logo to create a modern and strong mark that maintains brand equity.
LOGOTYPE The new logotype resembles the old type, but brings a crisp expression to the brand. It is based on the Astoria font, slightly modified to create a unique look for the logo. The new logotype has a subtle top left serif which differentiates itself from a serif and a sans serif.
Logotype
Brand Identity System
Page 19
The logo needs enough clean space
to maximize its effectiveness. Amstel’s letter T serves as a guide to indicate the amount of white space needed around the primary logo. CLEAR ZONE The following clear zone serves as a rule to ensure the emblem’s maximum visibility. The area should be free of any graphic element.
®
MINIMUM SIZE For legibility purposes, the logo must have a minimum width size of one inch in order to keep proper clarity.
Minimum size = 1” width
®
Amstel Graphics Standards Manual
Page 20
Grayscale All efforts should be made to use
the full color of the primary logo in
40% black tint 90% black tint
order to maximize brand recognition. In instances where there is only
one color available for printing, the
grayscale version is available for use. POSSIBLE USES Glass decals, black and white documents, print treatments such as varnish, foil, and embossing.
ÂŽ 100% black
Brand Identity System
Page 21
Logo Colorways The examples shown illustrate
acceptable uses of the Amstel logo in various situations. The
white background should always be prioritized to allow for brand memorability and efficacy.
ÂŽ
COLORED BACKGROUNDS The use of the other brand colors as backgrounds is only accepted in packaging, for easy recognition of the different beer flavors. These situations are shown in the packaging section on page 33.
LIGHT GRAY BACKGROUND It is important that the upper half circle of the mark maintains its white color when it is used against the light gray background.
ÂŽ
Amstel Graphics Standards Manual
Page 22
Logo Misuse The primary logo strength depends
on the correct usage of its color. Any of the colors shown here illustrate
examples of color misuses that reduce the effectiveness of the logo.
速
速
速
速
PACKAGING EXCEPTION The use of the colored backgrounds are only accepted in packaging, These situations are shown in the packaging section on page 33.
Brand Identity System
Amstel’s logo is powerful because of its
Page 23
1
2
3
4
5
6
carefully studied design and calculated proportions. Therefore, the logo must not be altered or distorted in any way. The examples shown illustrate some incorrect uses of the logo.
ILLUSTRATED MISUSES 1. The logo must never be outlined. 2. The logo must never be shown in shadows. 3. The logotype must never overlap emblem. 4. The logotype must never be inside the emblem. 5. The emblem must never be rotated. 6. The primary logo must not be decentralized.
®
7. The logo must never be displayed in one color. 8. The logotype must never be shown in any position other than the one specified. 7
8
®
Amstel Graphics Standards Manual
Page 24
Brand Identity System
Page 25
Amstel Graphics Standards Manual
Page 26
Logotype ®
The logotype allows for more flexibility. However, it is always preferable to use the primary logo, since the emblem promotes easier brand recognition.
The logotype can also be used as a
supporting graphic element with the
overlapping element illustrated here. CLEAR ZONE The following clear zone serves as a rule to ensure the emblem’s maximum visibility. The area should be free of any graphic element.
®
X X
X
OVERLAPPING ELEMENTS The overlapping element is used as a graphic element that incorporates the year the brand was established. It is a way to bring a hint of Amstel’s heritage to visual compositions.
VERTICALITY The logotype can only be used vertically with the overlapping element. It is mostly used in packaging and vehicle graphics.
X
X
Brand Identity System
Page 27
®
®
®
X X
X
X
X
Amstel Graphics Standards Manual
Page 28
Logotype Colorways The examples shown illustrate
acceptable uses of the logotype in different circumstances.
®
WHITE BACKGROUND The white background is always the first choice for the new Amstel brand identity. When applying the logotype in white background, it is important to use the colors on the right.
®
COLORED BACKGROUNDS The overlapping logotype with colored backgrounds is only used in packaging applications. The guide on page 29 indicates which color is to be used according to the main color of the packaging.
ADVERTISEMENTS The logotype can also be used in advertisements in Amstel Noir or Amstel White. The examples are shown in the Advertisement application section on page 104.
®
Brand Identity System
Page 29
速 速 速 速
Amstel Graphics Standards Manual
Page 30
Circular Emblem The circular emblem is available for a few design applications. It must
never replace the primary logo, but it is a nice asset for details in print for corporate and merchandise usage. BACKGROUND The circular emblem can only be used in a white background to ensure its clarity.
POSITIONING The emblem must never be rotated in any way.
X/2
CLEAR ZONE The following clear zone serves as a rule to ensure the emblem’s maximum visibility. The area should be free of any graphic element.
X
X/2
X/2
X/2
Brand Identity System
Secondary Seal The secondary seal relates to the
lions of the original logo. It can serve as an ornamental design element
for print pieces such as packaging and stationery.
AS BACKGROUND ELEMENT The secondary seal can also be used as a background design element in print pieces. When used in these situations, the seal should be used with the gray tint illustrated in this page, so it does not distract from other design elements.
METALLIC EFFECT The lion can also be shown in the metallic Amstel Gold ink to add sophistication to appropriate print pieces and packaging.
Page 31
Amstel Graphics Standards Manual
Logo for Packaging The packaging design uses this
specific logo proportion to facilitate brand recognition. BACKGROUND The illutrated examples refer to appropriate background and logo color usage when designing packaging materials.
Page 32
Brand Identity System
Page 33
Amstel Graphics Standards Manual
Page 34
Current Section
Page 35
Amstel Graphics Standards Manual
Page 36
Amstel Colors
Amstel Colors
Page 37
Amstel’s original colors have evolved to an elegant
and modern color palette that reflects timelessness and relevancy.
The colors work nicely with the brand, always embraced by plenty of white space.
Amstel Graphics Standards Manual
Page 38
Colors Color is an important element for visual
communication. The new Amstel colors relate to the older ones but bring forth a modern and elegant twist to the brand. The swatches shown here are to be
used in any medium of reproduction. PRIMARY PALETTE Amstel Gold, Amstel Noir, Amstel Red and Amstel Gray form the main brand colors. To add a hint of sophistication to the brand, Amstel Gold can have a metallic treatment in packaging.
AMSTEL WARM GRAY Amstel Warm Gray is only used in corporate stationery design applications. The warmth of the color works as a nice complement for the warm aspect of Amstel’s logo colors. The color matches Andina Grey Neenah card stock paper, used in stationery design.
AMSTEL GOLD
AMSTEL NOIR
CMYK: 21 | 26 | 74 | 0 RGB: 206 | 179 | 97 PMS: 103 8365C METALLIC
CMYK: 71 | 65 | 68 | 76 RGB: 30 | 30 | 27 PMS: 426
Amstel Colors
Page 39
AMSTEL RED
AMSTEL GRAY
AMSTEL WARM GRAY
CMYK: 20 | 100 | 100 | 13 RGB: 178 | 31 | 36 PMS: 7620
CMYK: 17 | 12 | 12 | 0 RGB: 209 | 211 | 213 PMS: 420
CMYK: 31 | 27 | 37 | 0 RGB: 180 | 174 | 158 PMS: 7535
Amstel Graphics Standards Manual
AMSTEL GOLD
Page 40
Amstel Colors
AMSTEL NOIR
Page 41
Amstel Graphics Standards Manual
AMSTEL RED
Page 42
Amstel Colors
AMSTEL GRAY
Page 43
Amstel Graphics Standards Manual
Page 44
Amstel Typography
Amstel Typography
Page 45
The Importance of Type Typography design plays an essential part in the branding process. The careful consideration of type plays a significant role in the look and feel of any design.
The typography structure establishes information hierarchy and forms a harmonious
sequence of visual elements, which is why it is important to follow the recommended Amstel type styles in this section. Amstel uses two main type families, Astoria and
Aktiv Grotesk, they compliment and balance each other’s characteristics in any type of text setting.
Typography unifies Amstel’s visual elements and design, building recognition and memorability.
Amstel Graphics Standards Manual
Page 46
Primary Typography Astoria is the most important type
family in Amstel’s new visual identity. The type brings a heritage aspect to the brand and the overall clean and
modern look. It relates to the original logotype font, but with a modern
ASTORIA BOLD
ABCDEFGHIJKLMNOPQRSTUV WXYZ amstelbcdefghijklmnopqrstuv wxyz 1234567890$(&?!%.,:;-)
twist that provides a contemporary characteristic to the Amstel brand.
ASTORIA MEDIUM
APPROPRIATE USE
ABCDEFGHIJKLMNOPQRSTUVWXYZ amstelbcdefghijklmnopqrstuvwxyz 1234567890$(&?!%.,:;-)
Astoria is used in headings, print, packaging, and web purposes. Any of the italicized or condensed versions of Astoria must not be used on any occasion.
AaBbCc0123
Amstel Typography
Astoria is elegant, powerful, and
strong, which fits perfectly with our
brand. This typeface can be used in numerous media and situations in
order to create a legible, clean visual system that respects the brand’s
Page 47
ASTORIA REGULAR
ABCDEFGHIJKLMNOPQRSTUVWXYZ amstelbcdefghijklmnopqrstuvwxyz 1234567890$(&?!%.,:;-)
history and legacy.
ASTORIA EXTRA LIGHT
ABCDEFGHIJKLMNOPQRSTUVWXYZ amstelb cdefghijklmnopqrstuv wxyz 1234567890$(&?!%.,:;-)
AaBbCc0123
Amstel Graphics Standards Manual
Page 48
Secondary Typography The Aktiv Grotesk type family
complements well with Astoria,
AKTIV GROTESK BOLD
typography for its legibility and
ABCDEFGHIJKLMNOPQRSTUVWXYZ amstelbcdefghijklmnopqrstuv w xyz 1234567890$(&?!%.,:;-)
of this typeface also matches the
AKTIV GROTESK MEDIUM
just like Amstel harmonizes with
great moments with friends. It is
recommended as the secondary versatility. The geometric aspect geometric character of Amstel’s circular emblem.
APPROPRIATE USE Aktiv Grotesk is used in print, packaging, and web as a supporting text. It is also appropriate for long body copy text. Any of the Aktiv Grotesk’s italicized versions must not be used on any occasion for the brand’s design applications.
ABCDEFGHIJKLMNOPQRSTUVWXYZ amstelbcdefghijklmnopqrstuv w xy z 1234567890$(&?!%.,:;-)
AaBbCc0123
Amstel Typography
The Aktiv Grotesk family is a 21st
century interpretation of a grotesque
Page 49
AKTIV GROTESK REGULAR
overpowering it. It brings a hint of
ABCDEFGHIJKLMNOPQRSTUVWXYZ amstelbcdefghijklmnopqrstuv w xy z 1234567890$(&?!%.,:;-)
Astoria to take the main stage as the
AKTIV GROTESK LIGHT
sans typeface. It takes an authoritative but neutral position, lending any
message a nice support, without
modernity to the brand, but still allows primary typeface.
ABCDEFGHIJKLMNOPQRSTUVWXYZ amstelbcdefghijklmnopqrstuv w x y z 1234567890$(&?!%.,:;-)
AaBbCc0123
Amstel Graphics Standards Manual
Page 50
Amstel Typography
Page 51
Astoria and Aktiv Grotesk form a nice match, just
like Amstel pairs well with good moments with friends. We love to drink in great company.
Astoria and Aktiv Grotesk would have a beer together.
Amstel Graphics Standards Manual
Page 52
Terciary Typography Aktiv Grotesk Condensed is only
used in packaging design, to indicate relevant information about Amstel
beers that should stand out for the consumer, such as type of beer,
alcohol volume and beer volume.
The italicized version must not be used on any occasion.
AKTIV GROTESK BOLD
ABCDEFGHIJKLMNOPQRSTUVWXYZ amstelbcdefghijklmnopqrstuvwxyz 1234567890$(&?!%.,:;-) AKTIV GROTESK MEDIUM
ABCDEFGHIJKLMNOPQRSTUVWXYZ amstelbcdefghijklmnopqrstuvwxyz 1234567890$(&?!%.,:;-) AKTIV GROTESK REGULAR
ABCDEFGHIJKLMNOPQRSTUVWXYZ amstelbcdefghijklmnopqrstuvwxyz 1234567890$(&?!%.,:;-)
Amstel Typography
Page 53
Typography Use The two brand typeface families
allow for great versatility of weight
and size. The use of the different type treatments should convey harmony and should indicate nice hierarchy
Cheers to laughing out loud. Astoria Regular is used in advertisement to indicate headline message.
of information. The examples here
DISCOVER OUR BEERS
as different design elements, which
Astoria Medium All Caps is used in web to indicate clickable links.
illustrate good employment of type
promotes good visual communication.
PREMIUM PILSENER
Aktiv Grotesk Condensed Medium is used in packaging to indicate type of beer.
Amstel Graphics Standards Manual
Page 54
Amstel Voice & Tone
Voice & Tone
Page 55
How We Communicate A tone of voice both embodies and expresses the brand’s character and set of values. It’s about the people that make up the brand, what they want to share with the world,
and that will allow more people that identify with us. By being aware of our voice and our tone when communicating in different types of media, we are able to write and transmit powerful content.
Our voice always stays true to our brand values and attributes, while our tone can change according to what we are communicating in a specific type of message.
Amstel Graphics Standards Manual
Page 56
Voice Amstel’s voice is confident, but not cocky, human and fun but not silly, expert but not bossy, special but
approachable, eloquent but not too
formal. Think about special moments with great and mature friends that do not happen every day.
SPECIAL HUMAN STRONG EXPERT
Voice & Tone
Page 57
Tone The tone used in any written
content is interchangeable for
different situations. For example, advertisements should be more
inspirational and special, whereas
MORE APPROACHABLE
MORE FORMAL
in social media the tone allowed to
be more approachable and friendly. APPROPRIATE TONE The illustrated example serves as a guide for different situations that Amstel communicates as a brand. The brand’s voice, however must always be taken into account first.
SOCIAL MEDIA
ADVERTISEMENT
WEBSITE
PACKAGING
CORPORATE
Amstel Graphics Standards Manual
Page 58
Voice & Tone
Page 59
Amstel Graphics Standards Manual
Page 60
Amstel Imagery
Amstel Imagery
Page 61
Photography provides more than just the representation of our beer quality and friendship message.
It creates an emotional connection between our brand and our clients.
Amstel Graphics Standards Manual
Page 62
Brand Photography The use of photography in story telling is key in Amstel’s design
publications. Simplicity, strength,
and appropriateness of composition is very important in the successful handling of these visual elements. TYPE OF PHOTOGRAPHY The photography style should be natural, distinguished and appealing.
GRAYSCALE Photography can appear in grayscale for web and advertisements purposes.
Preferred photography does not focus on people’s faces.
Photography may include sports
related to the brand as long as they
highlight the aspect of friendship and help with a purposeful narrative.
Amstel Imagery
Page 63
Natural and distinguished photography
Photography that includes people must
Macro photos of the product can
person having fun is encouraged.
an aspect of friendship in a natural way..
to highlight a specific aspect of the
in bars that shows more than one
Grayscale can be used in web or in advertisements.
have more than one subject that reflect
be used in a few occasions in order brand’s beers.
Amstel Graphics Standards Manual
Page 64
Photography Misuse Amstel photography should stand out from competitors in the beer market. The following images are examples
of incorrect photography usage that affects the efficacy of the brand’s message in a negative way.
Subjects must not appear alone or reflect loneliness.
Subjects must not indicate any
relationship other than friendship.
Amstel Imagery
Photography must not indicate sloppiness in any way.
Page 65
Photography lighting must be
appropriate and help narrate the brand’s storytelling.
Generic beer photography should not be used.
Amstel Graphics Standards Manual
Page 66
Design Applications
Page 67
Amstel Graphics Standards Manual
Page 68
Design Applications
Design Applications
Page 69
Using the Identity System Amstel’s visual communication must be cohesive in order to empower its brand system. This section shows different examples of design applications. The way the new brand
identity is carried throughout the entire system expresses the strength and specialty of Amstel’s positioning.
Our evolution is made visible in our design system.
Amstel Graphics Standards Manual
Page 70
Letterhead & Envelope 8 1/2” width
Amstel letterheads and envelopes
are set in standard government sizes: 8 1/2” X 11” (21.6 cm. x 27.9 cm.) letterheads and 4 1/8” x 9 1/2”
(10.5 cm.x 24.1 cm.) #10 envelopes. They both need to be used in color
7 September 2017
and on the correct paper chosen in
Mr. Johannes van Kooy Heineken Inc. 2000 Bier Lane Amsterdam, Holland 010203
the design rebrand.
Dear Mr. van Kooy,
LETTERHEAD The logo is centered on the top, while the contact information is centered on the bottom of the page. The body copy must be written in Aktiv Grotesque Light font, size 10 pt, leading 13.5 pt, in Amstel Noir color.
ENVELOPE The inside of the envelope is customized with the Amstel Warm Gray paper color.
11” height
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum. Pri quas audiam virtute ut, case utamur fuisset eam ut, iisque accommodare an eam. Reque blandit qui eu, cu vix nonumy volumus. Legendos intellegam id usu, vide oporteat vix eu, id illud principes has. Nam tempor utamur gubergren no. Ex soleat habemus usu, te nec eligendi deserunt vituperata. Natum consulatu vel ea, duo cetero repudiare efficiendi cu. Has at quas nonumy facilisis, enim percipitur mei ad. Mazim possim adipisci sea ei, omnium aeterno platonem mei. Sincerely,
Charles de Pesters
phone 9 1 7 . 74 4 . 4 2 8 2 fax 9 1 7 . 74 0 . 6 5 4 2 WWW.AMSTEL.COM 3 6 0 H A M I LT O N AV E N U E , W H I T E P L A I N S , N Y 1 0 6 0 1 U S A
Design Applications
Page 71
360 HAMILTON AVENUE, WHITE PLAINS, NY 10601 USA
9 1/2” width
4 1/8” height
Amstel Graphics Standards Manual
Page 72
Business Cards 3 1/2” width
Amstel’s business cards are set in standard size 2” X 3 1/2”. They are
printed in double card stock papers
to produce the two color effect. The
white logotype and type on the back of the business card uses white foil
2” height
printing technique.
Charles de Pesters / co-president phone 9 1 7 . 3 8 0 . 4 2 8 2 fax 9 1 7 . 74 0 . 6 5 4 2 mobile 9 1 7 . 74 4 . 7 3 5 4 CPESTERS@AMSTEL.COM 3 6 0 H A M I LT O N AV E N U E , W H I T E P L A I N S , N Y 1 0 6 0 1 U S A WWW.AMSTEL.COM
Design Applications
Page 73
Amstel Graphics Standards Manual
Page 74
Folder 8 3/4” width
Amstel’s folder is intended for
corporate use and matches the other stationery design materials. Whether in outside meetings or inside use, please utilize the Amstel folder to
ensure the brand’s core values and visual communication.
11 1/4” height
EST.1870
Design Applications
Page 75
Amstel Graphics Standards Manual
Page 76
Mailing Label 5” width
Mailing labels measure 3” X 5” (7.6 cm.
x 12.7 cm.) They may only be printed in full color scheme.
3” height
phone 9 1 7 . 74 4 . 4 2 8 2 fax 9 1 7 . 74 0 . 6 5 4 2 W W W . A M S T E L . C O M 3 6 0 H A M I LT O N AV E N U E , W H I T E P L A I N S , N Y 1 0 6 0 1 U S A
Design Applications
Page 77
Notepad 5 1/2” width
8 1/2” height
phone 9 1 7 . 74 4 . 4 2 8 2 fax 9 1 7 . 74 0 . 6 5 4 2 WWW.AMSTEL.COM 3 6 0 H A M I LT O N AV E N U E , W H I T E P L A I N S , N Y 1 0 6 0 1 U S A
Amstel Graphics Standards Manual
Page 78
Amstel Imagery
Page 79
Amstel Graphics Standards Manual
Page 80
Web Amstel’s website features appealing images that support the brand
message of special moments with
friends. The body copy is minimalist to be as effective as possible. The menu bar is located on the left side of the
screen to allow for wide images on the rest of the page.
Minimum age of 21 required to enter website
Design Applications
Page 81
Amstel Graphics Standards Manual
Page 82
Web
Link to Beers page
Design Applications
Page 83
Menu moves right when selected
Amstel Graphics Standards Manual
Page 84
Web
More beers
Design Applications
Page 85
Timeline shows Amstel history
Amstel Graphics Standards Manual
Page 86
Design Applications
Page 87
Finally, our most important product: our beer. Amstel’s
rebrand brings an appropriate package design to ensure product visibility on any shelf.
Great products deserve meticulously designed packaging.
Amstel Graphics Standards Manual
Packaging The packaging for Amstel beers
features different print techniques to
highlight the special brand positioning and differentiation. It uses the
packaging logo dimension. The Amstel Premium Pilsener should be used as the main product line of the brand. CAN The gray design elements represents the metal of the aluminium can. The golden lions are printed in metallic Amstel Gold.
BOTTLE The new Amstel uses aluminium bottles, which allows for customized of different colors to indicate the type of beer. It also helps to differentiate Amstel from the majority of the brand’s competitors.
Page 88
Design Applications
Page 89
Amstel Graphics Standards Manual
Page 90
Design Applications
Page 91
Amstel Graphics Standards Manual
Page 92
Design Applications
Page 93
Amstel Graphics Standards Manual
Page 94
Design Applications
Page 95
Amstel Graphics Standards Manual
Packaging The design treatment is carried throughout the other materials related to beer packaging. BOTTLE CAPS The circular emblem is printed on the bottle caps to increase brand visibility. Bottle caps can be metallic silver or metallic gold depending on the type of beer.
BEER PUMP Beer pumps show the packaging logo. The primary logo must not be used in this occasion.
BEER 6-PACK The 6-pack design mimics the can and bottle designs, but indicates the number of bottles in the case instead of the alcohol amount.
Page 96
Design Applications
Page 97
Amstel Graphics Standards Manual
Merchandise Merchandise helps increase the
relationship with our clients, promoting the brand’s visibility, and creating an
emotional connection to the Amstel new visual designs. Merchandise items are not limited to the ones illustrated here.
Page 98
Design Applications
Page 99
Amstel Graphics Standards Manual
Page 100
Design Applications
Page 101
Amstel and sport go back a long way. Over the years,
Amstel has always been a dedicated sponsor of both
big events and grass roots sports, with a rich heritage backing sportd like European soccer and cycling.
Amstel sponsors the UEFA Europa League and Amstel Golden Race.
Amstel Graphics Standards Manual
Sports The Amstel sport gear is used in
Amstel’s amateur teams and it is intended to promote the brand’s
visibility and the story of connection with these sports. NOTE These items are also available for sale as merchandise products.
Page 102
Design Applications
Page 103
Soccer uniform
Cycling uniform
Amstel Graphics Standards Manual
Page 104
Advertisement Amstel’s advertisement is used in
various types of media. It uses the
Cheers to great beer.
integration of the emblem with the photographic elements to depict the unity between friendship and
the Amstel beer. It should capture
consumers’ attention and promote the brand’s voice to the audience.
® Br ew ed by f r iends. Enjo yed by f r iends.
Design Applications
Page 105
Amstel Graphics Standards Manual
Advertisement
Page 106
Design Applications
Page 107
Amstel Graphics Standards Manual
Page 108
Design Applications
Page 109
Amstel Graphics Standards Manual
Social Media Social media allows for a more
approachable way to engage with
the audience. Imagery should follow Amstel imagery standards, as
illustrated in the examples here and as previously mentioned on page 62.
Page 110
Design Applications
Page 111
Amstel Graphics Standards Manual
Vehicles The overall look of Amstel vehicles
relates to the Amstel Premium Pilsener packaging, since this is the main line in the Amstel rebrand. TRUCK The Amstel truck has a simple and clean design. The playfulness of one missing can in the design is subtle yet effective.
VAN The van resembles the beer packaging, but has the website information instead of the beer information. It includes the text about the new Amstel values. The color can change according to the type of beer that is being delivered.
Page 112
Design Applications
Page 113
Amstel Graphics Standards Manual
Page 114
Facilities Amstel facilities, both office and factory, are modern and clean. The color white must be mostly used in all of the inside spaces, with hints of other brand colors to bring
character to the environments. Big arrows signalize direction and the primary logo must be used in a significant size on exterior building signage.
A pleasant working environment inspires all of our staff to do their best for our brand.
Design Applications
Page 115
Amstel Graphics Standards Manual
Page 116
Design Applications
Page 117
Amstel Graphics Standards Manual
Page 118
Design Applications
Page 119
Amstel Graphics Standards Manual
Staff Personal identification is an important facet of Amstel’s brand identity. Staff must use identification like the one
illustrated here. An embroidered logo is available for application on a wide variety of uniforms and clothing.
Page 120
Design Applications
Page 121
Amstel Graphics Standards Manual
Page 122
Page 123
The timelessness of our heritage encounters modern expression in a contemporary world.
Brewed by friends. Enjoyed by friends.