Brand Identity Standards Manual
IDENTITY
APPLICATIONS
4
History & Heritage
35
Business Cards
5
Values
37
Stationery
8
Tonality
39
Uniforms
11
Logo
41
Transportation
19
Colors
43
Trade & Commerce
21
Typography
45
Website
25
Photography
47
Digital Advertisments
27
Halos
49
Print Advertisements
53
Packaging & Drinkware
55
Goodies
IDENTITY Heaven Hill’s foundation & the building blocks of the new brand
3
Identity
Identity
HISTORY & HERITAGE Our distillery was founded in 1935, just after Prohibition in the United States ended. Heaven Hill was born in Kentucky bluegrass, in the same town as Stephen Foster’s famed Kentucky Home—Bardstown, the birthplace of bourbon. Heaven Hill was founded by the Shapira family to produce and market bourbon and premium American whiskeys. At its start, Heaven Hill had no brands and no available stocks of whiskey. From our first little grain, we’ve grown to be the largest independent family-owned and operated distilled spirits supplier in the country. Over the last three decades, Heaven Hill has built on its foundation of American whiskeys to become a diverse supplier of whiskeys, liqueurs, vodkas, rums, and other spirits. Our portfolio includes the world’s second-largest selling bourbon, Evan Williams, alongside dynamic brands like Deep Eddy Vodka, Lunazul Tequila, Admiral Nelson’s Rum, and Hpnotiq Liqueur. Since our humble beginnings in 1935, Heaven Hill has retained our commitment to independent and family ownership grounded in a mission and core values suited to building for the long term.
4
5
Identity
MISSION STATEMENT Heaven Hill Brands responsibly enhances the enjoyment of life for our consumers.
OUR VALUES Our values serve as the compass that guides our actions and every day decisions. They have been the foundation of our past successes and are critical to our future greatness. We strive to: ◆◆ Be passionately committed to excellence ◆◆ Focus on our customers ◆◆ Be nimble and flexible ◆◆ Foster team spirit ◆◆ Maintain integrity ◆◆ Preserve the heritage of Kentucky whiskey ◆◆ Continuously improve
Identity
6
7
Identity
Identity
BRAND TONALITY Heaven Hill Brands has a commitment to preserving our heritage as one of the original distilleries of bourbon, an exclusive Kentucky tradition. We must consider all of our audiences—those who love bourbon and fine whiskey (old and new alike), as well as those who enjoy our other spirits. Our brand tone (visual and verbal) should come across as: ◆◆ Relevant ◆◆ Exciting ◆◆ Innovative While still remaining: ◆◆ Established ◆◆ Committed to tradition ◆◆ Down to earth
8
9
Identity
Identity
THE ORIGINAL LOGO We introduced this logo in 2014 to capture the company’s evolution from a leader in American whiskey production to the nation’s sixth largest distilled spirits supplier. Though this logo’s traditional serif and trustworthy blue speak to our commitment to whiskey heritage and our establishment as a premier supplier of fine spirits, it doesn’t show our real roots—a little grassroots whiskey distillery grown from a grain and a dream.
10
11
Identity
THE NEW LOGO The new Heaven Hill logo is a monoline wordmark adapted from the German graphic designer Lucian Bernhard’s Bernhard Fashion typeface. The bridge of the H, E, and A form cross each letter and form a hill. Additionally, above the topmost E is an ellipse. This is the Stacked logo, contained within a Halo.
THE STORY Although we were founded in 1935 during the Great Depression, the United States had just had a booming decade of innovation and modernity. Our new logo is inspired by the forward-thinking and optimism of the Roaring Twenties that was carried on into the 1930s, no matter the hardship. Typically, as with our previous logo, heritage and tradition are more prominently associated with strong, traditional serifed typefaces associated with the 1800s. Although American whiskey’s beginnings are rooted in America’s own beginnings as a melting pot of cultures in the 1700s, the contemporary visuals and thinking of the Twenties and Thirties are just as much a part of Heaven Hill’s heritage.
13
Identity
ALTERNATIVE LOGO FORMAT
For alternative purposes, the Horizontal logo can be used. The H, E, and A again are crossed by a hill, while the ellipse is over the H of HILL rather than the E in the Stacked logo.
Identity
14
APPROPRIATE LOGO COLOR TREATMENTS
Primary 1: Heavenly on White
Secondary 1: Black on White
Primary 2: White on Heavenly
Secondary 2: White on Black
15
Identity
LOGO GUIDELINES When placing the Heaven Hill logo, be careful to leave a sizable amount of clear space between the logo and any other elements. Nothing should ever intrude this space. This space can be measured by the hill in H•E•A. Additionally, the Stacked logo should never be seen smaller than 1 inch in minimum width, and the Horizontal logo should never be seen smaller than one-half inch minimum height.
1/2 min. height
Identity
16
1 inch min. width
Additionally, the Stacked logo should never be seen smaller than 1 inch in minimum width, and the Horizontal logo should never be seen smaller than one-half inch minimum height.
17
Identity
ABSOLUTELY DO NOT
DO NOT display the logo in any color other than the previously shown Heavenly (navy blue), black, or white.
DO NOT skew the logo horizontally, vertically, or diagonally.
DO NOT trim, crop, eliminate, or rearrange the elements of the logo in any way; there are only two options for the logo (Stacked and Horizontal).
Identity
DO NOT tilt or rotate the logo.
DO NOT apply effects like drop shadow or glow to the logo.
18
DO NOT alter the opacity or blending option of the logo.
19
Identity
PRIMARY BRAND COLORS Heavenly is a navy blue and is the primary color of the brand. It can be used for headers or backgrounds.
Cave Gray is a dark gray to be used for body typography and other headers.
White is a primary color of the brand that works well as a background color (especially in compositions featuring large amounts of negative space). It can be used as a color for body and header typography on dark backgrounds.
HEAVENLY #0E163D RGB (14, 23, 62) CMYK (100, 93, 26, 34)
CAVE GRAY #212121
WHITE #FFFFFF RGB (255, 255, 255) CMYK (0, 0, 0, 0)
RGB (33, 33, 33) CMYK (0, 0, 0, 96)
Identity
WHISKEY #E57753 RGB (229, 119, 83) CMYK (10, 65, 71, 1)
BOURBON #674459 RGB (183, 68, 89) CMYK (25, 86, 56, 9)
20
SECONDARY COLORS Whiskey is a warm orange that can be used in ancillary elements such as lines or as a color for headers. Bourbon is a brick red similar to Whiskey in terms of use; typically, it’s preferred to use Whiskey before Bourbon.
PINE #00432E RGB (0, 67, 47) CMYK (89, 45, 81, 52)
CLOUD #C8DCE8 RGB (200, 220, 232) CMYK (21, 7, 5, 0)
BLUEGRASS #00ACBE RGB (0, 172, 190) CMYK (76, 16, 27, 0)
Pine (forest green) and Bluegrass (teal blue) are both ancillary colors to be used when deemed necessary to compliment a composition.
Cloud is a light gray-blue that can be used in place of white when deemed necessary to compliment a composition.
21
Identity
TYPE SPECIMENS Goudy Old Style Body typography, 9pt size / 13pt leading Regular • Bold • Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789!@#$%^&*()
Goudy Old Style Body typography, 12pt size / 16pt leading Regular • Bold • Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789!@#$%^&*()
Futura PT Medium • Demi • Heavy • Bold Tertiary Header 22pt size / 25pt leading ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789!@#$%^&*()
Identity
22
FUTURA PT CONDENSED, BOLD PRIMARY HEADER 30PT SIZE / 25PT LEADING ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789!@#$%^&*() FUTURA PT CONDENSED, BOLD OBLIQUE ALTERNATIVE/SECONDARY HEADER 22PT SIZE / 25PT LEADING ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789!@#$%^&*()
23
Identity
SPECIAL INSTANCES: BERNHARD FASHION The logo of Heaven Hill is an altered form of Lucain Bernhard’s typeface Bernhard Fashion. In special circumstances (such as advertisements) Bernhard Fashion can be used as a header in a secondary brand color. To prevent conflict with the capitals of the logos, Bernhard Fashion as a headers should only be in lowercase.
Identity
24
25
Identity
PHOTOGRAPHY Photography should be warm and inviting. It should showcase our products or the Heaven Hill values. People in our photography should never be seen drinking alone—our spirits are meant to be shared with a friend. The exceptions to this rule are product shots where a drink is being poured or showcased.
Identity
26
27
Identity
HALOS Halos are an ancillary element that can be used to emphasize our logo (primarily) or another element, such as one of our products or a quality we deem valuable.
29
Identity
Identity
30
31
Identity
Identity
32
HALO GRADIENTS Halos with gradients are an option when the halo effect needs to be more subdued. The exterior of the Halo should match the background color and transition to a shade within that color’s hue. The top Halo transitions from Heavenly navy blue to Cloud light blue; this is best suited to a Heavenly background. The bottom Halo fades from white to Cloud light blue as well, and is suited to a white background. Gradient Halos can be used to call attention to the content at the center of their rays, without being as commanding as a solid color Halo.
APPLICATIONS Utilizing the new brand standards
35
Applications
BUSINESS CARDS Heaven Hill’s business cards utilize our system of halos on both sides. The front of the card features the stacked Heaven Hill logo in white on navy. Its halo is a subtle, raised spot gloss. Another halo is halved and placed at the top of the business card’s back. When held outward, with the employee’s name facing the business card’s recipient, the halo radiates out from the thumb.
Applications
36
37
Applications
STATIONERY Correspondence from Heaven Hill is sent in the envelopes on the far right. When envelopes are unsealed and open, they delight the recipient by revealing a monoline hill shape on the outside of the envelope and a halo within the interior.
Applications
38
The Heaven Hill letterhead situates employee correspondences within an artdeco style monoline frame. The bottom of the letterhead is a solid hill shape. The top left of the letterhead contains the employee’s office address and phone number, while the top right contains the stacked Heaven Hill logo. These are separated from the letter’s contents via a line consisting of Heaven Hill’s brand colors.
39
Applications
UNIFORMS On special occasions, Heaven Hill
Additionally, Heaven Hill properties have
employees have the choice of wearing an
two identification badges. Employees have
polo shirt with our logo embroidered on
a blue-toned badge featuring their name,
the left side in either navy on white or
portrait, and title. Guests of Heaven Hill
white on navy.
have orange-toned temporary badges.
Applications
40
41
Applications
TRANSPORTATION Small shipments leaving the distillery (for example, to music festivals or sponsored events) can be delivered in the Heaven Hill cargo van. The van uses the halo, decorated with additional stars and wavy “hills,� draws attention to the Heaven Hill logo and stirs interest in the brand.
Applications
42
43
Applications
TRADE & COMMERCE When purchasing from a Heaven Hill brands distillery, customers will receive their purchase in a Heaven Hill gift bag. The folded sides and interior of the gift bag are navy, as is the ribbon handle. The primary faces of the bag are white with the Heaven Hill logo in the center of a raised spot gloss halo. Large shipments of Heaven Hill brand spirits are sent in the simple cardboard boxes on the far right.
Applications
44
45
Applications
WEBSITE Heaven Hill’s website acts as a hub for customers as well as our trade partners. As such, the content of our website should exemplify our commitment to the traditions of bourbon as well as our commitment to innovations within our trade.
Applications
46
47
Applications
DIGITAL ADVERTISEMENTS Advertisements are Heaven Hill’s opportunity to demonstrate our brand’s relevancy to the current market as well as our commitment to traditions. As such, advertisements for mobile and web view should have a down-to-earth tone.
Applications
48
49
Applications
PRINT ADVERTISMENTS Advertisements are Heaven Hill’s opportunity to demonstrate our brand’s relevancy to the current market as well as our commitment to traditions. As such, advertisements for print should have a down-to-earth tone or demonstrate one of our brand virtues.
51
Applications
Applications
52
PACKAGING Heaven Hill’s own brand of bourbon whiskey has been updated to align with the brand’s new appearance. Bottle packaging will vary in color based on how many years the bourbon was aged. The navy bottle, for example, has been aged for six years.
ORIGINAL LABEL 6-Year Old Style Bourbon
NEW LABEL 6-Year Old Style Bourbon
Applications
54
DRINKWARE In addition to packaging, Heaven Hill also has custom drinkware engraved with our logo and the halo mark. They are found in the form of whiskey tumblers, snifters, julep cups, and more. Custom drinkware can be found in environments like sponsored bars or distillery tours with tasting events. They are available for purchase by consumers both individually—for example, in a distillery gift shop—or as part of a whiskey & cup gift set sold by distributors.
55
Applications
OTHER GOODIES As a spirits company, Heaven Hill has ample opportunity to advertise our brand through various give-aways and goodies. This includes, but is not limited to: ◆◆ enamel pins
◆◆ coasters
◆◆ buttons
◆◆ bottle openers
◆◆ magnets
◆◆ corkscrews
◆◆ stickers
◆◆ julep glasses
◆◆ hats
◆◆ whiskey tumblers
Applications
56
Text & photography Š Heaven Hill Brands & Heaven Hill Distilleries Inc. Logo, design system, & manual developed by Cheyenne Nolan The University of Louisville Hite Art Institute Fall 2018