CLARA LHOTAK
BRANDING STANDARDS GUIDELINES
ASSIGNMENT 12.1
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logo GUIDELINES
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logo
The new Zima logo in black and white, in multiple sizes. OPPOSITE PAGE The same logo sizes with reversed colors. The logo may be used at any size at which it retains readability.
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branding standards guidelines
logo
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construction
The new Zima logo is heavily based on angular geometry and negative space. OPPOSITE PAGE A detailed look at the clear space that makes up one of the letterforms. Proportions and spacing must remain the same when scaling size and may not be altered in any way.
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branding standards guidelines
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x 2x kerning
logo
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signatures
brandmark
3x space brand application
C L E A R M A LT
Signatures only apply to certain applications, extensions, and packaging, not standard brandmark usage. The application is set below the brandmark in the sub typeface. OPPOSITE PAGE Examples of signature usage for various applications at a larger size.
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branding standards guidelines
B O TA N I C A L S
LIQUOR
logo
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color usage
C L E A R M A LT
Logo and subtype must be set in black when using logo on any application (packaging, vehicles, etc). OPPOSITE PAGE Logo may be set in one of the approved primary colors when using for print purposes, business system usage, and social media icons.
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branding standards guidelines
logo
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unacceptable usage
Logo must never be distorted or stretched in any way, both vertically or horizontally. Logo must never be angled or rotated in any direction or angle. OPPOSITE PAGE For color usage, white or black logo must never be placed on a background that is outside the approved color palette. The logo itself may not be set in any color outside the primary approved colors. Logo must never be outlined or stroked in any color, even black or white.
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branding standards guidelines
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brand AESTHETICS
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text
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primary
TEAL CORAL BLACK WHITE
CMYK: 66/2/27/0 • PMS: 3258 C
• RGB: 67/188/193
CMYK: 0/33/32/0 • PMS: 169 C
• RGB: 255/180/171 • HEX: #FAB8A1
CMYK: 0/0/0/100 • PMS: BLACK 6 C • RGB: 0/0/0 CMYK: 0/0/0/0
• PMS: 000 C
• HEX: #43BCC1 • HEX: #000000
• RGB: 255/255/255 • HEX: #FFFFFF
All colors (excluding black & white) should be used at a 50% tint for background colors.
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branding standards guidelines
secondary
MINT CMYK: 47/0/36/0
• PMS: 337 C
PERIWINKLE CMYK: 39/14/0/0 • PMS: 283 C LAVENDER CMYK: 11/31/6/0 • PMS: 685 C PINK CMYK: 0/67/7/0 • PMS: 190 C
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RGB: 135/206/181 • HEX: #87CEB5
• RGB: 150/192/230
• HEX: #96C0E6
• RGB: 221/182/203
• HEX: #DDB6CB
• RGB: 242/120/164
• HEX: #F278A4
All colors (excluding black & white) should be used at a 50% tint for background colors.
color palette
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z typography
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branding standards guidelines
playfair display is used for zima's display text & headers ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
typography
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eurostile lt std is used for zima's subtype & body text ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
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branding standards guidelines
z typography
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architecture
A variety of geometric shapes can be used throughout the brand identity and visual system, limited to the listed shapes. Shapes can be distorted and angled, and strokes may be used at any weight. Do not duplicate an identical shape in one application. Limit of 5 shapes per application, however, use of 3 shapes is preferred. A NOTE ON COLORS For any applications, shapes must only use the same 2 colors (at 100% tint) used in the blocked background of the application. A black shape can be used in conjecture with color.
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branding standards guidelines
architecture
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brand BUSINESS SYSTEM
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branding standards guidelines
business system
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brand APPLICATIONS
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branding standards guidelines
applications
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branding standards guidelines
applications
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brand EXTENSIONS
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spirits
For when Zima Clearmalt isn't enough, reach for Zima spirits. Infused with herbs, florals, and botanicals, Zima's line of spirits is sure to excite your tastebuds. Try making your own cocktails by mixing and matching Zima spirits with Zima Botanicals cocktail infusions. Zima spirits include vodka and gin.
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branding standards guidelines
billboards
To get people excited about the relaunch of Zima Clearmalt, the company is rolling out bus stop billboards in major cities across America. Featuring Zima's brand new packaging, these billboards are sure to entice people about picking up a 6-pack of Zima clearmalt.
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botanicals
Zima Botanicals is a line of cocktail infusion syrups featuring unique, exotic, and botanical flavors. The sky is the limit when it comes to using Zima botanicals. Mix with your Zima spirit of choice and add some fresh fruit juice and sparkling water and you have yourself a craft cocktail. You can even mix Botanicals flavors! For a non-alcoholic treat, mix Botanicals with plain sparkling water and ice for a mocktail you soon won't forget.
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branding standards guidelines
extensions
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