Bishop Nick Brand Guide Version 1.0
Brand Guide Contents
Brand Values
4
Brand Elements: Logo & Sacred Tankard
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Brand Elements: The Revellers
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Brand Elements: Usage
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Brand Elements: Strapline
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Colour Palette
10
Typography
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Communications: Tone-of-voice
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Communications: Twitter Guide
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Do Good Branding Info@DoGoodBranding.com +44 (0)20 7250 0291
Unit 5 Zeus House 16 – 30 Provost Street London N1 7NG
Do Good Media Ltd Company no. 0679 8956 VAT no. 948 2101 30
Brand Values Overview
Approachable Playful Hand Crafted Forward Thinking
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Bishop Nick Brand Guide
Brand Values Definitions
Approachable 1. capable of being approached; accessible. 2. (of a person) easy to meet, know, talk with.
Bishop Nick is a brand people get along with. A good sense of humour means Bishop Nick is a popular ‘chap’. He always has something to say and can be direct but he always listens. Playful 1. full of play or fun; frolicsome. 2. pleasantly humorous or jesting: a playful remark.
Work hard, play hard. That sums up the Bishop Nick philosophy on life. Bishop Nick is devoted to crafting great ales and is equally devoted to enjoying them. Bishop Nick encourages celebration and is a master of merriment. Hand-Crafted 1. made by hand or using manual skill.
With over 160 years of brewing expertise behind them Bishop Nick beers are always crafted with care and brewed with passion. Forward thinking 1. planning for the future; forward-looking.
Bishop Nick is a brand steeped in history, but alongside this great legacy is a dedication to creating new ales for the enjoyment of future generations of Essex and beyond.
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Brand Elements Logo + Sacred Tankard Logo
File References bishop_logo_rgb.eps bishop_logo_rgb.jpg bishop_logo_cmyk.eps bishop_logo_cmyk.jpg
Sacred Tankard Monochrome
Sacred Tankard Flame
File References tankard_logo_rgb.eps* tankard_logo_rgb.jpg tankard_logo_cmyk.eps* tankard_logo_cmyk.jpg
File References tankard_flame_rgb.eps tankard_flame_rgb.jpg tankard_flame_cmyk.eps tankard_flame_cmyk.jpg
*Includes flash shape for re-colouring
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Bishop Nick Brand Guide
Brand Elements ‘The Revellers’ The Revellers
File References revellers_rgb.eps revellers_rgb.jpg revellers_cmyk.eps revellers_cmyk.jpg
The Revellers may look like a quirky bunch but they are quite serious about enjoying the pleasures of their sacred ale. These woodland creatures, native to Essex, are born of dark times where banquets followed beheading. Strumming the gittern, swigging from tankards and emptying flagons they remain sinister but merry.
The Gittern The gittern was a relatively small, quill-plucked, gut strung instrument that originated around the 13th century and came to Europe via Moorish Spain.
The Revellers are an integral part of the brand but their presence is more ambient than that of the logo and tankard. They can be used as a bold backdrop where required. The Revellers must always appear in black, never in colour.
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Brand Elements Section Topic Usage
Like the brand itself, the Bishop Nick logo is a ‘no-nonsense logo. It is bold and strong and has been designed for robust use. The black ‘cap’ shape encapsulates the logo so that it can stand out when placed over other design elements. The logo is black wherever possible (1). If it appears on a dark or coloured background it should be white (2). The logo should never appear as a colour. When overlaying the logo ensure underlying elements do not show through the ‘Bishop Nick’ text. The ‘Bishop Nick’ text of the logo should be solid, unless applied to a texture or to glass for instance where it can appear transparent (3).
1
2
3
The ‘Sacred Tankard’ motif is a visual representation of the strapline ‘Sacred Ales of Essex’. It can be used alone, with the strapline, or in amongst The Revellers. There is a version with and without the flash of colour. When using the colour version, stick with flame (as shown) unless item is beer brand specific e.g. on pump clips. The ‘EPS’ logo file includes the flash shape for this purpose.
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Bishop Nick Brand Guide
Brand Elements Strapline Strapline Block
Strapline Text Only
Strapline with Sacred Tankard
When the strapline appears over the Revellers it can be encapsulated in a black block. Text within the block should sit justified right where possible. Where the strapline is used on a plain background, it can appear as black text and be centred. When it appears with th Sacred Tankard it should appear below and centred.
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Colour Palette Brewery + 1555 Brand Palette
Black
White
Flame
Pantone速 Solid Coated: Process Black C Solid Uncoated: Process Black U
Pantone速 Solid Coated: n/a Solid Uncoated: n/a
Pantone速 Solid Coated: 199C Solid Uncoated: 199U
c 0
m 0
y 0
c 0
m 0
y 0
r 44
g 42
b 41
r 255
g 255
b 255
k 100
Web # 2C 2A 29
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Web # FF FF FF
Bishop Nick Brand Guide
k 0
c 0
m 100
y 72
r 213
g 0
b 50
Web # D5 00 32
k 0
Colour Palette Beer Brand Palette
Ridley’s Rite
Heresy
Martyr
Pantone® Solid Coated: 7482 C Solid Uncoated: 355 U
Pantone® Metalic Coated: 873 C Solid Coated: 465 C Solid Uncoated: 7556 U
Pantone® Solid Coated: 7684 C Solid Uncoated: 287 U
c 90
m 0
y 93
r 0
g 159
b 77
Web # 00 9F 4D
k 0
c 9
m 29
y 66
r 185
g 151
b 91
Web # B9 97 5B
k 24
c 90
m 64
y 0
r 56
g 94
b 157
k 0
Web # 38 5E 9D
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Typopgraphy Brand Fonts
Abc.123 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890#?!@£%&*(){}”“ Regime Regular
Abc.123 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890#?!@£%&*(){}”“ Regime Medium
Brand Font ‘Regime’ is Bishop Nick’s primary typeface family, and should be used on all marketing collateral.
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Bishop Nick Brand Guide
NB: Always export Word documents as PDFs before sending. This is to retain the Regime font. If you produce files that you know will rely on the recipient having the font installed on their computer e.g Word documents or PowerPoint presentations, create them using the system-safe font Georgia. This is to avoid Regime being substituted by ‘off-brand’ fonts.
Font Background Designed by iconic typographer Jonathan Barnbrook ‘Regime’ is based on 19th century slab serif British ‘Empire’ letterforms. Redrawn, made a little more contemporary, a little more playful and with alternate weights featuring more experimental characters.
Typopgraphy System / Web Safe Fonts
Abc.123 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890#?!@£%&*(){}”“ Georgia Regular
Abc.123 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890#?!@£%&*(){}”“ Georgia Medium
Usage Georgia should be used for: ●● Word documents ●● PowerPoint presentations ●● Live text on a website ●● Email messages and signatures ●● Any situation whereby it is not possible to guarantee that ‘Regime’ will be displayed correctly.
Font Background Georgia is a transitional serif typeface designed in 1993 by Matthew Carter and hinted* by Tom Rickner for the Microsoft Corporation. Georgia is designed for clarity on a computer monitor even at small sizes, partially effective due to a large x-height. The typeface is named after a tabloid headline titled “Alien heads found in Georgia”.
*Font hinting (also known as instructing) is the use of mathematical instructions to adjust the display of a font so that it lines up with a rasterized grid.
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Communications Tone-of-voice Core Brand Values ●● ●● ●● ●●
Approachable Playful Hand-crafted Forward Thinking
Approach
Example
Be informal in your tone. Use accessible language. You can even sprinkle paragraphs with a mild Essex patter or even rhyming slang e.g “Not on your nelly”
Beer Description
Key Messages “Sacred Ales of Essex”
Personality Traits ●● ●● ●● ●● ●● ●● ●●
Male Informal Dry sense of humour Matter of fact Strong, Sturdy, Gutsy Enduring, Defiant ‘Work hard, play hard’ values
Speak directly to the ale drinker. You empathise with them. You understand their respect and desire for great beer. Work hard, play hard. Bishop Nick is devoted to crafting great ales and is equally devoted to enjoying them. Speak as much about celebration as you do sacrifice.
Celebrity Comparison Ray Winstone – in the sense that he is ‘no nonsense’. Bishop Nick should not be intimidating.
Communication Guide Story
B2B
B2C
Ridley’s & Ridley family details
✔ ✔ ✔ ✔ ✔ ✔
✗
Brewing legacy Greene King buyout Bishop Ridley as ancestor Dark/Religious aspects of Bishop Ridley’s life Essex
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Bishop Nick Brand Guide
✔
✗ ✔ ✔ ✔
Before 1555 Special/Best Bitter 4.3% It is the blend of coloured malts that gives this full-bodied ale its rich ruby hue and distinctly sweet nutty taste but always underlined by a mellow lasting bitterness. After 1555 Gutsy Amber Ale 4.3% Now this is a seriously full-bodied ale. No messing. Bishop Nick wasn’t burnt at the stake in 1555 so we could sit quietly and sip weak ale. Not on your nelly. This rich ruby beer is a tribute to defiance. With a unmistakably sweet nutty taste always underlined by a mellow lasting bitterness, 1555 shall not be moved.
Communications Twitter Guide Best Practice
Tweet Suggestions
Glossary
Build your following, reputation, and customer’s trust with these simple practices:
A New Beer Stockist Pub/bar name, twitter address, google map location
Twitter users have developed short-form syntax to make the most of 140 characters. Here are the fundamentals.
1 S hare. Share photos and behind the scenes info about your business. Even better, give a glimpse of developing projects and events. Users come to Twitter to get and share the latest, so give it to them!
News Product launches, share the popularity of a beer, latest brewery developments, new POS materials
2 L isten. Regularly monitor the comments about your company, brand, and products. 3 Ask. Ask questions of your followers to glean valuable insights and show that you are listening. 4 R espond. Respond to compliments and feedback in real time. 5 R eward. Tweet updates about special offers, discounts and timesensitive deals. 6 D emonstrate wider leadership and know-how. Reference articles and links about the industry (or the world) and how it relates to your business.
Events Festivals or beer events Bishop Nick is attending. Remember: Apply relevant hashtag Insight Beer brewing industry news. Give followers a good reason to follow @BishopNick
Setting Targets Regular Tweets Aim to tweet or retweet at least once a day to maintain followers’ interest. Increasing Followers Aim to steadily increase your followers. Set a goal of a number of followers or a percentage increase each month.
Useful Links 7 C hampion your stakeholders. Retweet and reply publicly to great tweets posted by your followers and customers. 8 Establish the right voice. Twitter users tend to prefer a direct, genuine, and of course, a likable tone from your business, but think about your voice as you Tweet. How do you want your business to appear to the Twitter community?
The Telegraph: step-by-step guide http://goo.gl/dKUG
Mention Once you’ve signed up and chosen a Twitter username, you and others can mention an account in your Tweets by preceding it with the @ symbol, eg: “Glad your shipment arrived @janesmith!” Retweet When you see a Tweet by another user that you want to share, click ‘Retweet’ below it to forward it to your followers instantly. Message If you want to privately Tweet to a particular user who’s already following you, start your Tweet with DM or D to direct-message them, eg: “DM @joesmith234 what is your order number?” Hashtag Users often prepend # to words in their Tweets to categorize them for others eg: “Check out our new products for this Spring: http://t.co/ link2 #springsale” Think of hashtags as the theme of your Tweet. Users can then click on a hashtag to see other similarly-themed tweets and find yours in search.
Mashable Twitter Guide http://goo.gl/qas0 Tweetdeck (Application) http://www.tweetdeck.com/
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Do Good Branding Info@DoGoodBranding.com +44 (0)20 7250 0291
Unit 5 Zeus House 16 – 30 Provost Street London N1 7NG
Do Good Media Ltd Company no. 0679 8956 VAT no. 948 2101 30