SIP, SIP
Brand STANDARDS Manual
TABLE OF CONTENTS CHEERS, MATE
4 Mission statement
THE THICK OF IT 6 8 10 11 12 13 14 15 16 18 19 20 21
Master logo Variations Space & size guidelines Restrictions Extractables Typography Colour usage Wearables & merchandise Label & packaging Print Assets Business Card Stationery Envelope
CLOSING TIME
22 Brand protection 23 Contact information & resources
Here’s where we are. Pop over for a visit sometime, okay?
4 / BOSSMAN’S
MISSION STATEMENT The last bottle of English whisky was filled 300 years ago. In 2003, some whisky-loving brewing pioneers brought this beautiful craft back to London. Now there are six distilleries … actually, make that seven now that Bossman’s is here. We serve up smoked London whiskey in “juice” boxes. It’s served straight so it’s not for the faint of heart. But these strong flavors slurped through a straw make for a brilliant treat. We offer products with a totally new flavor that create a completely unique experience, even for the most skilled whisky drinker. We strive to create a fairly-priced product that delivers full-bodied flavor. And will get you decently smashed (but please do drink responsibly). Bossman’s doesn’t have time to spew bullsh*t, we’re too busy making wicked-good whisky.
CHEERS, MATE / 5
MASTER LOGO When you walk into a store in England, you better address the owner as “boss man.” It’s called respect. That’s where Bossman’s name comes from. Our whisky deserves to be treated with dignity. Just because it comes in a box doesn’t mean it can be tossed around like it’s nothing. Our logo is comprised of three main elements: 1. Typography: The master logo is set in P22 Underground. Look familiar? It should because it’s the same typeface used on the London Underground (aka The Tube). 2. The “O” or Box: Since the “juice” box packaging is so integral to our product, we reconstructed the “o” so it ties our product directly to our logo. 3. Offset outline: The outline of Bossman’s is layered on the solid type and offset to create dimension and let the customer know this drink might make a little of kilter. The master logo is available in two versions: with or without the tagline. Use the plain logo (no tagline) in most instances. The logo with the tagline is used predominantly on print assets (see page 26) and multimedia or video projects. This logo is a core element to the Bossman’s brand so the kerning, colour and other specifics should not be altered.
6 / BOSSMAN’S
PRIMARY LOGO
SECONDARY LOGO (WITH TAGLINE) .1”
.05”
Whiskey served STRAIGHT from your pantry
THE SPECIFICS
Kerning: -110 -100
The “juice” box is always used in place of the “o” for the display logo. All letters are set in P22 Underground DemiBold. The outline is offset by .07” down and to the left.
THE THICK OF IT / 7
VARIATIONS Users should attempt to use the red Bossman’s logo on a white background in most situations for maximum impact and clarity. However, if a situation arises where a variation must be used, the colour options to the right are the only acceptable uses. The grayscale logo should only be used in extremely necessary cases or when colour printing is unavailable.
Primary logo
Grayscale logo
Whiskey served STRAIGHT from your pantry
Secondary logo (with tagline): MUST be used with red display text
8 / BOSSMAN’S
LOGO ON BLACK
LOGO ON 50% GREY
LOGO ON BOSSMAN’S GREY
LOGO ON BOSSMAN’S NAVY
LOGO ON BOSSMAN’S RED
LOGO ON BOSSMAN’S TAN
THE THICK OF IT / 9
SPACE & SIZE GUIDELINES When placing the Bossman’s logo, be sure to leave clear space. Please leave as much white space as possible, but the minimum is .2” or .5 cm. If the logo is used digitally, the minimum clear space is 20 px around all edges. The only exception to this is when the tagline or address information is placed directly below the logo. Those can be placed as close as .04” or .1 cm away from the logo.
.2”
Another important consideration is the size of the logo. Please run the logo as large as necessary to maximize clarity. However, the logo may not be placed any size smaller than 1” or 2.55 cm wide on print assets. If the logo is used digitally, it may not be used at any size smaller than 100 px wide. If the user is placing the secondary logo (with the tagline), it may not be placed at any size smaller than 1.5” or 3.8 cm wide on print assets. If the secondary logo is used digitally, it may not be used at any size smaller than 150 px wide.
.2”
.2” .2” Clear space guidelines
Whiskey served STRAIGHT from your pantry
Minimum width size: 1” • 2.55 cm • 100 px
10 / BOSSMAN’S
Minimum width size with tagline: 1.5” • 3.8 cm • 150 px
RESTRICTIONS A lot of care went into creating the Bossman’s logo. So, please don’t mess it up with bad design decisions. Here are some of the horrendous things we thought someone might do. Please use these as an example of what NOT to do.
Whiskey served STRAIGHT from your pantry
DON’T: Resize the tagline
DON’T: Shift offset lines in opposite direction
DON’T: Use multiple colours
DON’T: Distort propotions
DON’T: Change tint or colour of the primary logo, unless using a designated variation (see pg. 14)
DON’T: Display as only outlines
DON’T: Place on busy photos without a semi-opaque overlay
THE THICK OF IT / 11
EXTRACTABLES The Bossman’s logo was designed with extractable elements in mind. The Bossman’s “juice” box may be used on it’s own as a decorative element. All patterns are created using the straw from the box icon. Use these patterns to create texture and interest on branding materials when needed.
Extractables can be used as secondary identifiers of the Bossman’s brand. It does not have to be used on a colour background, but if it is, it must follow the colour variation style (see pg. 14). PRIMARY PATTERN
SECONDARY PATTERNS
Only the above patterns may be used to supplement brand materials
12 / BOSSMAN’S
TYPOGRAPHY The primary typeface for the Bossman’s brand is P22 Underground. For display text, use DemiBold. For body copy, use book. All body copy should be in Bossman’s Navy. For longer reports, Caslon Regular may be used, but only for body copy, not headers. These are the only typefaces that may be used. We’re an English brand so only use English typefaces! All fonts can be downloaded from typekit.com.
P22 UNDERGROUND (Headings) P22 Type Foundry Weight: DemiBold Font size: 15 pt Leading: 15 pt
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 !@#$%^&*()?<>,.:;”’{}[]
P22 Underground (Body copy) P22 Type Foundry Weight: Book Font size: 9 pt Leading: 11 pt
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 !@#$%^&*()?<>,.:;”’{}[]
Adobe Caslon Pro (Lengthy body copy) Adobe Foundry Weight: Regular Font size: 10 pt Leading: 12 pt
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 !@#$%^&*()?<>,.:;”’{}[]
THE THICK OF IT / 13
COLOUR USAGE Please only use the following colours even when writing something as basic as a letter. Text should usually be set in Bossman’s Navy, not black. Use tints sparingly. Only use grayscale when necessary. PRIMARY COLOURS
Bossman’s Red Pantone 485 C5 M98 Y100 K1 HEX #df2625
SECONDARY COLOURS
Bossman’s Navy Pantone 432 C78 M65 Y53 K44 HEX #333d47
Bossman’s Tan Pantone 719 C5 M22 Y37 K0 HEX: #efc8a2
Bossman’s Grey Pantone 427 C17 M12 Y13 K0 HEX #d1d3d3
How to mix Bossman’s colours: 1. Red background: navy is primary; nude is secondary 2. Navy background: red is primary; grey is secondary 3. Tan background: red is primary; navy is secondary 4. Grey background: red is primary; navy is secondary
14 / BOSSMAN’S
WEARABLES & MERCHANDISE These products supplement the Bossman’s brand. They are to be worn by brand ambassadors and other Bossman’s employees when representing the brand. They are also available to sell to customers.
THE THICK OF IT / 15
LABEL & PACKAGING Now here’s the fun stuff. Bossman’s is all about the box. The “juice” box that is, our signature packaging. Here’s how all Bossman’s boxes should look and their label breakdown.
FRONT VIEW
16 / BOSSMAN’S
BACK VIEW
FRONT Header: Bossman’s logo with tagline Subtext: Smoked London whisky to-go Distilled & boxed in Notting Hill Type: P22 Underground Book Font size: 9pt Leading: 11pt Color: Bossman’s Navy LEFT Text: Refrigeration necessary … unless you’re really brave Type: P22 Underground DemiBold Font size: 20pt Leading: 22pt Color: Bossman’s Grey
BACK Text: Bossman’s story (see pg. 5 for full text version) Type: P22 Underground Book Font size: 9pt Leading: 11pt Color: Bossman’s Navy RIGHT Header: Extractable “juice” box Text: Government warning (see online for full text version) Type: P22 Underground Book Font size: 9pt Leading: 11pt Color: Bossman’s Navy
THE THICK OF IT / 17
PRINT ASSETS Stationery, envelopes and business cards are the first impression a lot of people get of Bossman’s. Make that count for something by following these guidelines.
STATIONERY SYSTEM
18 / BOSSMAN’S
BUSINESS CARD BUSINESS CARD COLOUR OPTIONS
.2”
.3”
2”
.2”
1”
.6”
.4” 3.5”
1.2”
.75” Name: P22 Underground DemiBold 8pt Position: P22 Underground Book 5pt Address: P22 Underground Book 6pt
THE THICK OF IT / 19
STATIONERY .5”
.3”
11”
.25”
1”
20 / BOSSMAN’S
8.5”
ENVELOPE .2”
.25”
Whiskey served STRAIGHT from your pantry 280 Westbourne Park Road Notting Hill, London W11
4”
9”
2.25”
1”
4”
9”
*Envelope interiors are Bossman’s Red
THE THICK OF IT / 21
BRAND PROTECTION The Bossman’s logo and all of its parts are registered trademarks. Since there are important legal issues involved in trademark management, our worldwide trademark program must be administered from a central point, the Bossman’s Legal Department. Only the Legal Department may: • Clear and approve new trademarks • Prepare licenses for use of our assets • Acquire trademark rights through agreements • File and prosecute applications for trademark registration • Challenge other parties’ trademarks • File, prosecute, and defend trademark infringement actions If you have a request related to any of the above actions, please forward it to the Bossman’s Legal Department. Please follow these rules. It’s for the good of Bossman’s.
22 / BOSSMAN’S
CONTACT INFORMATION Good branding is important. Just ask anyone. An important part of good branding? Consistency. That’s what this handy little guide is for. But, if we somehow missed something, you have a question, or just fancy a chat, please reach out to one of these lovely people below. BOSSMAN’S HEADQUARTERS 280 Westbourne Park Road Notting Hill, London W11
ANGUS MULBERRY Chief Creative Officer +44 20•7266•7003 angus@bossmans.com
PENELOPE CLARKE Brand Manager +44 20•7266•7005 angus@bossmans.com
RESOURCES You can download and access all necessary brand materials including logos, patterns and assets at bossmans.com/brandstandards.
CLOSING TIME / 23
BOSSMAN’S HEADQUARTERS 280 Westbourne Park Road Notting Hill, London W11 +44 20•7266•7003 bossmans.com