CONTENTS Company Origins
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Logo Anatomy
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Typefaces
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Color_Photos
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Audience Profiles
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Extensions
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Maintain
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Explore
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Entertain
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Share
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Identity
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More
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C O M PA N Y O R I G I N S
Introduced in 1925 by the Burma-Vita company, Burma-Shave reigned as one of the top shaving brands in the US for over thirty years. Famous for its ad gimmick of posting witty poems on small, sequential highway signs across the country, the company became a comforting voice during a time of depression and war.
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01
1925
C O M PA N Y O R I G I N S
C O M PA N Y O R I G I N S
A WITCH DOCTOR
A SEA CAPTAIN
AND A BUSINESSMAN WALK INTO A BAR ... 04
Burma Shave’s original product was a liniment which came from essential oils Clinton Odell procured from a sea Captain who had bought them from a witch doctor on his recent travels to the country of Burma. With sparse initial revenue, the company sought to expand sales by introducing a product with wider appeal. The result was the first successful brushless shaving cream—a perfect formula which the Odell family arrived at after only 300 tries.
liniment: medicinal fluid rubbed into the skin to soothe pain or relieve stiffness
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C O M PA N Y O R I G I N S
While the shaving cream itself was high quality, Burma Shave’s fame was not derived from their product, but instead from their quirky personality and playful puns.
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BY THE COMPANY’S END IN 1963, THEY HAD WRITTEN OVER 600 ROADSIDE JINGLES AND RHYMES. BURMA SHAVE IS STILL KNOWN TODAY AS ONE OF THE MOST SUCCESSFUL AD CAMPAIGNS OF ALL TIME.
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SHE KISSED THE HAIRBRUSH BY MISTAKE SHE THOUGHT IT WAS HER HUBBY JAKE
C O M PA N Y O R I G I N S
EVERY SHAVER NOW CAN SNORE SIX MORE MINUTES THAN BEFORE
DON'T STICK YOUR ELBOW OUT SO FAR IT MIGHT GO HOME IN ANOTHER CAR
I USE IT TOO THE BALD MAN SAID IT KEEPS MY FACE JUST LIKE MY HEAD
PRICKLY PEARS ARE PICKED FOR PICKLES NO PEACH PICKS A FACE THAT PRICKLES
WITHIN THIS VEIL OF TOIL AND SIN YOUR HEAD GROWS BALD BUT NOT YOUR CHIN
I PROPOSED TO IDA IDA REFUSED I'DA WON MY IDA IF I'DA USED BURMA-SHAVE
OUR FORTUNE IS YOUR SHAVEN FACE IT'S OUR BEST ADVER-TISING SPACE
C O M PA N Y O R I G I N S
While almost one hundred years later, Burma Shave could do with a logo revamp, the original logo is not something to be sneered at. With it’s beautiful lettering and friendly vibe, it was just what the company needed when it first began.
BUT NOW...
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C O M PA N Y O R I G I N S
WE’RE CHANGING DON’T FREAK OUT AND GET READY.
EVERYTHING
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FROM WELL TRAVELED
BEGINNINGS WE BRING YOU SIMPLE COMFORT
WITH MOXIE
AND GRIT
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L O G O A NAT O M Y
FIRST THINGS FIRST.
WE NEED TO
DISCUSS THE ELEPHANT IN THE ROOM
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L O G O A NAT O M Y
BURMA SHAVE
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L O G O A NAT O M Y
Our logo is a symbol of our well traveled beginnings and our continued commitment to travel and adventure. For its inception, we travel back to the country of Burma where the elephant is a symbol of healing and protection—enticing qualities to have as both a country and company. It’s more important than you could ever hope to be, so treat it with respect. It needs its space but love it correctly and it will love you back.
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2X
2X
X
X
2X
BURMA SHAVE
2X
2X
2X
2011 While this will act as the primary logo, our Burmese Elephant can be used in many different colors and variations of texture depending on where it is placed and what medium is being used at any given time.
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L O G O A N AT O M Y
THAT MEANS NO CROWDING, STRETCHING, PULLING OR COMPETING. WE WANT YOU TO LOVE IT, BUT DON’T GET CARRIED AWAY OR WE’LL HAVE TO SEPARATE YOU.
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BURMA SHAVE
BURMA SHAVE
BURMA SHAVE
A
B
B
BURMA SHAVE BURMA SHAVE C
D
E
A
DO: Use a simple circle in a light color to display the logo over a photo or patterned background.
B
DO: Display the logo as big or small as you’d like on a white or light colored background.
C
DO: Change the color of the logo when it’s on a darker background.
D
DO NOT: Place the logo directly over a pattern or photo.
E
DO NOT: Change the placement of the text. The distance between text and elephant always remains the same.
F
DO NOT: Stretch or pull the logo. The ratio of height to width should always be the same. 23
C O M PA N Y O R IG I N S
BURMA
SHAVE
T Y P E FA C E S
HOW MANY TYPEFACES
DOES IT TAKE
TO SHAVE AN ELEPHANT
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? ?
T Y P E FA C E S
THAT’S A RIDICULOUS QUESTION
WE HAVE NO IDEA
But here’s our typefaces. Burma Shave prides itself on its voice— how hilarious we are without even trying. (Okay, maybe we make ourselves laugh more than anyone else, but we get a good chuckle every once in a while.) Since our brand depends largely on our writing and voice, typography is a huge part of our overall design. With these typefaces, we believe amazing things are possible—perhaps even the shaving of an elephant.
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Bb Uu Rr
Ma Aa Ss
CLARENDON LIGHT ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
CLARENDON ROMAN ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
CLARENDON BOLD ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
GARAGE GOTHIC REGULAR
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 GARAGE GOTHIC BOLD
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 GARAGE GOTHIC BLACK
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
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COLOR S _ PHOTOS
NONE OF THIS
BLACK AND WHITE
CRAP
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COLOR S _ PHOTOS
Here are our colors. We’re not here to be quiet and subdued. We’re here to be bright, bold and happy—to be heard. While we don’t want to be overwhelming and come across as TOO colorful, we do encourage the use of color in a big way. Normally, our star cast of colors work best when 3-4 are used at a time. With only two, it’s too matchy-matchy. With more than four, it can come across as a bit circus-like. Be tasteful, have fun and leave some white space—enough room to breath.
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PANTONE: 1797 C CMYK: 15/100/95/6 RGB: 245/50/50
PANTONE: 324 C CMYK: 35/5/15/0 RGB: 170/210/210
PANTONE: 458 C CMYK: 10/10/80/0 RGB: 235/220/90
PANTONE: 5807 C CMYK: 1/0/20/0 RGB: 255/250/215
PANTONE: Black 7 C CMYK: 70/70/55/40 RGB: 70/60/70
PANTONE: 151 C CMYK: 0/45/85/0 RGB: 250/155/60
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COLOR S _ PHOTOS
As with every other facet of the Burma Shave brand, comfort is the primary feeling we wish to convey—each and every photo used should give a sense of comfort and escape. We also strive for a slightly less saturated color—your accent colors we just introduced you to should do most of the talking. Also, no direct eye contact between photo subject and viewer—an overall laid back easthetic should be strived for.
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?
AU D I E N C E P R O F I L E S
IT’S OUR PARTY
BUT YOU CAN COME IF YOU WANT TO
Here’s a little glimpse into the type of clients we feel might most enjoy the Burma Shave experience.
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MINDY
to two children—accused of being • Mother a bit overprotective but just wants the very best for them.
purchase a product with ingredients she • Won’t can’t pronounce. gardening—herbs, fruits, vegetables • Loves and flowers. to laugh. Husband of 20 years won her • Loves over with his wit. Often argues with her teenage • Sarcastic. daughter over trying to make jokes to her friends or embarrassing her.
the library twice a week—constantly • Frequents learning and reading.
sent has last of three daughters off • Just to college. with the suburbs but misses the good • Okay old days of carefree city life. celebrated his 27th anniversary with the • Just girl of his dreams. prides himself being active, in shape, • Still well-dressed and stylish. enjoys nice things and treating his • Really loved ones but 3 college tuitions aren’t cheap. a lot for work and enjoys staying at • Travels nice, comfortable places with personality.
MICHAEL
started her second year of • Just graduate school. intelligent, thinks outside the box, • Very always very in-the-know. • Loves school, loves her free time, excited for a career but dreading it all the same.
EMMA
brought 3 suitcases with her to school • Only from across the country—likes to have a minimal amount of nice, long-lasting things.
to visit friends from all around the U.S. • Likes Gets bored if she’s not constantly on the move. to be different—doesn’t buy • Likes conventional ‘girly’ items.
BILL
sees the world with a sense of • Still amazement even in his old age. back to the past with a sense of • Looks fondness and gratefulness. family man—father, grandfather, • Dedicated husband and brother. looking nice and still strives to look • Likes good for his wife of 50 years. sense of humor and competent • Great understanding of current culture. very lucid and energetic—excitement for • Still travel and appreciation for life. visits his old barber down the street • Still every month.
interested in fashion—up to date on the • Very latest and greatest. good design and appreciates a well • Enjoys crafted product even if it’s a bit higer priced. generous and dedicated girlfriend • Gracious, and sister. sense of humor—she and her brother • Great have had an ongoing prank war since they were 7 and 5 years old.
• Likes simplistic and organic products. a family road trip with mom, dad and • Takes brother every summer. buying gifts and surprising people • Loves with nice things.
NED
ANNIE his own production company in LA • Started three years ago. to an adopted 5 year old son. Recently • Father divorced from his partner of 8 years, looking to get in shape and get back out there.
generous and always the first to buy • Wealthy, dinner for a group. frequently, likes to feel comfortable • Travels when not at home. producer for an ad agency—quick • Creative witty and outgoing. • Neat freak about himself and his living space.
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E X TENSIONS
HEY, NOW LOOK WHAT ELSE
WE CAN DO In 1925, we could shave a man’s face. While the Burma Shave of yesteryear was high quality, innovative for its time, clever and highly successful, we believe it’s time to show our true colors—explore new places we can go, new feats we can achieve. No longer is Burma Shave just able to meet our every day grooming needs. We have now delved into the worlds of self and home maintenance, entertaining, travel and education.
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M A I N TA I N
BURMA SH A R E
E N T E RTA I N
SHAVE E X P L OR E
MAINTAIN
EXPLORE
ENTERTAIN SHARE
shaving kits
burma shave inn
cocktail glass set
series of travel books
bath products
travel guides
spiced snacks
geography games
ties/bowties/hairbows
travel kits:
spiced coffee/tea/creamer
barber shop school
eyewear line
snacks
party games:
bathrobes/slippers
lotion/hand sanitizer
word games
dishwashing/hand soap
toothbrush
exquisite corpse
candles/air fresheners/
family travel games
cleaning products
hotel stores
artwork/prints
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E X TENSIONS
MAINTAIN TO HAVE, TO HOLD, TO WASH AND TO WEAR
E X TENSIONS
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Come smell how good we look. From our original shaving cream and our spiced candles to our newest line of eyewear and bow ties, we want you to look, smell and feel your best.
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E X TENSIONS
BURMA BOWS
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Show them 窶話ows. The most recent additions to our Burma Shave clothing line are Burma Bows. With a choice of over 200 pattern designs, these bowties are a great gift for anyone who knows how to appreciate a good thing. They can also be personalized for any added touch.
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E X TENSIONS
While we are constantly looking for new places to take the Burma Shave brand, it doesn’t hurt to give a nod back to the original products every once in awhile with our vintage collections. 50
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E X TENSIONS
EXPLORE LEAVE YOUR HOUSE. SEE YOUR WORLD.
E X TENSIONS
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You don’t need planes, trains and automobiles to find adventure—let us show you the unexpectedly exotic lurking in your own backyard. 55
E X TENSIONS
We know it seems odd, staying at a hotel with ‘shave’ in the title—but get over it and trust us—once you’re here you’ll never want to stay anywhere else. From our custom travel planners and guides to our Burma Shave Inns in select locations across the U.S., we’re here to show you an America you’ve never seen quite like this.
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E X TENSIONS
E X T E N S ION S
ENTERTAIN ENOUGH WITH THE SERIOUS. TIME TO PLAY.
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Decorations, word games, a round of Exquisite Corpse with witch doctors and sea captains, Indian inspired spiced snacks, coffee and teas—We provide you with everything you need to make your next event a success. 61
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E X T E N S IO N S
SHARE TEACHABLE TRICKS FROM WARM TOWELS TO TRAIL BLAZING
With almost 100 years under our belt, we’ve decided it’s time to share our knowledge with the world. Burma Shave has recently opened two barber shop schools in both New York and San Francisco. We teach the the right way to shave—the old school way. We’ve also recently launched a line of educational travel guide books—handy for any road trip or family vacation across the U. S. of A.
E X T E N S IO N S
ANY TRUE BURMA SHAVE BELIEVER KNOWS THERE IS ALWAYS SOMETHING NEW TO BE LEARNED AND APPRECIATED ABOUT THE WORLD. It is our job to keep people as in-awe of the world as we still find ourselves being every day. So come learn with us, laugh with (and at) us and find your sense of wonder lurking in this big, amazing world.
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I DE N T I T Y
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MOR E
For more information, please visit our website at: H T T P: // T HE NE W B URM A S H AV E . B U S INE S S C ATA LY S T. C OM / INDE X . H T ML
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