iii Design Brand Guide - Paso Robles CAB Collective

Cabernet & Red Bordeaux Varietals — PERFECTED IN PASO ROBLES —

BR AND GUIDELINES MANUAL

Brand Guide INTRODUCTION This Brand Guide is a tool that helps ensure that design quality and standards are maintained. This will strengthen the foundation of your brand by connecting the business to the various design assets. Upholding these design standards will bring recognizability to your brand.

Visibility, legibility and consistency of use are key to the success of the Paso Robles CAB Collective identity system.

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Table of Contents IDENTITY

DESIGN ELEMENTS

Logo..............................................................01-02

Paper Texture Background ...................... 21-22

Tagline ........................................................ 03-04

Wine-Related Illustrations ....................... 21-22

LOGO USAGE

Primary Logo Usage................................. 05-06

Minimum Size.............................................07-08

Clearspace Requirements .......................09-10

Incorrect Uses ............................................11-12

COLOR

Primary Color Palette................................ 13-14

Secondary Color Palette........................... 13-14

TYPOGRAPHY Typefaces.................................................... 15-19

Type Styles..................................................19-20

Photographic Background Treatment................................................... 21-22

CABs OF DISTINCTION

Primary Logo & Tagline.............................23-24

Color Palette...............................................23-24

1- Color and Reverse Logo.......................25-26

Image Treatment........................................ 27-28

BRAND SNAPSHOT .......................... 29-30

Identity PRIMARY LOGO The Paso Robles CAB Collective logo is the cornerstone of the brand identity. It is iconic, modern and sophisticated.

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Primary Logo

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Identity TAG L I N E The tagline is an essential part of the core brand identity and should be used whenever possible on marketing collateral.

When used with the logo, the tagline should be centered below the logo as shown on the right.

It should always set in consistent type styles. The first line should be set in Tribute Italic while the second line is Pluto Condensed Regular with ample tracking between letters (read more about the PRCC typefaces and styles on pages 15-18).

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Cabernet & Red Bordeaux Varietals — PERFECTED IN PASO ROBLES —

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Logo Usage PRIMARY LOGO USAGE Whenever possible, the PRCC logo should be used reversed out of a darkened photographic or solid color background.

The logo works best horizontally centered near the top of the layout.

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Logo Usage MINIMUM SIZE The logo can be enlarged proportionally to any size. However, for ideal legibility in print and web, the logo should not be scaled below a minimum size.

In print, the primary logo should not be used smaller than .75 inches wide.

For web, the primary logo should not be used smaller than 110 pixels wide.

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.75”

Print (300 dpi)

110px

Web (72 ppi)

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Logo Usage CLE AR SPACE It is essential to maintain the clear space around the logo in order to maximize clear recognition and visual impact.

This area of isolation protects the logo from impeding imagery, graphics and page trim.

A clear space of at least the height defined by “X� in the graphic on the right is required at all times.

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X

X

X

X

X

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Logo Usage INCORRECT USES 1. Do not alter the intended lock-up of the logo.

2. Do not use the logo in any color outside of the brand color palette.

3. Do not rotate the logo.

4. Do not stretch or condense.

5. Do not alter elements within the logo.

6. Do not alter the proportions of the logo within its frame.

7. Do not use the logo in more than 1-color.

8. Do not use the logo without its frame.

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1.

2.

3.

4.

5.

6.

7.

8.

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Color COLOR PALET TE In addition to the primary color palette, a secondary color palette was selected to complement the primary palette and extend the visual impact of the brand.

Consistent use of the color palette will help reinforce the PRCC brand.

It is important to note that the appropriate color mix should be used whenever possible. For print, the Pantone spot-color version should be used when/if budget allows.

Otherwise, the 4-color-process (CMYK) version should be used. For web and digital graphics, the specified HEX values should be used.

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Primary Color Palette

Pantone 202 C CMYK: 9-100-64-8 HEX: #87212E

Pantone 425 C CMYK:48-29-26-76 HEX: #54585A

Pantone 7534 C CMYK: 5-5-15-8 HEX: #D1CCCBD

Pantone 3015 C CMYK: 100-35-3-21 HEX: #00629B

Pantone 525 C CMYK: 69-100-4-45 HEX: #572C5F

Pantone 364 C CMYK: 71-4-100-45 HEX: #4A7729

Pantone 340 C CMYK: 27-0-100-3 HEX: #B5BD00

Pantone 3272 C CMYK: 6-36-79-12 HEX: #CBA052

Secondary Color Palette

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Typography T YPEFACES The primary PRCC fonts are Tribute and Pluto Condensed. Tribute is an elegant font, with an antique quality. It is available for purchase for print and web from myfonts.com/fonts/emigre/ tribute-ot/buy.html.

Pluto Condensed is a sans-serif font with unique features that make it both friendly and elegant. The Pluto font family and individual font variants are available for purchase for print and web from www.myfonts.com/fonts/ hvdfonts/pluto.

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Tribute

Italic A B C DE FGH I J K L M NOP QR S T U V W X Y Z a bc de f gh ijk lm n o pq rs t u v w x yz 0 1 23 4 56 7 8 9 !@#$%^ &* ( ) Small Caps a bc de fgh i j k l m nop qr s t u v w x y z 0 1 2 3 4 5 678 9 ! @#$%^&*( )

Pluto Condensed Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 !@#$%^&*() Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 !@#$%^&*()

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Typography T YPEFACES CONT’D Roboto is a clean, legible font with an extensive font family. This font is available for free download from google.com/fonts/specimen/Roboto.

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Roboto Light abcdefghijklmnopqrstuv w x y z ABCDEFGHIJKLMNOPQRSTUV W X Y Z 012 3 4 5 6 7 8 9 ! @ # $ % ^ & * ( ) Regular abcdefghijklmnopqrstuv wx yz ABCDEFGHIJKLMNOPQRSTUV WX Y Z 0 12 3 4 5 6 7 8 9 ! @ # $ % ^ & * ( ) Medium abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUV WX YZ 0 12 3 4 5 6 7 8 9 ! @ # $ % ^ & * ( )

Light Italic abcdefghijklmnopqrstuvwxyz A B C D E FG H IJ K L M N O P Q R ST U V W X Y Z 012 3 4 5 678 9 ! @ # $ %^&* ( ) Regular Italic abcdefghijklmnopqrstuvwxyz A B C D E F G H IJ K L M N O P Q R S T U V W X Y Z 012 3 4 5 678 9 ! @ # $ %^ & * ( ) Medium Italic abcdefghijklmnopqrstuvwxyz A B C D E F G H IJ K L M N O P Q R S T U V W X Y Z 012 3 4 5 678 9 ! @ # $ %^ &* ( )

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Typography TYPE STYLES When it comes to typography, hierarchy, consistency and simplicity are paramount. The following type styles should be used for general reference, not as an exhaustive list of all type styles possible.

Headlines should be set in Tribute Italic.

When starting a section, subheadlines should be set in Pluto Condensed Bold in all-caps. In-text subheads should be set in Pluto Condensed Regular in title-case.

Section-starting subheads can appear in any color in the PRCC color pallette, while in-text subheads should appear in the same color as the body copy (Pantone 425).

When on a light background, body copy should be set in Roboto Light; if it appears reversed out of a color background it should be set in the Regular weight of the font.

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In a multiple page document, sections should be delineated in Tribute italic in an outlined rectangle.

When listing PRCC member accolades, the winery name should be set in Tribute Small Caps. The wine name should be Roboto Medium; the award should be Roboto Medium Italic; the association, award giver, and wine competition name should be Roboto Italic.

Pull Quotes from content or praise from publications should be set in tribute italics, reversed out of a colored background at about 20% larger than the body copy. If the quotation has a source, it should be set in Pluto Condensed, all caps and tracked out.

The name of the speaker should be bold, while the publication / source should be the regular version of that font. This quote treatment can be framed by two pin lines as illustrated to the right.

Headline Treatment SUBHE AD TRE ATMENT 1 Body Copy maximusante se repersp elenece

Section or Chapter

ratusci untotas perfera tiumqui ipsuntium quia nobis plicil inciet voloria eosa debis dis autem laborit, utatur sincium et modis suntius aciis dolorit, temporum. Maximusante se repersp.

Subhead treatment 2 Body Copy maximusante se repersp elenece ratusci untotas perfera tiumqui ipsuntium quia nobis plicil inciet voloria eosa debis dis autem laborit, utatur sincium et modis suntius aciis dolorit, temporum. Maximusante se repersp ele-

Pull quote from copy maximusante se repersp elenece ratusci untotas perfera tiumqui ipsuntium quia nobis plicil inciet voloria eosa.

nece ratusci untotas perfera tiumqui ipsuntium quia nobis plicil inciet voloria eosa debis dis autem laborit, utatur sincium et modis suntius aciis dolorit, temporum.

Winery Name Wine Name XX points . Association, Award Giver Wine Name

“Quote from source. ipsuntium quia nobis plicil inciet.”

NAME LASTNAME, P U B L I C AT I O N O R S O U R C E

Xxx Medal – 20XX Wine Competition Name

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Design Elements PAPER TE X TURE BACKGROUND

W I N E - R E L AT E D I L L U S T R AT I O N S

To create a subtle, natural feel to all branded materials, collateral should be printed on natural/speckled paper stock, if possible. Alternatively, an image of the paper texture can be used as a background in design files.

The PRCC brand uses a set of sketched illustrations. These graphic elements should be used subtly as a background element. They may be used at various sizes, but always be set to multiply at 15% opacity.

PHOTOGR APHIC BACKGROUND When images are used as backgrounds they must have a 100% black layer multiplied at 45%-65% opacity (depending on the darkness of the photograph).

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Paper Texture Background

Photographic Background Treatment

Section Headline Title

Wine-Related Illustrations

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CABs of Distinction P R I M A RY L O G O A N D TAG L I N E The CABs of Distinction primary logo should be used only on a light background. The primary tagline, “Taste. Celebrate. Discover.� is a permanent part of the logo and should therefore not appear separately as a design element.

COLOR PALET TE CABs of Distinction collateral should use primarily Pantone 504 or its equivalent CMYK or HEX value.

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Primary Logo

of

DiSti Nction Taste. Celebrate. Discover.

Color Palette

Pantone 504 C CMYK: 29-82-44-73 HEX: #572932

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CABs of Distinction 1-COLOR LOGO If/when needed, the Primary logo may be used in 1-color in Pantone 504 C (or it’s CMYK equivalent).

When printing in black and white, the Primary logo may be used in 1-color black, ideally on a white or very light background.

REVERSE LOGO A white “knock-out” logo is available to use when placed over a dark or busy background.

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1- color

of

DiSti Nction Taste. Celebrate. Discover.

of

DiSti Nction Taste. Celebrate. Discover.

Black

of Taste. Celebrate. Discover.

Reverse

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CABs of Distinction I M A G E T R E AT M E N T The CABs of Distinction event collateral has a unique image treatment. The majority of the photograph should be grayscale while a few key areas are highlighted in full color.

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Brand Snapshot

MISSION

The mission of the Paso Robles CAB Collective is to educate media, trade and consumers on the quality of Cabernet Sauvignon and red Bordeaux varietals produced in Paso Robles, and to promote the varietals themselves, as well as the global marketing of Cabernet Sauvignon and red Bordeaux varietals from Paso Robles.

ABOUT THE PASO ROBLES CAB COLLECTIVE

The Paso Robles CAB Collective is a grass-roots organization which strives to promote the full potential of the Paso Robles appellation in producing superior quality, age-worthy, balanced, classic Cabernet Sauvignon and red Bordeaux varietals to consumers and media worldwide.

Cabernet Sauvignon and Bordeaux varietals in the Paso Robles AVA, member wineries have the opportunity to

full potential of the Paso Robles AVA in producing

work with and learn from other members. The organiza-

superior-quality, classic and age-worthy Cabernet

tion is designed to create a network of knowledgeable

Sauvignon and red Bordeaux varietals to consumers,

and experienced industry professionals to assist each

trade and media worldwide.

other from viticulture to production, marketing and

The grass-roots non-profit organization was formed

VISION

— PERFECTED IN PASO ROBLES —

finally, sales.

with the belief that the Bordeaux varieties Cabernet

The PRCC is governed by a board of five director mem-

Sauvignon, Cabernet Franc, Merlot, Petit Verdot and

bers. Three of these members are permanent members

Malbec grown in the Paso Robles appellation—and the

who cooperated closely to found the organization and

subsequent quality of the wines produced—is under-rep-

include a representative of the following wineries: DAOU

resented in the marketplace and across the wine indus-

Vineyards & Winery, J. Lohr Vineyards & Wines and

JUSTIN Vineyards & Winery. The fourth and fifth seat try. The PRCC seeks to improve awareness regarding are elected every year by PRCC members to ensure the distinctive attributes of Paso Robles Cabernet and OVERVIEW OF PASO ROBLES balanced representation. Other founding Because membersof Paso Robles’ ideal climate, location and red Bordeaux varietals through education, events and conditions, Cabernet Sauvignon grapes can Established 1983, the participated Paso Robles American actively in the creation of growing the PRCC initiatives that confirm the appellation’s growing reputa- inwho linger on the vine until their fullest potential for lush Viticultural (AVA) isADELAIDA a diverse appellation located in Vina Cellars, Eberle Winery, Robles tion for producing luscious, well-rounded Bordeaux vari- Areainclude the northern of San Luis Obispoand County.

Vineyards & Winery Chateau Margene. ripeness is achieved. The long growing season of this etals that compete with like-varietals on a global stage. half

The Paso Robles AVA continues to produce an ever-growing field of critically acclaimed wines, and yet it is the potential About the Paso Robles CAB Collective& of Cabernet Sauvignon other Bordeaux varieties that has savvy connoisseurs virtually quivering with excitement.

The AVA’s western boundary is approximately six miles from the Pacific Ocean and it is one of the larger AVAs in California. The appellation lies on the inland side of the

PASO ROBLES C AB COLLECTIVE / ELECTRONIC PRESS KIT /

Cabernet & Red Bordeaux Varietals

Open to all wineries that produce superior-quality

Formed in 2012, the Paso Robles CAB (Cabernet and Bordeaux) Collective (PRCC) strives to promote the

Santa Lucia coastal mountains and forms a rectangle roughly 35 miles wide by 25 miles long.

Akin to the climates of the Rutherford district of Napa Valley and Alexander Valley in Sonoma County, Paso Robles is known for fifty-degree diurnal shifts which bring long, cool nights and breezes from the Pacific,

AVA allows this late-ripening variety ample time to

develop not only the superb structure that makes it one of the most respected grapes in the world, but a rich, mouth-filling fleshiness that’s admired by winemakers 02 whose growing seasons are shorter. Cabernet fruit from Paso Robles is intense and concentrated with fruit-forward aromas and flavors – similar to its northern counterparts, but with riper and softer tannins.

The Paso Robles AVA continues to produce an

ever-growing field of critically acclaimed and ADELAIDA Cellars Ancient Peakswines, Winery dropping temperatures to preserve a balanced acidity yet it is the potential of Cabernet Sauvignon and other Cabernet Sauvignon 2010 Franc Reserve 2009 that keeps the palate eagerly coming backCabernet for more.

Gold Medal - 2012 Sunset Int'l Winevirtu91 points . The Tasting Panel, Bordeaux varieties that has savvy connoisseurs Competition This, combined with the area’s scant moisture andBlue Anthony Dias ally quivering with excitement. The Paso Robles CAB extreme growing conditions (such as well-drained, Cabernet Sauvignon 2009 Cabernet Franc 2010 Collective exists to help spread the word.

89 points. Wine Enthusiast Gold Medal – 2014 San Francisco gravelly and sometimes chalky limestone soil) yields

“Paso Robles is flexing its cabernet muscle with Chronicle Wine Competition BordeauxCabernet varietals worthy of international acclaim. the PasoredRobles Cabernet Sauvignon Viking Vineyard Reserve 2011 Collective, a coalition 93 points. The Somm Journal, Anthony Dias Blue of Cabernet 90 points. Wine Enthusiast About Paso RoblesSauvignon Cabernet Sauvignon Viking Vineyard producers, in spite of Reserve 2010 92+ points. The Wine Advocate, skepticism from some Robert Parker Jr. industry insiders.”

Cabernet Franc Viking Vineyard Reserve 2010 90 points.

Vinous, Antonio Galloni Since 1986, Paso MICHAEL CERVIN, 91 Points. Wine Enthusiast T H E H O L LY W O O D R E P O R T E R Robles Wine Country Cabernet Sauvignon Viking Vineyard Reserve 2010 has experienced aAntonio trueGalloni 91 points. Vinous, Cabernet Sauvignon Viking Vineyard renaissance.

Paso Robles Reserve 2009 92 points.

Connoisseurs’ Guide to winemakers are cultivating California Wine distinct, high-quality Cabernet Accolades Sauvignon and Bordeaux wines that earn national and worldwide recognition each and every year.

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| info

Chemin, Path 2009 Gold – 2012 Orange County Fair

L’entrée, The Entry 2009

06

Competition

Bordeaux Blend “Oyster Ridge” 2012 Gold Medal – 2014 San Francisco Int’l Wine

Competition

Meritage 2009 HISTORY

Cabernet Sauvignon 2010 Gold Medal – 2014 San Francisco Chronicle Wine Competition

Reserve Cabernet Sauvignon 2010

OF CABERNET AND Gold RED BORDEAUX Medal – 2014 San FranciscoRobles Chronicle in 1973 with a dream and a doctorate in enol-

Best Bordeaux Blend – 2014 Central Coast Wine VARIETALS IN PASO ROBLES Competition

In2010 the Merlot

Broken Earth Winery

Wine Competition

1970s, under the guidance of U.C. Davis enolo-

Gold Medal – 2014 Central Coast Wine

gist André Tchelistcheff, Dr. Stanley Hoffman planted

Competition

some ofofthe firstInt'lCabernet Gold Medal, Best Classregion’s - 2012 Sunset

ogy from U.C. Davis. Amidst sleepy cattle ranches and acres of farms, he established Estrella River Winery & Vineyards on Paso’s eastside. In the later part of the

Sauvignon grapes.

decade, the winemaker founded Eberle Winery on 64

These notable plantings flourished on Hoffman’s

acres just down the road. Today, his bustling tasting

Wine Competition

1,200-acre ranch near the old Paderewski Ranch in the room boasts the area’s first underground wine caves. hills of Adelaida, about eight miles west of downtownContinued on next page It may be hard for the modern wine drinker to imagine, Paso Robles. but Bordeaux varietals were scarce in 70s-era Paso 20 Schwartz was one such fellow pioneer His Hoffman Mountain Ranch — now owned by DAOU Robles. Herman Vineyards & Winery and ADELAIDA Cellars — pro-

Paso Robles producer, sowing what was then consid-

vided the first large-scale modern facility in the area.

ered the largest planting of Merlot in the country. In

Cabernet Sauvignon’s star was undoubtedly rising, and

1974, Eberle planted 200 acres of Cabernet Sauvignon,

Hoffman’s unique Cabernet created a frenetic buzz

not knowing what exactly to expect. What Eberle experi-

among discerning wine circles across the globe.

enced was a hearty crop that truly thrived under Paso’s

The Pioneers of Cabernet

hot sun, cool night skies and calcareous soils.

The winemaker’s first offering — Eberle Winery’s 1979 Cabernet Sauvignon — debuted the winery’s iconic boar logo, depicting the German origin of the name “Eberle,” Continued on next page

CA

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Bordeaux Blend “Oyster Ridge” 2011 Gold Medal – 2014 Central Coast Wine

Gold – 2011 San Francisco International Wine Competition

ing experience, but is now revered by many as the

Members Meet our

!

Gold - 95 Points - 2011 California State Fair Wine Competition

Gold - 2011 Orange County Wine Society Commercial Wine Competition

Continued on next page

“Godfather of Paso Robles.” Eberle arrived in Paso

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Paso Robles

Merlot 2012

Gold Medal – 2014 San Francisco Int’l Wine

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The stage was now set for the entrance of Gary Eberle,

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AIDA 5805 Cell (805) Adelaida ars www. 239-898 Road, Pa 0 so Ro adela bles, ida.co CA An m

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December 2011 & Food and Beverage World —January 2012

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