ECHO
DISTILLING COMPANY BRAND STANDARDS MANUAL
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Š2017 by ECHO Distilling Company All rights reserved. This manual may not be reproduced or transmitted in whole or in part in any form or by any means whether that be electronic or mechanical, including photographing, email, website postings or through any information in storage and retrieval system without prior written consent from ECHO Distilling Company.
CONTENTS IDENTITY 6 7 8
introduction brand overview logo usage
VISUALS 12 14 15 16
typography color patterns & extractables label application
APPLICATION 19 20 21 22 23 25
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business card letterhead envelope full stationery alternative business cards contact
identity ECHO Distilling Company was created with everyone in mind. Our gluten free spirits offer the same solution to anyone seeking a quick relief from the daily grind.
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introduction about us At our company we go beyond any distillery by creating luxury spirits that not only appeal to the average market, but to those with gluten allergies or other health concerns. Each of our spirits are distilled, aged and packaged at our distillery in Brooklyn, New York. In a fast-paced city, with such a substantial population of millenials, we recognized the need for a gluten free distillery not only for those with an allergy, but for those who are more health conscious. Gluten free substitutes have gained momentum and are no longer preferable in the food and beverage industry, but expected.
why ‘echo’? Echo was inspired by the nickname often used by sociologists to describe millenials — “echo boomers” — as they are the genetic offspring to the baby boomers. With millenials slowly aging into one of the largest cohorts since the 1960s, it is our goal to cater to all individuals, whether gluten intolerant or just simply more health conscious.
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brand overview Logo inspiration
The sophistication and geometric nature of the New York City skyline
ECHO
DISTILLING COMPANY
The colors that emerge when the sun starts to set and New York City’s nightlife begins
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logo usage Variations original
Wordmark
ECHO ECHO
DISTILLING COMPANY grayscale
DISTILLING COMPANY wordmark
ECHO ECHO
DISTILLING COMPANY
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DISTILLING COMPANY
logo usage the do’s original logo The original logo consists of the wordmark and the monochromatic red skyline. These colors were selected to represent the brand due to the higher propensity to want an alcoholic beverage in the evening, when the sun has begun to set.
alternative logo The wordmark may be used as a standalone logo without the skyline. However, the skyline may not be used exclusively on its own. The logo must be represented in either black or white type depending on the background.
minimum size & Clear space
minimum size
ECHO
DISTILLING COMPANY 1 in.
clear space
ECHO
DISTILLING COMPANY
Minimum 6px
The Echo Distillery logo may not be reduced to a size any smaller than 1-inch wide. There must be at least 6 px of clear space surrounding the logo.
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logo usage the don’ts original
All logo renderings may be sized up or down at proper scale. No logos shall be rotated, warped, stretched or distorted in any way.
color The wordmark and cityscape are to follow the proper color guidelines. Under no circumstances may you create new color schemes, use the color scheme in a different way, or change the opacity.
ECHO
scale
DISTILLING COMPANY
Both the original and alternative logos are to remain consistent at all times.
ECHO
DISTILLING COMPANY
ECHO
DISTILLING COMPANY
ECHO
DISTILLING COMPANY
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ECHO ECHO
DISTILLING COMPANY
DISTILLING COMPANY
ECHO ECHO
DISTILLING COMPANY
DISTILLING COMPANY
ECHO
DISTILLING COMPANY
DISTILLING COMPANY
ECHO
OHCE ECHO YNAPMOC GNILLITSID
DISTILLING COMPANY
visuals The ECHO Distilling Company brand was hand-crafted using specific type and color — all of which unite and emphasize the sophisticated and contemporary processes our spirits undergo to become gluten free and tasteful. 11
typography logo ECHO Distilling Company uses a number of typefaces and colors to distinguish its brand. The logo is comprised of one typeface — a modern/ art deco sans serif Chase which can be purchased at hellofonts.com or downloaded for free for personal use at 1001 fonts.
print For all header and display text, ECHO Distilling Company uses the all-caps sans serif Bebas Neue. For body copy, a clean and highly legible serif Adobe Garamond Pro is used. This particular typeface can be used in three weights: regular, italic and bold. Bold is to be used for emphasis and italic is to be used in absence of quotation marks. Bebas Neue and Adobe Garamond Pro can both be found on typekit, free for download.
web & mobile Our web and mobile sites will utilize Bebas Neue for header and display text, while all body copy will be in Open Sans. Open Sans is available for free download off Google Fonts.
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Chase: logo type / 18pt.
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz bebas neue: header type / 36 pt.
ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789[{\/}]’”;:,.?!@#$%&*()_ Adobe garamond pro: print body copy type / 20 pt.
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789[{\/}]’”;:,.?!@#$%&*()_ open sans: web & mobile body copy /
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789[{\/}]’”;:,.?!@#$%&*()_ 13
color Swatches In addition to black, the ECHO Distilling Company uses two solid coated Pantone colors — Pantone 709 C and Pantone 209 C. These colors are used on our stationery, business cards and in secondary extractables and patterns.
RBG 244 97 120 CMYK 0 77 37 0 PANTONE 709 C
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RBG 115 36 61 CMYK 38 92 58 37 PANTONE 209 C
RBG 241 102 103 CMYK 0 0 0 100
patterns & extractables labels ECHO Distilling Company has five distinct patterns that are used to distinguish between our five unique spirits. These patterns may be used as an alternative to the standard business card front and are used throughout the website. WHISKEY
RUM
TEQUILA
VODKA
GIN
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label application Format 4.4 in x 6 in
Material Die cut adhesive 15 mil. thick
DISTILLED AND BOTTLED BY ECHO DISTILLING COMPANY
Pattern Each spirit has a designated pattern for the framing
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Est.
ECHO
2017
DISTILLING COMPANY
WHISKEY No.1 40% ALC. BY VOL. (80 PROOF)
Bebas Neue
Distilling Information & Alc. by Vol. Bebas Neue 12 pt. font Spirit Type/Est. 2017 Adobe Garamond Pro Bold 16 pt. font Spirit in all caps
Adobe Garamond Pro
Typography
labels Bottles
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application Our brand expands way beyond our distillery’s physical infrastructure and our spirits. The following pages show how we are to apply our brand standards to marketing tools, stationery and any additional paraphernalia. 18
business card Format 3.5 in x 2 in
*Pictures are not true to size
Material 14 pt Cardstock Gloss Coat 2 in 0.8465 in
3.5 in
1.625 in
0.125 in 0.125 in
Typography Name Adobe Garamond Pro Regular 12 pt font size, 12 pt leading Title Adobe Garamond Pro Regular 10 pt font size, 12 pt leading Contact Adobe Garamond Pro Regular 10 pt font size, 12 pt leading Bolded email address
back Logo: 1.5 in x 1.5 in Color: Pantone 209 C 0.125 in 0.64 in
0.64 in
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letterhead Format 8.5 in x 11 in
grid
3p0 12p2
8 columns, 6 rows fit to margins 1p0 gutter
Material Linen Cardstock
Typography Address Adobe Garamond Pro Bold 10 pt font size, 12 pt leading Contact Adobe Garamond Regular 10 pt font size, 12 pt leading Body Copy Adobe Garamond Pro Regular 14 pt font size, 16 pt leading Alignment: column 2, row 3 Auto Signature Adobe Garamond Pro Bold 14 pt font size, 16 pt leading
logo 1.5 in x 1.5 in
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8p9
*not represented true to size
Envelope
.25 in 1.45 in
.25 in 1.45 in
Format 9.5 in x 4.125 in
Material John Smith 300 Euclid Avenue, 9 Syracuse, New York 13210
Strathmore #10 Size
Typography Company Name Adobe Garamond Pro Bold 18 pt font size, 21.6 pt leading Name & Return Address Adobe Garamond Pro Regular 16 pt font size, 19.2 pt leading
logo 1.45 in x 1.45 in
back Flap: Pantone 209 C *not represented true to size
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stationery Alternative business cards
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Contact QuesTIONS? For any questions or concerns regarding our brand standards, please refer to our Creative Director, Jacqueline Simpson. e: jacqueline_simpson@echodistillingco.com
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