BR채ND Guidelines 2012
These guidelines enable Kr채ftig to build a strong brand which will support the growth and awareness of the brand. Please follow them closely, so all communications will be uniform in all visual applications.
2012
01
LOGO
The Kräftig logo is built with two main elements – the “shield” and the “wordmark”. The relationship between both elements is fixed, and should always be used together in either the horizontal or vertical formats. The shield may be used alone as a super graphic, however, the full logo must always appear with the super graphic within the layout or piece.
2012
02
clearspace
Clearspace is the area surrounding the logo that must be kept free of any text or graphical elements. Leaving ample space around the logo ensures that it stands out on all communication. Clearspace is measured by the height of the “ä” in the Kräftig logo. The minimum clearspace must always be the height of the “ä” on all sides of the Kräftig logo.
2012
02
clearspace
Clearspace is the area surrounding the logo that must be kept free of any text or graphical elements. Leaving ample space around the logo ensures that it stands out on all communication. Clearspace is measured by the height of the “ä” in the Kräftig logo. The minimum clearspace must always be the height of the “ä” on all sides of the Kräftig logo.
This clearspace also applies to both Kräftig lager and Kräftig Light brand marks.
2012
03
cOlOR
Core palette
Maintaining consistent color across all media is a vital part of a strong brand. A set of color values have been developed.
Kräftig DARK GREEN C/M/Y/K Pantone 77/53/73/61 5605
Kräftig DARK GREEN Pantone C/M/Y/K 5605 77/53/73/61
Kräftig LIGHT GREEN C/M/Y/K Pantone 89/28/100/16 356
Kräftig LIGHT GREEN Pantone C/M/Y/K 356 89/28/100/16
Kräftig RED Pantone 485
2012
C/M/Y/K 5/98/100/0
03
cOlOR use 2-color spot
2012
2-color spot reversed
1-color spot
03
Color use 2-color spot
2012
2-color spot reversed
1-color spot
03
Color use 2-color spot
2012
2-color spot reversed
1-color spot
05
INCORRECT USES
Here are some examples of incorrect usage. Note, that any alteration of the Kr채ftig logo is considered misuse. Only use the supplied digital artwork.
Do not transpose shield colors between light and lager word marks.
2012
Do not change the colors of the Kr채ftig logo
Do not skew or distort the Kr채ftig logo.
Do not change the relationship between the shield and the word mark
Do not use the Kr채ftig wordmark without the shield or lager & light beer brand.
06
TYPOGRAPHY
Kr채ftig FONTS The primary typeface for Kr채ftig is ITC Franklin Gothic ITC Franklin Gothic Demi is used primarily for headlines. ITC Franklin Gothic Medium is to be used for all body text. Edwardian Script ITC is to be only used in the words lager & light.
ITC Franklin gothic std medium
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 itc franklin gothic std demi
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Edwardian Script ITC
For applications where ITC Franklin Gothic is unable to be used for body text, such as HTML, PowerPoint, or Word, Verdana may be used.
2012
abcdefghijklmnopqrstuvwxyz