Visual Identity Guidelines off pack communication May 2007
BACARDI Visual Identity Guidelines
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A new Brand Visual Identity: Why? Bacardi Superior is one of the most famous brands in the world, but unfortunately, it is not one of the most consistently represented. Our objective in creating this Brand Visual Identity manual is to produce a comprehensive set of guidelines that will help us achieve a consistent and resonant presentation for Bacardi Superior across all markets however and whenever we chose to manifest it. We have introduced elements to the brand look and feel which emphasise it’s premium status, add drink-sector credibility and seek to drive substance and meaning for consumers. Importantly, we are seeking to use the Bat Icon as a mark of quality and respect, rather than the default branding solution. We ask for your help in avoiding ‘Bat abuse’! Our aim has been to create a tool that will give firm guidance in communicating the brand without constraining creative solutions. This BVI ‘toolbox’ brings together principles, examples and reference material in one place. The content will, in certain parts seem familiar and straightforward. In other areas, they will challenge us with new ways of thinking about our brand and how we can express its values and promise. We hope you find the new BVI a useful and inspiring addition to the Bacardi Superior marketing mix. Yours, Bacardi Global Marketing Team
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Contents: The master brand marque Colour Clear zone Minimum size Primary bat device Minimum size Word marque Secondary brand marque configurations Global UK specific The Wing device Colour Alternatives Positioning Using the bottle Advertising Don’ts Typography Colour Photography Colour Content 3D form and shape Inspiration Architecture and interior Furniture and accessories Materials and finishes Texture and detail Application examples
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The Brand Marques
The brand marques that should be used as part of the visual identity consists of both the Bat device and the Bacardi word marque in a horizontal relationship. The Bat and the word marque are locked in a ďŹ xed relationship which should never be altered.
MASTER BRAND MARQUE
This horizontal version of the brand marque is the preferred version, but in some applications where horizontal space is at a minimum a vertical version of the brand marque may be used. The Bat device may be used on its own but only sparingly. The word marque should only be used when there is not sufďŹ cient space for the full master brand marque.
BACARDI Visual Identity Guidelines
VERTICAL BRAND MARQUE
PRIMARY BAT DEVICE
NB The vertical version should only be used where horizontal space is limited
WORD MARQUE
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The Master Brand Marque COLOUR
The 3D rendered bat device is the preferred reproduction of the Bacardi brand marque. It should be used when printing with offset lithography. The 2D version is also reproduced using offset lithography . It should only be used in applications where the gold can be created by foil stamping or printing with PANTONE® 871, a CMYK version is also available. There is also a small size 2D brand marque that doesn’t have any shading on the red background for use at small sizes.
3D LARGE USAGE
FILE NAME: BVI_BM_3D_CMYK
2D LARGE USAGE
Where it is not possible to produce the brand marque in full colour the single colour version can be used. This version can be used in black, white or red, it can also be used as an embossing or etching. In all versions of the master brand marque the size and relationship between the bat device and the word marque are fixed and should not be altered in any way.
FILE NAME: BVI_BM_2D_LG_CMYK FILE NAME: BVI_BM_2D_LG_5C
2D SMALL USAGE
FILE NAME: BVI_BM_2D_CMYK FILE NAME: BVI_BM_2D_PMS SINGLE COLOUR
FILE NAME: BVI_BM_1C
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The Master Brand Marque CLEAR ZONE
A minimum clear zone must be maintained around the Master brand marque to ensure legibility and stand out.
MINIMUM CLEAR AREA SURROUNDING THE MASTER BRAND MARQUE
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The Master Brand Marque MINIMUM SIZE GUIDES
The 3D Master brand marque must never be printed under 60mm in length. It is available as a CMYK ďŹ le only.
FULL COLOUR 3D
FILE NAME: BVI_BM_3D_CMYK
60mm
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The Master Brand Marque MINIMUM SIZE GUIDES
The 2D Large Master brand marque is available as a CMYK ďŹ le and a 5 colour variant using PMS 871, it must never be printed under 60mm in length.
2D LARGE USAGE
FILE NAME: BVI_BM_2D_LG_5C FILE NAME: BVI_BM_2D_LG_CMYK
60mm
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The Master Brand Marque MINIMUM SIZE
The 2d colour brand marque must never be printed under 40mm in length. This brand marque is available as CMYK and PMS ďŹ les.
2D SMALL USAGE
FILE NAME: BVI_BM_2D_CMYK FILE NAME: BVI_BM_2D_PMS
40mm
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The Master Brand Marque MINIMUM SIZE
The single colour brand marque must never be printed under 30mm in length.
SINGLE COLOUR
FILE NAME: BVI_BM_1C
30mm
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Primary Bat Device
FILE NAME:PBDE
Care must be taken when using the Primary Bat device without the Word Marque. It is to be used as an endorsement only. It is to be used in its entirety and must not be cropped. The registered 速 marque must be used alongside the Primary Bat Device at all times on the outer bottom right-hand side of the gold rim of the bat device.
A minimum clear zone must be maintained around the Primary Bat Device to ensure legibility and stand out.
Minimum Clear area surrounding the Primary Bat Device
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Primary Bat Device MINIMUM SIZE
The 3D and 2D Primary Bat Device must never be printed under 12mm in diameter. From 12-8mm the small size Bat Device should be used. From 8-6mm the single colour Bat Device must be used.
FULL COLOUR 3D
FILE NAME:PBDE
12mm 2D LARGE USAGE
FILE NAME: PBDE_2D_BD_LG_CMYK FILE NAME: PBDE_2D_BD_LG_5C
12mm 2D SMALL SIZE
FILE NAME: PBDE_2D_BD_SML_CMYK FILE NAME: PBDE_2D_BD_SML_3C
8mm SINGLE COLOUR
FILE NAME:PBDE_1C
6mm BACARDI Visual Identity Guidelines
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Word Marque
FILE NAME:BVI_WM
Care must be taken when using the word marque without the Primary Bat Device. Where possible the master brand marque must be used. The word marque it is to be used in its entirety and must not be cropped. A minimum clear zone must be maintained around the word marque to ensure legibility and stand out. The word marque must never be printed under 20mm wide.
MINIMUM CLEAR AREA SURROUNDING THE BACARDI WORD MARQUE
20mm
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Secondary Brand Marque Configurations VARIANT IDENTIFIER
The variant logo configarations are intended for use on the relevant product and any product communications. These configurations can be used with the with the Wing device. FILE NAME:BVI_3D_S_HOR_CMYK
SUPERIOR RUM
FILE NAME:BVI_3D_G_HOR_CMYK
GOLD RUM
FILE NAME:BVI_3D_SEL_HOR_CMYK
SELECT RUM
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Secondary Centred Brand Marque Configurations
The secondary logo configurations are supplied to give flexibility in creative communications. However to keep the brand consistent the Master Brand Marque should be used where possible. The secondary centred logo is for corporate applications only. These are not to be used with the with the curve and point identifier.
FILE NAME: 3D_BM_CTR_SR
SUPERIOR RUM
FILE NAME: 3D_BM_CTR_GR
GOLD RUM
FILE NAME: 3D_BM_CTR
FILE NAME: 3D_BM_CTR_SELR
SELECT RUM
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The Wing device
A distinctive device has been developed as an additional part of our visual brand equity. It incorporates a distinctive curve and point shape inspired by the Bat, and a background of graduated red and black with a gold highlight. It can be used with and without the master brand marque.
PRIMARY_WD_BKGND
PRIMARY_WD_BKGND_BM
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The Wing device COLOUR GRADUATION & CROPPING
The point and curve can be cropped from the right hand side, the crop should never be smaller in width than 3 times the height of the Wing device. It should never be cropped from the left. Always ensure the bottom of the curve has a clear area of at least ‘1/4 X’ from the bottom.
x
1/4 x
When cropping the Wing device the red to black graduations must be adjusted to the final width of the application. However the gold graduation must remain in position, this will result in the loss of some of the black graduation on the right side.
MINIMUM CROP AREA WITH READJUSTED BLACK TO RED GRADUATION
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3x
MINIMUM CROP AREA
BLACK TO RED GRADUATION MUST BE READJUSTED
DO NOT CROP BEYOND MINIMUM CROP AREA
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The Wing device COLOUR GRADUATION
The red to black graduations have been carefully designed to achieve the desired colour balance. They should be used from the artwork provided and they should not be recreated. It is important that the full width of the graduation is used on applications to maintain the approved colour balance. They can be extended and contracted vertically, but they should not be altered horizontally.
BACKGROUND GRADUATION 1
CURVE & POINT GRADUATION 2 FOREGROUND GRADUATION 3
The gold to black graduation used in the Wing device has been designed so that the brightest gold falls at the point of the curve and then falls away to black on either side. This graduation should always be maintained in position (please see cropping guide for more information). BACKGROUND GRADUATION 1
FOREGROUND GRADUATION 2
CURVE & POINT GRADUATION
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The Wing device COLOUR PROPORTIONS
To establish a colour proportion that will become recognisably Bacardi’s it is important that there is never more red than black, the optimum level is 60% black to 40% red, but there should never be less than 50% black or more than 70% black.
50:50
60:40
70:30
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The Wing device ALTERNATIVE SIZES
In addition to the primary Wing device there are two variations which are only used in extra wide applications. The elongated Wing device has been developed for extra wide applications such as double page spreads, or for extra wide shop fascias. PRIMARY_WING_DEVICE
The repeat Wing device has been developed for extreme horizontal applications where repeat branding is required such as shelf edges.
ELONGATED_WING_DEVICE
REPEAT_WING_DEVICE
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The Wing device MASTER BRAND MARQUE POSITIONING
The master brand marque should be positioned over the black background where ever possible. The clear zone can be used as a positioning guide to ensure that the marque does not become too close to the Wing device.
THE BASE OF THE BACARDI WORD MARQUE SHOULD LINE UP WITH RED POINT OF THE WING DEVICE
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The Wing device ELONGATED VERSION
Same principles apply as per the Primary Wing device with the ability to extend to ямБt extreme applications.
HORIZONTAL
ELONGATED _WD_HORIZONTAL
VERTICAL
THE BASE OF THE BACARDI WORD MARQUE SHOULD LINE UP WITH RED POINT OF THE WING DEVICE
MINIMUM EXCULSION ZONE
CAN BE EXTENDED FOR EXTREME APPLICATIONS ELONGATED _WD_VERTICAL
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The Wing device REPEAT VERSION
When using the repeat Wing device do not exceed the minimum and maximum width as shown below. REPEAT_WD_MINIMUM_WIDTH
MINIMUM WIDTH REPEAT_WD_MAXIMUM_WIDTH
MAXIMUM WIDTH REPEAT_WD_MINIMUM_SHELF
SHELF EDGE BASED ON 1METRE WIDTH USING THE MINIMUM REPEAT WING WIDTH REPEAT_WD_MAXIMUM_SHELF
SHELF EDGE BASED ON 1METRE WIDTH USING THE MAXIMUM REPEAT WING WIDTH
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Do’s and Don’ts MASTER BRAND MARQUE POSITIONING
The master brand marque should be positioned over the background as described on the previous pages. Illustrated here are some examples of what not to do.
DO NOT ENCROACH ON THE EXCLUSION ZONE
DO NOT POSITION THE MASTER BRAND MARQUE TO THE LEFT OF THE POINT
DO NOT POSITION THE MASTER BRAND MARQUE IN THE RED
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Do’s and Don’ts MASTER BRAND MARQUE POSITIONING
The master brand marque should be positioned over the background as described on the previous pages. Illustrated here are some examples of what not to do.
DO NOT USE ANY OTHER ITERATION OF THE BACARDI BRAND MARQUE WITH THE WING DEVICE
DO NOT POSITION USE THE HORIZONTAL MASTER BRAND MARQUE ON A VERTICAL APPLICATION
DO NOT USE THE SIGNATURE ON ANY PIECE OF BVI. IT IS TO BE USED ON THE BOTTLE AND ITS PACKAGING ONLY.
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Alternative Wing device USAGE
A version of the brand visual identity has been created for use as a sign off on print and advertising. It is intended for use out of black backgrounds only (see example on following pages). This device can also be used when you need to apply to a black substrate i.e. T-shirt or umbrella (see example on following page). Additionally it can be used when you desire more discreet branding (see example on following page).
ALTERNATIVE_WING_DEVICE
When positioned on a image/vignetted background, it must sit on a black area. No other element must encroach within this zone as indicated above.
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Alternative sign-off device EXAMPLES
Example of branding a standard black substrate item (i.e. a black t-shirt) where it is neither possible or desirable to use the full Wing device
BACARDI Visual Identity Guidelines
Overt branding using full Wing device
Discreet branding using alternative Wing device
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Alternative sign-off device USAGE WITHIN ATL
The Sign off can appear on either side of the image, but it works best when applied to the bottom right hand corner.
WHEN COMMISIONING PHOTOGRAPHY PLEASE ENSURE THAT ALL IMAGERY BLEEDS TO A SOLID BLACK AT THE BOTTOM OF THE IMAGE.
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Typography
The Officina typeface family has been chosen as the Bacardi brand typeface. Officina is available as a San Serif and a Serif font and in a variety of different weights, which will allow us flexibility across different communications whilst maintaining a consistent look and feel.
Officina Serif
Officina Sans
Book
Book
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890(){},.;:<>/?@&’’“
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890(){},.;:<>/?@&’’“
Officina Serif Medium
Officina Serif Bold
Officina Sans Medium
Officina Sans Bold
ABCDEFGHIJK abcdefghijkl 1234567890
ABCDEFGHIJK abcdefghijkl 1234567890
ABCDEFGHIJK abcdefghijkl 1234567890
ABCDEFGHIJK abcdefghijkl 1234567890
Officina Serif Extra Bold
Officina Serif Black
Officina San Extra Bold
Officina San Black
ABCDEFGHIJK abcdefghijkl 1234567890
ABCDEFGHIJK abcdefghijkl 1234567890
ABCDEFGHIJK abcdefghijkl 1234567890
ABCDEFGHIJK abcdefghijkl 1234567890
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Typography EXAMPLES
This is an example of how Officina Serif and Sans may be used in off pack communications. Size and colour may vary between jobs.
Headline
ORIGINAL PREMIUM RUM
Sub head
C A S A F U N DA DA E N C U B A
Body Copy
BACARDI Visual Identity Guidelines
In 1862, Facundo Bacardi bought an old, tin-roofed distillery near Santiago de Cuba harbour. There he created the spirit that would define the world’s standard for quality rum… smoother and more drinkable than any before. Today, his original recipe continues to be a family secret. Fortunately, it’s been passed down through six generations of master blenders.
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Colour PRIMARY COLOUR PALETTE
The Primary colour palette includes the colours from the Bacardi Brand. Red and Black are the Main colours with Gold being an Accent colour.
BACARDI Visual Identity Guidelines
PRINT PANTONE: Red PMS 485
PRINT CMYK: C 0 M 95 Y 100 K 0
SCREEN RGB: R 238 G 50 B 36
WEB: HEX WEB SAFE EE 32 24
PRINT PANTONE: Black
PRINT CMYK: C 0 M 0 Y 0 K 100
SCREEN RGB: R 0 G 0 B 0
WEB: HEX WEB SAFE 00 00 00
PRINT PANTONE: Gold PMS 871
PRINT CMYK: C 44 M 46 Y 78 K 19
SCREEN RGB: R 132 G 114 B 72
WEB: HEX WEB SAFE 84 72 48
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Photography PRINCIPLES
The photographic style for Bacardi should encompass a range of key emotions.
Bright, vibrant colour
Catch a vital moment
Has movement/energy
Textured detail
The photographs on this page are for guidance and inspiration only. Please ensure that all photography used complies with BGB Marketing Principles and local CSR guidelines / regulations. The images shown are for illustration purposes only. Bacardi do not own the copyrights for these images. Please note these images are not to be used for any Bacardi communication materials.
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Saturated colours enhancing every day world 32
Photography PRINCIPLES
Portraiture should encompass the Bacardi experience of taste for life.
Dynamic and unusual angles
Capturing an exuberant action
Actively enjoying life
People captured in action
If solitary person, should be active not contemplative, show energy
The photographs on this page are for guidance and inspiration only. Please ensure that all photography used complies with BGB Marketing Principles and local CSR guidelines / regulations. The images shown are for illustration purposes only. Bacardi do not own the copyrights for these images. Please note these images are not to be used for any Bacardi communication materials.
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3D form and shape DESIGN INSPIRATION
The design inspiration for 3d items comes from the forms and shapes that have been used in the Wing device (that originates from the bat) and the Bacardi visitor centre pavilion.
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3D form and shape
CONCEPT APPLICATIONS We have taken our inspiration from the Bacardi Pavilion and the forms within the bat marque and translated this into a number of application examples. The concept examples shown use a combination of single curves, intersecting at points (see following page for further explanation) to create items that have an energetic, dynamic and exuberant look. Combine this with highly tactile, interactive materials and ďŹ nishing to create a unique and ownable brand look and feel (see following pages for further explanation).
DRINKS TRAY
INSPIRATION
GONDOLA
Forms that utilise curves and points
The images shown are for illustration purposes only. Bacardi do not own the copyrights for these images. Please note these images are not to be used for any Bacardi communication materials.
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3D form and shape DO’S & DON’TS
Please follow the guidelines below to create items that capture the spirit of Bacardi.
IUS RAD
IUS
RAD
S
DIU
RA
RADIUS
RADIUS
RADIUS
RADIUS
Forms should be created using single direction curved surfaces intersecting at a point. This principle will create forms that are closer to the inspiration (pavilion and bat) and are dynamic, uplifting, energetic and masculine.
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RADIUS
You should not use double radius curves on a single plane as this creates shapes that are less dynamic and more feminine.
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3D form and shape DO’S & DON’TS
ORGANIC Fluid, soft & feminine
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BACARDI 3D LANGUAGE Energetic, exuberant & masculine capturing latin spirit & movement
GEOMETRIC Monolithic, straight-lined & rational
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3D form and shape FURNITURE AND ACCESSORIES
Below are typical examples of furniture that capture the Bacardi 3D language (combination of single curves intersecting at points). These can be used to furnish interior installations such as bars, VIP lounge or visitor centre.
The images shown are for illustration purposes only. Bacardi do not own the copyrights for these images. Please note these images are not to be used for any Bacardi communication materials.
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3D form and shape MATERIALS AND FINISHES METALS
GLASS
TIMBER
CERAMIC
LEATHER
BLACK
RED
SUEDE
BLACK
RED
WARM RED WOODS WITH EXPRESSIVE GRAIN
WARM METALS [BRONZE COPPER - POLISHED AND MATT]
MOULDED GLASS [NOT ETCHED]
CORK
FELT
COLOURED GLASS
The images shown are for illustration purposes only. Bacardi do not own the copyrights for these images. Please note these images are not to be used for any Bacardi communication materials.
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Texture, finish & detail
Use highly contrasting finishes (ultra matt vs high gloss) and ‘hidden’ areas of intense colour or detail to dial-up and arouse the visual/tactile sensory experience.
INSPIRATION
CONCEPTUAL APPLICATION Gift box
Exuberant hi-gloss red interior
Contrast high gloss and ultra matt finishes
High style ultra matt soft touch outer
Contrasting colour and highly textured surfaces
Surprising hidden colour/detail
This plays on the concept that Bacardi delivers ‘more’ (i.e. when you open the box the explosion of exuberant colour delivers more than what you would expect from an ordinary gift box - making the ordinary, extraordinary.
The images shown are for illustration purposes only. Bacardi do not own the copyrights for these images. Please note these images are not to be used for any Bacardi communication materials.
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Glass and water [REPRESENTS THE TRANSPARENT LIQUID]
USE ANIMATED/INTERACTIVE WATER FEATURES IN A DRAMATIC AND SPIRITED MANNER
PROJECTED IMAGES AND COLOURED LIGHT ONTO ANIMATED WATER CURTAINS
The images shown are for illustration purposes only. Bacardi do not own the copyrights for these images. Please note these images are not to be used for any Bacardi communication materials.
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Application Concepts
BAR
DRINKS TRAY
ICE BUCKET/STAND & GLASS
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BAR CADDY
PACK HIGHLIGHTERS
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Application Concepts
T-SHIRT
DJ BOOTH
COCKTAIL MENU
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Application Concepts
GIFT PACKAGING
DUTY FREE GONDOLA
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TRUCK
GONDOLA
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