BRAND GUIDEBOOK MOLLY STALLINGS
CONTENTS BRAND PILLARS HISTORY 8
ELEVATOR PITCH 9 PERSONALITY 10 TAGLINE 11
BRAND IDENTITY PRIMARY LOGO 14
COLOR PALETTE 15
APPROVED LOGO VARIATIONS 16 LOGO MISUSE 17
LOGO CLEARSPACE 18 MINIMUM SIZE 19
TYPOGRAPHY PRIMARY TYPEFACE 22 SECONDARY TYPEFACE 23
PHOTOGRAPHY PHOTOGRAPHIC STYLE 26 CROPPING 27
RETOUCHING/EDITING 28
BRAND APPLICATION PRODUCT PACKAGING 38 STATIONERY 40
ADVERTISEMENTS 42 UNIFORM 45 VEHICLES 46
WEB PRESENCE 48
OUTDOOR SIGNAGE 49
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BRAND PILLARS HISTORY ELEVATOR PITCH BRAND PERSONALITY TAGLINE
HISTORY Cammachmore Distillery was founded by James Cammachmore in historical Melrose, Scotland in 1875. He quickly established a reputation for making a high-quality whisky and the company prospered. After closing in 1982, it was bought and reopened in 1997 by private investors with the intention to bring this iconic distillery back to life by infusing it with the capital and commitment it deserved. Soon, the distillery was refurbished and began using the original recipe that had given Cammachmore so much success.
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Cammachmore Distillery whisky is produced using the highest quality of Scottish barley and traditional distilling methods. While many distilleries have become highly automated, at Cammachmore, our spirits are still created by the original equipment and a team of skilled whisky artisans—each dedicated to crafting the highest quality product for our customers.
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ELEVATOR PITCH
Cammachmore distills single malt whisky which transcends the experience of other whiskies in a progressively bold, feminine, elegant drink. 7
BRAND PERSONALITY The personality of Cammachmore is directly reflected in our brand. It defines who are, what we do, our methods, and how we treat our customers.
ELEGANT Staying true to the traditional roots of Cammachmore, the elegance of the brand reflects the company’s heritage and dedication to fine spirits.
PROGRESSIVE Unhappy with following societal and cultural norms, Cammachmore strives to make a statement and start a movement to get women around the globe to drink whisky.
DARING In a sea of overly masculine whisky brands, Cammachmore dared to be different and concentrated on the other 50% of the population; the group that was often overlooked.
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TAGLINE SHE’S CRAFTY. When brainstorming the Cammachmore tagline, our team kept returning to the one central element that sets Cammachmore apart from its competitors: femininity. Somehow, we wanted to reference women and whisky in our tagline, yet keep the tagline short, sweet, and to the point. ‘She’s Crafty’ references women clearly in the pronoun and craft whisky. Together, the two words mean something different; that the woman who drinks Cammachmore whisky is clever, cheeky,
SHE’S CRAFTY.
and crafty.
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BRAND PILLARS PRIMARY LOGO COLOR PALETTE APPROVED LOGO VARIATIONS LOGO MISUSE LOGO CLEARSPACE MINIMUM SIZE
PRIMARY LOGO UNDERSTANDING THE BRAND The whisky-woman is the pillar of the company’s visual presence. It was originally designed as a visual tool to help new customers quickly and easily identify the product as one that was centered upon women. Over time, the logo also represents the flavor of the drink, the sophistication of the company, and the boldness of the spirit.
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COLOR PALETTE PRIMARY COLORS
Pantone: 127-3 C
Pantone: 10-7 C
Pantone: 49-8 C
The colors used in the logo are elegant
HEX: 85cfc8
HEX: fac73b
HEX: bf2636
CMYK: 46 0 25 0
CMYK: 2 22 87 0
CMYK: 18 98 84 7
RGB: 133 207 200
RGB: 250 199 59
RGB: 191 38 54
However, for advertisements, colors may
Pantone: 157-14 C
Pantone: 17-16 C
Pantone: 138-13 C
stray to the color palette demonstrated on
HEX: 85cfc8
HEX: ef8e40
HEX: 427f63
CMYK: 46 0 25 0
CMYK: 18 98 84 7
CMYK: 76 31 69 13
RGB: 133 207 200
RGB: 239 142 64
RGB: 66 127 99
and controlled. The color scheme of Cammachmore is largely monochromatic in its packaging. The clear emphasis on white space is important and color should always stay true to the original logo.
the right side of this page. The elegance of Cammachmore is visually apparent in the bold, modern scheme.
Pantone: 108-12 C
Pantone: 109-3C
Pantone: Process Black C
HEX: 687898
HEX: 9ec7e8
HEX: 000000
CMYK: 65 49 25 3
CMYK: 36 11 1 0
CMYK: 75 68 67 90
RGB: 104 120 152
RGB: 158 199 232
RGB: 0 0 0
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APPROVED LOGO VARIATIONS The Cammachmore logo is unique and iconic. It features 3 colors, black, amber, and red. However, in certain situations, the logo may need to differ from its tri-colored version. The following sections will address this isssue. The first logo is used on black backgrounds
The second approved logo variation is the
The third preferred logo would be white on
but includes color. It can be implemented
monochromatic Cammachmore logo. This
black. Refrain from bright, saturated primary
on photographic images, advertisement
logo is used for printed material and some
colors. Always use the Cammachmore
campaigns and additional material that
outdoor signage when appropriate.
official colors whenever possible.
requires a dark background but allows color.
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LOGO MISUSE The design of the Cammachmore Distillery logo was made intentionally by designers and every element has a purpose. Any and all deviations from the brand logo standards is not acceptable and cannot be used in promotions for the company.
There can never be a
The logo cannot contain a drop
The logo can never be stretched or
Never change the color, hierarch,
monochromatic colored logo that
shadow on the mark or the
manipulated in any waythat distors
order or size of the elements. Never
utilizes a color other than black or
logotype. Adding this element will
the proportions of the logo.
stray from the color palette.
white.
distort the logo and its simplicity.
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LOGO CLEARSPACE When using the Cammachmore logo, there are guidelines that must be followed to ensure the appearance of the logo remains constant. Use the guidelines to the right as a reference on how to make the Cammachmore brand look its best, no matter how large or small it appears in different media.
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MINIMUM SIZE The Cammachmore logo represents the brand name, image, and product. It is important that the logo is always legible so potential clients can easily recognize it. The Cammachmore logo should never be smaller than .5 inches tall, as it results in a nearly indiscernible design. The following example illustrates the Cammachmore logo at a normal size, and one standing .5 inches tall. Any smaller, and the logo disappears. Always refer back to the brand guidebook guidelines when unsure about whether the logo use is appropriate.
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TYPOGRAPHY PRIMARY LOGO COLOR PALETTE APPROVED LOGO VARIATIONS LOGO MISUSE LOGO CLEARSPACE MINIMUM SIZE
TYPOGRAPHY PRIMARY TYPEFACE The Cammachmore Distillery primary typeface is called Vidaloka. The typeface reflects the ideals of Cammachmore in that it is modern, elegant, but also whimsical. Naturally, it was an ideal fit for the Cammachmore brand. The typeface is intended to be used for marketing, packaging, and advertising materials.
Vidaloka
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
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SECONDARY TYPEFACE Supporting material, like the secondary typeface and the brand guidebook typeface is Avenir 45 Book. This typeface should be used for product descriptions, websites, body text, and the tagline. It is not interchangeable with Vidaloka and should not be used for the logo typeface.
Avenir
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
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PHOTOGRAPHY PHOTOGRAPHIC STYLE IMAGE EDITING
PHOTOGRAPHIC STYLE Photography is an important marketing and
Always use photos that are taken in a
advertising tool. It sets the mood for the
candid manner, and not posed. Never take
Cammachmore brand, and allows individuals
Cammachmore images in a studio.
to get a visual representation of what
Cammachmore images should always
Cammachmore is like. We use mostly color photography to emphasize the vibrance of Cammachmore and the contemporary subject matter. Always choose images that reflect the brand personality of Cammachmore. These images should show individuals enjoying Cammachmore whisky together, to emphasize the community aspect of the company itself. Always strive for diversity in ethnicity, age, locale and setting. Cammachmore is branded specifically for women, but we are inclusive. Men should be featured in images, but women should be the main focus, whenever possible.
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appear full bleed, as is demonstrated later in this guidebook.
IMAGE EDITING A STEP-BY-STEP PROCESS It is important for the images of Cammachmore to have unity. They need to have similar thematic elements, the most important being the editing of images. There is a specific process for how Cammachmore edits their photos. The first step is to open the image into Adobe Photoshop. Look at the image. Is it too bright? Too dark? Locate the issues with the image so it can be hand-edited. None of the Cammachmore photography is edited using the automatic process. Similarly to how our spirit is hand crafted, so is the photography. The following example will help users to edit their photos using the Cammachmore editing technique.
According to Cammachmore standards, the color of this image is unbalanced. The photo is too warm and does not fall in the middle of the color spectrum. The contrast and shadows are also too dark.
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After determining the image was too red, the designer opened Color Balance on Adobe Photoshop and manually put more cyan, yellow, and green into the image. As stated previously, editing images by hand is essential, and it is important to not take short cuts.
It also became apparent that the image was slightly too dark. The designer manually adjusted the brightness and highlights in the Levels panel to lighten the image. The final image that is used in Cammachmore advertising and marketing strategies is on the following page.
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BRAND APPLICATION PRODUCT PACKAGING STATIONERY ADVERTISEMENTS VEHICLES UNIFORM WEB PRESENCE OUTDOOR SIGNAGE
PRODUCT PACKAGING THE BOTTLE The culmination of the Cammachmore Distillery brand identity is one that has longevity and remain a memorable product. The bottle selection and packaging has been crafted to reflect the ideals of the Cammachmore company. The bottle is an elegantly styled white ceramic whisky bottle. It is unique in its shape from other bottles due to its tall, fluid, and delicate appearance. The bottle adheres to the Cammachmore brand standards in that it is modern, minimalistic, and sleek.
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PRODUCT PACKAGING THE BOX The Cammachmore box reflects the standards of the Cammachmore brand. It is simple, clean, but also makes a statement. The front panel of the box displays the Cammachmore logo on a clean, white background, while the side panels feature are solid black.
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STATIONERY Cammachmore Distillery Stationery is to be simple and functional. This way, it allows our employees to work efficiently at all times. Company letters that are sent to various clients and customers will feature the Cammachmore logo on the top left hand side of the letter. The icon is to be set at 30% opacity, and the logotype is to be centered over top it. The color scheme of the stationery will largely be monochromatic scheme consisting of white and gray, not black.
Stationery should be white standard paper, measuring at 8.5 x 11. Body text should measure at 12-point set in Avenir 45 Book.The opaque Cammachmore logo should be 2.5 inches tall.
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STATIONERY BUSINESS CARDS Business Cards will be given to each employee. These cards are elegant and unique, while still remaining functional. The front of the card will be printed using an off-white thick paper stock at approximately 100-point. It displays the Cammachmore logo clearly centered on the front of the business card. The back of the business card is charcoal gray with white text and an amber rule underlining the title of the employee. It is to feature the employee’s name, position, email address, the Cammachmore website, phone phone number, fax number, and address of employment at the bottom. The business cards should be printed on 100-point matte cardstock measured at the standard business card size:; 3.5 x 2. The individual’s name should be 15-point set in Vidaloka. The individual’s job title should be 10-point set in Avenir 45 Book. The text of the business card should be 7-point set in Vidaloka.
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ADVERTISEMENTS BILLBOARDS Advertisements are an integral aspect of the Cammachmore brand. It allows future customers to see what Cammachmore is about on an everyday basis. Billboards allow drivers and passengers to become familiar with Cammachmore. Our billboards will need to reflect the ideals of the company. As such, they will need bold, elegant, and progressive. An example of what a billboard should look like is displayed on the right-hand-side of this page. This billboard features a single whisky glass with a lipstick print-- a motiff that helps set Cammachmore apart from masculine brands. This advertisement is efficient, and features our logo, and a play of our tagline, “She’s Crafty”.
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This is the original design that was implemented into a billboard.
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ADVERTISEMENTS PRINT Printed advertisements follow the same guidelines as billboard ads. They should align with Cammachmore standards and feature a variation of the tagline.
This advertisement features the Cammachmore bottle and a variation of the company tagline. Observe the consistent color palette and the use of the company typeface, Avenir Next, in bold.
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UNIFORM THE POLO Cammachmore is both a relaxed and professional company. The uniform being worn by Cammachmore employees is simply business casual. Let’s be honest, nobody loves a dress code. At Cammachmore, just wear appropriate business casual attire. For company events, Cammachmore has a variety of polos with their logo embellished on the front. The polo shirt can be worn any day of the week, but also for events where employees can display they support the Cammachmore brand.
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VEHICLES THE SMART CAR The Cammachmore cars are used for advertising and delivery purposes. The cars are also used as an incentive for employees to perform optimally. The smart car is white the logo of Cammachmore on the door panel. This design clearly illustrates the Cammachmore brand, in that it is not flashy, but is modern and sleek.
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VEHICLES THE MAZDA The Cammachmore Mazda is designed similarly to the Cammachmore Smart Car. It will be used primarily for advertising, special events, promotions, and as a perk for loyal and successful employees.
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WEB PRESENCE WEBSITE DESIGN The Cammachmore online presence is crucial in order to maintain the consistency and clarity of the company. Cammachmore uses both the first and third person when referring to the brand, product, or promotional materials. The design of the website adheres to what is expressed in the brand guidelines. The design is simple and functional, yet also aesthetically pleasing.
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OUTDOOR SIGNAGE The signage for a Cammachmore location adheres to the pillars expressed in this guidebook. It is simple, elegant, but also makes a statement. Signage should always appear in its monochromatic scheme, never in color. This example of a Cammachmore sign displays the white logo on a black display, which is optimal.
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COLOPHON
The main headings are set in 15-point Vidaloka. The body text is set in 9-point Avenir 45 Book. The sub headings are set in 15-point Avenir 65 Medium. The captions are set in 7.5 Avenir 45 Book.