Brand Manual v1.1 | 2010
Welcome to your new brand Bible. The following pages contain detailed instructions and guidelines for implementing the Athena identity system in a variety of applications. The purpose of this Brand Manual is to foster consistency in every level of communication regarding the Athena brand. This consistency,
over time, will provide staff, partners, and the general public with a clear impression of who we are. Each piece of collateral and exchange of communication shall rely upon and complement the following established brand guidelines.
Questions? 路路 A list of contacts concludes this document 路路 You may download the extended pdf of this book online at: www.AthenaGin.com/BrandManual
Embark.
Introduction 1.1 Origins 1.2 Mission Statement Brand Guidelines 2.1 Logo: Mark & Identity 2.2 Identity Color 2.3 Size & Spacing 2.4 Incorrect Logo Treatments 2.5 Tag Line Principles & Usage Typography Guidelines 3.1 Font Families Stationery Guidelines 4.1 Letterhead 4.2 Fax Sheet 4.3 Invoice 4.4 Envelope 4.5 Business Cards
Athena Bottling 5.1 Philosophy 5.2 Surfaces 5.3 Bottle Cap 5.4 Bottle Armor 5.5 Labeling System 5.6 The Mini Bottle Transportation Systems 6.1 Automobile Branding 6.2 Case System Advertising Systems 7.1 Advertising Theory 7.2 Copy Theory 7.3 Photography Standards 7.4 Example Promotional Materials Conclusion 8.1 Design 101 8.2 Contacts
It began with a name. Brand Introduction One
Origins
1.1
Civility, wisdom, strength, purity, spice, protection, strategy, justice, artesian excellence, agricultural promise, and precise craft are all traits steeped in the history of the Greek goddess, Athena. These traits are equally important to the quality and character of Athena gin, a contemporary high proof, dry American product new to an established market. Athena, the goddess, is the perfect namesake of this bold new product, as she shares many of the attitudes as the classical beverage as well as a history loaded with political positioning and strategy. Athena has more ties to gin than one may initially think, take the olive for example. Athens was named for the pure goddess who gave them the olive tree, a source of wood, oil and food. Likewise, such a pure beverage deserves a divine name linked with its perfect garnish, the olive.
Regarding the history of gin, it is clear practicality, discipline, and logic must have helped this product to survive over four centuries. Over the beverage’s lively and sometimes questionable history, gin has been refined as a distinct juniper berry-flavored grain spirit often imbued with other spices to complete its fresh and flowery palette. The origins of gin are rather murky, involving war and political turmoil, further linking Athena the goddess with the product. One of the many interesting histories of gin involves when the Dutch Protestant William of Orange and his English wife Mary became corulers of England after the “Glorious Revolution� drove James the Second from the throne. In true Athena style, William moved to discourage the importation of brandy from the Catholic wine making countries by setting high tariffs. As a replacement he promoted the production of grain spirits by abolishing taxes and licensing fees for the manufacture of such local products as gin.
Origins
1.1
History has shown that prohibition never works; during the American prohibition, bathtub gin was the coined name of gin produced literally in bathtubs. These gins were generally of poor quality and taste, a fact that gave rise to the popularity of cocktails in which the mixers served to disguise the taste of the base gin. Repeal of prohibition at the end of 1933 ended the production of bootleg gin, but gin remained a part of the American beverage scene. Gin was the dominant white spirit in the United States until the rise of Vodka in the 1960s. It still remains popular, helped along recently by the revived popularity of the martini. Today, the United States is the world’s largest gin market. London dry gin accounts for the bulk of domestic gin production, with most of it being produced in column stills. American dry gins (often termed “soft” gins) tend to be lower proof (80° or 40% ABV) & less flavorful than their English counterparts (“hard” gins). Athena gin will stand out in many
ways in this market that begs for a return to vodka level success. The brand identity of Athena stemmed from many elements regarding the history of the goddess and the alcoholic beverage. Strength is essential for both the brand image and the product. By using bold lines with intentional breaks and angles, the logo echoes the strategic, warlike principles associated with Athena. The gaps between the letterforms invite the viewer to conclude the letterforms on their own. This approach emphasizes Athena’s wisdom and assumes the level of consumer intelligence to be of a higher tier than the average consumer. Bold yet subtle, the Athena logo reflects both history and product in a fashion that will appeal to its market and stand out among competitors. As middle to high-end product, Athena needed to stand apart from other, more established brands as not only a product of substance but
also one of class and craft. The simple color pallet of silver, gray, white, burgundy, and black in the brand image not only stands out among competing brands, it also shows a position of strength, intelligence, eloquence, and refinement. One of the flavors found in the product is cinnamon, which is a distinct selling point reaffirmed by the use of the rich red color found in Athena communication systems, packaging, and marketing.
Our Mission
1.2
Athena crafts only the purest and finest ingredients to create the world’s best gin. As the future leader of the gin industry, we are dedicated to quality products, customer service, and stainable behaviors. Our brand is sexy, cultured and intellectual, but also grounded in life.
April Ludwig, President
2.1
A mark. An identity. Brand Guidelines Two
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Mark & Identity
2.1
5.985 .179 1.08
.179 .515
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.179
.179
.179 .323
.179 .643
.219
1.08 .125
57.6째
.25 .25
41째
.25 .25 .25 62.6째
.226
.226
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.226
.226
62.6째
1.25
1.375
Mark & Identity
2.1
Logo
Measurements The above measurements illustrate the specific proportions of the Athena logo. The logo is not based directly on any typeface and is thus entirely original. As you can see, there are many parallel measurements and mirrored angles. The unit proportion this scale is base upon is taken
from the sum of four horizontal measures. All diagonal angles associated with the letter A are 62.6 degrees. The angle of the ascender on the letter N is 57.6 degrees, with the inner angle at 41 degrees.
Logo Specs 路路 Download logo files at: www.AthenaGin.com/BrandDownloads
Identity Colors
2.2
Logo & Brand Color Systems
Logo Regular: 15%K & 40%K
Logo Inverted: 40%K & 15%K
Solid Black
Inverted
PMS 103 or CMYK 20/100/70/30
Black or CMYK 0/0/0/100
The primary Athena palette consists of two tones of gray, silver, red, black, and white. The logo may appear in two colors, two colors reversed, black on white or white on black, or silver. The Pantone red may be used in brand materials in gradients of added black. Use the appropriate color formulas for production. Do not deviate from the approved color palette.
Color Use ·· Use 15% black and 40% black as the two tone logo; these colors may be reversed based on background color and value ·· Never use other colors in the logo ·· Always use PMS 103 or CMYK 20/100/70/30 for red; alter this color by adding black, not by fading the tint or adding
0%k 10%k 15%k 20%k 30%k 40%k 50%k 60%k 70%k 80%k
10%k 15%k 20%k 30%k 40%k 50%k 60%k 70%k 80%k 100%k
additional colors.
Size & Spacing
2.3
Clear Space & Minimum Size
X
.25 X
Size: 1.5˝ & .5˝
.25 X
1.5 X
The Athena logo and tagline should remain clear of all obstructions to maintain the logo’s integrity and legibility. The lockups must remain clear of at least .25 of the cap height of the Athena logotype on all sides. The cap height is represented in proportion to the letter A. Use A to determine clear space. Never present the logo smaller than one inch in length in any color representation. Ideally, the logo would never be presented smaller than 1.5˝ wide.
Incorrect Use
2.4
Do Not Do This
1.
4.
The Athena brand depends upon its mark. The following are unacceptable:
1 ORIENTATION The Athena logo should only appear horizontal or, in some instances, vertical
2 & 5 PROPORTIONS Do not distort the logo 2.
5.
3 type alterations The Athena logo and logo typeface must never be altered
4 color alterations Do not alter the colors of the Athena logo
6 OUTLINES OR add EFFECTS Do not outline or add effects to the logo
3.
6.
Tag Line Use
2.5
Official Tagline
aged wisdom contemporary bliss.
aged wisdom contemporary bliss. aged wisdom contemporary bliss. aged aged wisdom wisdom contemporary contemporarybliss. bliss.
The Athena tagline “aged wisdom contemporary bliss” must always appear within the context of the brand but not connected to the logo. The tagline should always be used unless prior approval is received from the Athena brand manager. Always use the approved reproduction art. Do not recreate the typeset tagline. If necessary, you may reproduce the tagline using Helvetica Neue Regular set to optical alignment in all lower case. The tagline may appear in one of two ways, depending on the context.
Tagline Use ·· DO NOT typeset the tagline ·· The tagline must never appear in bold, light or italicized fonts. ·· DO NOT add words or use the tagline in a sentence. ·· DO NOT use old Athena taglines
2.1
It’s what you say & how you say it. Typography Guidelines Three
Font Families
3.1
Helvetica Neue
Regular
Bold
AaBbCcDdEeFfGgHhIiJjKkLlMm NnOoPpQqRrSsTtUuVvWw XxYyZz 1234567890
AaBbCcDdEeFfGgHhIiJjKkLlMm NnOoPpQqRrSsTtUuVvWw XxYyZz 1234567890
Bold Italic
Italic
AaBbCcDdEeFfGgHhIiJjKkLlMm NnOoPpQqRrSsTtUuVvWw XxYyZz 1234567890
AaBbCcDdEeFfGgHhIiJjKkLlMmNn OoPpQqRrSsTtUuVvWwXxYyZz 1234567890
Light
Light Italic
Athena brand typography consists of eight typefaces within the Helvetica Neue family. Use only the approved typefaces as shown to the left. Following the correct usage will enforce consistency and brand recognition.
Font Use ·· Always set headlines in Helvetica Neue Light, Condensed Bold, Condensed Black, or Bold
AaBbCcDdEeFfGgHhIiJjKkLlMmNn OoPpQqRrSsTtUuVvWwXxYyZz 1234567890
AaBbCcDdEeFfGgHhIiJjKkLlMmNn OoPpQqRrSsTtUuVvWwXxYyZz 1234567890
Condensed Bold
Condensed Black
AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPp QqRrSsTtUuVvWwXxYyZz 1234567890
AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPp QqRrSsTtUuVvWwXxYyZz 1234567890
·· Headlines may or may not be set in all caps ·· Always set body copy in Regular ·· Always set black copy on white or white copy on black ·· 80% tint is acceptable as body copy ·· Always use PMS 103 or CMYK 20/100/70/30 for red; however, red type should be used sparingly with discretion ·· Always use legible tracking and leading for headlines and copy ·· Underline or italicize copy sparingly, when grammatically appropriate
2.1
Let’s talk business. Stationery Guidelines Four
2.68˝
10%k
www.AthenaGin.com 404.652.7532 | 800.652.7532 213 Montclair Ave, Atlanta, GA 30313
Letterhead
.89˝
4.1
30%k 8pt/10 Helvetica Neue Regular
1.38˝
vellum
1.38˝
5.44˝
Times 10pt/12
1.55˝ 1.35˝ .ssilb yraropmetnoc mod siw dega aged wisdom contemporary bliss.
1.3˝
2.14˝
1.47˝
Letterhead
4.1 www.AthenaGin.com 404.652.7532 | 800.652.7532 213 Montclair Ave, Atlanta, GA 30313
August 31, 2011 Mrs. Tracy Chavez Central Liquor 178 Orange Avenue Coronado, CA 92118 Dear Tracy, As an established provider of fine beverages, you are well aware that quality and innovation in products are great selling points. I would like to personally welcome you to try Athena, a new American high-proof gin with a flavor every gin lover will enjoy. From juniper to cinnamon, this unique combination of nine harmonious flavors is the perfect blend for a dirty martini in a dim jazz club or the perfect gin and tonic on a hot summer’s day. This product is sure to sell well, as we have developed a blend and a brand dedicated to strength and character. Athena stands out as a gin true connoisseurs will love and love again. Not only is the product excellent, our striking bottle design stands out among competitors as a product people desire. Just as studies have proven, our unique design will increase product sales and quickly develop our brand identity in the market. We will do our part to insure your customers have heard of Athena; join us in doing your part in providing a product of excellence.
Simple, clean, and elegantly bold, the Athena letterhead creates a beautiful background for corporate communications. The design is one that does not distract from the letter; instead the design calmly brands the company while setting a stage ready to highlight company communications.
Within this treasure chest, you will find your very own bottle of Athena gin, a martini glass, shaker, and olives to indulge in a superior martini. In addition, please enjoy exercising some of the same concepts that have lead to this superior brand: work and play. The notebook enclosed is for you to fill in whatever way you please. The puzzle/game book combination will hopefully provide you some entertainment as you enjoy your beverage. Try our product, and if you like it, we will give you twenty percent off your first case as an incentive to add this brand to your store’s collection. Our customer service is the crème de la crème. So call us today at 800.652.7532 and reserve the best gin you and your customers have ever tasted. Sincerely,
April Ludwig President aLudwig@AthenaGin.com
Stationary Details ·· Sure, we are not eco-perfect, but we make every effort .ssilb yraropmetnoc mod siw dega
to reduce our impact on the environment. We use 100% Green-e Certified Neenah classic crest 100 Bright White paper for our letterhead and envelopes ·· The second page of the letterhead has the base design on the front and the solid red color on the back
aged wisdom contemporary bliss.
Fax Sheet
4.2 www.AthenaGin.com 404.652.7532 | 800.652.7532 213 Montclair Ave, Atlanta, GA 30313
fax
404.652.7532
To:
From:
Fax:
Pages:
Phone:
Date:
Re:
CC:
Comments:
The fax sheet is identical to the standard letterhead design but is in solid one color black for visibility reasons. The to/from section is set in Helvetica Neue Regular at 15pt/28. The word fax is set at 8pt/10 and the fax number is set at 22pt/20. The copy falls in the same space as the letterhead letter.
Use ·· Always use this cover sheet when sending faxes both within and outside the company ·· Fax sheets are printed on standard recycled copy paper ·· When you’re done with the fax, please reuse the sheet’s other side
Invoice
4.3
The Athena invoice is bold, clear, and fun. It is a black and white design for easy copying, faxing, and filing purposes. The copy falls in the same space as the letterhead letter. While the letterhead remains in tact, the additional type is enlarged for quick processing.
Specs, Implementation, & Downloads ·· Implementation of the forms will be carried out through accounting and their computer systems ·· Most invoicing will be handled via e-mail ·· For specs on the printed invoice design and the digital format of the design, visit: www.AthenaGin.com/Accounting
Envelope
4.4
213 Montclair Ave Atlanta, GA 30313
.53˝
Simple with the right amount of flair, the Athena envelope design is a standard size 10, full color, two sided design. The design is perfect for secure communications because of the interior pattern and coloring.
1.67˝ 1.18˝
Standard Size 10 Envelope
Beyond the Seal 213 Montclair Ave Atlanta, GA 30313 Actual Size
30%k 8pt/10 Helvetica Neue Regular
·· For other envelope design specs visit: w ww.AthenaGin.com/BrandManual ·· To download the Athena logo pattern visit: www.AthenaGin.com/BrandDownloads
Business Cards
4.5
Clear Plastic Business Card 2.25˝ x 3.5˝ x .093˝
The business card is one of the longest lasting and cheapest marketing pieces in existence. As Athena is a company by people and for people, this hand to hand piece is a cornerstone of our sales success going to store and bar owners. Our business cards are crafted out of clear, recyclable Polyethylene Terephthalate (PETE) plastic. The cards are slightly taller than the typical card, so they will still fit in most cases for convenience but will have a larger presence than all other cards. Our card is more than a card; it is a business tool and a keepsake. It’s also damn sexy.
.74˝
Helvetica Neue Condensed Bold 11pt Helvetica Neue Regular 8pt/10 .17˝
Technical Details .21˝
·· All scrap pieces from processing will be recycled and
Outside Cut Line Inside Cut Line Deep Etching Medium Etching
a small etching of the #1 with the recycling triangle will appear on the back of the card ·· Temporary business cards are to be printed on 16
pt
uncoated paper using the alternate design found online
Brand Guidelines
4.2 Identity Logos
2.1
A stand out. Athena Bottling Five
Bottle Philosophy
5.1
Our bottle is one of the most deluxe designs in the field. We are committed to keeping our waste minimal. —April Ludwig
When we began the packaging branding for Athena, we knew one thing: we need to stand out. Upon further reflection, we felt that our company is obligated to be as green as possible. Inspired by www.terracycle.net, we developed a way to make the most out of our packaging. How it works: Go online, and we send you a postage paid package to return the bottle for reuse.
Implementation ·· Bottles that are undamaged will be cleaned and reused to package new products ·· Damaged bottles will be used for parts or recycled for materials for further products ·· Should our customers prefer to toss the bottle, we hope that they will recycle it, as most all pieces of the bottle are recyclable
Surfaces
5.2
The Athena bottle is composed of three main elements: the cap, the body, and the armor. These three elements combine to create an outstanding design different than any other gin product in the market. The materials and choice of elements are symbolic and reflect the brand identity. The recyclable red, textured glass is key to the packaging look and feel. The glass is as light as possible while being strong enough for the liquid and handling as to reduce transportation costs and environmental impact. The red is reflective of the branding PSM color, 103 or CMYK 20/100/70/30. Athena is a brand of passion, anger, lust, love, and strength; the red glass represents these emotions while the texture gives a cool, wet feeling to the bottle representative of the beverage within.
Bottle Cap
5.3
The Athena bottle cap is composed of a fitted square wooden block nested in five layers of clear plastic. The design represents the place of natural ingredients at the core of a deluxe brand. The clear plastic has light qualities similar to glass and, therefore, reflects the cool, crisp taste within the bottle. The cap is also designed to make opening the product an experience, giving the consumer something to hold onto.
How is this recyclable? ·· Our plastic is a number 1 (PETE) plastic, which is the most recycled plastic type ·· The Wood block is not recyclable, but it is compostable ·· Recycling companies just pop off the plastic to recycle it
Bottle Armor
5.4
Love or war? You call it.
Athena was the goddess of wisdom, purity, and strategic warfare. In creating our brand identity, we felt it was important to show this refined warlike quality in our packaging. The bottle armor reflects these qualities and the history of Athena and the beverage, gin.
How is this recyclable? ·· The armor links are made from lightweight aluminum rings which are 100% recyclable ·· By using a lighter metal, we are saving transportation energy waste.
Bottle Armor
5.4
The armor design pattern is inspired by traditional chainmail armor, which dates back to third century BC and was prominent throughout the Dark Ages, High Middle Ages, and Renaissance. The Roman empire adopted this form of armor, which depending on craft and materials, was nearly impenetrable. History reveals different metals being used: iron, bronze, and steel. We chose lightweight recyclable aluminum, which gives a similar look to steel but weighs considerably less.
Design 路路 The body armor is simpler than traditional chainmail, using primarily a 4-in-2 or 6-in-2 pattern 路路 The specs for the armor pattern can be found at: www.AthenaGin.com/BrandDownloads
Labeling System
5.5
.89˝ 1.58˝
Helvetica Neue Regular 9pt/10
As our bottle is complex, we chose simple, utilitarian typography and printing for our labels. Rather than using a tearable paper label, we chose to use a more polished, higher-end looking enamel process, where the label is fired into the glass design. This reduces our reproduction costs on returned bottles and gives a cleaner look to the design.
3.75˝
3.79˝
.41˝ .11˝
2.23˝
Helvetica Neue Regular 9pt/10 Helvetica Neue: Bold 8pt/9.6 Regular 6pt/7.2 Regular 8pt/9.6 .85˝
Labeling Systems ·· The design to the left is based on a 750ml bottle; additional bottle sizes have separate labeling scales and systems ·· You may download label templates at: www.AthenaGin.com/BrandDownloads
The Mini Bottle
5.6
It’s first class. Try it. You know you want to.
Appealing to the new trysumerist culture, we have chosen to create mini bottles for purchase as a trial at liquor stores and through airlines. This will enable the public to become familiar with our brand and product before investing in our full product line.
Bottle Specs ·· The mini bottles hold 1.7 oz of gin ·· They are made of recyclable PETE plastic ·· They are printed with silver, white,gray, and black inks ·· You can download the bottle specs and design at: www.AthenaGin.com/BrandDownloads
2.1
Upon arrival. Transportation Systems Six
Automobile
6.1
Hybrid Delivery Semi
The standard Athena delivery truck keeps it simple and sharp with a raw, grey coated finish and the Athena logo and tagline boldly placed on either side. The back of the truck has a smaller version of the logo and tagline placed towards the upper left corner.
Variations ·· Each company vehicle has its own specs ·· When possible, Athena chooses hybrid cars ·· The illustration to the left shows the default delivery truck design; this may vary or may be converted to a piece of an ad campaign ·· Visit www.AthenaGin.com/BrandManual for individual vehicle specs
Case System
6.2
Athena shipping cases also keep it simple with WineShield™ by Paksource, which combines performance, space savings, sustainable environmental practices and a great cost. Using custom Athena logo patterned tape and printing of the Athena logo, which wraps around the box twice, these practical boxes still back a strong brand image.
Why Outsource to WineShield™? ·· They are stronger and more durable than molded pulp or EPS foam shippers ·· They come in all standard sizes Athena uses ·· They are made from 100% Recycled material with a minimum of 95% Post Consumer Waste and insulate as well as EPS foam ·· Delivered and stored flat providing savings over both pulp and foam on in-bound freight and storage with no assembly required ·· Visit them: www.paksource.com
Brand Guidelines
4.2 Identity Logos
2.1
Intelligence. Advertising Theory Seven
Advertising Theory
7.1
Good advertising does not just circulate information. It penetrates the public mind with desires and belief. —Leo Burnett
Athena’s culture is sophisticated, sexy, active, intelligent, and real. There is a complexity in the brand as well as the product we produce; likewise, our advertisements embrace complexity in a witty, sophisticated, sexy, active, intelligent, and real way. This does not mean our ads are complex to the point only a select few will understand them, but it does mean they will be dynamic. An element of surprise may do the trick, or perhaps a witty line will say it all. No matter, Athena advertisements must be thought out, appealing, and intriguing.
The Creative Director ·· Renée Imaging (contact Renée M. Malloy) handles all of our marketing needs ·· For examples of previous ads, visit: www.AthenaGin.com/BrandDownloads
Copy Theory
7.2
We try not to take ourselves too seriously.
We take our product seriously enough for the both of us.
This is not a napkin, it’s an idea box. Have at it. Love or War? You call it.
The tone should feel smart and confident while at the same time remaining friendly, honest and approachable. The headlines should have an air of wittiness with an underlying hint of humor, while the sub and/or body copy, if any, should help to highlight the product’s key attributes. The copy tone is appropriate for consumer and trade communications (whenever possible). The above lines are examples of potential advertising concepts and campaigns.
Photography
7.3
Use Athena photography whenever possible for all advertising. The brand purpose is communicated through the product photography—smart, stylish and sophisticated. Correct and consistent usage of the photography guidelines will ensure brand consistency and recognition. The use of imagery in the company’s publication and environment must be positive communication. Images that show the feelings of freshness, strength, sexiness, joy, tastefulness, humor, curiosity, wit, and sophistication would be acceptable. In other words, images that are negative or communicate unrelated themes are not acceptable. Use the following guides to aid in photography selection.
1 HERO SHOT Use dramatic lighting and unique angles to portray the product as hero. The use of select focus draws attention to and highlights various product features. Spots of color incorporated throughout ensure the overall image does not appear to be in black and white. The overall look and feel of the Athena heroshots should be bold and inspirational. 2 INSET IMAGE When the product or hero shot involves cropping the product for dramatic emphasis and visual ap
peal, an inset photo is used to display the entire product and should be large enough that product detail is clearly visible. 3 SET & MODEL All materials specified in an Athena room set should be appropriate for use in a moderate to upscale martini or cocktail bar. Attention to interior design and lighting to create a strong sense of color and atmosphere are important. Propping should be minimal with an emphasis
on clean design to create an editorial feeling— as if the party is surrounding the photographer. Live models should be used for product promotion and communicating the ad theme. Model dress should be classy and understated so as not to overshadow the product. There is room for creativity in set, costume, and illustration aspects so long as they are consistent with the brand image and campaign goals and market.
Cocktail Napkins
7.4
Cocktail napkins are part of martini and bar culture. They are a functional expected accessory to be given with one’s drink. They also provide the perfect opportunity for subtle advertising. As an alternative to the added expense of napkins to bars, we provide these napkins to them free of charge. We receive a free ad, they save a few cents a drink, more people buy our drink, everyone is happy. Now, the concept behind this particular design rests in our brand philosophies of work and play. We could slap our name on the napkin and call it a day, but this design invites the customer in, encouraging them to think, be creative, and doodle. We welcome the customer in, like someone doing them a favor. By having them interact with the simple napkin, they are actively participating with us, and that may lead to something.
Martini Sticks
7.4
Martini sticks can be one of two things: unnoticeable or noticeable. We prefer to have the latter to compliment our beverages. That is why we designed our own custom martini swords, based on an actual Greek sword, to be sent with our product to our bar suppliers. The concept is simple, if you order an Athena drink, you get one of our 5.75" clear garnish sticks (if you order another brand, you probably get a 3.5" red sword). Not only is the sword fun, attractive, and functional, it’s also made of recyclable plastic.
vs Details on Purchase ·· Minimum order required for bars to receive the swords ·· The swords are also given out at special events and with promotional packages
Brand Guidelines
4.2 Identity Logos
2.1
Almost done. Conclusion Eight
Design 101
8.1
Good design is hard work. Having the latest graphic design program no more makes one a designer than having a typewriter makes one William Faulkner. Recognize when you need professional assistance. Design for action, not decoration. Good graphic design can be a difference-maker. But have a purpose. And measure it. Your materials do not need to look the same, but they must feel the same: high quality, and professional. Also be careful not to confuse adherence to Graphic Standards with good design. Before beginning a project, ask yourself ‘Who is my audience?’ The most common design mistake among clients is confusing audience tastes and perspectives with one’s own. That is rarely the case. Who are you competing with? Your audience faces more choices and have busier lives than ever before. Cutting through the clutter is essential, and good design does that.
Are Graphic Standards the “brand”? No. Graphic Standards assist in forming a consistent impression of the company, but graphics are not in and of themselves the brand. They refer to our promise to our stakeholders, but they are not the actual promise.
Whose Responsibility are Graphic Standards?
I understand others must comply with Graphic Standards, but do I? Yes. Are there exceptions to Graphic Standards? Almost never. On occasion, production issues, unusual formats or very unique circumstances require a deviation from Graphic Standards, but that is extremely rare and must be approved by Athena Marketing and Renée Imaging. Additional Considerations ·· Word-of-mouth
Everyone’s. Though Athena Marketing and the creative force at Renée Imaging are tasked with establishing standards, maintaining brand consistency is the responsibility of the entire Athena community. We all benefit from speaking in one voice.
·· Customer service ·· Public relations ·· Promotional events ·· Co-marketing ·· Community & affinity groups ·· Sponsorships
Contacts
8.2
Thank you for making us the best.
For Answers & Information www.AthenaGin.com/BrandManual Marketing 404-823-4257 Marketing@AthenaGin.com Photography 404-823-5007 Photography@AthenaGin.com Printing Services 404-823-2277 Printing@AthenaGin.com Vendors and Suppliers Business Services 404-823-4506 BusinessServices@AthenaGin.com Public Relations 404-823-2504 PR@AthenaGin.com
All images, text, and graphics Š 2011 RenÊe M. Malloy