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RED LABEL

3.00

Johnnie Walker Brand Guidelines Version 1.01, April 2006 ©John Walker & Sons

RED LABEL

OUR BRAND

CONTENTS

INTRODUCTION

3.01

The new visual identity system for Red Label applications builds on a lot of the existing visual equities of the brand such as the use of typography and the Hotspot. The red background remains consistent across all applications, with one Progressive Line that is used throughout. This, in conjunction with the red background, aims to give a degree of vibrancy as well as a relaxed and natural feel to the applications. The use of the lock-up as a sign-off, gives a contemporary feel to the brand and the use of the Akzidenz-Grotesk BE Extra Bold Condensed typeface brings a relaxed and easy-going sense to the communication.

Johnnie Walker Brand Guidelines Version 1.01, April 2006 ÂŠJohn Walker & Sons

RED LABEL

OUR BRAND

CONTENTS

3.02

Red Label 3.03

Overview

Colour palette 3.04

Specifications

The grid 3.05

Working with the grid

The Progressive Line

3.15

The image look

3.16

Focus imagery brief

3.17

Mood imagery brief

Adding typography 3.18

Headings

3.19

Other headings in detail

3.20

Other headings in detail – examples

3.06

On the background

3.21

Using ‘choose flavour’

3.07

Construction and crops

3.22

Body text in detail

3.08

In detail

Unacceptable usage

The Hotspot

3.23

Of all the elements

3.09

On the background

Examples

3.10

In detail

3.24

The lock-up 3.11

On the background

Imagery

2D and 3D

Literature 3.25

Overview

3.26

The grid/formats

3.12

Overview

3.27

Covers

3.13

Using the visibility work

3.28

Spreads

3.14

How it is used in detail

Johnnie Walker Brand Guidelines Version 1.01, April 2006 ©John Walker & Sons

RED LABEL

OUR BRAND

RED LABEL

3.03

OVERVIEW

Heading

Imagery

As with all the Johnnie Walker brands, Red Label uses a palette of elements. Each application needs to contain at least the three compulsory items â&#x20AC;&#x201C; the lock-up, Hotspot background and the Progressive Line. For items such as merchandising and apparel, the Progressive Line is not deemed compulsory, though, if the application allows, should be kept.

Background

Given that there is the opportunity to use one or both of the other elements, the range of possible combinations for applications is extensive.

Progressive Line

Hotspot

Lock-up

FIGURE 1 The elements which make up the Red Label visual identity system.

Johnnie Walker Brand Guidelines Version 1.01, April 2006 ÂŠJohn Walker & Sons

RED LABEL

OUR BRAND

CONTENTS

COLOUR PALETTE

3.04

SPECIFICATIONS Primary colours

Primary colours JW Black

JW Yellow

White

Red Label has its own distinctive colour palette. After

the lock-up, the primary colour palette is the second most important element used to identify Red Label. Please ensure that these colours are specified and reproduced correctly.

JW Red

JW Mid Red

Figure 2 shows the preferred colour breakdowns for reproducing the primary colours in various colour systems. The primary colour palette is always specified as Johnnie Walker colours.

JW Dark Red

In lieu of the primary colours use the Pantone® colours detailed left, the standards for which are shown in the current edition of the Pantone Color Formula Guide 1000. Colour

Pantone coated

JW Black

–

JW Yellow

HEX

RAL Classic

NCS

30 30 30 100

00 00 00

9005

S 9000-N

Pantone 7406C

18 100 0

227 186 18

E3 BA 12

1023

S 1080-Y

White

–

255 255 255

FF FF FF

9003

S 0500-N

JW Red

Pantone 200C

100 63 14

186 18

BA 12 2B

3020

S 1080-R

JW Mid Red

Pantone 202C

100 65 47

135 33

87 21 2E

3003

S 3060-R

JW Dark Red – 15 100 87 55 107 1 12 (JW Dark Red is simulated Pantone 202 overprinting Pantone 200)

6B 01 0B

3011

S 3560-R

The colours shown on this page and throughout these guidelines are not intended to match the Pantone Colour Standards. *Pantone® is a registered trade mark of Pantone, Inc. FIGURE 2 Red Label colour specifications.

Johnnie Walker Brand Guidelines Version 1.01, April 2006 ©John Walker & Sons

RED LABEL

OUR BRAND

CONTENTS

THE GRID

3.05

WORKING WITH THE GRID

Landscape format

Portrait format 1

10 11 12

1 1

To maintain a consistent look and feel for Red Label, a simple, basic grid system (for use on all applications) has been devised, to enable the correct scaling and positioning of all of the elements. For further information on the construction of this basic grid, please refer to pages 1.10–1.12 in the Basic elements section.

The Progressive Line 2 3

To enable the correct positioning of the Progressive Line, some extra grid lines need to be added to the basic grid. To create these extra grid lines divide the height of an application by four, as shown in Figure 3. This should be done for both portrait and landscape formats. For further information on how to position the Progressive Line, please refer to page 3.08. The lock-up

The basic grid is also used to determine the correct size and position of the lock-up, please refer to pages 1.10–1.12 in the Basic elements section.

FIGURE 3 How to use the grid.

Johnnie Walker Brand Guidelines Version 1.01, April 2006 ©John Walker & Sons

RED LABEL

OUR BRAND

CONTENTS

THE PROGRESSIVE LINE

3.06

ON THE BACKGROUND

The Progressive Line is a distinctive element within the Red Label system. To ensure that it is linked more strongly to the bottle Labels on which it was based it has been amended to include the ‘Label’ detailing. It should always slope up from left to right. The final section before disappearing off the application should be in an upward direction, never downward. It should always bleed off of two edges of the application. The Progressive Line should always be used from the master artworks. These elements should never be redrawn. Never make up any other Progressive Line styles.

The Progressive Line should never appear downwards

The Progressive Line should never bleed off of one edge only

The Progressive Line should never be redrawn or altered in any way

Never use older versions of the Progressive Line

FIGURE 4 The Red Label Progressive Line.

Johnnie Walker Brand Guidelines Version 1.01, April 2006 ©John Walker & Sons

RED LABEL

OUR BRAND

CONTENTS

THE PROGRESSIVE LINE

3.07

CONSTRUCTION AND CROPS

s i t

n a at

e l g n a

x e t

24º

The Progressive Line can move up…

…or down

The Progressive Line should never be scaled to be too thin…

…or too fat

The Progressive Line should slope at around 24°. This is only a guide as the Progressive Line device is not perfectly straight. The scaling of the Progressive Line depends on the specific application. The scaling also depends on other elements which appear within the application. It should neither be dominant nor recessive, i.e. not so enlarged as to become a stripe or so thin as to become insignificant. The Progressive Line should never overlap the lock-up or the typography and it should never be placed in front of an image. If an image is to be used, the Progressive Line must also always appear.

Never alter the angle of the Progressive Line

FIGURE 5 How to use the Progressive Line.

Johnnie Walker Brand Guidelines Version 1.01, April 2006 ©John Walker & Sons

RED LABEL

OUR BRAND

CONTENTS

THE PROGRESSIVE LINE

3.08

IN DETAIL

Highest position point

Lowest position point

When positioning the Progressive Line within a layout, there is a highest and lowest point to which it can be moved, as shown in Figure 6.

Align

The base of the Progressive Line must align with the first horizontal line of the grid

The base of the Progressive Line must sit outside of the clear space area

For the highest point, the top of the Progressive Line can appear above the first horizontal grid line, but the base of the Progressive Line must align with it. For the lowest point, the Progressive Line can appear above the third horizontal grid line, but the base of the Progressive Line must sit outside of the clear space area of the lock-up. Note: Due to the restricted space when creating a layout using the extreme

landscape format the highest position point for the Progressive Line does not apply.

FIGURE 6 Positioning the Progressive Line.

Johnnie Walker Brand Guidelines Version 1.01, April 2006 ÂŠJohn Walker & Sons

RED LABEL

OUR BRAND

CONTENTS

THE HOTSPOT

3.09

ON THE BACKGROUND

The distinctive Hotspot background for Red Label is the base for all layouts. This, the lock-up, and the Progressive Line together comprise the compulsory elements of the Red Label identity. The Hotspot should be positioned such that it can hold your layout together, allowing for one element to visually link to another. As well as this, the Hotspot is a strong colour differentiator for the brand. Figure 7 shows the basic start of a typical application. The backgrounds

The backgrounds are pixel-based images and, therefore, are provided at three different sizes (small, medium and large), but at a common resolution of 400dpi. This accommodates large-scale applications and, for small-scale applications, provides a more manageable file size. When reproducing the background, its resolution should remain as high as possible. Reducing and enlarging the backgrounds

All backgrounds can be reduced in size, but not less than 50% of the original as further reductions may create banding in the image.

FIGURE 7 The Hotspot.

The backgrounds should not be enlarged as this reduces their resolution. The only exception to this is where the 400dpi resolution is not necessary, i.e. large format exhibition panels. In this situation, it is recommended not to reproduce at resolutions lower than 100dpi.

Johnnie Walker Brand Guidelines Version 1.01, April 2006 ÂŠJohn Walker & Sons

RED LABEL

OUR BRAND

CONTENTS

THE HOTSPOT

3.10

IN DETAIL

The Hotspot is, in simple terms, a radial blend between JW Dark Red and JW Red. However, the Hotspot graphic itself should always appear surrounded by JW Dark Red (this colour simulates JW Mid Red or Pantone 202 overprinting JW Red or Pantone 200). It should never be reproduced other than from the master artworks supplied. The Hotspot can move up and down within a layout, to either break up an expanse of the background colour, or to act as a highlight to link the other elements. You should avoid, whenever possible, placing the Hotspot directly behind the lock-up. If for any reason the Hotspot cannot be used, e.g. cost, print restrictions, etc., then the background should appear as solid JW Dark Red.

The Hotspot can move up…

…or down – to break up an expanse of the background colour

The Hotspot can be used as a highlight to link the other elements

Never use the Hotspot to only highlight the lock-up

FIGURE 8 How to use the Hotspot.

Johnnie Walker Brand Guidelines Version 1.01, April 2006 ©John Walker & Sons

RED LABEL

OUR BRAND

CONTENTS

THE LOCK-UP

3.11

ON THE BACKGROUND

The lock-up for Red Label and the other Johnnie Walker brands is the most important element of the system. The lock-up should always appear in the bottom right-hand corner of a layout, as shown in Figure 9. To scale and position the lock-up correctly, please refer to pages 1.10–1.12 in the Basic elements section. The lock-up for Red Label should always appear in JW Yellow (or its equivalent in different colour systems).

FIGURE 9 Positioning the lock-up on the background.

Johnnie Walker Brand Guidelines Version 1.01, April 2006 ©John Walker & Sons

RED LABEL

OUR BRAND

CONTENTS

IMAGERY

3.12

OVERVIEW

Imagery is an important part of the new Johnnie Walker iconography system. There are three types of imagery: • First, there is Serve images – this includes all images around the drink itself. This could be a bottle, a single glass or a composition of two or more glasses with or without a bottle (for more information see pages 3.13 and 3.14 or the photography guidelines. • Mood images – these are for use with the Serve images to give some context (e.g. associate the Label with the type of people within the Mood image). For more information on this see page 3.15. • Focus image – these images are of specific people or places, the focus of the application. For an overview of this type of imagery see page 3.15. On the left are applications showing how the different images can be used.

FIGURE 10 The Red Label imagery.

Johnnie Walker Brand Guidelines Version 1.01, April 2006 ©John Walker & Sons

RED LABEL

OUR BRAND

CONTENTS

IMAGERY

3.13

USING THE VISIBILITY WORK

The new Johnnie Walker serve images have been developed to meet a number of requirements. There are almost 100 differing images, from a pour shot to a single glass, from a bottle and carton composite to the cheers shot. All images appear on the SMART library and should be up to date. Each and every element within this new system is perfect in its own right. These images can be used within all the required print arenas, from light boxes to brochures to billboards. If you would like further information regarding this image group, see the photography guidelines. The retouched photography can be delivered in one of two ways. The first being specific, complete, composite shots (e.g. a bottle and two glasses). This shot is delivered as a single layer Adobe® Photoshop® file (psd) ready for use within your layout.

FIGURE 11 Visibility images.

The second and more flexible area is single layer elements. These are items which are designed to be used either singly or as part of a bigger composite image. This type of image will need further, minimal retouching to ensure that images appear as near to reality as possible. This retouching will only need to be done where glasses overlap other elements (e.g. distortion of elements behind the glass). All retouching should be done by an experienced retouching artist, and approved by the appropriate Diageo contact person. For more information see the photography guidelines.

Johnnie Walker Brand Guidelines Version 1.01, April 2006 ©John Walker & Sons

RED LABEL

OUR BRAND

CONTENTS

IMAGERY

3.14

HOW IT IS USED IN DETAIL

When cropping images for any application there are a number of basic pointers to follow: • if you are showing bottles try to ensure that the label is recognisable; • don’t just show the top or bottom of a bottle or glass, unless this is the focus of your application; • ensure that the size of the image fits the situation, don’t let the image overpower the application; • remember what your image is to be used for and at what distance its to be used. Be bold. We have shown just a few of examples (Figure 12) as a guide to using Red Label images. Please pay particular attention when cropping an image because no matter how good an image is, a bad crop will not look good. So think about it, take time and be critical. Remember, the whisky is the hero. When cropping several images appearing together (in separate applications), make them look and feel as though they come from the same family. Try and ensure that the Progressive Line interacts with the image in a believable and complementary way. It is important that the Progressive Line is kept recognisable.

FIGURE 12 Using visibility images.

Johnnie Walker Brand Guidelines Version 1.01, April 2006 ©John Walker & Sons

RED LABEL

OUR BRAND

CONTENTS

IMAGERY

3.15

THE IMAGE LOOK

These types of images can both be used for the same situation. However, they do very different jobs. Mood images

As outlined on page 3.17, Mood images are used to create an association to a certain activity or event. Mood images are broad-stroke images rather than focusing on a single person or object. Adding a Serve image helps strengthen this alignment. If a Serve image was not used it would end up being too general. Focus images

These images are used, as with Mood images, to align Red Label to an event or activity. However, Focus images, as the name suggests, focus in on a single person or object that really personifies what is going on. Images for use in both these situations should ideally be shot specifically, though there are image libraries in existence that do hold suitable images. On the following two pages the basic brief for both types of images is outlined. This includes some direction on how to achieve the desired look of the final image.

Focus imagery

Mood imagery

FIGURE 13 Other images.

Johnnie Walker Brand Guidelines Version 1.01, April 2006 ÂŠJohn Walker & Sons

RED LABEL

OUR BRAND

CONTENTS

IMAGERY

3.16

FOCUS IMAGERY BRIEF

Shown left is an example of an ideal focus image. This image has been retouched to ensure that it fits seamlessly onto a Red Label background. When retouching any image, an experienced retouching artist should be used. The finished image should be seen and approved by the appropriate Diageo contact person. Whatever the image it should, within reason, follow the rules laid out below; • ideally images would be shot at night or inside, so that the image tonally fits with Red Label ; • ideally lighting should be strong and directional (i.e. spotlights) with some element of red already apparent;

• when shooting teams or groups of people make sure that they are involved in a common activity/interaction, no cropping, they should not be a group of unrelated individuals; • if images of groups/teams are used, one individual should be the focus; • avoid accidental inclusions, be aware of other elements within the final frame. Images should be clean and clutter free; • always shoot on location, these shots are more documentary/reportage than intentionally set up;

• ensure that the subject stands out from the background;

• overall colouring can be changed through basic retouching.

• the overall image should give the impression of energy;

Finally

• whenever possible images should have a sense of movement, subjects should be animated, though not blurred; • the appearance of the subject should be driven, though completely ‘as you find them’ they should look appropriate to the situation;

• be aware of what the shot is going to be used for, this could impact on the format you are using. Colouring the image

Ideally the image will already have an element of red in both the subject and the background. However, if this is not possible, retouching should be used to match the overall impression of the image on the left.

• make sure the subject appears natural, engaged in a suitable activity, ideally oblivious of the camera; FIGURE 14 Focus imagery.

Johnnie Walker Brand Guidelines Version 1.01, April 2006 ©John Walker & Sons

RED LABEL

OUR BRAND

CONTENTS

IMAGERY

3.17

MOOD IMAGERY BRIEF

An ideal Mood image should have the same overall colour and feel of the image shown to the left. There has been an element of retouching to ensure that this image fits seamlessly into a Red Label application working with both the Progressive Line and background. When retouching any image, an experienced retouching artist should be used. The finished image should be seen and approved by the appropriate Diageo contact person. Whatever the image it should, within reason, follow the rules laid out below: • ideally images would be shot at night or inside, so that the image tonally fits with Red Label ; • lighting should be strong, directional (ie spotlights) and dynamic with some element of red already apparent; • this image should be less focused on a single element and more of an overall image; • the image should give the impression of energy; • whenever possible images should have a sense of movement, blurring can be used.

• if the image includes groups of people make sure that they are involved in a common activity/interaction, they should not be a group of unrelated individuals; • avoid accidental inclusions, be aware of other elements within the final frame. Images should be clean and clutter-free; • always shoot on location, these shots are more documentary/reportage than intentionally set up; • overall colouring can be changed through basic retouching. Finally

• be aware of what the shot is going to be used for, this could impact on the format you are using. Colouring the image

• any people within the image should be driven, though completely ‘as you find them’ they should look appropriate to the situation, completely natural, ideally oblivious of the camera; FIGURE 15 Mood imagery.

Johnnie Walker Brand Guidelines Version 1.01, April 2006 ©John Walker & Sons

RED LABEL

OUR BRAND

CONTENTS

ADDING TYPOGRAPHY

3.18

HEADINGS

The display headings on Red Label appear at an angle of 24Â° in a positive direction, as shown in Figure 16. The text within the display heading uses varying sizes to emphasise key words. This and the other Red Label elements work together to create the sense of dynamism that is at the core of the Red Label brand. The type always bleeds off the left-hand edge of the application area. It is therefore important to be aware of the visual area of the finished item, i.e. is the material to appear in a frame or does the frame cover any of the print area. Display headings should never cover the Progressive Line, but can, if legibility allows, sit behind images. If the text does run behind an image, the use of shadows may help maintain the sense of depth.

FIGURE 16 Adding headings.

Johnnie Walker Brand Guidelines Version 1.01, April 2006 ÂŠJohn Walker & Sons

RED LABEL

OUR BRAND

CONTENTS

ADDING TYPOGRAPHY

3.19

OTHER HEADINGS IN DETAIL

Display headings, as detailed in Figure 17, always run from the left-hand edge in an upward direction. To ensure that the lock-up and other elements are best represented, a number of rules have been developed. Display headings must never interfere with the lock-up. Display headings must never cover any part of the Progressive Line. Headings should be concise without a lot of text. Ensure that the layout is not too confusing or crowded. Red Label uses Akzidenz-Grotesk BE Extra Bold

Condensed for display headings. Headings do not use initial capitals, the consecutive lines of text are indented, and the text is always coloured white. Red Label text is visually expressive, using different sizes for different words or groups of words. Key words are in a larger size. Never mix type sizes within words. The first word of the heading always bleeds off the lefthand edge. Text should not bleed off any other edges (see Figure 17). The distance the text should bleed off, due to the nature of the characters, is extremely subjective. The word should never bleed off so much as to render the word illegible.

FIGURE 17 How to use headings.

Johnnie Walker Brand Guidelines Version 1.01, April 2006 ÂŠJohn Walker & Sons

RED LABEL

OUR BRAND

CONTENTS

ADDING TYPOGRAPHY

3.20

OTHER HEADINGS IN DETAIL – EXAMPLES

o s w d t r

o w

s ed a t e a ar cre

e h t use

ds r o in w h t i w

The display heading size depends on factors such as the size of the application, the number of words in the heading, the other elements on the page, etc. Always remember at what distance the item being designed will be seen from and size your type accordingly. Shown in Figure 18 are examples of long and short headings, including areas and alignments for blocks of text. When setting out display headings remember to use the natural spaces created between the ascenders, i.e. letters such as ‘b’ , ‘d’ , ‘f’ , ‘h’ , etc., and descenders, i.e. letters such as ‘g’ , ‘j’ , ‘p’ , ‘q’ and ‘y’.

e h t ure ord s n e w

g n i c ht g i t a sp is

s g p n e ke eadi h ple im

The space between lines should be tight, as should the word and letter spacing. The final application is stronger when the heading is short and to the point. From time to time there is a need to add small areas of text to applications. As there is no underlying grid, text blocks should visually align with another element on the page. This other element will usually be the lock-up.

FIGURE 18 Example headings.

Johnnie Walker Brand Guidelines Version 1.01, April 2006 ©John Walker & Sons

RED LABEL

OUR BRAND

CONTENTS

ADDING TYPOGRAPHY

3.21

USING ‘CHOOSE FLAVOUR’

Unlike other headings, conversion statements are supplied as artworks. In the case of Red Label the conversion statement is ‘choose flavour’. The main reason for supplying artwork is that as a conversion statement it should be consistently applied the world over. Supplying an artwork is the simplest way of achieving this. As with all artwork elements this should not be altered either through repositioning of the elements or through uneven scaling. As you might expect with conversion statements, this heading should be given more of the focus of an application. This is done through the: • size of the wording; • positioning as the focus (as with most headings); • reduced lock-up (see pages 1.09–1.12 in the Basic elements section). The balance of the elements within an application is critical. You must ensure that this heading is neither too dominant or recessive within the application. The example on the left shows an appropriate mix of elements both in size and position. Note: As with all artwork elements the ‘choose flavour’ artwork is available from

the SMART library.

FIGURE 19 The ‘choose flavour’ heading.

Johnnie Walker Brand Guidelines Version 1.01, April 2006 ©John Walker & Sons

RED LABEL

OUR BRAND

CONTENTS

ADDING TYPOGRAPHY

3.22

BODY TEXT IN DETAIL

Example of a heading This is an example of text, see the explanation of using text on the right-hand side of this page. Consec teuter adipscing tincidunt nuise laoreet dolore magna aliquam erat ut volutpat wisi enim ad minim veniam, quis nostrud exerci tation a ullam corper suscipit lobortis nisl ut aliquip. Duis autem vel eum iriure dolor euismod tincidunt nuise laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci eum iriure dolor orper suscipit lobortis.

Example of a heading This is an example of text, see the explanation of using text on the right-hand side of this page. Consec tetuer adipiscing elit sed diam nonumy nibh euismod tincidunt nuise laoreet dolore corper suscipit lobortis nisl ut aliquip.

Example of a heading This is an example of text, see the explanation of using text on the right-hand side of this page. Consec tetuer adipiscing a elit lobortis nisl ut aliquip.

In some of the Red Label applications, as mentioned on the preceding page, there is a need for body text, e.g. menus, etc. This text will always appear in AkzidenzGrotesk BE Light (unless reversed out, then AkzidenzGrotesk BE Regular should be used). Highlighted text will always appear in Akzidenz-Grotesk BE Bold. All text should appear as either black or white. Our suggested body text sizes are below. However, the application size will determine the text size. These sizes are: 1. 9pt with 12pt line spacing. 2. 12pt with 18pt line spacing. 3. 18pt with 24pt line spacing. As a guide, body text always has an extra third more line spacing than the type size. The space between paragraphs is a half line space. Never use paragraph indents. For display headings, use line spacing which is equal to the type size. Of course, from time to time, an application will arise where the type sizes detailed above are too small. In these circumstances you should enlarge the text proportionately to fit the application. Remember, the body text should not dominate the application and should be placed after the display heading in reading sequence.

FIGURE 20 Body text.

Johnnie Walker Brand Guidelines Version 1.01, April 2006 ÂŠJohn Walker & Sons

RED LABEL

OUR BRAND

CONTENTS

UNACCEPTABLE USAGE

3.23

OF ALL THE ELEMENTS

Figure 21 shows unacceptable usage of the Red Label

iven s s e r ta exp text a

Never use a background without a Hotspot

Never change the colour of the background

Never enlarge or reduce the Hotspot too much

Never make up different Progressive Lines, or use older versions

ive esxst at an r p ex te

Never use the Progressive Line vertically or horizontally

Never use a Progressive Line which finishes as a negative

Never allow a Progressive Line to interfere with elements

Never alter the angle of the Progressive Line

Never change the colour of the lock-up

Never change the position of the lock-up

Never use the Striding Man on his own

expressive

e ssaivt an e r exp text

Never use the wrong typeface

Never position a product shot near the lock-up

Never allow the Label to be out of view

Never use a product other than Red Label

le g n a

e ssaivt an e r exp text

le g n a

Never use coloured text other than white

le g n a

text on a straight

e ssaivt an e r exp text

le g n a

Never place the text over the Progressive Line

line Never set text which is not at an angle

le g n a

visual identity system elements.

le g n a

FIGURE 21 Unacceptable usage of the Red Label visual identity system elements.

Johnnie Walker Brand Guidelines Version 1.01, April 2006 ÂŠJohn Walker & Sons

RED LABEL

OUR BRAND

CONTENTS

EXAMPLES

3.24

2D AND 3D

Figures 22 shows a 2D example using the new system. The application uses the background, heading, imagery and text.

FIGURE 22 A 2D and 3D Red Label examples.

Johnnie Walker Brand Guidelines Version 1.01, April 2006 ÂŠJohn Walker & Sons

RED LABEL

OUR BRAND

CONTENTS

LITERATURE

3.25

OVERVIEW

ldâ&#x20AC;&#x2122;s wor the

riyte u o v fa Whisksoda &

m, war fying satis

zing

s h-cnoldecsola s e r f & ice

ky smo

nger & gi

This is an example of dummy copy, it is ranged left upper and lower case. The typeface is Akzidenz regular.

This is an example of dummy copy, it is

ranged left upper and lower case. The

typeface is Akzidenz Medium 7pt with

14pt line feed. This is an example of

14pt line feed.

This is an example of dummy copy, it is ranged left upper and lower case. The typeface is Akzidenz Bold Condensed 14pt with 20pt line feed. This is an example of dummy copy, it is ranged left upper and lower case. The typeface is Akzidenz Bold Condensed 14pt with 20pt line feed.

dummy copy, it is ranged left upper and lower case. The typeface is Akzidenz

This is an example of dummy copy, it is ranged left upper and lower case. The used typeface is Akzidenz Bold Condensed 13pt with 18pt line feed.

Medium 7pt with 14pt line feed.

This is an example of dummy copy, it is

Red Label literature items will always include some

recognition of the Red Label system (i.e. covers will always use the system outlined in the preceding pages), but larger items can also use more of a magazine style (as shown below left).

This is an example of dummy copy, it is ranged left upper and lower case. The typeface is Akzidenz regular.

Display headlines are ranged left upper and lower case. The typeface is Akzidenz Extra Bold Condensed.

Figure 23 shows a few examples of Red Label literature. Literature could be anything from a menu to a mentor pack.

This is an example of dummy copy, it is ranged left upper and lower case. The typeface is Akzidenz Extra Bold Condensed. This is an example of dummy copy, it is ranged left upper and lower case. The typeface is Akzidenz Extra Bold Condensed. This is an example of dummy copy, it is ranged left upper and lower case. The typeface is Akzidenz Medium in seven point with auto setting leading. This is an example of dummy copy, it is ranged left upper and lower case. The typeface is Akzidenz Medium

This is an example of dummy copy, it is

in seven point with auto setting leading. This is an example of dummy copy, it is ranged left upper and lower case. The typeface

ranged left upper and lower case. The

is Akzidenz Medium in seven point with auto setting leading. This is an example of dummy copy, it is ranged left upper and lower

typeface is Akzidenz Medium 7pt with

case. The typeface is Akzidenz Medium in seven point with auto setting leading.

The magazine style includes a lot more white space, as we are aware that in large documents viewing pages and pages of red can start to feel very much like you have seen it before. Literature needs to keep the attention of the reader and build the Label. It is for this reason that the following pages have been developed. It important to remember that the following pages are an indication of style rather than a set of hard-and-fast rules. Applying this style to the use of text and imagery in a consistent way across all Red Label literature will produces a single, powerful look and feel that is unique to Johnnie Walker and Red Label.

14pt line feed.

ranged left upper and lower case. The typeface is Akzidenz Medium 7pt with 14pt line feed.

FIGURE 23 Literature examples.

Johnnie Walker Brand Guidelines Version 1.01, April 2006 ÂŠJohn Walker & Sons

RED LABEL

OUR BRAND

CONTENTS

LITERATURE

3.26

THE GRID/FORMATS

To maintain a consistent look and feel for all Red Label literature, two basic grids have been generated to enable the correct positioning of elements, such as text.

The first grid, for use on narrow formats, e.g. 1/ 3 A4, is based on a three-column grid with 4mm gutters and has even margins of 14mm on each side and 30mm at the top and bottom. The second grid, for use on more standard formats, e.g. A4 portrait and landscape, is based on a 12-column grid with 4mm gutters, but still has the 14mm margins on each side and 30mm at the top and bottom.

1/3

A4, 3-column grid

Landscape, 12-column grid 14

All dimensions are in millimetres.

These grids should be used for all Red Label literature; 14 14

the following pages show examples that have been generated using the grids.

A4, 12-column portrait (double page spread) grid FIGURE 24 The literature grids.

Johnnie Walker Brand Guidelines Version 1.01, April 2006 ÂŠJohn Walker & Sons

RED LABEL

OUR BRAND

CONTENTS

LITERATURE

3.27

COVERS

As already mentioned, Red Label covers should always be based on the iconography outlined in the first part of this guidelines section. Shown left are two differing examples of how these elements can be used to create strong eye-catching covers to documents. These covers are created using the main grid system and not the literature grid outlined on page 3.26.

FIGURE 25 Example covers.

Johnnie Walker Brand Guidelines Version 1.01, April 2006 ÂŠJohn Walker & Sons

RED LABEL

OUR BRAND

CONTENTS

LITERATURE

3.28

SPREADS

Display headlines are ranged left upper and lower case. The typeface is Akzidenz Extra Bold Condensed. This is an example of dummy copy, it is

This is an example of dummy copy, it is

ranged left upper and lower case. The

typeface is Akzidenz Medium 7pt with

14pt line feed. This is an example of

14pt line feed.

For spreads using the magazine style, it’s important to remember that Red Label isn’t backwards in coming forwards. Red Label should portray its dynamic side through its spreads. These shout rather than just talk to their audience. For literature in Red Label the heading can be a bit more wordy (as seen on the example to the left). The grid is used for body text only, which visually is in contrast to the heading. The sophisticated manner of the body text here brings, through its complete disconnect to the heading, a stronger sense of drive and energy. The fullpage pour shot also adds to the idea of a ‘magazine’.

dummy copy, it is ranged left upper and

This is an example of dummy copy, it is ranged left upper and lower case. The used typeface is Akzidenz Bold Condensed 13pt with 18pt line feed.

lower case. The typeface is Akzidenz

This is an example of dummy copy, it is

Medium 7pt with 14pt line feed.

ranged left upper and lower case. The typeface is Akzidenz Medium 7pt with

This is an example of dummy copy, it is

14pt line feed.

ranged left upper and lower case. The typeface is Akzidenz Medium 7pt with 14pt line feed.

FIGURE 26 Example spread.

RED LABEL

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3.29

SPREADS CONTINUED

The use of JW Red in this spread helps to emphasise the main text. Again the body copy is used in a more editorial way. The Bold Condensed text brings more contrast. This is an example of dummy copy, it is ranged left upper and lower case. The typeface is Akzidenz Bold Condensed 14pt with 20pt line feed. This is an example of dummy copy, it is ranged left upper and lower case. The typeface is Akzidenz Bold Condensed 14pt with 20pt line feed.

Obviously, the examples shown on this and the preceding page cannot cover every eventuality, though they do give a flavour of what literature should feel like. If nothing else be bold.

This is an example of dummy copy, it is ranged left upper and lower case. The typeface is Akzidenz Medium in seven point with auto setting leading. This is an example of dummy copy, it is ranged left upper and lower case. The typeface is Akzidenz Medium in seven point with auto setting leading. This is an example of dummy copy, it is ranged left upper and lower case. The typeface is Akzidenz Medium in seven point with auto setting leading. This is an example of dummy copy, it is ranged left upper and lower case. The typeface is Akzidenz Medium in seven point with auto setting leading.

FIGURE 27 Example spread.

Johnnie Walker Brand Guidelines Version 1.01, April 2006 ÂŠJohn Walker & Sons

RED LABEL

OUR BRAND

CONTENTS