Brand Identity (brand book)

Crown Holdings, Inc.

Identity Guidelines

Crown Holdings, Inc.

Identity Guidelines

Table of Contents Introduction

Building elements

Applying details

Displaying the look Conclusion

Shaping your brand’s future

2

Introduction

4

Identity mark

6

Color usage

8

Typography

10

Voice usage

12

photography

14

Illustration

20

Chart/diagram

22

Grid/layout

24

Stationery

26

Work application

30

Crown’s way

35

Shaping your brand’s future When you face a new person, you would start to talk to him to know who he is. Before talking to him, however, you would first look at his appearance such as his clothing, his hair style and even his gesture while he’s talking. This could be another way that you perceive his personality.

Therefore, one’s character can be determined by appearance. Crown is the company that builds other companies look and better appearance. We are a tailor making better and suitable clothes for other companies and their new brands.

BUILDING ELEMENTS As a tailor, having a good and durable fabric is the most essential part for processing clothes. Then, what kind of fabric are we made of?

Identity mark Color Typography Tone of voice Photography

6 Building elements

Identity Mark Flexibility of water The idea behind this mark is derived from water drop because what Crown does is very similar to the shape of water. Water normally doesn’t take any shape and it easily changes its form based on its environment.

Crown also should be flexible and changeable depends on their customers’ personality.

identity mark 7

Acceptable usage The mark may be placed on the white background.

The mark may be placed on the gray tone background which has lower value that doesn’t distract the mark.

When added a color, it should be colored in gray with gradient at the end tail of letter ‘C’.

The mark may be placed on the blue background with gray the gradient symbol.

Unacceptable usage The mark can not be cropped.

The mark can not be streched in any direction.

When coloring, do not change the color on the mark.

Do not color them all solid color.

Do not change the background with light or neon color.

8 Building elements

Color Usage Harmony of nature and technology The color palette is comprised of variations of blues and grays. Blue is basically represents the color of water while gray is considered as the color of metal and aluminum. Those are dominant and yet significant colors for our strong industry and our highly innovative technology and invention.

Color usage 9

Color palette

C 100 M 90 Y 10 K 0

C 0 M 0 Y 0 K 90

C 100 M 70 Y 10 K 0

C 0 M 0 Y 0 K 70

C 100 M 50 Y 10 K 0

C 100 M 30 Y 10 K 0

C 0 M 0 Y 0 K 50

C 0 M 0 Y 0 K 30

C 100 M 10 Y 10 K 0

Blues are more dominant than greys. Magenta can be vary on blues as long as others stay the same and black can be vary in numbers aon greys as far as others stay consistent.

C 0 M 0 Y 0 K 20

Additional colors Additional colors such as white, green, and purple can be used as highlight colors. They are less dominant then blues and grays.

Color combination Blues always dominant than grays.

The amount of blues also takes larger part than grays.

Highlight colors can be added but should always take small amount than others.

10 Building elements

Typography Simplicity and uniqueness Customers have their own different needs. In order to fulfill their needs, Crown should stand neutral and discover their uniqueness as well as their characters.

Therefore, we should start with our simplicity and develop customers’ uniqueness.

typography 11

Univers LT std

Primary typeface Although there are lots of type families in Univers, we only use 55 Roman, 45 light, and 65 bold.

Univers LT std 55 Roman Univers LT std 45 Light Univers LT std 65 Bold

Secondary typeface

Constantia Constantia regular Constantia italic Constantia Bold Constantia Bold italic

All four different styles of Constantia can be used but italic maybe used more than others.

12 Building elements

Voice Usage Resonance of confidence We are the company that builds other companies brand and their images. This indicates that we are also a part of customer’s brand and striving for the same goal. We are responsible for their appearance.

Therefore, our voice should contain confident, straighforward, and proud tones.

voice usage 13

Style of voice

Confidence Projects a realistic, credible, attractive future for Crown Holdings Shows a clear sense of purpose, direction and desired future.

Inspiring Creates enthusiasm about what we can achieve together.

Conveys excitement about ideas and possibilities.

Imaginative Focuses on finding solutions and uncovering possibilities.

Talks about familiar topics in new, creative ways.

Keeps business jargon and acronyms to a minimum.

Caring Respects people and the diverse perspectives they bring.

Fosters an inclusive culture.

Demonstrates our commitment to social responsibility.

This is how we greet and treat our customers. The way of speaking to customers should contain all those four categories.

14 Building elements

Photography Maintaing exiciting moments A dynamic motion will give you a confident feeling and reliable impression. when you wear clothes that you wanted to have, you would feel exicting and somehow want to show off your look to people around you. Pictures which express dynamic working environment, consumers who enjoy the products, and our people working at the place at work would appeal to our potential customers.

photography 15

Photo usage Photos should appeal the idea of people with the dynamic motion on bright background. The angle and perspective of photo need to deliver interesting message.

APPLYING DETAILS When the fabric is ready, the tailor would add some details and decorations to give better impression and appearance.

This is one of the ways that distinctively expresses ourselves.

Illustration Chart/Diagram Grid/Layout

18 applying details

Illustration Process of ideation When you are on the process of making something, you would probably think of how you develop the ideas. We are always thinking about better apperance for your brand and identity. line work, and illustration include our process of thinking, and sketching.

illustration 19

Line works Illustrations mostly are comprised of line works and our products are the ones that illustrated. The outermost line is thicker than inner lines which describe the details of the product we produce.

20 applying details

Chart/Diagram Measuring trends Our diagrams and charts are based on the style of illustration. They should have contain the simple appearence by having hierarchy in emphasizing elements, such as numbers and words.

chart/diagram 21

Chart usage

65%

By applying hierarchy on our llustration, chart can be explained more effectively.

35%

Diagram usage

Specialty product

62% bottle can tab

17.3%

Food and beverage

28.5%

Diagrams are comprised of illustration with line works.

Hierarchy on scales and colors are included to show its effectiveness.

22 applying details

Grid/Layout Treating with consistency Well-organized layout and grid is required to show our consistent and honest attitude toward our customers.

An effective and fucntional communication can be delivered in consistent layout and grid system.

grid/layout 23

Grid system Grids in single page consists of a pair of horizontal thresholds and several lines of vertical thresholds.

Two 9”x 9” pages consist one spread and it follows similar format of single page. Most texts live in a right hand page on a spread.

Single page (9”x 9”)

Single spread (18”x 9”)

layout system Layouts are flexible, and easier for viewer to follow by saparating two proportional size of page.

Single spread (18”x 9”)

DISPLAYING THE LOOK There are several ways to display our brand image and look. An effective exhibition would appeal shoppers to be a part of our customers.

Stationery Work application

26 displaying the look

Stationery Spreading the message Business card, letterhead, and envelope are the way that express our business concept. In stationery, we are showing our potential to grow with our customers and the reliable corporate partnership.

Stationery 27

Stationery components Letterhead U.S. lettersize (8.5” x 11”) Strathmore Writing 25% Cotton Wove, Ultimate, 28 lb.

One Crown Way, Philadelphia, PA 19154-4599 |

P (214) 657-2130 | F (214) 687-1530 | www.crowncork.com

Crown Holdings, Inc.

April 12, 2010

Mr. Joseph Taylor Chief Executive Officer Hagin Investment Management 645 Madison Avenue 9th floor New York, NY 10022 Dear Joseph, We have worked hard together to establish an appropriate brand that expresses the nature and personality of your business. However, branding goes far beyond the design of your identity marks and stationery. In order to maximize the time, effort and dollars you have invested in this brand development project, it will be necessary for you and all of your employees to be vigilant in your use of these materials. You may argue that no one will really notice if a margin is a quarter inch wider or narrower, or if the typeface you use is a slightly different serif that the one used here. However, these seemingly small details all work together to establish a “look” that places your business appropriately in its category, and creates the impression of order and professionalism.

The following is a guide for the use of this stationery system. Business cards will printed as a shell and you will have your printer change the name and title as appropriate. For your business cards, set the name in 6.5 Aeroportal in caps and small caps with regular spacing. The title will be set in 8.5 Aeroportal in small caps.

Envelopes should be addressed using 9.5 point on 11.25 leading Aeroportal, and should be placed 0.45 inches from the left edge and 0.45 inches from the top edge of the envelope. Set the address information flushed left/ ragged right.

When writing a business letter on this stationery, Type will be set in 8.5 point on 10.2 leading Aeroportal, flushed left/ragged right. The column width will be 5 inches wide. Paragraph indents will be .375 inches. Skip two line spaces between the date and address block. Skip only a single line between the address block and the salutation, and between the salutation and the body of the letter. The first line of the first paragraph will not need to be indented. Skip a single line between the body of the letter and the complimentary closing and two lines between the complimentary closing and the your typeset name, leaving room for your signature. The letter should set no closer to the bottom edge than 1 inch. If the letter runs longer, then you should use a second page.

Strict and consistent use of these formal guidelines will be instrumental is making the most of this identity system.

Sincerely,

Byungjin Choi Creative Director, B.C. Design

28 Displaying the look

Envelope 20 lb No. 10 envelope size.

(4/1/8”x 9/1/2”) Strathmore Writing 25% Cotten Wove, Ultimate White 24 lb.

One Crown Way, Philadelphia, PA 19154-4955

Crown Holdings, Inc. Front

Crown Holdings, Inc. One Crown Way, Philadelphia, PA 19154-4955

Back

Stationery 29

Business card U.S. Regular business card size (3.5�x 2�).

Strathmore Writing Cover Bristol Wove, Ultimate White, 110 cb.

Michael F. Dunleavy Vice president of Corporate Affairs

Front

One Crown Way Philadelphia, PA 19154-4599

Crown Holdings, Inc.

D (214) 423-7869 M (214) 657-2130 F (214) 687-1530 M (214) 897-3240 Michael.Dunleavy@crowncork.com

Back

30 displaying the look

Work Application Applying a new and better look Showing ourselves with a new and better look will refect the way how our customers see us. By applying our concept on various aspects, we can be more hamonized and also could appeal to our potential customers.

Work application 31

WORKING ENVIRONMENT Working uniform

Front

Back

Back close-up

32 Displaying the look

Trucking

Crown holdings

Transportation

Crown Holding

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Work application 33

Office supply

elines

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CROWN’S WAY We are the company that dresses others nicely and attractively. When you wear nice and handsome clothes, you would get more attention than anybody else. This works the same on a product packinging.

Consumers will pay more attention on a better and nicer packaging and it eventually makes them want to purchase and try it.

Our goal is to help launch successful new brands, to invigorate existing brands, and to drive business regionally and globally. Shaping a better future for other’s brand is Crown’s way.

Contact Information Corporate Headquarters

Americas Division Headquarters

Crown Holdings, Inc. One Crown Way Philadelphia, PA 19154-4599 USA Main Tel: +1 (215) 698-5100

Crown Holdings, Inc. One Crown Way Philadelphia, PA 19154-4599 USA Main Tel: +1 (215) 698-5100

Global Investor Relations Inquiries Thomas A. Kelly, Senior Vice President Tel: +1 (215) 698-5341 Email: ir@crowncork.com Global Media Relations Inquiries Michael F. Dunleavy Vice President of Corporate Affairs & Public Relations Tel: +1 (215) 698-5051 Email: michael.dunleavy@crowncork.com

Asia-Pacific Division Headquarters CROWN Asia Pacific Holdings Ltd. 10 Hoe Chiang Road #19-01/02 Keppel Towers Singapore 089315 Main Tel: +65 6423 9798

European Division Headquarters (includes Middle East and Africa) CROWN Europe S.A. Le ColisĂŠe I rue Fructidor 75830 Paris Cedex 17 France Main Tel: +33 1 49 18 40 00