BRANDBOOK DESIGN GUIDELINES
This document acts as a principle overview and guidance for the PURE GOLD Premium Energy Drink brand identity.
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This document acts as a principle overview and guidance for the PURE GOLD Premium Energy Drink brand identity.
BRANDBOOK | Sharing the PURE GOLD story
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BRANDBOOK GUIDELINES
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OUR BRAND
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Logo elements
Colors 37
CONTENT
Typography 43
Photography 47
BRAND EXPERIENCE
Core values
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Tone of Voice
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How to use
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Packaging
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P.O.S. material
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Social & Online Media
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Car signing
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Stationary
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To be continued...
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BRANDBOOK DESIGN GUIDELINES
Sharing the PURE GOLD story
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The PURE GOLD brand must be instantly recognizable across every touchpoint. The PURE GOLD brand story is typified by three elements: wordmark and logo, and our brand promise.
OUR DNA
Both our brand consistency, and the premium-level quality of the PURE GOLD product, with its high desirability factor, reassure our audience and pique their interest. We transform interest into action via our website, social media channels and invite our audience to explore the world of PURE GOLD through our highly-shareable stories. Making our customers willing ambassadors; happy to recommend PURE GOLD to their friends and growing PURE GOLD brand visibility. To learn more about the PURE GOLD organization, you can ask for our DNA presentation for business relations.
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This is your guide to helping make the PURE GOLD brand instantly recognizable in-store, online, and in print. Brand guidelines ensure you create content that builds brand recognition through consistency across all communications, from packaging and emails, to events and campaigns.
BRANDBOOK DESIGN GUIDELINES
In OUR BRAND, you’ll be shown the PURE GOLD brand identity elements: wordmark and icon, colors, typography, photography and be given examples of how the brand is applied across different customer touchpoints. In the BRAND EXPERIENCE section, you will be introduced to the PURE GOLD brandvision, core values, tone of voice and, most importantly, our target audience. You’ll find out what sets PURE GOLD apart from other beverages, and how to communicate this to the world. As the PURE GOLD brand grows and evolves, so will this guide. Before you begin any creative or communication project, check that you have the latest version. Please contact marketing@puregold.energy if you have any questions.
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OUR BRAND DESIGN GUIDELINES Logo Elements
Typography
Dimensions Full logo Alternate logo
Font style and variations
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Colors Colorscheme | Print CMYK Colorscheme | Monitor RGB
Photography
How to use Do's & don'ts
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LOGO ELEMENTS DESIGN GUIDELINES Dimensions Full logo Alternate logo
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PURE GOLD ENERGY | Logo elements | dimensions
PUREGOLD_Lion Vectorartwork
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Free space
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PURE GOLD ENERGY | Logo elements | dimensions
PURE GOLD_Typography PMS on black RGB on black CMYK on black
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PURE GOLD ENERGY | Logo elements | Full logo
PUREGOLD Full logo PMS PMS on black PMS on black
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PUREGOLD Full color logo RGB on black CMYK on black
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PURE GOLD ENERGY | Logo elements | Full logo
PUREGOLD Full logo White On black On picture background
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PURE GOLD ENERGY | Logo elements | Full logo
PUREGOLD Full logo PMS RGB on white CMYK on white
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PUREGOLD Full Color logo RGB on white CMYK on white
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PURE GOLD ENERGY | Logo elements | Full logo
PUREGOLD Full logo Black Black on PMS 110
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PURE GOLD ENERGY | Logo elements | Alternate logo
PUREGOLD Full logo PMS landscape PMS on black
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PURE GOLD ENERGY | Logo elements | Alternate logo
PUREGOLD Full Color logo landscape RGB on black CMYK on black
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PURE GOLD ENERGY | Logo elements | Alternate logo
PUREGOLD Full Color logo landscape RGB on white CMYK on white
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COLORS DESIGN GUIDELINES
Colorscheme | Print CMYK Colorscheme | Monitor RGB
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PURE GOLD ENERGY | Colorscheme | Print CMYK
PUREGOLD Black C | U For printed matters Coated | Uncoated
PUREGOLD_Colors For printed matters
Pantone PMS Black C CMYK 30 C | 30 M | 0 Y | 100 K RGB R0|G0|B0 Hex #000000
Full color background if applicable.
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PUREGOLD Yellow C For printed matters Coated
PUREGOLD Grey C For printed matters Coated
Pantone PMS 110 C CMYK 14 C | 31 M | 100 Y | 0 K RGB R 218 | G 169 | B 0 Hex #daa900
Pantone 7547 C CMYK 93 C | 76 M | 54 Y | 71 K RGB R 19 | G 30 | B 41 Hex #131d28
PUREGOLD Yellow U For printed matters Uncoated
PUREGOLD Grey U For printed matters Uncoated
PUREGOLD_Colors For special purposes*
Pantone PMS 110 U CMYK 18 C | 35 M | 92 Y | 7 K RGB R 205 | G 159 | B 38 Hex #cd9e25
Pantone 7547 U CMYK 67 C | 54 M | 44 Y | 37 K RGB R 80 | G 84 | B 93 Hex #272726
3M Avery RAL *) Under investigation
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PURE GOLD ENERGY | Colorscheme | Monitor RGB
PUREGOLD Black For monitor
PUREGOLD_Colors Full color background if applicable.
RGB R0|G0|B0 Hex #000000
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PUREGOLD For monitor
PUREGOLD Grey For monitor
RGB R 192 | G 148 | B 87 Hex #c09457
RGB R 19 | G 30 | B 41 Hex #131d28
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TYPOGRAPHY DESIGN GUIDELINES Font style and variations
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PURE GOLD ENERGY | Fonts and style variations
Typography We use he Barlow font family for all our communications. It’s legible, even at small font sizes, and it has a contemporary yet timeless feel that reflects our brand. Our text should always be easily legible, always check: • Digital touch points if responsive design applies • Level of shading/color if text is being combined with an image (over instead of beside)
The Barlow typeface has a variation of weights. In commercial publications PURE GOLD prefers Barlow Light for body text. Barlow Bold is used for headlines or (sub)titles. Photo captions may be in Barlow Light Italic.
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Barlow-Thin Barlow-Light Barlow-Regular Barlow-Medium Barlow-SemiBold Barlow-Bold Barlow-ExtraBold Barlow-Black
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Meet the Barlow Font Family Barlow-ThinItalic.ttf Barlow-Thin.ttf Barlow-SemiBoldItalic.ttf Barlow-SemiBold.ttf Barlow-Regular.ttf Barlow-MediumItalic.ttf Barlow-Medium.ttf Barlow-LightItalic.ttf Barlow-Light.ttf Barlow-Italic.ttf
Barlow-ExtraLightItalic.ttf Barlow-ExtraLight.ttf Barlow-ExtraBoldItalic.ttf Barlow-ExtraBold.ttf Barlow-BoldItalic.ttf Barlow-Bold.ttf Barlow-BlackItalic.ttf Barlow-Black.ttf
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PHOTOGRAPHY DESIGN GUIDELINES Product Atmosphere and style
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PURE GOLD ENERGY | Photography | Product
Pack shots The proud lion and the PURE GOLD wordmark with pay off always look 'straight into the camera', regardless of the angle at which they are photographed. The reflections should be chosen in such a way that the golden sheen is optimal. The distinctive black top and clip should be shown as best as possible. Packshots are used stand-alone or against a 95% -100% black background. If applied over a photo, a filter of 70-80% black must be applied over the photo to achieve optimal contrast.
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CORE VALUES DESIGN GUIDELINES
To be expressed in all communications
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HONESTY
TRUST ENTHUSIASM
QUALITY ingredients QUALITY suppliers QUALITY ATTENTION taste JOY ENERGY SYMPATHY
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PURE liquified GOLD The alchemists at our taste lab developed PURE GOLD from the abundance of natures’ finest ingredients. Liquified gold full of mind bending energy: sheer alchemy to share with the world! Share the wealth! We don't mind showing off the wealth that PURE GOLD has to offer as long as we share it with the world. And we want our partners and customers to propagate that vision in word and deed, so PURE GOLD is accessible to everyone. Like a ray of sunlight on a golden surface.
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Share the Energy! Doing something for someone else and doing something with someone else gives energy. Giving something to another and sharing with another makes you feel good. We want to be the inspirers who together make up the PURE GOLD community. This way the positive energy can flow on all fronts!
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TONE OF VOICE DESIGN GUIDELINES
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Inspire and stimulate the senses
Paint a picture with
WORDS
A great ENERGIZING experience
Our tone of voice is the 'spirit' of PURE GOLD Sparkled with ENERGY, you see everything with a POSITIVE outlook...
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Tone of voice Our tone of voice is the "spirit" of PURE GOLD. It embodies our brand promise and speaks the language of our audience. Passionate and creative people who love PURE GOLD, so we want to use words that inspire them and stimulate the senses. Example: energetic, sunny moments you want to share... Powerful and direct We want to paint a picture with our words, but we don't want to write an essay - our audience is made up of active people. Use short, snappy sentences and choose suggestive words. Example: Sparkling with energy, you see everything again with a positive outlook ...
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Caring, inspiring and stylish Like a great energizing experience, it's all about finding the right balance. Be sophisticated in word choice but not too big, be colorful but not flashy in descriptions, be relaxed but not overly familiar.
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PURE GOLD Energy | Photography | Atmosphere and style
LOVIN' PEOPLE Reportage style for an energetic atmosphere When shooting in reportage style, the viewer is given a ‘fly-onthe-wall’ perspective and everything should feel natural and unrehearsed. Get as close to the action as possible, keeping the product in focus and giving a strong impression of what’s happening in the background. Follow the story, but find ways to include color in a way that adds energy but doesn’t distract from the product.
Always try to capture the culmination of the energy: the drink, the company, the atmosphere. If it’s not possible to hire actors because of budget constraints, see what you can do with the setting. Or see if you can find stock images* that feel like they belong to the story and production style.
*Remember, only use royalty-free images.
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FUN LOVIN' PEOPLE
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SUN LOVIN' PEOPLE
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PEOPLE LOVIN' PEOPLE
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HOW TO USE DESIGN GUIDELINES Do's & don'ts
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Only use the logo and colors as indicated on example 1 to 8.
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PURE GOLD ENERGY | How to use
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Do not scale, re-arrange or change the proportions of the logo. Only use the elements and proportions as indicated in this brand guide. 67
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PACKAGE DESIGN DESIGN GUIDELINES 250 ml slim can Tray [24 cans] Six pack Box
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PURE GOLD ENERGY | Fonts and style variations
Slim Can Design What serves PURE GOLD is as important important as what’s inside. The quality and durability of the container is of the utmost importance to preserve the precious contents until the moment of consumption. Materials such as aluminum and can linings can affect the taste, the health of the drinker and the strength and resilience of the safety and structure of the cans. PURE GOLD only sources with top, globally awarded, AAA producers for its containers. Our containers provide the highest standards of health safety, design performance, and environmental sustainability.
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Logo elements | Fixed size
Ingredients mandatory
Mandatory information Mandatory information EAN 13 code | Fixed size
Optional QR code Fixed size
Mandatory information Mandatory information | Fixed size
Producers logo
Mandatory information
Implementation will be adapted to national / regional legislation.
Mandatory information | Fixed size
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PURE GOLD ENERGY | Fonts and style variations
Cardboard tray 24 What serves PURE GOLD is as important important as what’s inside. The protection and transport of the cans in a corrugated board tray is just as important as the can itself to keep the precious contents until the moment of consumption. PURE GOLD only sources with top, globally awarded, AAA producers for its packaging. Our trays are made of FSCC approved cardboard.
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017280 719326 8
Ingredients mandatory Logo elements | Fixed size Optional QR code | Fixed size
8 719326
EAN 13 code | Fixed size
017280
Mandatory information
Implementation will be adapted to national / regional legislation.
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PURE GOLD ENERGY | Fonts and style variations
Six pack What serves PURE GOLD is as important important as what’s inside. For the convenience of the consumer we developed sixpacks.
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In development
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PURE GOLD ENERGY | Fonts and style variations
Box What serves PURE GOLD is as important important as what’s inside. For the convenience of the consumer we developed multi pack boxes.
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In development
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P.O.S. MATERIAL DESIGN GUIDELINES
P.O.S. Bar Mat Ice Bucket Ice Bucket LED Serving tray Neon Light LED LED sign
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PROMO Cap Jacket Promo T-Shirt Crew T-Shirt
OUTDOOR Cap Jacket Promo T-Shirt Crew T-Shirt
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Bar Mat
Ice Bucket
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Ice Bucket LED
Neon Light LED
Serving tray
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LED sign
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Baseball Cap
Promo Jacket
PROMO Crew T-Shirt
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Outdoor umbrella
OUTDOOR
Insert light box
Chalkboard sign
The shown P.O.S. materials are just a few examples of the possibilities. For other materials, please contact PURE GOLD.
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Outdoor banner
Flag
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INSTORE We're loaded!
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Euro Palet Display
Counter | Shelf Display
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SOCIAL & ONLINE MEDIA DESIGN GUIDELINES
To be developed/defined Basic entry program: social media, website in country and support templates
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CAR SIGNING DESIGN GUIDELINES To be defined
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Delivery van Truck Luxury car
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PURE GOLD ENERGY | Car signing | Delivery van
Delivery van | Example In general the signing of delivery vans is highlighted in the eement on this example. The dimensions and colorscheme are to be followed. Mandatory items are: - Wordmark - Lion logo - Base color black
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PURE GOLD ENERGY | Car signing | Delivery van
Truck | Delivery vans | Example In general the signing of delivery vans is highlighted in the eement on this example. The dimensions and colorscheme are to be followed. Mandatory items are: - Wordmark - Lion logo - Base color black For trucks thematic additions are possible.
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PURE GOLD ENERGY | Car signing | Luxury car
Luxury car | Example In general the signing of luxury cars is highlighted in the element on this example. The dimensions and colorscheme are to be followed. Mandatory items are: - Wordmark - Lion logo - Base color black
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STATIONARY DESIGN GUIDELINES Business cards Letter eMail banner ...
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PURE GOLD ENERGY | Stationary | Business card
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PURE GOLD ENERGY | Stationary | Letterhead
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PURE GOLD ENERGY | Stationary | Mailbanner
HAVE YOURSELF A GOLDEN DAY!
PURE GOLD [NAME SURNAME] [Title]
+ 00 (0) 000000000 [name]@puregold.energy
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TO BE CONTINUED... We are continiuously improving and building on PURE GOLD. There's a bright future ahead. You're welcom to be a part of it.
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