Idea Transcript
BRAND BASICS
IMAGE help drive value;
PERCEPTION
without an image there is no perception.
As competition creates infinite choices, companies look for ways to connect emotionally with customers, become irreplaceable, and create lifelong relationships. A strong brand stands out in a densely crowded marketplace. People fall in love with brands, trust them, and believe in their superiority. How a brand is perceived affects its success.
P RESENTATIO NS ADVERTISING SALES PROM OTI ON S O C I A L M E D I A S P E EC H E S E M P LOY E E S P RO D U C TS P U B L I C AT I O N S V O I C E M A I L S E M A I L S B I L L B OA R D S
BRAND
TOUCHPOINTS Each touchpoint is an opportunity to increase awareness and build customer loyalty.
B U S I N E S S C A R D S P RO P O S A L S E X H I B I TS S I G N AG E PACKAGING SERVICES VEHICLES BUSINESS FORMS NEWSLETTERS LETTERHEAD WEBSITES TELEPHONE PUBLIC RELATIONS WEB BANNERS WORD OF MOUTH NETWORKING BROCHURES DIRECT MAIL TRADE SHOWS P RESENTATIO NS ADVERTISING SALES PROM OTI ON S O C I A L M E D I A S P E EC H E S E M P LOY E E S P RO D U C TS P U B L I C AT I O N S V O I C E M A I L S E M A I L S B I L L B OA R D S B U S I N E S S C A R D S P RO P O S A L S E X H I B I TS S I G N AG E PACKAGING SERVICES VEHICLES BUSINESS FORMS NEWSLETTERS LETTERHEAD WEBSITES TELEPHONE PUBLIC RELATIONS WEB BANNERS WORD OF MOUTH NETWORKING BROCHURES DIRECT MAIL TRADE SHOWS P RESENTATIO NS ADVERTISING SALES PROM OTI ON S O C I A L M E D I A S P E EC H E S E M P LOY E E S P RO D U C TS
BRAND TAGLINES
Taglines influence consumers’ buying behavior by evoking an emotional response. A tagline is a short phrase that captures a company’s brand essence, personality, and positioning, and distinguishes the company from its competitors.
A trademark “TM” is a word, phrase, symbol, design, or a combination thereof, that identifies and distinguishes the source of the goods of one party from those of others. You can only use the “®” symbol once you have obtained a federal trademark registration from the US Patent and Trademark Office.
Beck’s Hybrids Word Cloud Key words and phrases that best describe the Beck’s Hybrids brand.
PASSIONATE ACCESS INDUSTRY LEADERS CUSTOMER SERVICE FARMERS REWARDS
FAMILY-OWNED
PHIL ANTHROPY
INTEGRITY
Bumper-to-bumper brands clamor for our attention. The world is a noisy place filled with a panoply of choice. Why should consumers choose one brand over others? It is not enough to be different. Brands need to demonstrate their difference and make it easy for customers to understand that difference.
INNOVATION
FAITH
DIFFERENTIATION
EXPERIENCE
LONGEVITY
TRUSTED ADVISORS PARTNERS
BRAND
TECHNOLOGY RELATIONSHIPS
Pantone 349 C
Pantone 108 C
Pantone BLACK C
CMYK C. 100 M. 0 Y. 83 K. 47
CMYK C. 0 M. 6 Y. 95 K. 0
CMYK C. 0 M. 0 Y. 0 K. 100
RGB R. 0 G. 105 B. 63
RGB R. 255 G. 228 B. 17
RGB R. 35 G. 31 B. 32
Hex Value #00693F
Hex Value #FFE411
Hex Value #231F20
BRAND COLOR
Color is used to evoke emotion and express personality. It stimulates brand associations and accelerates differentiation. In the sequence of visual perception, the brain reads color after it registers a shape and before it reads content. {Pantone} & {CMYK} > Use for print. {RGB} & {HEX} > Use for digital.
BRAND
FONT: HOUSE MOVEMENTS
TYPOGRAPHY
STYLE: RUNAWAY
Typography is a core building block of an effective identity program. Companies like Apple, Mercedes-Benz, and Citi are immediately recognizable in great part due to the distinctive and consistent typographical style that is used with intelligence and purpose throughout thousands of applications over time.
Apex TYPOGRAPHY 101
San Serif
Bar
F O N T: A V E N I R L T S T D STYLE: 55 ROMAN
Serif
TH E B EC K’S B RANDMAR K IS SYMBOLIC OF GROW T H.
BRAND MARK
The horizontal lines are symbolic of the sky.
A brandmark is frequently used as a distinctive graphic focal point for a brand. It is a unique and proprietary design that is infused with significant personality and symbolic meaning. Can you identify these famous brandmarks?
The solid green is symbolic of the soil.
“®” indicates a federally registered trademark.
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The Beck’s brandmark should never be used without the ®.
The yellow is symbolic of a sprouting seed. 11.
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1. Apple 2. Nike 3. Pepsi 4. Starbucks 5. Adidas 6. Puma 7. Mercedes 8. Target 9. Shell 10. NBC 11. North Face 12. Sprint 13. Under Armour 14. Habitat For Humanity
BRAND
MARK VARIATIONS
x
.25x
x
1a.
1b.
2.
3.
4a.
4b.
The primary use for the Beck’s brandmark is the 2-color version Pantone 349C and Pantone 108C. Clear space requirements are .25 of x.
.25x
1-color version may be used in any color and/or reversed. The leaf inside the “B” should always be transparent, letting the background show through.
.25x
.25x
The Beck’s mark is designed for specific uses to maintain consistency and the integrity of our brand.
(1a. & 1b.) Do not use any 2-color version other than Pantone 349C and Pantone 108C. (2.) The leaf inside the “B” should always be transparent unless you are using the primary 2-color version. (3.) Do not use any shape around the Beck’s mark. (4a. & 4b.) Do not attempt to skew or rotate the Beck’s mark.
1. Primary Vertical Signature
2. Secondary Vertical Signature
BRAND Brandmark
SIGNATURE
Brandmark
Logotype
Logotype
The brand signature is a predefined zone, which includes the logo and its visual and informative elements. It provides a consistent brand recognition and a clear expression of our brand architecture.
3. Primary Horizontal Signature
Beck’s Hybrids has 3 acceptible brand signatures. Logotype
Brandmark
1. Primary Vertical Signature 2. Secondary Vertical Signature 3. Primary Horizontal Signature
1. Primary Vertical Signature W
BRAND
SIGNATURE SIZING & SPACING Appropriate spacing between the Beck’s brandmark and logotype increases the signatures readability and prominence. Use the following spacing guidelines for the Beck’s Hybrids primary vertical signature. H represents the height of the letter B in Beck’s Hybrids. W represents the width of the Beck’s Brandmark
4xH
Font thickness (weight) = 3 x Tagline
H H H 2.5
H 2.5
Tagline must be the same color as the brandmark, centered and should not exceed the “E” or “D” in Beck’s Hybrids.
5.71 x W
2. Secondary Vertical Signature W
BRAND
SIGNATURE SIZING & SPACING 3xH
3/4 H H 1/2 H
Appropriate spacing between the Beck’s brandmark and logotype increases the signatures readability and prominence. Use the following spacing guidelines for the Beck’s Hybrids secondary vertical signature.
1/2 H
H represents the height of the letter B in Beck’s Hybrids. The word “Hybrids” should always be black, centered below the brandmark and not exceed the “E” and “K” in Beck’s.
8xH
W represents the width of the Beck’s Brandmark
3. Primary Horizontal Signature
BRAND
SIGNATURE SIZING & SPACING Appropriate spacing between the Beck’s brandmark and logotype increases the signatures readability and prominence. Use the following spacing guidelines for the Beck’s Hybrids primary horizontal signature. H represents the height of the letter B in Beck’s Hybrids. W represents the width of the Beck’s Brandmark
W
H H 2.5
4xH H 2.5
H
Tagline must be the same color as the brandmark, centered and should not exceed the “E” or “D” in Beck’s Hybrids.
5.71 x W
BRAND
SIGNATURE ARCHITECTURE
No more than two lines of text are acceptible below the name Beck’s Hybrids.
Brand architecture refers to the hierarchy of brands within a single company. It is the interrelationship of the parent company, subsidiary companies, products, and services. It is important to bring consistency, visual and verbal order, thought, and intention to disparate elements to help a company market more effectively. Acceptible Verticle Signature Architecture
Text below the name Beck’s Hybrids must be the same color as the brandmark, centered and should not exceed the “E” or “D” in Beck’s Hybrids.
BRAND
SIGNATURE ARCHITECTURE Brand architecture refers to the hierarchy of brands within a single company. It is the interrelationship of the parent company, subsidiary companies, products, and services. It is important to bring consistency, visual and verbal order, thought, and intention to disparate elements to help a company market more effectively.
Two lines of text are not acceptible below the name Beck’s Hybrids in the horizontal signature.
Acceptible Horizontal Signature Architecture Text below the name Beck’s Hybrids must be the same color as the brandmark, centered and should not exceed the “E” or “D” in Beck’s Hybrids.