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TUBORG 2G IDENTITY GUIDELINES ALL INFORMATION CONTAINED IN THIS DOCUMENT IS STRICTLY CONFIDENTIAL. NO IMAGE MAY BE REMOVED OR REPRODUCED WITHOUT PERMISSION FROM THE TUBORG BRAND TEAM.
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RE:INTRODUCING TUBORG: YOU JUST CAN NOT IGNORE THAT MOMENT WHEN EVERYTHING COMES TOGETHER; THE PERFECT COMBINATION OF ELEMENTS. THIS IS ONE OF THOSE MOMENTS, THE UNVEILING OF A NEW VISION FOR TUBORG; TO DEMONSTRATE IN A FEW PAGES HOW THE DNA HAS EVOLVED TO KEEP THE BRAND DYNAMIC. THIS BUNDLE OFFERS SOME DIRECTION AND GUIDANCE AND, ALTHOUGH TUBORG IS VERY RELUCTANT TO HAVE ANY RULES, FOR QUALITY AND CONSISTENCY THERE ARE SOME THAT DEFINITELY SHOULDN’T BE BROKEN. ENJOY. LOVE THE FEELING, FEEL THE MUSIC, FEEL TUBORG. THE FUN STARTS HERE...
New Soundwave Indented Bottle Ring Pull Cap
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DESIGN VISION Guiding Principles The Tuborg World Tone of Voice
TUBORG ELEMENTS The Soundwave Primary Logotype Protection and Alignment Secondary Logotype Exceptional Usage Positioning the Logotype Tuborg Colours Typography Maintaining Consistency
APPLICATION & INSPIRATION Outer Packaging On Pack Promotions Existing Advertising Merchandise Photography Illustration and Texture
PRODUCT PORTFOLIO Brand Architecture Tuborg Green Tuborg Light/Lite Tuborg Lemon Tuborg Black Tubour Pure Gold
CONTACT INFO
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1.0
DESIGN VISION Guiding Principles The Tuborg World Communication
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1.1
TUBORG: IS A DYNAMIC AND GROWING BRAND WHICH IS CONSTANTLY EVOLVING. IT IS RECOGNISED AS EASY, ACCESSIBLE AND INTERNATIONAL WITH AN AUTHENTIC BREWING HERITAGE BUILT OVER 127 YEARS. OUR TARGET AUDIENCE: (18-24) LIVE FOR FUN...THEY SEEK THE BEST EXPERIENCES AND SQUEEZE AS MUCH FROM THE MOMENT AS POSSIBLE. OUR GUIDING PRINCIPLES: 1.YOUNG - URBAN, CONTEMPORARY ATTITUDE. 2.(UNEXPECTED) FUN - SPONTANEOUS, SOCIAL, OPEN-MINDED AND LOOKING AHEAD. 3.THE SPARK - GET THE PARTY STARTED, TURN UP THE VOLUME, FEEL THE SOUNDWAVES, FEEL THE ENERGY. 4.MUSIC AT THE HEART OF EVERYTHING - IT ALL STARTS WITH TUBORG.
CONTEMPORARY
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1.2
TURN UP THE VOLUME SPONTANEOUS FUN
URBAN
FEEL THE ENERGY SOUNDWAVES
FUN STARTER
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1.3
TONE OF VOICE: OUR TONE OF VOICE IS ALL ABOUT UNEXPECTED FUN - A WAY OF TALKING WHICH IS NOT ABOUT TRYING TOO HARD TO BE FUNNY, BUT EMPHASISES THE EXCITEMENT AND ENERGY OF THE BRAND. WHEREVER POSSIBLE TUBORG SHOULD THINK AND SPEAK CREATIVELY TO OUR AUDIENCE. A SIMPLE BACK OF PACK, PROMOTIONAL OFFER OR EVEN A SERIES OF BEER MATS CAN BECOME AN EFFECTIVE PLATFORM TO HELP EXPAND OUR BRAND MESSAGE. Example taken from Green back of pack bottle label
GENUINELY BREWED WITH WATER, MALTED BARLEY AND HOPS. IT MIXES BRILLIANTLY WITH
MUSIC, PEOPLE AND PLACES. EXPECT MORE THAN REFRESHMENT AND ALWAYS ENJOY RESPONSIBLY.
THE LIQUID SOUNTRACK WWW.TUBORG.COM
Alc 4.6% 330ml BEST BEFORE TUBORG BASSLINE:
08457 585685
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2.0
TUBORG ELEMENTS The Soundwave Primary Logotype Protection and Alignment Secondary Logotype Exceptional Usage Colours Positioning the Logotype Typography Maintaining Consistency
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2.1
THE SOUNDWAVE
The centre of the ‘Soundwave’ should be placed near to or at the very heart of the sound
Tuborg is all about FUN. For our target audience fun moments often include MUSIC. Like Tuborg, it sparks the ATMOSPHERE and ENERGY. It starts a reaction. It triggers new potential. From
the first few BEATS in your chest, to the earth-shaking VIBE that has everyone on their feet. The Soundwave is at the very HEART of all our brand identity. It is unique and highly recognisable and brings a
VIBRANT, pulsing energy across our entire brand communication.
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2.2
The Tuborg ‘Triple Shorthand’
The Tuborg ‘Soundwave’
THE SOUNDWAVE In order to graphically represent sound, the original shorthand marque (taken from
The centre of the ‘Soundwave’ should be placed near to or at the very heart of the sound
the watchmaker shape of our labels) has been given a VIBRATION and now becomes the ‘Triple Shorthand’. The Soundwave pulse is LOCKED to the Triple Shorthand and both have been created together as a single HIGH
RESOLUTION file. All artworks may be obtained from KP2 or downloaded from the GSM PORTAL.
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2.3
The Tuborg ‘Triple Shorthand’
The Tuborg ‘Soundwave’
THE SOUNDWAVE (cont.) To help emphasise the soundwaves, giving them a rippling effect, a LIGHT BEAM has been introduced. This may be either rotated or extended within a design and will add VISUAL EMPHASIS where required. An example of this may be seen
The centre of the ‘Soundwave’ should be placed near to or at the very heart of the sound
on our secondary packaging in section 3.
The ‘Light Beam’ extends from the centre of the ‘Soundwave’ and may be rotated or extended
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2.4
The Tuborg ‘Triple Shorthand’
The Tuborg ‘Soundwave’
THE SOUNDWAVE (cont.) The Soundwave works best when positioned TO THE LEFT of a layout and viewed within enough space to see the sound pulsing outwards.
The centre of the ‘Soundwave’ should be placed near to or at the very heart of the sound
The ‘Light Beam’ extends from the centre of the ‘Soundwave’ and may be rotated or extended
The ‘Triple Shorthand’ graphic may be cropped
Occasionally, due to a lack of space, it will be necessary to crop into this image (as indicated opposite). The only requirement is to ensure that ALL 3 VIBRATIONS remain partially visible.
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2.5
The Tuborg ‘Triple Shorthand’
The Tuborg ‘Soundwave’
PRIMARY LOGOTYPE This is our new logotype. The Tuborg font has been SLIGHTLY MODIFIED, a new strapline has been added (Liquid Soundtrack replaces Pure Enjoyment) and by INTEGRATING the Triple Shorthand and Soundwave it perfectly represents our new Tuborg world. The Primary Logotype should be used on the MAJORITY OF ALL communications such as packaging, advertising and point of sale.
The Tuborg ‘Strapline’
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2.6
The Minimum Protection Area Horizontal Centre Point
PROTECTION AND ALIGNMENT Despite being a fairly complex logotype, the same rules may still be applied as to a
standard logo. A MINIMUM protection area is supplied with the artwork to help
with both alignment and when positioning near to other elements. The alignment grid is a reference point to demonstrate the PRECISE
LOCK-UP
that exists between the Tuborg font, Strapline, Shorthand and Soundwave.
Alignment Grid
Vertical Centre Point
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2.7 The Minimum Protection Area
PANTONE® 377 C
The Tuborg ‘Shorthand’
SECONDARY LOGOTYPE Whenever possible the Primary logotype should be used. However when printing
on DIFFICULT SURFACES such as cotton, plastic or glass, a simplified logotype has been created.
This Secondary Logotype is in linear form only and may be used with simpler print techniques such as flexography.
The Tuborg ‘Strapline’
PANTONE® 3435 C
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2.8
EXCEPTIONAL USAGE (linear soundwave) To maintain a CONSISTANT brand image, even on difficult surfaces or with
simpler PRINTING TECHNIQUES ie. flexography, the Linear Soundwave has been created.
Made up of four special colours, it’s best used on material, ie. T-SHIRT designs, or on items such as outer cartons.
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2.9
Secondary Logotype printed on Black
EXCEPTIONAL USAGE (logotype) Secondary Logotype printed on White or Silver using Black for Tuborg
In order to maintain a good, strong
VISUAL CONSISTANCY, the Primary or Secondary logotypes should always
The Secondary Logotype may be printed without the strapline when required
be applied. However as with all identities
EXCEPTIONS must be considered.
Secondary Logotype printed in one colour Black with a 50% tint used in the ‘Shorthand’
The examples opposite cover all other necessary applications of the logotype, such as being seen on white or silver, one
colour printing or OCCASSIONALLY without a strapline. Secondary Logotype printed in one colour Pantone 3435 with a 50% tint used in the ‘Shorthand’
40mm
15mm
Minimum sizes for the Secondary Logotype with and without the strapline
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Our colours have been inspired by the new label
PANTONE® 3435 C
PANTONE® 364 C
2.10
PANTONE® 377 C
Primary Colours
TUBORG COLOURS Tuborg is a green brand. The Core Green reflects the brand’s heritage, evokes, youth, freshness and REFRESHMENT cues.
PANTONE® BLACK C
WHITE Secondary Colours
Core Green
PANTONE® 877 C
Our palette has been EXTENDED to include a WIDER VARIETY of tones and secondary colours. These help give added depth to an image and alongside the green, ENHANCE the contemporary, urban energy that is Tuborg. To allow for the extended colour palette,
Expanded Green Colour Range
the Primary logotype and all other images have been created using the four colour process (CMYK) only. If you have to produce POS elements etc with only one green colour, use
Image produced using the new colours
Pantone 3435 C.
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2.11
minimum protection area and alignment grid
GENUINELY BREWED WITH WATER, MALTED BARLEY AND HOPS. IT MIXES BRILLIANTLY WITH
MUSIC, PEOPLE & PLACES. EXPECT MORE THAN REFRESHMENT AND ALWAYS ENJOY RESPONSIBLY. WWW.TUBORG.COM
POSITIONING THE LOGO (landscape) To help maximise the full effect of our new design, the following pages show some different examples of how the Primary Logotype is best POSITIONED within a design layout or advertisement.
When the Primary Logotype is the main focus it works most effectively when positioned to the left (ideally centred within the first two thirds and centred horizontally)
The illustrations demonstrate that Tuborg works most effectively when postioned to the LEFT, allowing plenty of space to see
TURN UP THE VOLUME When used on a banner the Primay Logotype should be positioned to the left, giving maximum distance for the soundwaves to pulse outwards
the soundwaves pulsing OUTWARD.
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2.12
minimum protection area and alignment grid
POSITIONING THE LOGO (advertising) As on the previous page, Tuborg works most effectively when postioned to the LEFT of a layout, allowing plenty of space to see the soundwaves pulsing OUTWARD.
WWW.TUBORG.COM
To prevent the CLASH OF MULTIPLE soundwaves, the Secondary Logotype is used as a strong, simple ‘sign off’ whenever
When the Primary Logotype is the main focus it works most effectively when positioned to the left (ideally centred within the first two thirds and centred horizontally)
Tuborg is not the main focus of an ad.
The Soundwave may be used as a device for carrying a copy line. In this instance the Secondary Logotype should be used as a ‘sign off’ to prevent the use of multiple soundwaves
TURN UP THE VOLUME
As a general note, all advertising requires our global or local WEB ADDRESS in a prominent, clear space.
WWW.TUBORG.COM
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2.13
The Primary Logotype works most effectively on a portrait layout when centred horizontally
POSITIONING THE LOGO (portrait) As with the previous two pages, the Primary Logotype has been positioned to the left.
OPEN FOR
This is even MORE IMPORTANT on a portrait layout as there is less room to show
FUN
the soundwaves pulsing outward.
GENUINELY BREWED WITH
WATER, MALTED BARLEY
AND HOPS.
IT MIXES BRILLIANTLY WITH
MUSIC, PEOPLE AND PLACES. EXPECT MORE THAN REFRESHMENT AND WWW.TUBORG.COM
The Soundwave may be used as a device for carrying a copy line. In this instance the Secondary Logotype should be used as a ‘sign off’ to prevent the use of multiple soundwaves
WWW.TUBORG.COM
ALWAYS ENJOY RESPONSIBLY.
For this reason it is RECOMMENDED that the Soundwave should be centred horizontally, as used in these examples.
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BLUR - SONG 2
“PLEASED TO MEET YOU!
I GOT MY HEAD DONE, WHEN I WAS YOUNG, IT’S NOT MY PROBLEM” GENUINELY BREWED WITH WATER, MALTED BARLEY AND HOPS. IT MIXES BRILLIANTLY WITH
MUSIC, PEOPLE AND PLACES. EXPECT MORE THAN REFRESHMENT AND ALWAYS ENJOY RESPONSIBLY.
THE LIQUID SOUNTRACK WWW.TUBORG.COM
Alc 4.6% 330ml BEST BEFORE TUBORG BASSLINE:
08457 585685
ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 €/%(@!?)’:>™ Headings Itc Avant Garde Bold, uppercase only
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 €/%(@!?)’:>™ Sub Header and Body Copy Itc Avant Garde Medium, upper and lower case
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz1234567890 Body Copy Alternative Itc Avant Garde Book, upper and lower case
2.14
TYPOGRAPHY The use of type is an important part of our total brand communication. Emphasis to certain words or WHOLE
PHRASES is an effective and fun way to make the copy appear spontaneous, energetic and
CONVERSATIONAL.
The Avant Garde font has been chosen for
its MODERNITY and sense of style when applied using different font weights. The AVANT
GARDE typeface can be obtained from KP2.
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2.15
TURN UP THE VOLUME X PLEASE DON’T: centre the Soundwave within a layout
X PLEASE DON’T: run type across the Triple Shorthand
MAINTAINING CONSISTENCY TUBORG IS FUN. The elements are exciting and being creative with them is what Tuborg is about. However, the examples on this page are here to demonstrate creativity that has GONE TOO FAR and begun to
WEAKEN the overall brand image.
X PLEASE DON’T: add any reflected Soundwaves
X PLEASE DON’T: distort or add elements to the Triple Shorthand
X PLEASE DON’T: flip the Triple Shorthand or Soundwave
PLACING THE SOUNDWAVE ON A BACKGROUND THAT DOES X PLEASE AVOID: NOT HAVE ENOUGH CONTRAST FOR STANDOUT
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2.16
X PLEASE DON’T: resize the Logotype or Triple Shorthand
X PLEASE DON’T: distort the Logotype GENUINELY BREWED WITH WATER, MALTED BARLEY AND HOPS
MAINTAINING CONSISTENCY (CONT.) Creativity is good but must still be made to work WITHIN THE APPROVED brand world. These example show how
MUSIC, PEOPLE AND
EXPECT MORE THAN REFRESHMENT
X PLEASE DON’T: move the Logotype away from the Triple Shorthand
X PLEASE DON’T: place other elements within the minimum protection area
X PLEASE DON’T: add any keylines or recolour the Logotype
X PLEASE DON’T: place the Logotype over a coloured background
the overall visual communication of Tuborg is WEAKENED by the introduction of new elements and the incorrect use of the Primary Logotype.
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3.0
APPLICATION & INSPIRATION Outer Packaging On Pack Promotions Using Existing Pay-Offs Merchandise Photography Illustration and Texture
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Party Pack
Festival Pack
3.1
OUTER PACKAGING All bottle and can outers are the perfect canvas to help BRING THE BRAND
TO LIFE, combining all elements together for the first time. The Primary Logotype and Music Pack
Soundwave are added to a refreshingly
APPETISING pack shot, in the midst of a party or festival - this is our Tuborg world! Musical experiences differ depending on mood or venue, so 3 DIFFERENT packs have been created, these are;
PARTY PACK FESTIVAL PACK MUSIC PACK with more to follow...
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Integrated Price Promotion
3.2 Promotional Sticker and new typeface
6 BOTTLES
ON PACK PROMOTIONS Using inspiration from guitar stickers, our new
promo flashes feel like they’ve been STUCK ONTO THE PACKS. Using orange as our
GreenF est
key signal colour the stickers always sit to the right of the pack. Our price promo flashes are INTEGRATED with the soundwave. Always situated top left of the pack with red being used for maximum impact - but we shouldn’t have both price and
LIQUID SOUNDTRACK
feature promotions on pack at the same time. Inspirational stickers
‘Grafitti’ Flash for extra details 3rd Man Font to be used within the promotional stickers only
6 x330ml bottles 4.6% vol
For big THROUGH-THE-LINE campaigns, such as GreenFest, separate campaign pack designs may be developed alongside the international Tuborg team.
ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 =£$€/!"(+*?):>
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3.3
USING EXISTING PAY-OFFS We will continue using the two existing pay-offs (“the fun starts here” and “open for fun”) in our advertising. The new Tuborg font Avant Garde is only to be APPLIED TO NEW COPY and does not apply to these pay-offs.
WWW.TUBORG.COM
This example shows how the existing pay-off may be used as a heading for an advertisement
This example shows how the second pay-off may be used as an effective ‘sign off’
WWW.TUBORG.COM
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Branded Chiller Cabinet
3.4
Soundwave T-Shirt 4 Colour Bar Tray
MERCHANDISE The Tuborg brand identity is far more
CREATIVE than the simple application of a logotype on a green product. These
Festival Paper Cups
3 colour Bar Runner
examples of our new merchandise show how EFFECTIVELY OUR NEW BRAND ELEMENTS may be used all different but essentially Tuborg.
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3.5
PHOTOGRAPHY Photography of the bottle should always be taken with the BOTTLE ROTATED anticlockwise on a vertical axis. This is to
ensure the SOUND WAVES ARE VISIBLE. This makes the bottle and can look more DYNAMIC rather than static. Always use an OPEN bottle/can and when possible place the PULL - OFF CAP next to the bottle.
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3.6
The Tuborg Party
PHOTOGRAPHY Its all about NATURAL ATMOSPHERE. It gives the impression that you’re at the
heart of the party, the HEART of the FUN.
People should behave NATURALLY in the pictures, not be artificially posed, The Tuborg Festival
The Tuborg Music Basement
they must be SPONTANEOUS, helping capture the excitment of the moment.
ENERGY can be generated with the use of good lighting and natural movement BLUR (which helps disguise specific elements such as faces).
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The Course Screen Texture
The Music Alternative
3.7
The Textured Background
The Urban Background
The Dancing Figures
ILLUSTRATION AND TEXTURE As with the Primary Logotype, we have created a SIMPLER ALTERNATIVE to photography. This illustration maintains
all our CONTEMPORARY, URBAN personality, adding both depth and a taste of the unexpected.
The illustration has been built as a layered graphic element and is easy to simplify (ie. switching off the textured layer) in order to
SUITE A VARIETY of different print or material requirements, such as our can.
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4.0
PRODUCT PORTFOLIO Tuborg Green is our core product, from this graphic structure all other variants have been built. However, whilst each take on some of the characteristics of Green, they are not simply another version of Green. Some have strong personality traits of their own...
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4.1 FUN IN THE SUN LEMON/TWIST LITE
XL-PET
BRANDWORLD DRAFT/GOLD
CORE GREEN
UPBEAT
XL-GLASS/CANL BLACK
XMAS BREW
FUN AFTER DARK
BRAND ARCHITECTURE
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4.2
TUBORG GREEN ...Green is suitable for most beer occasions, day or night - ANYTIME THAT THE
FUN NEEDS TO GET STARTED,
or for interaction with other people, places and always with music. But, there will be times when a Tuborg Green ISN’T
WHAT YOU ARE LOOKING FOR...
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4.3
TUBORG LIGHT/LITE ...this is still the same great GREEN party, for those of us who feel the need to keep an eye on what we EAT
AND DRINK.
LIGHT is about making the most of new possibilities and opportunities in a way that means we don’t have to take life too seriously! MORE FUN – ONE LESS
THING TO WORRY ABOUT...
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4.4
TUBORG LEMON ...is a positive, upbeat, social and outdoor style beer. Lemon is a FUN STARTER that evokes the idea of sun – a bright, clean and unexpected ultra-refreshment. A twist of lemon makes everything taste brighter. This is THE SUNNY SIDE
OF FUN...
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4.5
TUBORG BLACK ...finally Black is for when you want to try something a little bit DIFFERENT. It is still a fun starter, but it is much more Black is an intriguing beer, dark and mysterious,
DARING and UNEXPECTED.
it builds on Tuborg Green’s sense of fun and takes you onto a new level. A darker experience for a different kind of fun. THE
Music Pack
Party Pack
DARKER SIDE OF FUN.
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4.6
TUBORG PURE GOLD ...is great company. A little more relaxed than the rest of the portfolio, Pure Gold is
both SOCIABLE and CONFIDENT. It might be a little bit more experienced, (it definitely has a twinkle in its eye) due perhaps to all of those great, unexpected TUBORG moments! This is PERFECTLY
BALANCED ENJOYMENT...
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END
APPROVAL PROCESS 1.PDF for approval to
[email protected] 2.Pre-Production sample for approval 3.Production samples to KP2 for evaluation
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END
CONTACT INFO BRAND GUIDELINES AND COMMUNICATIONS: International Brand Manager,
[email protected] BRAND ACTIVATION AND POS DEVELOPMENT: Brand Activation Manager,
[email protected] PACKAGING AND POS - ARTWORK AND APPROVAL:
[email protected] OR
[email protected]