Брендбуки / Martini style book
.pdf
THE μ STYLE BOOK
THE μ STYLE BOOK
THE WORLD’S MOST BEAUTIFUL DRINK
THE WORLD’S MOST BEAUTIFUL DRINK
THE WORLD’S MOST BEAUTIFUL DRINK
The key purpose of the μ brand visual identity is to ensure a consistent look and feel across the different touch points of the brand.
The main objectives are:
-to premiumise the brand and reinforce its iconic status;
-to ensure μ is perceived as a contemporary brand;
-to provoke product rediscovery through strong product appeal;
-to convey the values of the brand.
MORE THAN A VISUAL IDENTITY, A BRAND STYLE
SUMMARY |
|
BRAND ELEMENTS |
|
THE LOGOTYPE |
|
FULL-COLOUR VERSIONS |
|
3D Pantone versions........................................................................................................... |
22 |
3D CMYK and RGB versions ........................................................................................ |
24 |
Minimum sizes ...................................................................................................................... |
26 |
2D Pantone versions ......................................................................................................... |
28 |
2D CMYK version ................................................................................................................ |
29 |
TWO-COLOUR VERSION.............................................................................................................. |
30 |
ONECOLOUR VERSIONS............................................................................................................ |
31 |
MINIMUM CLEAR SPACE ............................................................................................................. |
32 |
REGISTERED MARK ...................................................................................................................... |
34 |
BACKGROUNDS ............................................................................................................................ |
36 |
MISUSES ........................................................................................................................................... |
40 |
US LOGOTYPE................................................................................................................................. |
42 |
10
GRAPHIC STYLE ELEMENTS
THE COLOURS |
|
THE RED STRIPE |
|
THE BLACK AND WHITE BACKGROUNDS |
|
FOUR μ COLOURS......................................................................................................... |
46 |
SPECIFICATIONS AND HEIGHT............................................................................................ |
64 |
PHOTOS AND GRAPHIC PATTERNS |
|
|
|
|
|
Photos.................................................................................................................................... |
80 |
|
|
|
|
Graphic patterns.............................................................................................................. |
80 |
|
|
|
|
PHOTOS |
|
THE TYPEFACE |
|
THE DRINK VISUALS |
|
People by Ellen Von Unwerth................................................................................... |
82 |
DESCRIPTION AND DETAILS....................................................................................................... |
50 |
BIANCO....................................................................................................................................... |
70 |
People.................................................................................................................................... |
84 |
OTHER ALPHABETS |
|
ROSSO ........................................................................................................................................ |
72 |
Interiors................................................................................................................................. |
86 |
Russian........................................................................................................................................ |
52 |
ROSATO...................................................................................................................................... |
74 |
Bars ......................................................................................................................................... |
88 |
Greek............................................................................................................................................ |
53 |
EXTRA DRY................................................................................................................................ |
76 |
Textures................................................................................................................................. |
90 |
COLOURS.......................................................................................................................................... |
54 |
|
|
Accessories......................................................................................................................... |
92 |
REGISTERED MARK........................................................................................................................ |
56 |
|
|
Outdoors.............................................................................................................................. |
94 |
KEYBOARD SHORTCUT................................................................................................................ |
58 |
|
|
GRAPHIC PATTERNS |
|
|
|
|
|
Ball & Bar.............................................................................................................................. |
96 |
|
|
|
|
Typeface................................................................................................................................ |
98 |
|
|
|
|
Bottle................................................................................................................................... |
100 |
SUMMARY11 |
|||||
|
|
|
|
Historic details................................................................................................................ |
102 |
SUMMARY
THE μ IDENTITY
BRANDING |
|
BVI FORMULA AND EXAMPLES |
|
PRINCIPLES........................................................................................................................................ |
110 |
MAIN COMPOSITION...................................................................................................................... |
128 |
CROPPED LOGO |
|
MAIN COMPOSITION + GARNISHES........................................................................................... |
136 |
The four possible crops........................................................................................................ |
112 |
CORPORATE COMPOSITION....................................................................................................... |
140 |
Positioning.................................................................................................................................. |
114 |
ELEMENTARY COMPOSITION...................................................................................................... |
144 |
The trademark line.................................................................................................................. |
118 |
MINIMALISTIC COMPOSITION.................................................................................................... |
146 |
FULL LOGO |
|
INSIDE PAGE COMPOSITION....................................................................................................... |
148 |
Positioning................................................................................................................................. |
120 |
|
|
|
|
DVDs index........................................................................................................................................ |
152 |
|
|
Pantone reference pages............................................................................................................ |
160 |
12 |
|
SU |
THE WORLD’S MOST BEAUTIFUL DRINK
THE μ IDENTITY
BRAND
ELEMENTS
p.18-59
GRAPHIC
STYLE
ELEMENTS
p.60-105
THE LOGOTYPE |
THE COLOURS |
THE TYPEFACE |
p.20-43 |
p.44-47 |
p.48-59 |
TYPEFACE
The μ
Identity
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
THE RED STRIPE |
|
|
|
|
THE DRINK VISUALS |
|
|
|
THE BLACK AND WHITE BACKGROUNDS |
THE μ IDENTITY |
p.62-65 |
|
|
|
|
p.66-77 |
|
|
|
p.78-105 |
p.106-151 |
16 |
|
|
|
17 |
The brand elements are key to μ. They are the fi rst identifi cation vehicle of the brand at a glance, and in order to be effective they must be used in a precise way.
There are three brand elements: the logotype, the colours and the μ typeface.
BRAND ELEMENTSBRAND ELEMENTS
18 |
|
|
|
19 |