Брендбуки / Martini style book
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THE B&W BACKGROUNDS
PHOTOS AND GRAPHIC PATTERNS
The black and white images play a key role in the premiumisation of the brand and serve as a base for showcasing the colour product photos.
There are two types of backgrounds: Photos and Graphic patterns.
Photos
There are six themes of black and white photos to create rhythm and contrast. The pictures should be in line with the brand’s core values and should have a contemporary feel.
With the exception of Ellen Von Unwerth pictures, all photos have rights covered until June 2011.
They can be used below the line plus P.O.S and internet.
Graphic Patterns
There are four themes of graphic patterns: Ball and Bar, Typeface, Bottle and Historic details.
These patterns reinvent the graphic codes of the brand by capitalising on the iconic symbols of the μ heritage.
PHOTOS |
GRAPHIC PATTERNS |
PEOPLE |
BARS |
BALL AND BAR |
TYPEFACE |
TEXTURES |
ACESSORIES |
BOTTLE |
HISTORIC DETAIL: S IGNATURE |
INTERIORS |
OUTDOORS |
HISTORIC DETAIL: CREST |
HISTORIC DETAIL: MEDALS |
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THE B&W BACKGROUNDS
PHOTOS
People by Ellen Von Unwerth
μ has chosen to work with ELLEN VON UNWERTH to create a series of images exclusive to the μ BVI.
Ellen Von Unwerth brings a unique perspective to fashion. Her work in Vogue and other magazines such as Interview, The Face, and i-D is playful and naughty, but most of all sexy—she has earned her a reputation as one of the world’s leading fashion photographers.
She is noted for her ability to bring out a genuine sense of fun in her models. A celebrity in her own right, she has become one of the most infl uential photographers of her generation.
Ellen Von Unwerth visuals have rights covered until June 2009.
Images EVU_03, EVU_04 and EVU_05 can be used above and below the line. Images EVU_01, EVU_02, EVU_06 and EVU_07 can only be used below the line plus P.O.S and internet.
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EVU_03_0609 |
EVU_04_0609 |
EVU_05_0609 |
To achieve a level of quality and consistency across every type of visual communication and to avoid any misrepresentation of images, it is important to use the original artwork fi les.
(See DVD1 / Graphic Style Elements / The B&W Backgrounds / Photos)
Ellen Von Unwerth
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THEB&WBACKGROUNDS
PHOTOS
People
Engaging People in movement. Men and women aged between
of 30 and 35 who convey the values of the brand.
To achieve a level of quality and consistency across every type of visual communication and to avoid any misrepresentation of images, it is important to use the original artwork fi les.
(See DVD1 / Graphic Style Elements / The B&W Backgrounds / Photos)
People |
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THEB&WBACKGROUNDS
PHOTOS
Interiors
Contemporary but not too minimalistic nor with stark furniture. They communicate sophisticated comfort, understated elegance, and a stylish atmosphere, suggesting sociability and a genuine moment to consume.
To achieve a level of quality and consistency across every type of visual communication and to avoid any misrepresentation of images, it is important to use the original artwork fi les.
(See DVD1 / Graphic Style Elements / The B&W Backgrounds / Photos)
Interiors
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THEB&WBACKGROUNDS
PHOTOS
Bars
Bars illustrate ideal settings where the μ brand can be enjoyed.
Trendy bars and cool places across the world where a μ can be shared.
BAR_01_0611
To achieve a level of quality and consistency across every type of visual communication and to avoid any misrepresentation of images, it is important to use the original artwork fi les.
(See DVD1 / Graphic Style Elements / The B&W Backgrounds / Photos)
Bars
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THEB&WBACKGROUNDS
PHOTOS
Textures
Textures and clothing details can also express the sensuality and the style
of the brand.
To achieve a level of quality and consistency across every type of visual communication and to avoid any misrepresentation of images, it is important to use the original artwork fi les.
(See DVD1 / Graphic Style Elements / The B&W Backgrounds / Photos)
Textures
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THEB&WBACKGROUNDS
PHOTOS
Accessories
The “Accessories” images give a glance of the world where μ is served.
They communicate the world of bars and cocktails, always serving as a reminder
that μ is the world’s most beautiful drink.
To achieve a level of quality and consistency across every type of visual communication and to avoid any misrepresentation of images, it is important to use the original artwork fi les
(See DVD1 / Graphic Style Elements / The B&W Backgrounds / Photos)
Accessories
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THEB&WBACKGROUNDS
PHOTOS
Outdoors
μ is bigger than life but not fantasy. Sometimes drinking μ
feels like being on holiday. Outdoor pictures capture these moments.
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of images, it is important to use the original artwork fi les. |
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(See DVD1 / Graphic Style Elements / The B&W Backgrounds / Photos) |
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Outdoors |
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OUT_01_0611
THEB&WBACKGROUNDS
GRAPHIC PATTERNS
Ball and bar
These patterns are based on the shape of the iconic μ logotype and create subtle brand presence.
The Ball and Bar pattern can be used in a simple way via an outline, or be more sophisticated with a grey gradation.
To achieve a level of quality and consistency across every type of visual communication and to avoid any misrepresentation of images, it is important to use the original artwork fi les.
(See DVD1 / Graphic Style Elements / The B&W Backgrounds / Graphic patterns)
Ball and bar
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THE B&W BACKGROUNDS
GRAPHIC PATTERNS
Typeface
The new μ typeface can be used as a background pattern by mixing
different sizes of text, cropping and layering.
To achieve a level of quality and consistency across every type of visual communication and to avoid any misrepresentation of the images, it is important to use the original artwork fi les.
(See DVD1 / Graphic Style Elements / The B&W Backgrounds / Graphic patterns)
Typeface
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