Брендбуки / Martini style book
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THEB&WBACKGROUNDS
GRAPHIC PATTERNS
Bottle
With its distinctive shape, the μ bottle is a strong visual element
of the brand, easily recognisable; a true icon.
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)
Bottle
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THEB&WBACKGROUNDS
GRAPHIC PATTERNS
Historic details
SIGNATURE
The Martini and Rossi signature brings credibility to the μ brand
and builds on its unique heritage.
Presenting it in a modern and relevant way, works as a perfect background.
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)
Historic details
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THEB&WBACKGROUNDS
GRAPHIC PATTERNS
Historic details
CREST AND MEDALS
With a long history dating back to 1863, Martini has a wealth of historic materials.
Of these, the crest and the medals are the most visually remarkable.
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)
Historic details
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The μ brand visual identity is the result of the perfect interplay between the brand and the graphic style elements.
The following pages give examples and some rules on how to successfully implement the μ brand visual identity.
THE μ IDENTITY
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THE μ IDENTITY
BRANDING |
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PRINCIPLES..................................................................................................... |
110 |
CROPPED LOGO |
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The four possible crops...................................................................... |
112 |
Positioning................................................................................................ |
114 |
The trademark line................................................................................ |
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FULL LOGO |
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Positioning............................................................................................... |
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BVI FORMULA AND EXAMPLES |
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BRANDING
109
BRANDING
PRINCIPLES
Two ways of branding
There are two ways to brand a visual with the μ logotype:
CROPPED LOGO:
The cropped logotype brings modernity to the overall execution. It also helps making the brand warmer and closer to the consumer since it presents it in a less formal way.
The cropped logo is also a more playful way of portraying the brand which is more in tune with the Gioia di Vivere core value.
It is arguably a more glamorous way of portraying such an iconic logotype. It does so, in a way that only mega brands can do.
The cropped logo is particularly effective when the execution in question is aimed at short term implementation, e.g. invitations, leaflets, etc.
FULL LOGO:
The whole μ logotype is placed on the edge of the visual.
The full μ logotype should be used in the following situations:
-if brand awareness is low;
-if the media being used is clearly aimed at product identifi cation;
-if pratical and correct product identifi cation is a priority (e.g. outer cartons);
-if the longevity of the item in question is to be considered (e.g. POS items).
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BRANDING
CROPPED LOGO
The 4 possible crops
To ensure consistency and to preserve brand recognition, only four crops on the μ logotype are permitted:
•TOP LEFT
•TOP RIGHT
•BOTTOM LEFT
•BOTTOM RIGHT
When placed on the left-hand side, the logotype is cut in the middle of the letter ‘R’ of μ.
When placed on the right-hand side, the logotype is cut in the middle of the letter
‘T’ of μ.
Sizes of the logotype / document formats
The size of the cropped μ logotype is determined by the dimensions of the visual it appears on.
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PORTRAIT FORMAT |
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LANDSCAPE FORMAT |
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SQUARE FORMAT |
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WIDTH LOGO = 75% WIDTH OF DOCUMENT |
WIDTH LOGO = 55% WIDTH OF DOCUMENT |
WIDTH LOGO = 100% WIDTH OF DOCUMENT |
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x = width of document |
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x = width of document |
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x = width of document |
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75% of x |
55% of x |
100% of x |
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If the format of the document/material in question fits outside the standard formats presented above, the proportions of the logotype should be adjusted on a case by case basis.
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113 |
BRANDING
CROPPED LOGO
Positioning |
Positioning of the logotype on a plain background |
The cropped μ logotype can be used on 3 types of background: |
The distance between the black bar and the edge of the visual must always be equal to half the height of the letter ‘M’ in the μ logotype. |
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When the μ logotype is placed on a plain background or black and white images, 4 crops of the logo can be used and respectively placed in: |
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TOP LEFT CORNER |
TOP RIGHT CORNER |
BOTTOM LEFT CORNER |
BOTTOM RIGHT CORNER |
PLAINBACKGROUND(white,red,blackorgold) |
THE ICONIC μ BOTTLE |
THE μ ON ICE DRINKS |
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OR BLACK AND WHITE IMAGES |
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minimum distance between logotype |
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minimum distance between logotype |
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and document edge |
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and document edge |
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114 |
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115 |
BRANDING
CROPPED LOGO
Positioning on the iconic μ bottle
When the cropped μ logotype is placed on a μ bottle, only two crops can be used and placed in:
•BOTTOM RIGHT CORNER
•BOTTOM LEFT CORNER
Positioning on the μ On Ice drinks
When the cropped μ logotype is placed on a μ glass, only two crops can be used and placed in:
• BOTTOM RIGHT CORNER |
Unique |
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The world’s most beautiful drink |
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• BOTTOM LEFT CORNER |
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Unique
Unique
Any other positioning or size of the μ logotype is not permitted.
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117 |
BRANDING
CROPPED LOGO
The trademark line
Some crops of the μ logotype will not allow the registered mark ® to be retained. It has therefore been established that, for the CROPPED LOGO branding only, the registered mark ® will not appear next to the logotype but
a written trademark line must be added. The trademark line consists of:
-the 2D version of the μ logotype
-the sentence “is a registered trademark”
In order to be legible, the trademark line should be at least 28.5mm long. The trademark line should always be in the same fi eld of vision as the cropped μ logotype.
10mm
28,5mm
The trademark line should not be written vertically.
To achieve a level of quality and consistency across every type of visual communication and to avoid any misrepresentation of the trademark line, it is important to use the original artwork fi les.
(See DVD 2 / The μ Identity / Branding)
The trademark line |
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|
|
|
Full-colour version |
Two-colour version |
One-colour version |
||
|
M_TRADEMARKLINE_P.eps |
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M_TRADEMARKLINE_2COL.eps |
M_TRADEMARKLINE_BLACK.eps |
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M_TRADEMARKLINE_Q.eps |
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