becks brand basics - beck's hybrids
TRANSCRIPT
As competition creates in�nite 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.
IMAGE
BRAND
without an image there is no perception.PERCEPTION
help drive value;
BASICS
Each touchpoint is an opportunity to increase awareness and build customer loyalty.
BRANDTOUCHPOINTS
SOCIAL MEDIA SPEECHES EMPLOYEES PRODUCTS
NETWORKING BROCHURES DIRECT MAIL TRADE SHOWS
PUBLICATIONS VOICEMAILS EMAILS BILLBOARDS
PACKAGING SERVICES VEHICLES BUSINESS FORMS
NEWSLETTERS LETTERHEAD WEBSITES TELEPHONE
BUSINESS CARDS PROPOSALS EXHIBITS SIGNAGE
PRESENTATIONS ADVERTISING SALES PROMOTION
PUBLIC RELATIONS WEB BANNERS WORD OF MOUTH
SOCIAL MEDIA SPEECHES EMPLOYEES PRODUCTS
NETWORKING BROCHURES DIRECT MAIL TRADE SHOWS
PUBLICATIONS VOICEMAILS EMAILS BILLBOARDS
PACKAGING SERVICES VEHICLES BUSINESS FORMS
NEWSLETTERS LETTERHEAD WEBSITES TELEPHONE
BUSINESS CARDS PROPOSALS EXHIBITS SIGNAGE
PRESENTATIONS ADVERTISING SALES PROMOTION
SOCIAL MEDIA SPEECHES EMPLOYEES PRODUCTS
PRESENTATIONS ADVERTISING SALES PROMOTION
PUBLIC RELATIONS WEB BANNERS WORD OF MOUTH
Taglines in�uence 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 identi�es 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 Of�ce.
BRANDTAGLINES
Bumper-to-bumper brands clamor for our attention. The world is a noisy place �lled 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.
BRANDDIFFERENTIATION
PHILANTHROPY
LONGEVITYFAMILY-OWNED
PASSIONATE
TRU
STE
D A
DV
ISO
RS
INDUSTRY LEADERS
TECHNOLOGY
INTE
GR
ITY
REWARDS
PAR
TNE
RS
EXPERIENCE
RELATIONSHIPS
INNOVATION
FAIT
H
CUSTOMER SERVICE
ACCESS
FARMERS
Beck’s Hybrids Word CloudKey words and phrases that best describe the Beck’s Hybrids brand.
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.
BRANDCOLOR
Pantone349 C
CMYKC. 100 M. 0 Y. 83 K. 47
RGBR. 0 G. 105 B. 63
Hex Value #00693F
Pantone108 C
CMYKC. 0 M. 6 Y. 95 K. 0
RGBR. 255 G. 228 B. 17
Hex Value #FFE411
PantoneBLACK C
CMYKC. 0 M. 0 Y. 0K. 100
RGBR. 35 G. 31 B. 32
Hex Value #231F20
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.
BRANDTYPOGRAPHY
FONT: HOUSE MOVEMENTS
STYLE: RUNAWAY
F O N T: A V E N I R LT S T D
S T Y L E : 5 5 R O M A NSan Serif
Serif
Apex
BarTYPOGRAPHY
101
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 signi�cant personality and symbolic meaning.
Can you identify these famous brandmarks?
BRANDMARK
The yellow is symbolic of a sprouting seed.
The solid green is symbolic of the soil.
The horizontal lines are symbolic of the sky.
“®” indicates a federally registered trademark.The Beck’s brandmark should never be used without the ®.
THE BECK’S BRANDMARK IS SYMBOLIC OF GROWTH.
1. 2. 3. 4. 5. 6. 7.
8. 9. 10. 11. 12. 13. 14.
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
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.
The Beck’s mark is designed for speci�c uses to maintain consistency and the integrity of our brand.
BRANDMARK VARIATIONS
x
x
.25x
.25x
.25x
.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.
(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.
1a. 1b. 2. 3. 4a. 4b.
3. Primary Horizontal Signature
Logotype
The brand signature is a prede�ned 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.
Beck’s Hybrids has 3 acceptible brand signatures.
1. Primary Vertical Signature2. Secondary Vertical Signature 3. Primary Horizontal Signature
BRANDSIGNATURE
Brandmark
Brandmark
1. Primary Vertical Signature
Logotype
Brandmark
2. Secondary Vertical Signature
Logotype
4 x H
H 2.5
H
Font thickness (weight) = 3 x Tagline
5.71 x W
Tagline must be the same color as the brandmark, centered andshould not exceed the “E” or “D” in Beck’s Hybrids.
W
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 primary vertical signature.
BRANDSIGNATURE SIZING & SPACING
H 2.5
H represents the height of the letter B in Beck’s Hybrids.
W represents the width of the Beck’s Brandmark
1. Primary Vertical Signature
2. Secondary Vertical Signature
3 x H
8 x H
W
H
1/2 H
3/4 H
1/2 H
The word “Hybrids” should always be black, centered below the brandmarkand not exceed the “E” and “K” in Beck’s.
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.
H represents the height of the letter B in Beck’s Hybrids.
W represents the width of the Beck’s Brandmark
BRANDSIGNATURE SIZING & SPACING
3. Primary Horizontal Signature
4 x H
W
H
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 primary horizontal signature.
BRANDSIGNATURE SIZING & SPACING
H represents the height of the letter B in Beck’s Hybrids.
W represents the width of the Beck’s Brandmark
H 2.5H 2.5
Tagline must be the same color as the brandmark, centered andshould not exceed the “E” or “D” in Beck’s Hybrids.
5.71 x W
Acceptible Verticle 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.
BRANDSIGNATURE ARCHITECTURE
No more than two lines of text are acceptible below the name Beck’s Hybrids.
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 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.
BRANDSIGNATURE ARCHITECTURE
Acceptible Horizontal Signature Architecture
Two lines of text are not acceptible below the name Beck’s Hybrids in the horizontal signature.
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.