—2012—

Intro

Our Logo

Not our Logo

Colors

Icons

Typography

Product

03

05

07

09

11

13

17

04 Intro

03

“Picnic is a blend of red flavors harvested in California. It is a young, full-f lavored and spicy spirit, though at the same time mature and rich with nostalgia.”

— Fred Cline, Propietor

Our Roots Run DeepIn the latter part of the 1800s, Oakley, Contra Costa County was a booming farming community with thousands of acres of orchards and healthy vineyards. Fred Cline’s maternal grandfather, Valeriano Jacuzzi of pump and spa fame, called this place home. On summer visits to his grandparents, Fred learned both the love of agricultural life and the mysteries of vinifying grapes into wine.

These lessons led Fred to obtain a degree in Agriculture Management from U.C. Davis. In 1982, with an inheritance from his grandfather, Fred founded Cline Cellars near Oakley, California. Here, he preserved and restored many ancient vine sites to their rightful reign as premier California wine lands.

In 1991, Fred and his wife Nancy relocated the winery from Oakley to the Carneros region of Sonoma County on a graceful and historic 350-acre estate with new vineyards and facilities.

While much of the cool Carneros region is planted to Chardonnay, Pinot Noir and Merlot, Fred pioneered the planting of Rhône varietals including Syrah, Viognier, Marsanne and Roussanne.

Over the years, Fred’s innovation has consistently resulted in some of northern California’s most distinctive Rhône-style wines and intense, flavorful Zinfandels, many of them with 90+ point ratings from Wine Spectator.

Wine & Spirits called our Ancient Vines Mourvèdre “one of the top 100 values,” and in 2011 Robert Parker Jr. wrote in the Wine Advocate, “this is the finest portfolio of value-priced wines from Cline Cellars that I have tasted to date.”

Picnic is a subsidary of Cline Cellars. A family owned and operated winery located in the Carneros wine appellation of Sonoma County, California that specializes in Zinfandels and French Rhône-style wines. Picnic will be sold in supermarkets across the country. It’s the perfect value-priced table wine.

Our logo reflects both our history and passion for tradition. Keep it simple.

06 O

ur Logo

fig. 01

fig. 02

fig. 03

05

26°

xx

.2x.2x

.2x.2x

Picnic is fixed on a26° angle. Please observe the clear space around the logo to maximize visual effectivenes. While Picnic is x, the space should be 1/5 or .2 times x.

When used on a white background, our logo can be used only on Picnic reds. When it comes to using black and white, our logo is never on complete black, please follow Picnic grays.

If our logo has to be placed on a dark background, the options for the background are also limited by following our reds. A slight drop shadow can be used when Picnic is white.

fig. 01

fig. 02

fig. 03

Remember: Our logo reflects both our history and passion for tradition.

08 N

ot our Logo

fig. 01

fig. 03

fig. 02

X

X

X

X

fig. 04

You may not try to angle it to a straight arrow. That’s an incorrect position.

Remember our logo is fixed on a perfect 26° angle? Not more or less.

Just because we use red it doesn’t mean we use any red. Make sure you folllow our color palette.

Avoid resizing it and shrinking our logo either horizontally or vertically, it’s just bad taste.

fig. 01

fig. 02

fig. 03

fig. 04

07

10 C

olors

We use three different hues of red, but not just any red, Picnic reds.

CMYK= 12/92/92/3RGB= 208/57/46HEX= D0392E

CMYK= 69/62/61/52RGB= 57/58/58 HEX= 393A3A

CMYK= 0/87/100/0RGB= 239/72/34HEX= EF4822

CMYK= 59/51/50/19RGB= 104/104/104HEX= 686868

CMYK= 28/99/100/33RGB= 2135/25/25HEX= 871919

CMYK= 21/16/17/0RGB= 200/200/200 HEX= C8C8C8

fig. 01

fig. 02

These are our primary colors, used mostly on our logo. A bright red, a red orange and a darker red.

These are our secondary colors, mostly used for copywritting. A fine selecation of grays.

fig. 01

fig. 02

09

11 12 Icon

s

Our Icons reflect our look as a young wine brand. They are handpainted with beautiful watercolors.

fig. 01

Although these icons are not part of the main label, they’re still usable for other media like our website, ads, business cards, etc.

fig. 01

Our primary font is Judson. A serif typeface that expresses our traditional side.

Judson MediumABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890

Judson BoldABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890

Judson ItalicABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890

Aa

13 14 Typ

og

raph

y

fig. 01

Judson Medium is our font for copy, our back label also uses this font. These are the variations of our font: Medium, Bold, Italic.

fig. 01

Our secondary font is Univers. This typeface shows our modern side, mostly used to contrast our traditional side.

Univers 55 RomanABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890

Univers 65 BoldABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890

Univers 55 ObliqueABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890

Aa

15 16 Typ

og

raph

y

fig. 01

Univers is used for sub-headlines or for descriptors. Use it simply to contrast our primary typeface.

fig. 01

17 18 P

rod

uct

This is Picnic, an affordable yet tasteful wine brand. Picnic is traditional and modern, it is playful yet refined.

fig. 01

Our front label reveals our logo, California Red Wine and the year it was bottled. Our back label has some information about the wine as well as the general use of Government Warning.

fig. 01