Vicks Style GuideGlobal Identity & Package Design Principles v1.0

Introduction

“welcome to our brand.”

Introduction

History of Vicks

Global Equity Assets

Regional VariantEquity Assets

Equity Color

Variant Color

Typefaces

Illustration Styles

Package DesignSystem

Promotional Execution

Checklist

Other Brand IdentityUsage

Contacts

Brand Identity

Letter from Rick JuneHow to Use This Style Guide

Chronology of Vicks

Vicks MissionEquity PyramidEquity Building Choice Wheel

VaporubSinexBabyrubFormula 44Casero/VickMielNyquil/MediNait/NoctylDayQuil/DayMed/Diatyl

Pyrena/InfusionsFirst Defence/Early DefenseAction 500Drops

Vicks Primary Color Palette

Variant Brand ColorNorth AmericaAustraliaLatin AmericaWestern EuropeIndiaIndonesiaVicks Color Specifications

FuturaUnivers Condensed

Flavors and ScentsProduct FormPeopleDiagramsPhotographic Illustration (WE only)

Package Design InspirationPackage Design OverviewGlobal SweepMid SweepsVicks Brandmark PlacementVariant NamePediatric Products

DropshadowsTypography PlacementVersioning BlockShrinkwrap MessagingSide And Back Panel Layout

ViolatorMulti-PacksTrays and Dispensers

Packaging Design Hard and Soft Points

Presentation FormatsConsumer Touchpoints/Examples

Contacts

BrandmarkBrandmark Color PaletteBrandmark Color VariationsBrandmark Scale and SizingThe Brandmark by RegionsRegistration MarkUnacceptable Identity Use

83

1

5

11

15

29

31

41

60

Regional Considerations

Regional Regulatory Requirements

70

66

Global Matrices

India/IndonesiaWestern EuropeLatin AmericaAustralia/New ZealandNorth America

74

72

80

21 43

Chronology of Vicks

Formula 44-E introduced nationally in US.

Vicks VapoRub Cough Syrup launched in Mexico as the first non-Rx cough syrup for children.

Formula 44 Plus Husten-Stiller (dry cough) and Formula 44 Plus Husten-Loser (chesty cough) introduced in Germany.

Vicks VapoSyrup (chesty and dry cough versions) introduced in UK.

Wick VapoRub grease-less cream and Formel 44 Plus Cough Lozenge introduced in Germany.

Sinex introduces two delivery systems in Italy: Sinex Nebulizzatore Nasale (mist) and Sinex Gocce Nasale (drops).

NyQuil LiquiCaps introduced.

Children's NyQuil introduced.

Pediatric Formulas 44, 44-D, 44-E, 44-M national launch in US.

RVI Acquired by Procter & Gamble.

Vicks Cough Dropsrenamed Vicks Throat Drops.

Vicks VapoRub Greaseless Cream & DayQuil Allergy Relief introduced in US.

Formula 44 new package graphics in US.

Vicks Cough Drops introduced with butter and menthol flavors in ANZ.

Vicks VapoRub cough syrup line introduced in Mexico.

Vicks Dry Cough capsules, as well as Vicks Action tablets, introduced in WE and AAI.

1985 1986 1987 1988 1989 19911990 1991/92 1993 1994 1996

9

Chronology of Vicks

Vital Cough Drops introduced in UK.

Vicks partners with BreatheRight strips in US.

Introduction of Vicks Casero in US.

Brazil products adopt US packaging.

Vick Pyrena, a hot & medicated tea that relieves flu symptoms, is introduced.

Introduction of NyQuil Cough in US.

Introduction of DayQuil Sinus, NyQuil Sinus and Vicks BabyRub in US.

New global packaging system launched worldwide.

20062005200120001997 2007/08

10

Global EquityAssets

“unified by a world of consumers.”

Vicks cares about people, whether they are ill and trying to get better,

or well and trying to stay that way. So we create respiratory products and services

that treat the symptoms and nurture the body.

Vicks Mission

12

Vicks. The care that keeps you connected.

OVERALL EQUITY

Quality-Seeking Interveners

Consumers who use brand-name products to intervene in their respiratory illnesses and do not believe all cold medicines are the same.

STRATEGIC TARGET

BRAND CHARACTER

TBD

Core Brand Values:

• Lighting your path to wellness (whether sick or well)

• Engages your senses, so you know it’s working

• Beyond effective medicine to comfort and care

• Simple solutions: intuitive, imaginative and affordable

BUILDING BLOCKS

EQUITIES CONSUMERS EXPERIENCE

Vicks Shield, Vicks Mnemonic, Sensorial Experience, Consistent Global Packaging

DESIGN THEME: TBD

Equity Pyramid

13

Vicks V

apor

s

Gre

en &

Blu

e

Vicks Shield

Variant Names

Color Sweeps

Illustration Style

SCEN

TCO

LOR

IN-S

TORE

EXP

ERIE

NC

E

SELL

CO

PY

ICON

NOMENCLATURE

MUSIC

TOUCH

SOUN

D

SHA

PE

BRANDMARK

PATTERN

Vicks Mnemonic

SIGNATURE VISUAL

TYPOGRAPHY

BRAN

D LO

OK

Global equities we own today

Equities we’ll own beginning07/08

Opportunities

The care that keeps you connected.

Equity Building Choice Wheel

14

Brand Identity

“this is the heart of our brand.”

The new Vicks brand identity and its consistent

usage on packaging will help to unify and

strengthen the entire brand. The brandmark is

proud, confident and strong. The new shield

connotes the qualities of soothing, breathing,

safe and trusted. On all packaging, and

whenever the shield is on a background,

it is contained by a strong glow to give it

prominence. The new brandmark should never

have anything overlapping it or contained

within it.

Brandmark

PMS 3415 PMS 294

Shades of green and blue have historically

become synonymous with the Vicks brand.

These colors communicate efficacy and soothing

relief to consumers. When printing the new Vicks

brand identity, both green and blue are used.

By overprinting P&G 473 over P&G 931, the

shield is injected with strength and dimension.

Brandmark Color Palette

P&G 473P&G 931

C100 Y77 K 22R1 G110 G69

C100 M58 K 21R9 G53 G122

The primary logo is built by printing P&G 473

on top of P&G 931. This treatment of the logo

should be applied consistently on all packages.

Only in cases where printing restrictions

prohibit overprinting should a one-color logo

be used. A one-color logo used on primary

packaging should be printed in P&G 931.

In secondary usages (such as back panels,

extended label panels or packaging inserts),

the logo can be printed in P&G 473 (blue) or

in black. The size of the brandmark should

determine whether to show dimensionality in

the shield or to use a flat background (see

page 25).

Brandmark Color Variations

Primary

Alternate

One-Color

should only be used where two- color printing is not available

can be P&G 473 green, P&G 931 blue or black

two-color

Equity Color

“showing our true colors.”

P&G126

The primary colors of the Vicks palette are

strong and straightforward and represent the

core of the brand. The consistent representation

of these core colors helps reinforce the distinc-

tiveness of the Vicks brand. These four colors

are used consistently in the global sweep and

brandmark on all Vicks packages. Colors on

the rest of the package are determined by the

variant brand (see next section).

Vicks Primary Color Palette

Primary

P&G452

P&G473

Green and blue are the primary brand equity colors in the Vicks brand Identity

P&G931

Typefaces

“we never forget a face.”

The chosen typefaces are from the Futura and

Univers families. In tandem, they create a feeling

of trusted, confident and friendly medicine. The

specific typefaces shown to the right are the only

ones used for packaging.

FUTURA

Futura is based on strict geometric shapes, which

give an overall effect of simplicity and clarity. It

has long ascenders and descenders requiring

generous line spacing. Its image is clear, elegant

and timelessly modern for a practical appearance.

Futura is the choice for communicating Vicks

primary information (typically the top 3 POCs).

UNIVERS CONDENSED

Univers embodies steadiness and homogeneity.

The clear, objective forms of Univers make this

a serious, legible font. Univers Condensed is the

choice for communicating Vick’s vital information:

benefit claims, medicinal content and net weights.

Futura Bold Condensed

Univers 67 Bold Condensed

Univers 67 Bold Condensed Oblique

Univers 57 Condensed

Futura Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789

Futura Light

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789

Univers 57 Condensed Oblique

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789

Typefaces

MANDATORY• Futura and Univers only

FLEXIBLE• Bold, condensed, light, oblique

Package DesignSystem

“putting our principles into practice.”

b

b

b

a

aa

The new packaging system is created using a

series of soothing sweeps, which help to convey

the overall equities of the Vicks brand. They

connote free breathing, soothing, comforting,

efficacious relief. This diagram illustrates how the

system was created. All of the sweeps are based

on the most essential Vicks asset, the shield.

Package Design Inspiration

The packaging system was developed to meet

the needs of the expanding line of Vicks

products worldwide. The system is flexible

enough to allow for the unique characteristics

and benefits of each individual product, and yet

unites them all under the Vicks brand. This

section will show you all of the essential pieces

of the architecture and how they are utilized.

Package Design Overview

Global Sweep

Shrinkwrap Patterns

Versioning Block

Variant Name

Mid Sweeps

Illustrations

Vicks Brand Mark

Mid Sweeps

The sweeps mandated for every package in

the new Vicks packaging architecture system

communicate soothing, performance and

efficacy. They are built in a consistent fashion

on every package to create a unified family.

They are scaled uniformly to the width of the

package being designed, but they may be

shifted vertically to accommodate package

format and communication assets. Things to

consider when placing the sweeps are how

they will interact with the versioning block and

any illustrations. Mid sweeps should always

fall below the variant name. They should

remain consistent for different versions of the

same brand.

MANDATORY• Mid sweeps must be present on every

package• Position beneath variant name

FLEXIBLE• Vertical placement of mid sweeps

TIP• Avoid any distracting overlaps of type

or graphics

Background Sweeps

Ex. 3

The primary placement of the Vicks brandmark falls on

the right side of the global sweep, locked up with and

directly above the variant name. There are a few

exceptions to this rule:

1) On packages that are wider than a double square

and on side panels, the shield can be placed on the

left side of the package, preceding the variant name.

2) On very narrow packages, the brandmark may

be centered.

3) When it is legally required to align Vicks and

the variant name based on variant name trademark

registration (e.g., Vicks Early Defense US), the

brandmark may need to be postitioned to the left

or centered.

Vicks Brandmark Placement

Examples of Exceptions

Primary Brandmark Placement

MANDATORY• Brandmark with glow, usually positioned

on the right side of the global sweep

FLEXIBLE• Horizontally formatted packages, on which the

brandmark can shift left of the variant name• Narrow packages, on which the brandmark

can be centered• Variants whose trademark registration requires

brandmark/variant name alignment

Ex. 1 Ex. 2

This vapor symbol has been created to signify

products in the “Vapor” line. This includes

any product starting with “Vapo,” as well as

the BabyRub products. It is locked up with

the variant name, emanating from above

the division between “a” and “p.” It can be

made larger or smaller depending on space

availability. It is created as a gradient of the

variant brand color palette that it falls upon.

MANDATORY• Vapor illustration style• Lockup with variant name

FLEXIBLE• Vapor illustration size• Vapor illustration color

Variant Name: Vapor Illustration

35%

10%

VapoDropsPeppermint

VapoDropsLiquicentresBurst of Mint

VapoDropsButter Menthol

P&G674

P&G547

P&G408

VapoRub WE

BabyRubNA/AAI/LA

VaporRubNA/AAI/LA

P&G345

P&G452

P&G865

Children’s products are identified by fun, crafted

lettering preceding the variant name. The

typeface used is Futura Bold, and the characters

are lightly jumbled and multi-colored to enhance

the playful nature that directs the product

toward its intended recipient.

Pediatric Products

P&G929

P&G126

P&G056

P&G865

Children’s

Pediatric

Anak-Anak

MANDATORY• Multi-color type, rotated

FLEXIBLE• Color can be adjusted to add

impact against the background• Translations

The typography helps to establish the hierarchy

of information on each package. As information

changes in importance from product to product,

it can move up and down the hierarchy chain.

Vicks BrandmarkDo not typeset

Variant NameFutura Bold, title case

Version NameFutura Bold, uppercase

Key Benefit DescriptionFutura Bold, title case

FlavorUnivers Bold Condensed

IngredientsUnivers Bold Condensed Oblique,title case

ContentsUnivers Bold Condensed

ShrinkwrapFutura Bold, title case

Typography Placement

Versioning Block

Version NameFutura Bold, uppercase

Benefit DescriptionFutura Bold, title case

IngredientsUnivers Condensed Bold Oblique, title case

2.8 pt

1.2 pt

PARA CALMAR ALGUNOSSÍNTOMAS DEL RESFRIADO

Aligned Right

Aligned Right

Multi-Symptom ReliefAcetaminophen > Aches, Fever

Dextromethorphan > CoughDoxylamine > Sneezing, Runny Nose

COLD & FLU

Open

For SinusRelief

With SoothingVicks Vapors

12 HOURNASAL SPRAY

Aligned Left

Open

Aligned Right

The versioning block is an essential tool in the

Vicks architecture system. The version name should

always fall inside the top solid band. When

creating new Vicks product lines, consider carefully

how the consumer will shop these products and

any future extensions that might be introduced.

The versioning block always falls on the right side

of the package beneath the variant name. The

prongs have the flexibility to encapsulate or break

up the information and illustrations on the package.

This helps determine how the information will

be navigated by the consumer.

MANDATORY• Versioning band• Copy alignment• Opening at right• Typefaces

FLEXIBLE• Height of block• Width of block• Presence of block beneath band

(only to be omitted due to spacelimitations)

DayQ

uil

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uilDa

yQu

DayQ

uilDa

yQuil

DayQ

DayQ

uilDa

yQ

DayQ

u

DayQ

uil

lDayQ

uilDa

yQu

DayQ

uilDa

yQuil

DayQ

DayQ

uilDa

yQ

DayQ

u

NyQuil

NyQuil

NyQuil

QuilNyQ

uilNyQ

uil

QuilQuilu

NyQuilu

NyQuil

NyQuil

NyQuil

QuilNyQ

uilNyQ

uil

QuilQuilu

NyQuilu

ViVVck

4

ViVVck

4444

ViVVck

4444

k4444

ViVVck

4

ViVVck

4444

ViVVck

4444

k4444

ViVVck

ViVVck

4444

ViVVck

4444

ck4444

ViVVckMiel

44

ViVVck ex

p

Miel

44

ViVVck ex

p

Miel

44k xp

ViVVcMiel

44

ViVVck ex

p

Miel

44

ViVVck ex

p

Miel

44k exp

ViVVcMiel

44

ViVVck ex

p

Miel

44

ViVVck ex

p

Miel

44k exp

PluVick

sPl

uPl

u

Plus

Coo

ling

Vicks V

apor

s

Plus

Coo

ling

Plus

Co

Vic

olin

gor

sing

Plus

Coo

ling

Vicks V

apor

Plus

Coo

ling

Plus

Co

Cool

ing

apor

sol

ing

PluVick

sPl

uPl

u

Plus

Coo

ling

Vicks V

apor

s

Plus

Coo

ling

Plus

Co

Vic

olin

gor

sing

Plus

Coo

ling

Vicks V

apor

Plus

Coo

ling

Plus

Co

Cool

ing

apor

sol

ing

Cas

Case

roV

Case

roVick

s Cas

Case

roVick

s Cas

ero

V

roVick

s Cas

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Vick

ks Cas

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Vick

roVick

k

Shrinkwrap Messaging

Many Vicks products are required to have shrinkwrap

caps or foil wrappers. This is considered part of the

packaging and is used to emphasize the variant

brand, product benefit and/or flavor. The preferred

option for communication on shrinkwraps is to stack

the variant brand name in an alternating pattern and

tilt at a 45° angle (see examples at right). Icons can

also be introduced into the pattern to emphasize a

particular benefit but are not necessary.

MANDATORY• Repeated pattern

FLEXIBLE• What is communicated: product, benefit, promotion

TIP• Print white beneath the flavor color on clear

shrinkwraps to achieve bolder, tastier colors

There is plenty of flexibility in the layout of back,

side and top panels of Vicks packaging. When

bringing branding to side, back and top panels,

keep the visual relationship of the Vicks brandmark

and the variant brand similar to the front of the

package. The top sweep and top gradient can be

carried over to these panels. The middle sweeps,

however, should not.

Side, Back and Top Panel Layout

Side and Back Panel Layout

Most side and back panels of the package are

used for product information, such as drug facts,

usage, etc. This information should be set using

the same typefaces outlined in the typography

section. Side and back panels can also be used

to emphasize a particular benefit, such as the

product form, via illustration or descriptions. Don’t

feel obligated to fill every inch of the package –

breathing room can help the consumer more

quickly retain important product information.

AAI BabyBalsam Side/Front

NA Sinex Side/Front

AAI First Defence Side/Front

Scale: 80%

Illustration Styles

“a picture is worth brand recognition.”

Flavors and scents are rendered in a realistic

style that optimizes taste or aromatic appeal.

The volume and size of the illustration can vary

depending on the role flavor plays on the

package. For example, a cherry-flavored cough

drop package may show a large cluster of

cherries, whereas a hard-hitting cherry-flavored

cough syrup may only show a smaller single

cherry. Please contact Ellen Craven or Donna

Allen for the most up-to-date illustrations.

Orange LemonBlack CurrantStrawberry

Cherry Bunch Menthol EucalyptusButter Menthol

Honey LemonHot Drink

Cucumber MintHoney LemonLozenge

PeppermintLiquiburst

Raspberry Bunch

Flavors and Scents

Cherry

Mint Bunch

CherryLozenge

MANDATORY• Illustration style

FLEXIBLE• Size and amount

Some unique cases require the design system

to expand to include two (sometimes three)

products, typically for club stores or promotional

purposes. Elements of the system are centrally

located, allowing free space at the sides.

Maintain lockup of logo, variant name and

versioning bar where possible.

Multi-Packs

NyQuil/NA, Scale: 80%

RegionalConsiderations

“there’s a place for everything.”

Regional Regulatory Requirements

NyQuil/NA, Sinex/LA, MediNait/Germany Scale: 80%

Every region has its own set of legal

requirements that dictate many aspects of

Vicks packaging. These requirements can

change frequently, so always check which

regulations apply to new packaging being

created. They can affect naming, brand

lockups, usage of illustrations, information

allowed/not allowed, and the point size

that the information must be set in.

North America

NyQuil DayQuil

VapoRub BabyRub Inhaler Sinex F44 F44 Sore Throat

Cough DropsEarly Defense

Casero

These are representative products from each region and are not intended to portray final art or full product lineups. Scale: 30%

North A

merica

Other BrandIdentity Usage

“branding outside the box.”

Presentation Formats

These are standard presentation formats for

the Vicks brand. They are formatted for an

800x600 display. You can use the jpeg files

provided to place into your document as a

background. Using these files will help to give

the brand a unified look during meetings and

presentations.

1920×1200 Display

Cover Page

Cover

Body

800×600 Display

Cover Page

These are generic presentation formats for the Vicks

brand. They are formatted for an 800x600 display.

BULLETS CAN BE DONE LIKE THIS:

• You can use the jpeg files provided to place into

your document as a background.

• Using these files will help to give the brand a

unified look during meetings and presentations.

Subtitle

Consumer Touchpoints

The new Vicks visual identity should be leveraged

across all consumer and customer touchpoints.

With the visual tools presented in this manual,

the Vicks brand should be presented in a manner

consistent with the equities of the brand. Here

are some examples of how this guide could

inspire touchpoints.Press Kit

T-Shirts