Design manual for CULT SHAKER

Transcription

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2 Contents LOGO... 3 DIMENSIONS... 4 COLOURS... 5 PAY-OFF... 6 DESIGN ELEMENTS... 7 DESIGN ELEMENTS - sub-brands... 8 TEXT... 9 FONTS EXCEPTIONS page 2

3 LOGO CULT SHAKER is a registered trademark and must therefore always be followed by an when used as a logo. The CULT SHAKER logo consists of two elements: the SHAKER name and the CULT logo. The CULT SHAKER logo is always accompanied by the CULT brand above the SHAKER name, as shown below. The CULT SHAKER logo has to be placed horizontal in any situation. CULT SHAKER sub-brands must be accompanied with their own logo, which is an added text in connection with the original CULT SHAKER logo. Access to the logos in various file formats is available at page 3

4 DIMENSIONS The proportions in the CULT SHAKER logo must always be as shown below: Proportions: width x height = 1: To ensure that the CULT SHAKER logo is presented is a clear way there is a minimum permissible height of 5 mm. As a general rule, the CULT SHAKER logo must be placed on the top right-hand corner. However, exceptions may for example include use on images in order to take account of background colours. The area around the logo must always be a free zone, where no other objects may be placed. Therefore, it is also not permitted to incorporate any other elements and/or text into the CULT SHAKER logo. The illustration below shows how the free zone is calculated. When the logo appears together with other logos in connection with co-branding, the free zone shows the distance required to other elements or logos. page 4

5 COLOURS As a general rule the CULT SHAKER logo is only used in three versions: 1) A white outline on black background 2) A silver outline on black background 3) A silver outline on white background. The colour of the letters must always be red and black in the middle. The optimal method is to use the CULT SHAKER logo on a black background with the silver outline. The CULT SHAKER logo must always be presented in a clear way. Therefore, it is not permitted to use the logo on any other background then white or black, as mentioned above. The different CMYK and Pantone colour codes are all displayed here. The colours used for the logo consist of red, black and silver: Red Pantone 1795C C 0, M 100, Y 100, K 0 Black Pantone Black C 0, M 0, Y 0, K100 Silver Pantone 877C C 6, M 0, Y 0, K 22 page 5

6 PAY-OFF When writing texts and creating advertisement material it is possible to add the pay-off line The Party Maker!. The pay-off is not a part of the CULT SHAKER logo and is only available in an English version and is not permitted in local languages. When used in text the pay-off must always be written in capital letters and followed by an exclamation mark!. However, when the pay-off is added to the brand name it is allowed to be written with only the first letter of every word in capital letters, like so: CULT SHAKER The Party Maker!. Above you can see designed versions of the CULT SHAKER pay-off which can be used in connection with visual presentation of CULT SHAKER. Access to the pay-off line in various file formats is available at page 6

7 DESIGN ELEMENTS The design elements are an important part of the brand universe of CULT SHAKER and can be used when creating visual material featuring the CULT SHAKER products. It is allowed to place one or more CULT SHAKER bottles in front of the design element and use it as a background for visual material. Access to the design elements in various file formats is available at page 7

8 DESIGN ELEMENTS - sub-brands The CULT SHAKER sub-brands have their own unique design elements. Here you can see the design elements for CULT SHAKER Zulu and CULT SHAKER Ninja, both have their own characters which can be used for graphical material. It is only allowed to use one character at a time. The red triangle can be used to display sub-brand pay-offs for the two sub-brands. Here are some examples of text displayed in the triangle design element. CULT SHAKER Zulu: Warning! Risk of bone action Warning! Risk of dancing hysteria CULT SHAKER Ninja: Warning! Risk of sudden invisibility Access to the design elements in various file formats is available at page 8

9 TEXT When CULT SHAKER is written as part of a text the name must always be in capital letters and always contain both names, CULT and SHAKER. The sub-brands must always be written after the CULT SHAKER name as seen here: CULT SHAKER Ninja and CULT SHAKER Zulu. The CULT SHAKER pay-off, The Party Maker! is not allowed to be followed by the names of the sub-brands. The first letter must be capitalised and the text must be written in English. ü CULT SHAKER ü The Party Maker! ü CULT SHAKER Ninja ü CULT SHAKER The Party Maker! û SHAKER û Cult Shaker û The party maker û CULT SHAKER NINJA page 9

10 FONTS To highlight a particular flavour or sub-brand including the pay-offs, the following font must be used: Futura Std Bold Condensed PRICE Headings or statements must be written in Futura Std Bold Condensed ! #%&/()=? ` * abcdefghijklmnopqrstuvwxyzæøå abcdefghijklmnopqrstuvwxyzæøå The body text must be written in either Futura Std Light Condensed or Futura Std Medium Condensed ! #%&/()=? ` * abcdefghijklmnopqrstuvwxyzæøå abcdefghijklmnopqrstuvwxyzæøå ! #%&/()=? ` * abcdefghijklmnopqrstuvwxyzæøå abcdefghijklmnopqrstuvwxyzæøå page 10

11 EXCEPTIONS The CULT SHAKER logo must never be used without the CULT logo included. The only exception to this is in connection with embroideries or prints where the CULT SHAKER logo becomes too small for the CULT logo to be acceptably visible. All exceptions from the CULT SHAKER design manual must be approved by CULT s Marketing Manager. page 11