Drinkaware Logo Guidelines

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1 Drinkaware Logo Guidelines Logo guidelines for Drinkaware trademark licence holders. Drinkaware Logo Guidelines 1/20

2 Qualifying criteria Introduction Qualifying criteria Our logo is a registered trademark. Any organisation that wishes to refer to Drinkaware, or the Drinkaware website, must obtain prior consent by entering into a Trademark Licence Agreement. We will only enter into a trademark licence agreement with organisations that: Comply with The Portman Group and Advertising Standards Authority codes of practice Follow the government s drinking guidelines. The logo can not be displayed on: Promotions that encourage consumption above the government s drinking guidelines Imagery or materials that promote the desirability or acceptability of drunkenness Lobbying materials to change alcohol policy. The Drinkaware logo should be used to direct consumers to the Drinkaware website where they can find the information to make informed decisions about the effects of alcohol on their lives and lifestyles. Drinkaware expects its licence holders to use the logo in compliance with the law and voluntary codes. The Drinkaware logo is a prompt for consumers and is not intended to endorse products or brands. Drinkaware reserves the right to withdraw use of its logo at anytime. Please call if you see the Drinkaware logo being used inappropriately. 3 4 units daily 2 3 units daily Drinkaware follows the government s drinking guidelines. Drinkaware Logo Guidelines 2/20

3 Logo variations Logo Alcohol awareness Logo Responsible marketing Logo Brand Position and exclusion zone Download Logo variations All logos Looking for this logo? Please There are three versions of the Drinkaware logo serving different purposes. Alcohol awareness General use Page 4 Responsible marketing Marketing of alcohol Page 5 Brand logo Referring to Drinkaware the organisation Page 6 Drinkaware Logo Guidelines 3/20

4 Logo variations Logo Alcohol awareness Logo Responsible marketing Logo Brand Position and exclusion zone Logo Alcohol awareness Who Drinkaware, any licence holder. What Drinkaware web address and long strapline, for the facts about alcohol. When The subject is the effects of alcohol on health and wellbeing, risks associated with alcohol consumption above the government s guidelines, general alcohol awareness. Why The longer strapline provides additional meaning when used in a general health and wellbeing context. Where Discretionary, but widespread use across all consumer channels is recommended best practice. How The for the facts about alcohol strapline can be used top, bottom, leading in or out of the Drinkaware logo. The exclusion zone must be observed (see page 7). Logo and strapline variations Drinkaware Logo Guidelines 4/20

5 Logo variations Logo Alcohol awareness Logo Responsible marketing Logo Brand Position and exclusion zone Logo Responsible marketing Who Drinkaware, producers and retailers of alcoholic drinks, i.e pubs, clubs, bars, restaurants and shops. What Drinkaware web address and short strapline - for the facts. When The subject of the communication is the sale, promotion or availability of alcohol. Why The shorter strapline is sufficient when displayed in contex of alcohol. Where Discretionary, but widespread use across all consumer channels is recommended best practice. How The for the facts strapline can be used top, bottom, leading in or out of the Drinkaware logo. The exclusion zone must be observed (see page 7). Producers of alcoholic drinks should also see page16 for information about product labelling. Logo and strapline variations Drinkaware Logo Guidelines 5/20

6 Logo variations Logo Alcohol awareness Logo Responsible marketing Logo Brand Position and exclusion zone Logo Brand Who Drinkaware, any licence holder. What Organisation name. When The main subject of the communication is Drinkaware referring to us as an organisation or our activities as a whole. How The exclusion zone must be observed (see page 7). Drinkaware Logo Guidelines 6/20

7 Logo variations Logo Alcohol awareness Logo Responsible marketing Logo Brand Position and exclusion zone Logo Position and exclusion zone Positioning Positioning of the logo is flexible but the bottom right hand corner is recommended best practice. The logo must be: Prominent and positioned in context to the alcohol promotion Clearly legible with good contrast to the background Kept on the horizontal axis Exclusion zone maintained. The logo exclusion zone The logo and strapline fits into a rectangular box and is surrounded by an exclusion zone to prevent it from being crowded by other logos, text or imagery. It also prevents the Drinkaware logo from being placed too close to the edge of printed materials, websites or merchandise. The exclusion zone is based on the lowercase n height of the Drinkaware logo type. The exclusion zone starts outside the rectangular box created by the logo and strapline together. No other text or statements should appear in the exclusion zone. Positioning of the logo is flexible but the bottom right hand corner is recommended best practice. Logo exclusion zone Drinkaware Logo Guidelines 7/20

8 Print Screen Broadcast Size Print The Drinkaware logo makes the most impact when it is of comparable size to your own logo. Alternatively, the n height of the Drinkaware logo should be comparable to the n height of the advert sub-heading, strap line or signoff. The drinkaware element of the logo should be no less than 25mm wide. 25mm Available file formats for print use: Vector eps, tiff, jpg and PNG (CMYK 300dpi, exclusion zone included). The n height of the Drinkaware logo should be comparable to the n height of your logo. Image supplied courtesy of Miller Brands (UK) Limited Your logo Drinkaware Logo Guidelines 8/20

9 Print Screen Broadcast Size Screen When using the Drinkaware logo online the resolution should always be set at 72ppi (pixels per inch) using the RGB color mode. However, not all web-viewing devices share the same resolution. For conventional computer screens 72ppi is standard. For smart phones, devices can vary significantly and should be checked accordingly. For conventional computer screens 72ppi is standard. For smart phones, devices can vary significantly and should be checked accordingly. When the resolution and colour mode are chosen the right format is essential. Available file formats for screen use: Vector eps, tiff, jpg and PNG (RGB, 72dpi, exclusion zone included). Drinkaware Logo Guidelines 9/20

10 Print Screen Broadcast Size Broadcast Logo use for broadcast shares many of the same characteristics as online. Resolution should be set at 72ppi and RGB colour mode. Screen resolutions and sizes with televisions vary enormously when viewed by the end user. When using TIFF, JPG or PNG formats this should be at 2000px. When using TIFF, JPG or PNG formats this should be at 2000px. When working with EPS, the minimum size is sufficient due to the editable nature of the format. Available file formats for broadcast use: Vector eps, tiff, jpg and PNG. Image supplied courtesy of C&C Group plc Drinkaware Logo Guidelines 10/20

11 Primary palette Reversed out and mono Colours Primary palette Red Pantone 200 Black Pantone Black White Pantone Where possible the Drinkaware logo should be used on white background in black and red to maintain our brand identity. C 0 M 100 Y 63 K 12 C 0 M 0 Y 0 K 100 C 0 M 0 Y 0 K 0 R 211 G 17 B 69 R 0 G 0 B 0 R 255 G 255 B 255 Hex: D Hex: 23 1F 20 Hex: FF FF FF Drinkaware Logo Guidelines 11/20

12 Primary palette Reversed out and mono Colours Reversed out and mono To provide greater flexibility the Drinkaware logo can be reversed out or used in black. Reversed out (White) Mono (Black) Custom palette In exceptional circumstances, (i.e. sponsorship opportunity), Drinkaware will consider requests to tailor the logo colour palette to the activity. To make a request please contact or Drinkaware Logo Guidelines 12/20

13 Introduction Logo Size Colours Application Extras Contact Print good and bad examples Linking online Broadcast scripts and timing Voluntary labelling scheme Application Print good and bad examples Keep logo application simple and legible. Good examples Bad examples Drinkaware Logo Guidelines 13/20

14 Print good and bad examples Linking online Broadcast scripts and timing Voluntary labelling scheme Application Linking online The Drinkaware logo should always link through to: drinkaware.co.uk In order to improve our rankings within major search engines, if you link through to the Drinkaware website you should make for the facts about alcohol a text link followed by (where possible) our logo as an image link. The implementation of the new text link will require technical knowledge and so please provide the information below to your developers or whoever is responsible for your website maintenance. Drinkaware text link code: For the facts about <ahref=" drinkaware.co.uk">alcohol</a> visit Drinkaware.co.uk. Using an age gate? You can redirect underage web visitors to drinkaware.co.uk Drinkaware Logo Guidelines 14/20

15 Print good and bad examples Linking online Broadcast scripts and timing Voluntary labelling scheme Application Broadcast scripts and timing Broadcast display The logo can be displayed at any point during a broadcast and positioned where ever it is easiest for the viewer to read. It should be displayed on screen for a minimum of four seconds and for a proportionally longer period during adverts lasting more than 30 seconds. The logo should appear on screen continuously for at least 10% of the broadcast. The Drinkaware logo should be displayed on screen for a minimum of four seconds. Radio script Please include one of these phrases: Image supplied courtesy of First Drinks Brands Limited Option 1 Option 2 Option 3 for the facts, drinkaware.co.uk drinkaware.co.uk, for the facts for the facts about alcohol, drinkaware.co.uk, Drinkaware Logo Guidelines 15/20

16 Print good and bad examples Linking online Broadcast scripts and timing Voluntary labelling scheme Application Voluntary labelling scheme Voluntary labelling scheme for alcoholic drinks Included in the government s preferred labelling format for alcoholic drinks is a reference to the Drinkaware website. Further information Download the icons: portmangroup.org.uk The Portman Group advice team: Option 1 (preferred) As per page 5. Option 2 For labelling purposes only we can supply a shortened version of the logo with just the URL. Option 3 For labelling purposes ONLY the website address can be written in the same type face as the logo: Arial. drinkaware.co.uk Drinkaware Logo Guidelines 16/20

17 Quick start guide Other logos Useful links Extras Quick start guide 1. Registered trademark Make sure you have a Drinkaware logo licence. 2. Which logo? Alcohol awareness: for the facts about alcohol. Responsible marketing: for the facts 3. Positioning of the logo Wherever suits you but the exclusion should be observed so that the logo stands out and is easy for the consumer to read. 4. Size of the logo The Drinkaware logo makes the most impact when it is of comparable size to your own logo. Also, if used next to other logos it must not be overpowering but equal in size and position. Please see page 8 for minimum sizes. 5. Colour of the logo Use in the Drinkaware primary colour palette, reversed out or black. Logo hints and tips Please don t Distort the logo Change the typeface Blur or apply any effects to the logo Place on heavily patterned backgrounds or faces Tilt or rotate. Please do Use the right logo Make the logo stand out Make it big Link it to our website Use it everywhere think print, broadcast, online, experiential. Make sure you have a Drinkaware trademark licence. The Drinkaware logo makes the most impact when it is of comparable size to your own logo. Drinkaware Logo Guidelines 17/ 20

18 Quick start guide Other logos Useful links Extras Other logos Why let good times go bad? Why let good times go bad? is aimed at reducing young adult binge drinking. Funding companies and partners should use this logo for any consumer facing activity aimed at young adults. Specific logo guidance, along with different colours and variations of the logo are available by ing: This campaign logo is only available to Drinkaware funding companies and partners. Looking for this logo? Please Drinkaware Logo Guidelines 18/20

19 Quick start guide Other logos Useful links Extras Useful links Logo Campaign assets Useful links Talk to us To download the Drinkaware logo, please for the download link. To download Drinkaware campaign assets, please for the download link. Further information on Drinkaware: Drinkaware.co.uk Social responsibility guidelines: portmangroup.org.uk Advertising standards information: asa.org.uk We re always happy to review any design proofs or answer any queries: T: E: Challenge 25 materials: wsta.co.uk/challenge-25.html Unit communication at point of sale: Off trade unit campaign wsta.co.uk On trade unit campaign beerandpub.com Drinkaware Logo Guidelines 19/20

20 Contact How to get in touch If you have any questions about our guidelines or wish to apply for a trademark licence, please contact: Drinkaware Samuel House 6 St. Albans St London SW1Y 4SQ Tel: Drinkaware Logo Guidelines 20/20

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