Brand Identity Style Guide

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2 Contents 1.0 Brand identity 1.1 The logo primary version 1.2 The logo secondary version 1.3 Reverse usage 1.4 Clear space and minimum size 1.5 Colour palette 1.6 Brand typography 1.7 Brand typography examples 1.8 The Vicar 1.9 The Chosen 1.10 McLaren Vale 1.11 Il Vescovo 1.12 Foundation

3 1.1 The logo primary version The Chapel Hill logo is the cornerstone of its brand identity. Figure 1 demonstrates the primary logo. The logo must always appear in this form and cannot be altered or applied in any way or by means other than specified in these guidelines. The logo has been specifically drawn and as a result can only be reproduced from electronic or reflective artwork as provided in these guidelines. No attempt should be made to recreate the logo. Figure 1. The logo, primary version

4 1.2 The logo secondary version When creating label artwork, in instances where the geographical indicator (GI) is a region other than McLaren Vale, or more than one GI is present, a secondary Chapel Hill logo is to be used in place of the primary logo. Figure 1 demonstrates this secondary logo. The logo must always appear in this form and cannot be altered or applied in any way or by means other than specified in these guidelines. The logo has been specifically drawn and as a result can only be reproduced from electronic or reflective artwork as provided in these guidelines. No attempt should be made to recreate the logo. Figure 1. The logo, secondary version

5 1.3 Reverse usage Figure 1 demonstrates the correct reverse reproduction of the Chapel Hill primary and secondary logos. The logos must only reverse to white. Figure 1. Primary and secondary logos, reverse usage

6 1.4 Clearspace and minimum size When used in conjunction with other logos and graphics, enough space needs to be left around the logo to ensure correct prominence and readability. Figure 1 demonstrates the clearspace for the logo. No other graphics can encroach on the clearspace surrounding the Chapel Hill logo. An exception to this rule is when the logo appears as a watermark. As a watermark, the logo may be positioned behind type, and must appear in either PMS 406 or white (reversed out of PMS Warm Grey 2 background). Figure 2 demonstrates an example of this rule. x Figure 3 demonstrates the minimum reproducible size of the logo. x Figure 1. Clear space Figure 2. Example of watermark 15mm Figure 3. Minimum size

7 1.5 Colour palette Colour plays an incredibly important role in brand recognition. This section demonstrates our colour palette. Applications of the colour palette are demonstrated throughout this Guide. PMS 406 CMYK: C0, M5, Y6, K16 RGB: R224, G217, B213 PMS Warm Grey 2 CMYK: C0, M2, Y5, K9 RGB: R238, G235, B229 Gloss and matt There is no such thing as gloss or matt inks. It is the printing surface that dictates the end result. Smooth shiny surfaces produce a gloss result. Soft, absorbent surfaces produce a matt result. The colour will vary from vibrant to dull and must be considered before reproduction. Spot colour application When specifying colours for spot colour reproduction, such as offset printing, PANTONE Matching System (PMS) values are to be specified. Process colour application When specifying colours for process reproduction, such as press advertising, CMYK values are to be specified. Electronic application When specifying colours for electronic reproduction, such as web or multimedia applications, RGB values are to be specified. Black PMS Process Black CMYK: C0, M0, Y0, K100 RGB: R0, G0, B0 PMS 288 CMYK: C100, M67, Y0, K23 RGB: R0, G70, B135 Paint finishes Gloss, satin and matt paints are available and should be specified to match the PANTONE Matching System (PMS) specification. Other materials When specifying textiles, vinyls, laminates or other manufactured sheeting, colour should be specified to match the PANTONE Matching System (PMS) specification as close as possible.

8 1.6 Brand typography A typeface gives a voice to words. There is one brand typeface used by Chapel Hill Newzald. Newzald is the official brand typeface and is to be used for typesetting of text. This includes labels, cartons, printed brochures, literature, advertising, banners, stationery and signage. Only four styles of Newzald are to be used Book, Book Italic, Medium and Medium Italic. Aa Aa Aa Aa ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz ,;: ()$&!?@ Newzald Book 20pt ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz ,;: ()$&!?@ Newzald Book Italic 20pt ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz ,;: ()$&!?@ Newzald Medium 20pt ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz ,;: ()$&!?@ Newzald Medium Italic 20pt

9 1.7 Brand typography examples Figure 1 demonstrates examples of Newzald usage on Chapel Hill front labels. The typographic treatment is unique to each label. Only the words Chapel Hill remain consistently typeset in Newzald Medium, small caps, tracking 80, set above a dotted rule. The Chosen Cabernet Sauvignon 2009 Figure 1. Examples of Chapel Hill typographic treatments

10 1.8 The Vicar The Vicar is Chapel Hill s icon wine. The finest representation of our commitment to McLaren Vale, Shiraz and minimal intervention winemaking. Traditional typesetting used for bibles and hymn sheets informed the label.

11 1.9 The Chosen Blessed as custodians of one of the most inspiring sites in McLaren Vale, the Chosen single block wines showcase the uniqueness of our winery vineyard and its status in the region. Each pieces cut from the label is shaped like the particular block from which the grapes were sourced, and positioned within the label as to where they lie within the vineyard.

12 1.10 McLaren Vale An acknowledgement of McLaren Vale s signature varieties, each wine exhibiting a genuine sense of place, belonging and varietal character. Chapel Hill s winery, vineyard and historic chapel (circa 1865) are nestled in a patchwork of vineyards, olive groves and native bush overlooking the rolling hills of McLaren Vale. The label depicts the view from the Chapel, reinforcing the window icon and showcases the work of an emerging Australian illustrator.

13 1.11 Il Vescovo Il Vescovo, Italian for bishop and a nod to the Mediterranean, its indigenous varieties and their exploration in McLaren Vale. The label depicts a set of Rosary beads forming a V.

14 1.12 Foundation The gateway to discovering the Chapel Hill house style; wines with structure, generosity, balance and texture. The label features the Chapel Hill window brand mark prominently.